Australian Grand Prix Corporation

What Australian Grand Prix Corporation does

The Australian Grand Prix Corporation (AGPC) is a Victorian Government-owned statutory corporation established in 1993 under the Australian Grands Prix Act 1994 (VIC), responsible for staging the Formula 1 Australian Grand Prix at Albert Park, Melbourne (since 1996) and the Australian Motorcycle Grand Prix at Phillip Island (since 2010). AGPC operates an annual four-day motorsport event anchored on the FIA Formula One World Championship and supported by Formula 2, Formula 3, Supercars Championship, Porsche Carrera Cup Australia, and F1 Academy categories, drawing hundreds of thousands of attendees across five reimagined precincts (Lakeside, Motorsport Straight, Melbourne Junction, Pit Stop Park, Trackside Green). The corporation monetises the event through four principal revenue streams: direct ticket sales across Park Pass, Grandstand, and Hospitality Suite tiers; an official travel program (AGPC Travel, managed under contract by Sportsnet Corporation) selling bundled ticket-accommodation-experience packages to international audiences; corporate sponsorship across Flagship, Core, and Minor tiers (with Qatar Airways as 2026 title sponsor and Louis Vuitton as 2025 title sponsor); and an official merchandise storefront carrying F1 and team kit. Complementary product lines extend the event into entertainment (multi-night Lakeside Festival music program, Fan Festival CBD extension), education (Driving Learning Program with Engineers Australia), accessibility (Albert Park Unlocked inclusive access, TrackMate Mini GPS family service), and social impact (Wish Program with Make-A-Wish Australia, Starlight, My Room).

Name

Australian Grand Prix Corporation

Legal name

Australian Grand Prix Corporation

Website

https://grandprix.com.au

Company type

Private

Founded year

1993

Operating status

Operating

Short description

The Australian Grand Prix Corporation is a Victorian Government statutory corporation that stages the annual Formula 1 Australian Grand Prix at Albert Park and the Motorcycle Grand Prix at Phillip Island, generating revenue from ticketing, official travel packages, corporate sponsorship, and merchandise for hundreds of thousands of motorsport fans.

Ownership category

akta.pro rank

Product category

Motorsport Event Management & Live Sports Entertainment

NAICS

Racetracks (711212), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsport Event Promoters & Race Organizers (MPAKADAE)

akta.pro secondary industries

Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC), Race Tracks, Circuits & Motorsport Venues (MPAKAGAE), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)

Keywords

• Motorsport event management
• Formula 1 race organization
• Corporate hospitality services
• Event ticketing platform
• Travel package services

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Ticket Sales: Direct ticket sales for the Formula 1 Australian Grand Prix including Park Pass, Grandstands, and Hospitality Suites across four-day event
2. Official Travel Packages: AGPC Travel sells official travel packages including tickets, accommodation, and exclusive experiences through Sportsnet Corporation
3. Corporate Sponsorship and Support: Branding, signage, hospitality suites, activations, and multimedia/digital opportunities for event supporters
4. Merchandise Sales: Official F1 merchandise and team kit through the Merchandise Superstore

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Australian Grand Prix Corporation stages and operates the annual Formula 1® Australian Grand Prix, a four-day international motorsport event held at the Albert Park Circuit in Melbourne, alongside the Australian Motorcycle Grand Prix at Phillip Island. Its core commercial offering consists of tiered event access products — general admission Park Passes, reserved Grandstand seats, premium Hospitality Suites, and bundled Official Travel Packages — sold direct-to-consumer, complemented by corporate supporter and sponsorship packages, official F1 merchandise sales, and ancillary on-site entertainment (Lakeside Festival music program, Fan Festival, family and accessibility programs). The corporation operates as a Victorian Government-owned statutory body under the Australian Grands Prix Act 1994 (VIC).

Product overview

The Australian Grand Prix Corporation operates a portfolio of interconnected products and services centered on delivering the Formula 1 Australian Grand Prix event. The core offering is the annual four-day international motorsport event at Albert Park featuring Formula 1 racing plus support categories (F2, F3, Supercars, Porsche Carrera Cup). This is supported by ticketing products (Park Pass, Grandstands, Hospitality Suites), entertainment experiences (Lakeside Festival music program), community initiatives (Driving Learning STEM program, Albert Park Unlocked accessibility program, Wish Program for seriously ill children), and operational services (Official Travel Packages, Race Officials volunteer program, TrackMate GPS child location service). The merchandise store and GP Insider newsletter extend engagement beyond the event dates.

