The second and third floors will be reserved for Platinum Card and Centurion members and will have refreshments and food from Wolfgang Puck, Moet Hennessy and Liquid Death, along with F1 friendship bracelet giveaways. The first floor will be the only level that guests can access and will have features like an avatar photo booth and merchandise customization stations. On top of its previously reported retail store that will be open to the public at The Venetian, AmEx will have a three-story hospitality area for its credit card members and three guests per member. THE AMEX EXPERIENCE: American Express has released more details about its activation presence at Vegas this weekend, as a new official regional partner of F1. The company shot content with Norris around last night’s Netflix Cup, which Norris participated in. Hilton Grand Vacations is an event partner of this weekend’s race. The post, called #HiltonVroomService, had 6.9 million views on X as of Wednesday morning and a further 42,000 views on the hotel chain’s YouTube page. The company is an official partner of McLaren, and it’s released a skit on social media and YouTube about popular driver Lando Norris having a surprise birthday party thrown for him in a suite of Hilton’s Resorts World Las Vegas. SURPRISE PARTY: Hilton Hotel & Resorts is leaning into slick content to generate awareness of its brand and Vegas hotels during the weekend. Jack Daniel's sells a co-branded officially licensed bottle with McLaren’s marks at retail. The spirit company is an official partner of McLaren and will be activating its broader “Make It Count” campaign this week with digital content featuring the team’s drivers and a concert with Metro Boomin at The Theater at Virgin Hotels on Thursday.

The Tennessee-based whiskey brand usually has only had its logo in a little-seen position on the side of the nose of the car this season, but for the F1 Heineken Silver Las Vegas Grand Prix, Jack Daniel's will have far larger, TV-visible branding on the sidepod of the car.

Jack Daniel's will have enhanced branding on McLaren’s cars this weekend during the F1 Heineken Silver Las Vegas GP.

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