Circuit of The Americas (COTA) in Austin, Texas, has teamed up with Sports Illustrated to launch a new club experience at the motorsport venue.
Developed by the ABG Entertainment division of Authentic Brands Group, Club SI at COTA will feature appearances from celebrity guests and tastemakers, live music, a “posh party atmosphere”, and “buzzworthy photo opportunities”.
Organisers say Club SI at COTA will aim to combine the fun of a trackside day party with the sophistication of a premium nightclub when it debuts for this year’s staging of Formula 1’s United States Grand Prix on October 22-24.
Located directly off turn 12 with a 360-degree view of the track, Club SI will seek to bring fans into the heart of the action. The Club SI experience will include dynamic displays and screens surrounding the space. It will offer premium cocktails and gourmet cuisine.
“We’re excited that Sports Illustrated has chosen to bring their brand to COTA and the Formula One United States Grand Prix,” said Bobby Epstein, chairman of Circuit of The Americas. “Sports Illustrated has a long history of successfully integrating athletes, celebrities and entertainment to create memorable and high-end experiences.”
Marc Rosen, president of entertainment at Authentic Brands Group and ABG Entertainment, added: “Nobody does motorsport entertainment like COTA, and we are thrilled to join forces for Club SI. Fans will not only have the best seat in the house at Club SI but will enjoy a once-in-a-lifetime, elevated experience that combines the excitement of Sports Illustrated with the thrill of racing.”
Along with F1, COTA hosts an annual round of the MotoGP motorcycling championship – this year on October 1-3 – and is also a major concert venue. COTA also held its first NASCAR Cup Series race on May 23.