F1 Live

This F1 Live event brought high-octane action to London.

Image credit: Created and Produced by Velocity for Formula 1

More than 100,000 people flocked to Trafalgar Square and the surrounding area for F1 Live. This spectacular event brought the sights, sounds, smells and high-octane energy of F1 to the centre of London in the summer of 2017. It was the first time that all 10 teams had come together outside of a race weekend for an event. F1 Live combined an educational showcase, a concert with Little Mix and the Kaiser Chiefs, and a F1 display along Whitehall.

Key results


pieces of coverage




engaged on social




pieces of broadcast coverage inc BBC, CNN, RTL, Sky, ITV, ESPN


media & influencer attendees

What we did

City co-ordination

We supported the event delivery by working with organisers to develop a concept which brought new and old fans closer together when F1 Live took place in the capital for the first time. We assisted with complex processes – from road closures to working with Westminster City Council – to help make this event a great success.

We played a central role in the communications which were challenging given the event’s expected popularity and the unique and complex nature of all 10 teams driving during mid-week road closures in central London. It created a global conversation and benefitted Londoners of all ages with free-to-access content.

Watch the F1 Live in London highlights.