Day Eight of our 12-day festive countdown feature takes us back to Las Vegas, this time with Atlassian Williams Racing and its Official Regional Partner, autonomous ride-hailing company Zoox.
At the Heineken Las Vegas Grand Prix, Williams and Zoox delivered a co-branded fan activation that placed future transport technology alongside Formula 1 access and live engagement.
The Williams Fan Zone, presented by Zoox, was installed at the Brooklyn Bridge area of the New York, New York Hotel & Casino on Las Vegas Boulevard, adjacent to the Strip Circuit.
The activation formed the final stop of Williams’ 2025 Fan Zone World Tour and was designed to extend race-week engagement beyond the circuit footprint.
Zoox’s role went beyond title presentation. The autonomous vehicle company brought its fully autonomous car into the fan zone, allowing visitors to view the vehicle up close as part of a wider technology-led narrative.
The inclusion of real-world autonomous hardware positioned Zoox’s partnership with Williams as a future-facing mobility collaboration rather than a conventional branding exercise.
Fan access was a central pillar of the activation. Entry was free, with visitors required to download the Williams Racing app and create a Driver Card, which acted as both an access pass and an engagement tool.
Live appearances formed a headline element of the programme and were live streamed via Williams’ digital platforms, allowing fans unable to attend in person to follow the sessions remotely.
Appearances included F1 driver Carlos Sainz, Team Principal James Vowles, Williams ambassador and 2009 F1 world champion Jenson Button, and F1 Academy driver Lia Block, creating multiple touchpoints across the team’s competitive and development structures.
Within the Zoox-branded areas, fans were invited into a Zoox backstage club, featuring a pit stop challenge, branded hospitality elements and further interaction with the autonomous vehicle. The zone reinforced the shared focus on technology, performance and innovation between Formula 1 and next-generation mobility platforms.
Elsewhere, the fan zone featured esports simulators replicating sections of the Las Vegas Strip Circuit, alongside partner activations including Airia’s Reaction Zone and a Komatsu haul truck simulator. Williams also displayed its FW47 show car, giving fans close-up access to the team’s machinery.
Entertainment elements were hosted throughout the day on the World Tour Live stage, with DJs, challenges and prize giveaways designed to sustain footfall across the multi-day activation.
The Las Vegas Fan Zone illustrated how F1 teams and partners are increasingly using urban locations to deliver layered engagement strategies.
For Williams and Zoox, the activation combined autonomous technology, live access and digital reach, using a city-centre setting to reinforce the commercial and experiential value of their partnership.
