I went into the Formula 1 Qatar Airways Australian Grand Prix with high expectations for brand activations and experiential moments across the precinct. Formula 1 events around the world have become a playground for brands looking to create immersive experiences, engage fans, and bring sponsorships to life in memorable ways. What stood out to me most this year, however, was not the brand activations, it was the hospitality. That isn’t to say there weren’t strong brand momen
