It has been a busy week for Formula 1 away from the track, with major announcements shaping the sport’s commercial and cultural landscape.
Cadillac named Tyler Epp as its first Global Head of Commercial Strategy, the former Miami Grand Prix President credited with building the race into one of F1’s most successful new events.
Aston Martin unveiled a lifestyle collaboration with Timex, launching a carbon-fibre watch and team-branded bangle aimed at fans.
In Miami, 28-year-old Katharina Nowak became the youngest President of an F1 race, succeeding Epp, while McLaren announced a new AI partnership with Groq to enhance real-time decision-making.
Red Bull pulled in 40,000 fans at its Budapest Showrun, as David Coulthard and Patrick Friesacher entertained the crowd.
Mercedes confirmed Valtteri Bottas will lead F1’s return to South Korea at the AMG Speedway in October, and Melbourne was named as host for the Asia-Pacific debut of the Formula 1 Exhibition in November.
Here are this past week’s Formula 1 business news highlights:
Cadillac F1 appoints Tyler Epp as Global Head of Commercial Strategy
Cadillac Formula 1 has appointed Tyler Epp as its first Global Head of Commercial Strategy ahead of the team’s 2026 debut.
Epp previously served as President of the Miami Grand Prix, where he turned the event into one of Formula 1’s most successful new additions. Under his leadership, Miami delivered four consecutive sell-out races, four of the five largest U.S. television audiences in F1 history, and secured a contract extension through 2041.
Epp’s background spans more than two decades in sports management, with senior roles at the Kansas City Chiefs, San Diego Padres, Hall of Fame Racing, and Chip Ganassi Racing. His ability to combine commercial growth with fan engagement has been widely recognised.
Cadillac F1 Team CEO Dan Towriss said: “We could not have found a better leader and visionary to build out the commercial arm of our team.” Principal Graeme Lowdon added: “Tyler has a proven track record of cultivating organizations that set the standard in Formula 1.”
The team, backed by General Motors, will enter Formula 1 in 2026 with Valtteri Bottas and Sergio Perez as drivers.
Aston Martin Aramco launches Timex motorsport-inspired collection
Aston Martin Aramco Formula 1 Team has partnered with Timex Group to create a new range of motorsport-inspired accessories, reflecting the team’s racing heritage and modern design ethos.
The launch includes two products available worldwide from today through Aston Martin, Timex, and premium retail outlets.
The centrepiece is the DWF watch, which features a 43mm carbon-fibre case, Japanese chronograph movement, domed mineral glass and Aston Martin Aramco’s trademark green and lime details. Its red, amber and green pushers are styled after race lights, while a NATO strap with anodised aluminium loops ensures both comfort and durability.
Alongside the watch, the BAT bangle offers a lightweight silicone design with the team’s colours and logo, aimed at fans looking for a more casual piece of memorabilia.
The collaboration underlines Aston Martin Aramco’s growing lifestyle presence. Timex said the collection embodies the “spirit of competition and bold design” that defines both brands. For fans, the new range provides a tangible link to the team’s Formula 1 identity.
Katharina Nowak becomes youngest F1 race president in Miami
The Miami Grand Prix has named Katharina Nowak as its new President, succeeding Tyler Epp, who led the event from its 2022 debut. At just 28, Nowak becomes the youngest person to head a Formula 1 race and one of only two women in such a role worldwide.
Nowak has been with the Miami Dolphins and Hard Rock Stadium organisation since 2019, moving into a senior role with South Florida Motorsports in 2023. Promoted to Vice President in 2024, she oversaw business operations, sponsorships, partnerships, and long-term planning for the Grand Prix. She was also a key negotiator with Formula 1 and instrumental in building the race into a world-class event.
Managing Partner Tom Garfinkel praised her as “one of the most talented young executives” he has worked with. Epp, credited with establishing Miami as a marquee stop on the calendar, departs for a new role elsewhere in motorsport.
John Murphy has also been promoted to Managing Director of South Florida Motorsports, overseeing all motorsport events at the Miami International Autodrome.
