2016 Formula 1 United States Grand Prix
Taylor Swift performed her only live concert of 2016 as part of the F1 United States Grand Prix race weekend at
Circuit of The Americas in Austin, TX.
What began as a lofty marketing idea around elevating awareness of F1 racing in America + an effort to grow attendance for race weekend, the booking became a wildly successful venture. Generating 33%+ increase in ticket sales for race weekend, setting a personal career record for the artist as her highest concert attendance playing to 80K+ fans and being referenced as the catalyst in figuring out promotion of F1 racing in the US as stated by racing industry elite like Toto Wolff of Mercedes and World Champion Driver Lewis Hamilton; the performance
stands out as a top example of how to engage a wider demographic for sporting events. As sited in Neilsens 2017 Sports Report, which ranks Fusion Between Sports and Entertainment #4 out of the top 10 Commercial Trends In Sports for 2017.