Race Day Starts Before You Get to the Track: StubHub and New Era Team Up for F1’s North American Season and Beyond

Why It Matters

The partnership leverages StubHub’s ticketing reach and New Era’s lifestyle appeal to boost F1’s revenue and fan loyalty in a key growth market.

Key Takeaways

• StubHub and New Era launch joint F1 ticket‑plus‑merch bundles
• Bundles cover Miami, Austin, and Canadian Grand Prix events
• Fans receive exclusive caps and early‑access digital content
• Partnership expands F1’s US fan engagement and revenue streams

Pulse Analysis

Formula 1’s expansion into North America has accelerated over the past few years, with three high‑profile races now on the calendar and viewership climbing sharply. As the sport seeks to convert casual viewers into dedicated fans, ancillary revenue streams—such as merchandise and premium experiences—have become critical. StubHub, the world’s largest online ticket marketplace, is uniquely positioned to capture this demand by offering seamless ticket purchasing alongside value‑added perks.

New Era, a global leader in headwear and lifestyle apparel, brings a strong cultural cachet that resonates with younger, fashion‑forward audiences. By integrating exclusive caps and co‑branded merchandise into ticket packages, the partnership creates a tangible connection between fans and the sport before they even step onto the track. Early‑access digital content, such as behind‑the‑scenes videos and driver interviews, further enriches the pre‑race experience, turning ticket buying into a multi‑dimensional engagement.

For the broader F1 ecosystem, the StubHub‑New Era alliance signals a shift toward bundled, experience‑focused offerings that can drive higher average spend per fan. It also aligns with Formula 1’s strategic goal of solidifying its presence in the United States, where sponsorship dollars and media rights are rapidly inflating. By delivering exclusive merchandise and premium access, the partnership not only boosts immediate ticket sales but also cultivates long‑term brand loyalty, positioning both companies to benefit from the sport’s continued growth.