LONDON — Lewis Hamilton arrived wearing a tie in Ferrari red as the 20 Formula 1 drivers and 10 teams gathered in London on Tuesday to kick-start the 2025 season with a new live launch show.
The F1 75 Live event at London’s O2 arena marks a new approach by the series. It’s the first time the sport is hosting its own large-scale launch event, rather than leaving it to the individual teams to present their drivers and cars.
The televised two-hour show includes musical acts like country singer Kane Brown, British band Take That and American rapper MGK, also known as Machine Gun Kelly.
Teams will present their 2025 liveries, but don’t have to show off the actual cars they’ll race this season. Teams are still allowed to hold their own launch events to present their 2025 cars, as McLaren and Williams did last week.
It comes at a time when F1 is keen to expand beyond a sports audience, with races in cities like Miami and Las Vegas, a movie called “F1” starring Brad Pitt releasing in June, and the ongoing popularity of the “Drive To Survive” series on Netflix.
“To have this many fans out shows that we bring the sport together away from the racetrack. There’s a lot of excitement,” McLaren chief executive Zak Brown said Tuesday.
“The Brad Pitt movie will no doubt create a huge amount of awareness for the sport. Netflix, I’m sure, knowing what happened last year, will be a drama-filled television show again, which has been great for all of us. So I think the sport’s going from strength to strength.”
Drivers broadly welcomed the new launch show, though two-time champion Fernando Alonso warned it could be “a little bit of distraction” at a time when drivers and teams are fine-tuning their approach to the season.
F1’s preparations for the new season — which marks the series’ 75th anniversary — continue with preseason testing next week at the Bahrain International Circuit. The first race is the Australian Grand Prix in Melbourne on March 16.
