Influencers axed from grand prix’s Glamour on the Grid before some given a reprieve
Sydney Morning Herald
by Cara WatersMarch 3, 2026
AI-Generated Deep Dive Summary
The Australian Grand Prix’s opening event, Glamour on the Grid, has undergone a significant transformation this year, with fewer influencers initially invited but some later reinvited following feedback. Organizers, led by Travis Auld, aim to create a more curated and balanced guest list, focusing on global tastemakers, cultural leaders, and sports icons rather than just social media personalities. The event’s theme of diversity and exclusivity has been emphasized, with a reduction in numbers from up to 800 guests in previous years to 450 this time around.
The changes reflect a broader reinvention of the event, including the shift in sponsorship from luxury brand Louis Vuitton to Qatar Airways as the new naming rights sponsor. This marks a significant rebranding effort for the Grand Prix, with organizers reimagining Glamour on the Grid as a more intimate and elevated experience. While some influencers, like TikToker Kimerah Ramnath, were initially excluded, others, including F1 enthusiasts and cultural figures, have been invited to balance the guest list.
The event now features a mix of personalities, including Formula 1 drivers’ partners, Winter Olympians, business leaders, and political figures. Notably absent are Hollywood celebrities and high-profile politicians, with the focus shifting to a more niche audience. The venue has also changed, moving guests from the pit lane to the Albert Park circuit’s starting grid, and introducing new elements like Penfold’s Grange wine tastings.
This shift in strategy highlights the Grand Prix Corporation’s efforts to appeal to a more refined and diverse crowd while maintaining its connection to F1 culture. The event’s evolution underscores broader trends in event marketing, where exclusivity and curation are prioritized over sheer numbers. For readers interested in global events and marketing strategies, this reflects how major events are adapting to changing consumer preferences and sponsorship demands.
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Originally published on Sydney Morning Herald on 3/3/2026