F1 signs Las Vegas event partner deal with Liquid Death

Soft drinks brand receives trackside presence and sees products distributed to ticketholders.

Formula One has signed an event partner deal with soft drinks brand Liquid Death for the Las Vegas Grand Prix.


  • Soft drinks brand to receive trackside presence, including fan activations and photo opportunities
  • Its still, sparkling and flavoured water products will be distributed to ticketholders

Context: Liquid Death packages its products into infinitely recyclable tallboy cans, which contain 20 times more recycled material per container than plastic. The partnership, therefore, places a considerable focus on sustainability for the event.

Comment: Renee Wilm, chief executive of Las Vegas Grand Prix, said: “Both Formula One and Las Vegas Grand Prix are devoted to sustainability and the use of only recyclable and compostable materials at our event, so it was a natural fit to partner with a like-minded brand. We can’t wait for fans to enjoy Liquid Death beverages all weekend long and further our commitment to reducing plastic consumption.”

Coming next: The inaugural Las Vegas Grand Prix will take place on 18th November.

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