F1 in Austin: Formula One takes over COTA

All right, let's get back over to F1. Tiara Newbom joins us live there from COTA. Hey, Tiara, good morning. Good morning. Formula One weekend back in Austin. So excited. There's been a lot of buzz around town. There's been a lot going on around town. And then it's Grand Prix Thursday here at Circuit of the Americas. Friday, of course, is going to be action on the circuit. And then Maroon 5 taking the stage that night. Saturday, Post Malone taking the stage. And then, of course, the USGP on Sunday. Saturday is also Hatter Day, Sam. And we've got the world's largest cowboy hat behind us. You're with Tacoba. So tell us about this and what's going on. This is awesome. Oh, we're so excited. So we've been a proud partner of COTA for four years now. And we've had this dream. We wanted to build the world's largest cowboy hat. It's a dream of Bobby's. It's a dream of ours. A couple years in the making now. And we certified it this year. It's the first year that it's here. We just unveiled it. It is 20 feet off the ground. It is 43 feet wide and 47 feet long. It is massive. We've got a beautiful bar that will be set up all weekend underneath the hat. And it's perfect because Saturday, like you said, is Hatter Day. So we want everybody to be out in their cowboy hats for the race. It's going to be so much fun. This is an iconic spot in Texas, Circuit of the Americas. Tacoba is the brand that's just grown and become a Texas icon as well. What's this partnership been like and why was this such a good fit? Our partnership grows every year and we're so proud of it. And so what's been so fun is that we're able to introduce ourselves to everybody who comes out to COTA each year for the race. So we've got people coming nationally, internationally, and we just want to give them that good sense of Western hospitality. Okay, well, you can find that here. So Saturday's Hatter Day. What's going to be going on out here? What does that look like besides just wearing your cowboy hat? Well, we certainly want you to wear your cowboy hat, but we will have an activation in the main grandstand where you can come, you can buy a new cowboy hat, or you can bring yours and get it branded. So we have really special iron brands with race icons, and you can get your name and initial on there. But it's just so fun to have that, again, like Western sense here. Everybody comes to Texas and really wants to go big, and we're going big this year. It's a great spot for a photo op this weekend. A lot of spots for a photo op out here this weekend. Of course, there's going to be opportunities to get up in the tower this weekend. There's a ton of new hospitality areas, several new buildings. Of course, Cotaland is open, too. It's open today. It's open throughout the entire weekend. You can still grab tickets for Grand Prix Thursday today. You can get down. You can actually walk on the circuit. $20 can get you a ticket for today. So if you still want to get in on the action and see what you could get into all weekend long, you can grab a ticket for today, come out, kind of no pressure, and then see if you want to come back throughout the entire weekend. Of course, if you have a ticket for the race throughout the entire weekend, that means you also have a ticket for those concerts that we mentioned, Maroon 5 on Friday night, Post Malone Saturday. There's a DJ taking the amphitheater stage on Sunday as well. So a lot going on out here. Head to COTA's website to grab your tickets and to get the full lineup. Sam, so good to see you. Thank you so much. And don't forget to grab your cowboy hat on Saturday and come take a picture over here. Guys, we'll send it back to you. A busy, fun weekend there at COTA. Thank you, Tira. Appreciate it. All the pinnacle of motorsports returns to Austin this weekend. F1 and the U.S. Grand Prix takes over COTA starting today. That's where Tira Neubom joins us live with more details. Hey, Tira, good morning. Hey, guys, good morning. Yeah, this is the place to be this weekend. There's a lot going on around town this weekend, but come out. You've got a lot of chances Thursday, Friday, Saturday, Sunday. So things kick off today. It's Grand Preview Thursday. Folks can grab a ticket for like 20 bucks. Come out here and just check everything out, see what's going on. But a lot on the agenda. And what I love about Formula One being at Circuit of the Americas, there are so many different hospitality tents and things that you can get into that are really unique. Sports Illustrated back this year with Club SI. Emily, so excited to be in here. So this is one of the places that fans will be able to luxuriously enjoy race weekend. So what's going on at Club SI? Yeah, we are back for year five with Club SI. And I say this every year. We are bigger this year. We are double the size than we were two years ago. And this is a place where you can come. It's luxury F&B, as you mentioned. It is programming through the weekend. We will have driver appearances DJ Cassandra is here all weekend again some of the best programming that you'll be able to find and I also a little bit biased think it's the best view on the track it is a fantastic view that you guys have here so Sports Illustrated and Circuit of the Americas you know partnering up five years why is this a good fit for Sports Illustrated to come into Austin and set this up and be here for fans Sports Illustrated is always where the biggest moments in sports culture entertainment is and this weekend where else in the world are do you want to be um i drove up through the the driveway today and it was the biggest sporting event in america is right here in Austin so sports illustrated is always going to be here we love coming to Formula One tracks we love bringing this fan experience to life with the best of the best when it comes to hospitality and so do our partners i mean we have people like uh mini cooper who who comes every year to Austin Club SI because they love this space they love these fans they recognize the engagement and the experience they can bring for everybody. Yeah, I love how you guys just set up the space. It always looks so luxurious, inviting, and fun for fans. It sells out really quickly every year when you guys post the tickets online. So unless you know somebody this weekend, find your friends that already have a way in. But you guys have the official after party after Post Malone on Saturday night. So what's going on? Fans can still get tickets for that. Yeah, Saturday night Circuit Series downtown Austin. Tickets are still available. We have Blondish as the DJ. It is the the official after party of CODA. Tickets are available if you go to SI Experiences Instagram page, ticket link in the bio, at SIExperiences. We've been doing that now five years in a row. And I think my favorite thing about that event is you really never know who is going to show up. It is always a surprise and delight. You turn the corner and you're like, there's an athlete, there's a celebrity, there's this person. It keeps it fun, it keeps it exciting, keeps people coming back. And it's why we sell out so quickly. Absolutely. And I think that's also kind of the name of the game when at Circuit of the Americas throughout the weekend. Who are you going to see, especially here at Club SI? Who's going to be walking in here? Who are you going to be rubbing elbows with? So good to see you, Emily. Thank you so much. And yeah, a lot going on out at Circuit of the Americas all weekend. As I mentioned, guys, today is Grand Preview Thursday. Tomorrow, Friday night, Maroon 5 is going to be taking the stage post Malone Saturday night. They've got a great DJ that's going to be on stage on Sunday after the U.S. Grand Prix. So F1 Academy is here this year for the first time. That's exciting. You can hop on the Circuit of the Americas website. If you still want to grab tickets, come out and be part of this action this weekend. Packed itinerary. Yes, so much going on. We would expect nothing less, Tiara. Thank you very much.