Organisers of the United States Grand Prix have enlisted singers Bruno Mars and Britney Spears to boost the crowds with concerts before and after this year’s Formula One race in Austin, Texas.
Mars, a 27-times Grammy nominee, will be the headline act on the Saturday night after qualifying on October 20 when he performs his 24K Magic World Tour show, while Spears will close out the event the following day.
Last year’s grand prix weekend, with Justin Timberlake performing at the Circuit of the Americas, saw a bigger crowd turn up on the Saturday than on Sunday, the day of the race.
Formula One figures showed that 38,916 of those going to the track on Saturday in 2017 did so in the hours after qualifying and missed the day’s motorsport action.
The US Grand Prix organisers have used high-profile global musical acts to raise the event’s profile, in a key market for the sport, and appeal to a different demographic.
A 2016 concert by singer-songwriter Taylor Swift was attended by about 80,000 people and helped to end a trend of declining audiences.