CSM At Track: November

Jack Daniel’s added some Tennessee charm to the Formula 1 Heineken Silver Las Vegas Grand Prix as the tentpole race of the brand’s first year as a McLaren F1 Team partner. First, something new left the gates of The Jack Daniel’s Distillery with Lando Norris and Oscar Piastri delivering an upweighted Jack Daniel’s branded McLaren F1 Team livery fitting of the occasion. The team’s activity on the ground was then punctuated by a Q&A and mocktail making race between Lando Norris and Oscar Piastri, as well as a fireside chat with McLaren CEO Zak Brown – resulting in a rather festive Jack Daniel’s Christmas jumper appearing in the paddock. To see the drivers’ journey from Lynchburg to Las Vegas come to life, please see here.

For the Formula 1 Etihad Airways Abu Dhabi Grand Prix 2023, Jack Daniel’s hosted 40 guests in their own private suite at the circuit. Besides being able to experience the on-track action up close and personal, guests were also served cocktails inspired by McLaren Formula 1 Team by their local mixologists. 60 consumer winners were in the grandstand thanks to a local competition held in both the on and off trade markets alongside a Jack Daniel’s activation in the fanzone, where fans were able to put their skills to the test on a race simulator or BATAK reaction machine.

Over 20 of our employee were on the ground at the 2023 Etihad Airways Abu Dhabi Grand Prix, as our London and Middle East offices collaborated on guest programmes at the season finale. Our teams managed ticket distribution, transport solutions, gifting and collateral, as well as providing guest support throughout the weekend. The sun-kissed Yas Marina Circuit provided the perfect background for a wealth of client activations as the sport continues to have great popularity in the region.

On track, guests were treated to another masterclass from Max Verstappen and a showdown between Scuderia Ferrari and Mercedes for second place in the Constructors’ Championship, with Mercedes emerging as the winner. Away from track, fans were treated to the musical talents of Chris Brown, Shania Twain and the Foo Fighters across the weekend, drawing large crowds and emphasising the electric atmosphere the Abu Dhabi Grand Prix brings.

MoneyGram capped off a fantastic first season of Dream Weekend experiences at the inaugural Formula 1 Heineken Silver Las Vegas Grand Prix 2023 in November. MoneyGram customer, Sami and his mother, Huong were hosted in the MoneyGram Haas F1 Paddock Club suite across the race weekend.

The programme included bespoke VIP experiences such as a special meet and greet with Nico Hulkenberg, Kevin Magnussen and Guenther Steiner. MoneyGram’s Dream Weekend promotion has allowed the brand to deliver once-in-a-lifetime experiences for fans all over the world