The 2025 Formula 1 season kicked off with a spectacular event, moving away from traditional team launches to a grand evening of entertainment called F1 75 Live, held at London’s O2 Arena. Celebrating the sport’s 75th anniversary, the event attracted over 20,000 fans and was hosted by British comedian Jack Whitehall. It featured a runway-style showcase of all 10 teams unveiling their car liveries simultaneously, alongside musical performances and celebrity appearances, creating an atmosphere reminiscent of a fashion show.
The live-streamed event garnered global attention, with 7.5 million viewers across social media platforms and peak online viewership of 1.2 million. Amid the festivities, humour emerged with Whitehall’s jabs at reigning champion Max Verstappen’s absence and celebrity chef Gordon Ramsay’s irreverent reaction to FIA’s new rules on driver behaviour.
The evening wasn’t without controversy; the crowd expressed disdain towards the FIA and the reception of Red Bull Racing’s car reveal was mixed. This innovative approach reflects Formula One’s strategies to engage newer audiences, building on recent successes from media ventures like “Drive to Survive” and major events like the Las Vegas Grand Prix. Mercedes team principal Toto Wolff likened the showcase to the NFL Draft, underscoring its significance in enhancing the sport’s commercial viability. The event marked the official lead-in to the pre-season testing in Bahrain set to commence shortly.