How the Australian Grand Prix has become the ultimate fan destination

Melbourne's F1 race has grown to be a fan favorite. From catering to female fans to attracting major partners, we look at how race organisers succeeded

The Australian Grand Prix has long been considered one of the best races on the F1 calendar for fans to attend. There’s no shortage of GA areas with a great view of the track, bathroom lines are short, the dining options are plentiful and public transport to Albert Park is incredibly well-run. But as the sport’s demographic has shifted over the past decade – viewing figures now skew younger and more female – organizers haven’t shied away from embracing new fans by tailoring the race’s offerings to them.

“Last year, 44% of all attendees were female, with a large portion in the 16-to-34 age range,” Australian Grand Prix CEO Travis Auld told Motorsport.com. This year, the roster of event partners includes Australian beauty behemoth Mecca, skincare giant La Roche-Posay, Gen Z-loved hair care business Shark Beauty, and self-tanning brand Bondi Sands. Luxury French fashion house, Louis Vuitton, is also involved as the title sponsor of the race (as part of F1’s billion-dollar global deal with LVMH).

“There was this belief that motorsport was for guys, and we’ve been trying to demonstrate that’s not the case,” Auld explained. “We initially had to push to show brands there was a place for them here and that they would grow as a result of their association with us. But as our demographic has shifted, they’ve started approaching us, so it’s a nice position to be in.”

Fans of Liam Lawson, Red Bull Racing

Photo by: Red Bull Content Pool

Not only is Albert Park becoming increasingly more welcoming to young women, with styling stations in the fan zone and trendy Melbourne restaurant pop-ups, but it’s also become a destination for families. As a result, the layout of the venue has been reimagined into four distinct precincts, each catering to different audiences and ensuring fans don’t have to trek long distances across the park. “We have Motorsport Straight for hardcore racing fans, Pit Stop Park for families, Melbourne Junction as a premium area, and Lakeside, which hosts the main stage and entertainment,” Auld said.

Organizers build most of the circuit from scratch every time F1 comes into town, which Auld said allows them to “innovate, change, and push boundaries year on year.” One example of said innovation is their signature fan experience, The Melbourne Walk, where drivers and team principals greet fans while heading into the paddock. “We created it, and now it’s been copied around the world,” Auld said. “Last year, fans were lining up a couple of hours before gates opened and they’d literally sprint to get to the fence for a chance to see their favorite drivers. The energy and vibe is just incredible.”

Unlike some of its European counterparts, where history and tradition define the event, or races like Las Vegas, which leans heavily into hospitality, Melbourne has carved out its own identity as a premiere fan destination and a staple on the Australian social calendar. Anyone who is anyone Down Under makes their way to Albert Park in March, not just for the race, but for an event called Glamour on the Grid.

On Wednesday ahead of the Australian Grand Prix, the pitlane and paddock become the backdrop for a star-studded gala attended by hundreds of local celebrities and personalities. Michael Masi, members of Oscar Piastri’s family and F1 trainers Kim Keedle and Rupert Manwaring appeared at the 2025 event, along with dozens of Aussie athletes, models and influencers.

“I get as many requests for Glamour on the Grid tickets as I do for the race,” Auld said with a laugh, noting people fly in from around the country for the event. “It’s a mix of motor racing, fashion and music, which means you don’t have to be a motorsport enthusiast to attend – but once people come, they often fall in love with the sport.”

George Russell, Mercedes

Photo by: Sam Bloxham / Motorsport Images

The event was also underscored by the beginning of LVMH’s 10-year mega-deal with F1. “For Louis Vuitton to choose us as the race where they want to debut [their partnership] with F1 is something we’re incredibly proud of,” Auld said. “It speaks to how our event has positioned itself on a global scale.”