South Florida Motorsports (SFM) has announced a multi-year event supporter partnership with AutoNation, America’s largest and most admired automotive retailer, for the Formula 1 Crypto.com Miami Grand Prix.
AutoNation will benefit from the prominent trackside signage at key locations throughout the Miami International Autodrome track, including brand exposure on the roof of the Turn 18 grandstand, according to the latest announcement. This corner, located at the end of Formula 1’s second-longest straight, should see a lot of action over the weekend.
Furthermore, the AutoNation DRVPNK Patio will feature a private viewing deck in Hard Rock Stadium for 100 all-inclusive VIP guest experiences per day. AutoNation will also have a large presence in the fan zone, where they will activate their retail programme and interact with tens of thousands of people throughout the weekend.
Marc Cannon, AutoNation’s EVP and Chief Customer Experience Officer, said, “Formula 1 has a remarkable presence with significant brand affinity. Once we learned that Formula 1 would come to South Florida, we knew we had to be a part of it and are excited to be an Event Supporter. To have DRVPNK featured on our Cornerstone at Hard Rock Stadium speaks to our purpose and showcases our commitment to impact. AutoNation has raised over $30 million to drive out cancer, create awareness, and support critical research and we are well on our way to $35 million raised.”
Jeremy Walls, Senior Vice President, Chief Revenue Officer of Hard Rock Stadium & Formula 1 Crypto.com Miami Grand Prix, commented, “With more than 300 locations and 22,000 Associates across America, there are few automotive retailers to rival AutoNation and we are proud to bring their brand to life at the newest and most exciting major motorsport event in the country. As a Cornerstone Partner of the Miami Dolphins, we have seen the ways in which AutoNation manage their partnerships, not only to raise brand awareness but also to have a lasting impact. We are proud supporters of their DRVPNK initiative and will be pleased to see the pink incorporated within our F1 campus in May.”
As the title sponsor, SFM has roped in the technology unit, Crypto.com for the Grand Prix event. The deal has been signed for nine years.