F1 to court US market with pre-Miami GP summit featuring Hamilton · RaceFans

Formula 1’s latest effort to raise its profile in the United States will take place in the build-up to next week’s Miami Grand Prix.

The F1 Accelerate Summit event will take place on Thursday ahead of the first of three American rounds on the calendar this year.

The event is described as an opportunity for “trailblazers from the worlds of sports, entertainment and business to discuss how they can make a significant impact on the future of technology, performance, diversity and sustainability, not only in their own business but across industries and culture.” Among the F1 personalities taking part are seven-times world champion Lewis Hamilton, CEO Stefano Domenicali and McLaren Racing CEO Zak Brown.

Following an introduction by Domenicali and Liberty Media CEO Greg Maffei, the six-hour event will begin with a session described as “a fireside chat with Sir Lewis Hamilton” on the theme of “the catalyst for change”. Hamilton, who is currently producing an F1 film featuring Brad Pitt, often speaks passionately and publicly about his interests outside of his motorsport career, including promoting diversity and inclusion.

Later in the day Brown will appear alongside Domenicali, Maffei, F1 Academy managing director Susie Wolff and Miami Grand Prix managing partner Tom Garfinkel, who is also CEO of the Hard Rock Stadium where next week’s race will take place. This session “invites the leaders of the sport to lift the curtain for an exclusive look at what is next for F1.”

A key draw of the event is likely to be the appearance of producer and director duo Jerry Bruckheimer and Joseph Kosinski who are working on Hamilton’s F1 film. The pair will share “an exclusive look” at the project, filming for which is due to begin soon.

Underlining the event’s focus on entertainment, one session will discuss “the markets that athletes and professional sports leagues unlock when they play the Hollywood game.” This will be debated by Manish Pandey – the creative force behind the 2010 movie Senna and recent documentary on former F1 CEO Bernie Ecclestone, Lucky! – along with representatives from US F1 broadcaster ESPN and Drive to Survive broadcaster Netflix.

Among the other speakers at the event are former F1 driver David Coulthard, presenting a session on how F1 exploits live data in its coverage. Another session focused on inclusion brings together Wolff, grand slam-winning tennis player Maria Sharapova, a representative of Monarch Collective – a firm that invests in women’s sports – and the CEO of the Hello Sunshine production company.

The F1 Accelerate Summit is being held in conjunction with The Wall Street Journal and will take place at the Rubell Museum, south of the Miami International Autodrome near the city’s downtown district.

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