Supercars Deemed 'Critical' for Australian Grand Prix's Future Success

As the Australian Grand Prix cements its status as a flagship Formula 1 event with record attendance, CEO Travis Auld is emphasizing that the local Supercars series is not just a support race but a 'critical' component of its identity and future success. Auld believes the category anchors the Melbourne event to its grassroots and provides a unique flavor that sets it apart from other races on the calendar.

Why it matters:

In an era where F1's global appeal is driving massive crowds, the Australian GP's strategy is to avoid becoming just another stop on the tour. By heavily featuring Supercars, the event creates a distinct festival atmosphere that appeals to both local purists and international visitors, ensuring its unique cultural relevance and long-term sustainability.

The details:

• Auld’s Endorsement: The CEO calls Supercars the "premium four-wheel race category in Australia," crucial for tying the event to local motorsport roots.
• F1 Approval: F1 teams and drivers reportedly enjoy the "combative" and "unpredictable" nature of Supercars racing, praising the athletes and personalities involved.
• Record Attendance: The 2025 event drew over 465,000 fans, making it the second most-attended race on the F1 calendar, behind only the British Grand Prix.
• Fan-First Pricing: Following fan feedback, organizers are abandoning demand-based pricing for the 2026 event, reverting to a fixed-price model to ensure accessibility and trust.

What's next:

• Major Infrastructure Upgrade: Following the 2026 race, a new state-of-the-art pit building will replace the current 30-year-old structure. This is part of a larger investment to improve fan movement and reduce congestion.
• Sustainable Growth: Auld stated the focus is on "considered growth" rather than maximizing ticket sales, aiming to protect the on-site experience for attendees as demand continues to outstrip supply.
• 2026 Event: The next Australian Grand Prix is scheduled for March 5–8, where these new strategies and infrastructure plans will begin to take shape.