McLaren teams up with Groq to accelerate AI performance
McLaren Racing has announced a new partnership with Groq, a U.S. company specialising in artificial intelligence inference technology, which will become an official partner of the Formula 1 team. The collaboration aims to enhance McLaren’s decision-making capabilities both at the track and at its Woking base.
Groq’s technology has been purpose-built for high-speed, cost-efficient intelligence processing. It will be integrated into McLaren’s operations to support analysis, car development, and race-day strategy. The system is designed to deliver rapid insight under pressure, aligning with McLaren’s pursuit of performance advantages in one of the most competitive sports in the world.
Nick Martin, McLaren’s Co-Chief Commercial Officer, said the partnership would help the team “deliver inference at the speed we need to stay at the front of the grid.” Groq’s Chief Marketing Officer, Chelsey Susin Kantor, described the collaboration as a natural fit, highlighting shared values of speed and precision.
The Groq logo will appear on McLaren cars from the Singapore Grand Prix onwards.
Red Bull Showrun thrills 40,000 fans in Budapest
Red Bull brought Formula 1 to the streets of Budapest on Sunday, drawing 40,000 spectators to a spectacular Showrun on Stefánia Street. Fans were treated to high-speed runs and donuts by ambassadors David Coulthard and Patrick Friesacher, who drove Red Bull’s RB7 and Racing Bulls’ RB7 in front of the Hungarian crowd.
The event also included a fan vote on Friesacher’s helmet design, with artist Mentha’s graffiti-inspired creation chosen from more than 6,000 submissions. Red Bull added to the occasion by displaying the RB19 show car at landmarks across the city.
Alongside the F1 action, the Showrun featured the Red Bull Driftbrothers, Mad Mike, Sam Sam, stunt rider Aras and MotoGP rider-turned-showman Jonas Folger. Their performances brought the festival atmosphere to life near the Puskas Arena, combining drifting, stunts, and motorcycle displays.
Coulthard called it “a great opportunity to bring the atmosphere of F1 closer to the fans,” while Mad Mike said it showed “how much Hungarian people love this show.”
Bottas and Mercedes bring F1 back to South Korea
Formula 1 will return to South Korea for the first time since 2013 with a special Mercedes-AMG PETRONAS event in Yongin on 12 October.
Ten-time Grand Prix winner Valtteri Bottas will drive the team’s W13 at the AMG Speedway during the Peaches Run Universe festival, organised in partnership with lifestyle brand Peaches.
The event is expected to draw over 30,000 fans and will combine live F1 action with car culture, rare exhibits and entertainment. Highlights include the Mercedes-Benz 300 SL and the ultra-rare Mercedes-Benz SLR Stirling Moss, limited to just 75 cars worldwide. Fans will also have access to racing simulators, team memorabilia and merchandise.
Bottas, who raced in Korea during his debut season in 2013, said: “The passion of the fans was clear back then and I thoroughly enjoyed the experience. To bring F1 back to the country is brilliant.”
The show will be supported by live performances from K-pop artists and interactive fan zones.
Melbourne to host F1 Exhibition’s Asia-Pacific debut
Melbourne will host the Formula 1 Exhibition from 29 November, marking the show’s debut in the Asia-Pacific region. The touring event, which has already drawn huge crowds in cities including Madrid, London and Amsterdam, will take place at the Melbourne Convention and Exhibition Centre.
The exhibition will celebrate Australia’s motorsport history, showcasing champions such as Jack Brabham and Alan Jones alongside modern stars Mark Webber, Daniel Ricciardo and title contender Oscar Piastri. Fans will also have the chance to explore immersive rooms, interactive technology and historic F1 memorabilia.
Highlights include unpublished photos and artefacts in “Once Upon a Time in Formula 1,” a behind-the-scenes look at car design in the “Design Lab,” and displays of iconic helmets, race suits and championship rivalries. Visitors can also try state-of-the-art driving simulators on a virtual lap of Albert Park.
Organisers said Melbourne was the natural choice, given its long-term Grand Prix contract through 2035 and its status as one of the sport’s most passionate host cities.
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