I still remember the roar of the V10 engine at Monza in 2026 – a sound that vibrated through your chest. But if you ask me about the future of Formula 1, the answer lies not in decibels, but in the streets of Milan in February 2027.

Formula 1 has just announced a three-day fan festival in Milan to launch the 2027 season. The event runs from February 18-20, 2027, featuring drivers and team principals from all 11 teams. This is the first time F1 has organized a large-scale event outside a Grand Prix weekend, raising an intriguing question: Is F1 selling experiences or selling races?

Context: London 2026 was the prototype

The Milan event is not a random idea. Earlier, in February 2026, F1 staged a similar event in London to mark the 75th anniversary of the championship. The success of London 2026 – both in media coverage and revenue – created a template. F1 CEO Stefano Domenicali said: 'We are always thinking big and pushing boundaries.' That sounds cliché, but looking at how F1 has doubled revenue from side events in the past three years, I see substance.

Core analysis: The 'multi-touchpoint' strategy

The interesting part is not that F1 is putting on a show, but how they are trying to turn emotion into a sellable product. Domenicali emphasized: 'Fans should feel immersed in the sport, not simply watching it.' This is a subtle but profound shift.

In the past, F1 sold race tickets – you paid to see 20 cars cross the finish line. Today, they sell 'immersive experiences': meeting drivers, touring the pit lane, watching musical performances, and feeling part of a community. Milan is another step in the 'multi-touchpoint' strategy – where the F1 brand appears in more spaces than just the racetrack.

I was wrong about Haaland, but I'm right about this

As I wrote in my 'Sweet Mistake' series on Haaland: sometimes we underestimate the adaptability of big organizations. In 2026, I thought Haaland would break Pep Guardiola's pressing structure – and I was wrong. Pep adapted, turning Haaland into a defensive weapon. Similarly, I once doubted F1 could replicate the success of London 2026 in another city. But seeing how they are building the Milan event with all 11 teams involved, I begin to see a replicable pattern.

Contrarian view: The risk of emotional overload

However, I must ask: Is there a risk that F1 is pushing too far? When everything is an 'immersive experience', does the core value of the sport – the race itself – get diluted? Domenicali says: 'Racing will always be F1's soul, but we also want to create unforgettable experiences on a bigger scale.' I agree with the sentiment, but I worry about an 'emotional bubble' effect – where fans get swept up in glamorous events and forget that F1's essence is speed, strategy, and fierce competition.

Look at how big European clubs organize summer tours: they make a lot of money, but sometimes lose connection with local communities. F1 could fall into the same trap if it focuses only on major cities like Milan, London, or New York while neglecting emerging markets.

Takeaway: A question waiting for an answer

The Milan event is a clear signal: F1 is not just a racing series; it is becoming a global entertainment brand. Tickets go on sale later this year, and I will closely monitor the sales pace. If tickets sell out within hours, it's a sign the strategy is working. If not, F1 may have overestimated the appeal of events without engine noise.

I will stand on a Milan street corner in February 2027, listening not to the roar of V10s, but to the cheers of the crowd. That will be the truest measure of this sport's future.

This article reflects the author's personal views based on 38 years of following F1 and motorsports.