Case Study · Experiential · Motorsport · April–May 2026
Miami Race Week 2026.
Five Nights. Four Events. One City.
MXU built the most talked-about hospitality series of Miami Race Week — five consecutive nights of premium activations that turned the world's most valuable cultural moment into compounding brand equity for 10+ partners.
Total Attendees
750+
Events
4
Brand Partners
10+
Nights
5
Earned Media Impressions
50M+
Social Reach
300M+
The Opportunity
The World's Most Valuable Cultural Window.
The Formula 1 Miami Grand Prix is not just a race. It is five days where the world's most influential investors, founders, athletes, brand leaders, and cultural figures converge in one city. The challenge — and the opportunity — is that most brands show up as spectators. MXU shows up as infrastructure.
For Miami Race Week 2026, MXU designed and executed a five-night activation series that moved through the city's most exclusive venues, building a narrative arc from intimate investor access to high-energy celebration. Every night had a distinct audience, a distinct format, and a distinct purpose — but together they told a single story: MXU owns the rooms that matter.
The result was 750+ high-profile attendees across four events, 10+ brand partners activated across the series, and 50M+ earned media impressions — all produced in-house by MXU with zero reliance on third-party event agencies.
The Moments
Four Events. Click Into Each Moment.
Each event in the series had its own format, audience, and purpose. Explore each moment below.
Why It Worked
Architecture Over Activation.
Most brands approach Race Week by buying a table at someone else's event. MXU built the events. That distinction is the entire value proposition.
By owning the IP — the invite list, the format, the venue relationships, the narrative arc across five nights — MXU was able to deliver something no third-party sponsorship can: genuine access. When a founder sits across from an allocator at the Private Investor Dinner, that conversation happens because MXU built the room. That is not a sponsorship. That is infrastructure.
The five-night format also created compounding value. Guests who attended multiple events built relationships across the series. Brand partners who activated across multiple nights built recall through repetition. The whole was significantly greater than the sum of its parts.
The Takeaway
What Brands Get When They Partner With MXU.
Miami Race Week 2026 demonstrated what MXU does at its best: it turns a cultural moment into a business development platform. The 750+ attendees were not a crowd — they were a curated network. The 10+ brand partners were not sponsors — they were co-creators of an experience that their own audiences could not access any other way.
Outcome Roll-Up
- 750+ high-profile attendees across 4 events over 5 nights
- 10+ brand partners activated across the series
- 50M+ earned media impressions
- 300M+ combined social reach across partner and attendee networks
- 29-photo documentation archive from the Private Investor Dinner
- Broadcast-level content captured by Planet Fashion TV for global distribution
- Multiple partnership and investment conversations initiated during the series
- Sheltair FLL, Bentley Residences, and Casa Donna established as recurring venue partners
Partner With MXU
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