Andrea Kimi Antonelli made it five wins in a row as the Mercedes-AMG Petronas driver secured victory at the Louis Vuitton Monaco Grand Prix on Sunday.
With the European leg of the 2026 season now under way, Monaco starting a run of four races in five weeks, the Principality presented its usual opporutnity for the luxury of Formula 1 to be showcased in style.
Here, Sector picks the four standout activations from across the weekend that demonstrated how partners are using F1 races to engage fans, tell new stories and showcase their brands.
Explora Journeys x Las Vegas Grand Prix
One of the most striking activations of the weekend was not linked to the race itself, but to F1’s long-term future in Las Vegas.
Held aboard Explora I in Port Hercule, F1 and Explora Journeys transformed the championship’s official Monaco opening party into the stage for the announcement that the Heineken Las Vegas Grand Prix would remain on the calendar through 2037. The centrepiece of the activation was a record-breaking drone display featuring more than 3,000 drones.
The choice of location was significant. Rather than unveiling the news in Nevada, F1 used one of its most prestigious and historic events to spotlight one of its newest commercial success stories, connecting the glamour of Monaco with the spectacle-driven appeal of Las Vegas.
The McLaren Mastercard F1 Team marked its 1000th grand prix in Monaco by teaming up with LEGO for a race-week activation that blended fan engagement, collectability and milestone storytelling.
The centrepiece of the campaign saw LEGO and McLaren unveil special edition helmets inspired by the LEGO Speed Champions McLaren F1 range, with Lando Norris and Oscar Piastri wearing matching real-world versions across the weekend.
Alongside the helmet reveal, the partnership was supported by a broader social media rollout featuring the drivers, product showcases and behind-the-scenes content, helping extend the activation well beyond the streets of Monaco itself.
Louis Vuitton x Monaco Grand Prix
Louis Vuitton’s presence at Monaco extended beyond its title sponsorship, transforming the race weekend into a showcase of the luxury brand’s growing relationship with F1.
The activation stretched from the circuit to the harbour and throughout the Principality itself. Specially designed trackside branding reimagined the iconic LV motif through speed-inspired graphics. Beyond the circuit, boutique windows were transformed into Monaco-themed displays featuring hand-painted grandstands.
A dedicated Monaco Grand Prix capsule collection and the first-ever Louis Vuitton Monaco City Guide extended the activation into retail and tourism, while the programme also included VIP experiences aboard the new Orient Express Corinthian yacht.
SkinCeuticals x Ferrari
Monaco marked the launch of SkinCeuticals’ partnership with Scuderia Ferrari HP as the beauty brand using race weekend to introduce an activation within the team’s hospitality programme.
At the centre of the collaboration was a dedicated skincare spa aboard Ferrari’s Monaco yacht, transforming a traditionally hospitality-focused environment into a wellness experience designed to introduce guests to the brand in a more immersive way.
The strategy that will expand to future grands prix through a series of pop-ups and experiential touchpoints throughout the season and the partnership also highlights the changing profile of F1 sponsorship, with brands increasingly looking beyond traditional categories and using race weekends to create lifestyle-led experiences that reach new audiences.
Seen a specific activation you think we should cover? Let us know which one.
