It’s part of a growing trend in other sports, too.
In 2017, English Premier League giants Manchester City unveiled The Tunnel Club, a hospitality package that promises “the most immersive experience in world football” through its five-course fine dining glass suite situated within the tunnel that leads onto the Etihad Stadium pitch.
Also including heated seats directly behind the manager’s dugout, Tunnel Club packages for their league fixture against Chelsea at the end of January start from £2,650 ($3,350) per person.
The NBA runs an Experiences program for various events on the basketball calendar. Its most expensive offering for the 2025 All-Star game in San Francisco, California, offers tickets, access to a pregame NBA Champions Club, lunch with an NBA legend and more for $12,599.
F1 Experiences says the sheer number of big names in such close proximity means it is “very rare” for fans to not meet anyone noteworthy during the paddock tour, yet for those seeking to maximize their odds of brushing shoulders with the stars, the Paddock Club is a surefire bet.
Situated above the garages, with a panoramic private suite view of the finish line, Paddock Club packages grant fans a taste of what Bruce describes as “the ultimate VIP center,” with all-inclusive menus complemented by an open bar.
Several teams, including Red Bull and McLaren, offer spots in their own personalized suites as part of tailored packages for some races that include team garage tours and merchandise.
Personalities from the sport also make guest appearances in the Paddock Club, with 2009 World Champion Jenson Button, former Alpine Team Principal Otmar Szafnauer and broadcaster David Croft among the names drafted in for Qatar.
“When they (fans) get to take a selfie with them or get an autograph or spend just a couple minutes with them asking questions, that’s that kind of insider access and that unprecedented exclusivity that we offer,” said Bruce.
