MSC Cruises to Debut Luxury Yacht Club Experience at 2026 Miami Grand Prix
Inspired by the MSC Yacht Club concept, the new activation will be a multi-level hospitality destination.
Yacht Club Experience. Photo: MSC Cruises
MSC Cruises is set to debut a new luxury hospitality concept at the Formula 1 Crypto.com Miami Grand Prix 2026 this weekend, bringing its signature cruise experience to the fast-paced world of Formula 1.
Inspired by the MSC Yacht Club concept, the new activation will be a multi-level hospitality destination offering premium viewing and signature MSC hospitality, as part of the brand’s ongoing partnership with Formula 1.
The structure, designed to resemble a superyacht, will stand approximately 50 feet tall and measure 264 feet long by 96 feet wide. It marks the most significant hospitality addition to the Miami Grand Prix since 2023 and is planned as a multi-year installation.
“Bringing the MSC Yacht Club concept from our ships to the track is an unrivaled opportunity,” said Suzanne Salas, Executive Vice President of Marketing, eCommerce, and Sales for MSC Cruises USA. “From the striking superyacht design to the elevated hospitality and unmatched views of the action, this experience captures the innovation and premium service that define MSC Cruises.”
The Miami Grand Prix Yacht Club will feature multiple decks with distinct offerings. Private cabanas on the Marina Deck will cater to small groups seeking a more secluded experience near the track. Deck 1 will provide open-air lounge seating and views, while Deck 2 will serve as the central hub, with covered seating and all-day dining, including a reservation-only chef’s table curated by Bagatelle.
Deck 3 will house the Jack Daniel’s Lounge, offering cocktails and additional seating, while the top-level Captain’s Deck will provide 360-degree panoramic views of the circuit.
The experience will also incorporate signature touches from MSC’s ships, including branded amenities. Guests will have access to both reserved and shared spaces designed to mirror the exclusivity of the onboard Yacht Club, which typically includes private facilities, dedicated dining, and personalized concierge services.
In addition to the Yacht Club, the Marina area—also presented by MSC Cruises—will introduce a new general admission viewing platform inside Turn 7, expanding access for race attendees to one of the circuit’s most technical sections.
The Miami installation underscores the company’s strategy to merge luxury travel experiences with major global sporting events, offering fans a new way to engage with Formula 1 both on and off the track. The brand will serve as the title sponsor of the Formula 1 Grand Prix 2026 in Austin and will also be a title sponsor of the 2026 Formula 1 World Championship Grand Prix events in Barcelona and São Paulo.
