An Even More Glamorous Circus
Stefano Domenicali taught us during his years of leadership at the top of F1 how the Circus is always looking for new ideas and solutions – especially from a commercial and marketing point of view – to attract a new type of audience and put itself at the center of global attention. According to what was learned and reported by the site Sports Business Journal Formula 1 is studying a new pre-season mega-show to open the 2027 championship, somewhat like what happened in February 2025 in London, when to celebrate the 75 years of the sport’s history all the teams gathered at the O2 Arena in London to present all their respective liveries.
Milan against Paris?
The event was a great success with the public, both in person in the British capital and on television and social media. Sports Business Journal reported that five people they contacted who would be aware of the matter say that Formula 1 is considering the idea of organizing another opening event for the 2027 season. The news that might please Italian fans the most is that Milan would also be on the list of possible host cities for this event, indicated as one of the main options. We are currently in the realm of hypotheses, nothing has been decided, and the same American site reported that F1 did not want to comment on these rumors. Another city considered as a possible venue for this show, which according to rumors would have a structure and format different from that of 2025, could be Paris.
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It is right to remember that Milan, from the point of view of events related to the Circus, now has some experience: in 2025 it hosted Ferrari’s pre-season show, in which there was the ‘presentation’ of Lewis Hamilton to the Italian public, and it is now regularly the venue for the square party that Ferrari always organizes before the Italian GP in Monza.
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