Formula 1’s Emily Prazer on revving up American enthusiasm through an ‘always-on dynamic’

Formula 1 is as synonymous with racing as Coca-Cola is with soda, yet the once-European circuit is still building its global presence. And, as the powerhouse accelerates into its third year on the Las Vegas Strip with Saturday’s Grand Prix, it’s gaining momentum with new American audiences.

Emily Prazer, president and CEO of the Las Vegas Grand Prix and Grand Prix Plaza,, says the sport is thriving because it has learned to blend spectacle with strategy. Prazer is also the chief commercial officer of the global organization.

The goal, she explains, is to create an “always-on dynamic” with a year-round venue now open, new fan experiences and a more experimental approach to content. Prazer tells The Big Impression that it is no longer “just about the 24 race weekends.”

That shift has opened the door to everything from merchandise collaborations to TikTok stores in Vegas, a market Prazer describes as the perfect test bed. And there is an aggressive ramp-up of programming, partnerships and localized activations ahead of the 50-lap race on Saturday.

At the same time, Prazer stresses that success in the U.S. requires a distinctly American flavor. The series has had to adapt to what fans want: variety, flexibility and entertainment that extends far beyond the paddock.

“They aren’t going to come in and behave the same way as a traditional motorsport fan,” she says. “They’re looking for all-around entertainment, not just coming to watch the Formula 1 event,” she says.