Inside Formula 1’s £10,000 hospitality ticket on the back of a moving lorry
Formula 1 is expanding the roll-out of a £10,000-per-head hospitality experience which allows VIPs to dine on the track aboard a “travelling dining room”.
The Out Lap kicked off in Spa before the summer break but will continue in Zandvoort, Monza and Madrid after a sell-out in Belgium as part of the mega-deal between Formula 1 and luxury sponsor LVMH.
The offering accommodates 12 people and is situated in a dining room attached to an articulated lorry, which drives around the track between courses. Racing drivers David Coulthard, Mika Hakkinen and Naomi Schiff hop aboard to offer insights.
It represents the latest step in the commercialisation of Formula 1, with premium hospitality becoming one of the most sought-after tickets at a race weekend.
And the demand to watch Formula 1 is higher than ever, with a number of the Grands Prix held before the traditional mid-season break achieving record race attendances.
Formula 1’s next articulated move
Morning Wire understands that tickets will cost over £10,000 apiece, with Formula 1 stating that the development is “born from the long-term partnership” with Moet Hennessy, the subsidiary of LVMH which last year began a decade-long deal with the sport worth $1bn.
“For decades, Formula 1 has captivated audiences through the intensity of competition and the pursuit of performance,” F1 said. “The Out Lap offers a new perspective on this world. One that celebrates not only the race itself, but also the heritage, the culture and human stories that have shaped sport across generations.
“By inviting guests onto the circuit rather than simply alongside it, the experience transforms the venue into a unique stage to create living memories.”
The Dutch Grand Prix will take place next weekend, at Zandvoort, with the hospitality truck set to take on the track’s famous undulating, banked corners.
Italian Kimi Antonelli currently sits atop the Formula 1 Drivers’ Championship standings, ahead of Brits Lewis Hamilton and George Russell.