Differentiator

Problem solved

Functional benefit

Products and services

• Formula 1 Australian Grand Prix The flagship annual international motorsport event held at Albert Park Circuit, Melbourne, featuring Formula 1 racing as the premier class, supported by Formula 2, Formula 3, Supercars, and Porsche Carrera Cup categories, and staged across a four-day program (e.g., 5-8 March 2026).
• Park Pass Tickets General admission tickets providing access to the Grand Prix venue, circuit grounds, and various precincts throughout the four-day event.
• Grandstand Tickets Seated tickets providing reserved viewing positions along the Albert Park circuit with elevated sightlines of the racing action.
• Hospitality Suites Premium hospitality packages offering exclusive access to private suites with catering, premium viewing areas, and enhanced event amenities.
• Official Travel Packages Official travel program managed by Sportsnet Corporation offering bundled ticket packages with accommodation, exclusive tourism experiences, and event access for the Australian Grand Prix, including Park Pass, Grandstand, and Hospitality variants.
• Merchandise Store Online and on-site shop offering official F1 merchandise, event memorabilia, and team kit from all Formula 1 teams.
• Lakeside Festival Multi-night live music festival held during the Grand Prix event, featuring award-winning artists performing Thursday through Sunday at the Lakeside precinct.
• Amex Lakeside Terrace American Express exclusive premium space at the Lakeside precinct offering prime Melbourne views, live race action on screens, music performances, and driver appearances for card members.
• Fan Festival Free public entertainment initiative bringing festival activities beyond the circuit gates into Melbourne's CBD, extending the Grand Prix experience to non-ticketholders.
• Driving Learning Program STEM-focused educational excursion program for students presented by Engineers Australia, featuring Innovation Hub exhibits, interactive workshops, career seminars, and STEM-based challenges at the Grand Prix.
• Albert Park Unlocked Inclusive access program for people with disability providing Park Pass tickets and exclusive behind-the-scenes Grand Prix experiences, supported by the What Ability Foundation.
• Wish Program Social impact program partnering with Make-A-Wish Australia, Starlight Children's Foundation, and My Room Children's Cancer Charity to create personalized experiences for children and young people with critical illness.
• TrackMate Mini GPS Child Location Service Free GPS location service for families offered in partnership with TrackMate Mini, providing waterproof GPS pendants on lanyards to help parents track children at the event.
• Race Officials Program Volunteer program recruiting over 1,000 race officials annually to support the event in roles including Flag Marshals, Communications, and Track Marshals, with training and development opportunities.
• Australian Motorcycle Grand Prix Annual international motorcycle Grand Prix event held at Phillip Island and managed by the Australian Grand Prix Corporation since 2010.

Quantifiable outcome

• 471 participants in Albert Park Unlocked inclusive access program
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

32 partnerships are on record, tiered core, flagship and minor.

• Louis VuittoncoreGTM or Marketing Partner · 30 January 2025Official Partner of Formula 1 and Title Partner of the Formula 1 Louis Vuitton Australian Grand Prix 2025
• Qatar AirwaysflagshipGTM or Marketing PartnerTitle sponsor of the Formula 1 Qatar Airways Australian Grand Prix 2026, providing naming rights and airline services for the event
• American ExpresscoreGTM or Marketing PartnerOfficial card partner with Amex Racing Club, exclusive card member areas, and venue naming (American Express Lounge). Provides payment services and exclusive experiences for card members.
• CrowncoreGTM or Marketing PartnerEntertainment partner with Crown Spin to Win activations at Motorsport Straight and Crown Lakeside Festival experiences
• HeinekencoreGTM or Marketing PartnerHeineken Fan Zone featuring world-class lager, DJs, and Star Serve experience at Lakeside precinct
• DoritosminorGTM or Marketing PartnerDoritos Loaded Food Truck and Taste The Thrill Tower at Trackside Green precinct
• KitKatminorGTM or Marketing PartnerKitKat Break Zones featuring giant screens, benches, beanbags and shaded umbrellas at Trackside Green
• PepsiminorGTM or Marketing PartnerPlanet Pepsi Bar serving classic Pepsi favourites and race destination-inspired cocktails at Lakeside precinct
• CadillaccoreGTM or Marketing PartnerCadillac by the Track immersive experience with show car displays, design studio, and DJ at Melbourne Junction
• PorschecoreGTM or Marketing PartnerCelebrating 75 years of Porsche in Australia with immersive showcase at Melbourne Junction precinct
• ChandonminorGTM or Marketing PartnerDestination Chandon featuring locally crafted Chandon Brut and Rosé NV and Chandon Garden Spritz at Melbourne Junction
• Toyota Gazoo RacingcoreGTM or Marketing PartnerRacing simulators and up-close performance vehicle displays at Motorsport Straight precinct
• Campos CoffeeminorGTM or Marketing PartnerSpecialty coffee served at Campos Cafe on the Straight and at Melbourne Junction
• Chin ChinminorGTM or Marketing PartnerIconic South East Asian restaurant at Melbourne Junction precinct
• The EspyminorGTM or Marketing PartnerSt Kilda's legendary hotel bringing live music energy and pub classics to Melbourne Junction
• MECCA MAXminorGTM or Marketing PartnerMECCA MAX Beauty Pit Stop offering complimentary makeup services and beauty products at Melbourne Junction
• La Roche PosayminorGTM or Marketing PartnerPrecision Protection Pit Stop for skin health and sunscreen trials at Melbourne Junction
• LEGOminorGTM or Marketing PartnerLEGO activation featuring creative building activities at Pit Stop Park
• What Ability FoundationcoreStrategic or Co-development PartnerSupporting Albert Park Unlocked program providing inclusive experiences for people with disability
• Make-A-Wish AustraliacoreStrategic or Co-development PartnerWish Program partner bringing magical experiences to children with critical illness
• Starlight Children's FoundationcoreStrategic or Co-development PartnerWish Program partner supporting seriously ill children and their families
• My Room Children's Cancer CharitycoreStrategic or Co-development PartnerWish Program partner supporting children with cancer and their families
• OzHarvestminorStrategic or Co-development PartnerSupporting food rescue and sustainability initiatives at the event
• Bunurong Land CouncilcoreStrategic or Co-development PartnerTraditional Custodians of the land acknowledged for the Albert Park venue
• Engineers AustraliacoreStrategic or Co-development PartnerPresenting partner for the Driving Learning Program and engineering exhibits at Pit Stop Park
• ShannonsminorGTM or Marketing PartnerShannons Super Rig mobile interactive fan experience showcasing motorsport history and simulators
• Proud2Play Pride HubminorStrategic or Co-development PartnerLGBTQ+ inclusion initiatives and Pride Hub at the event
• RegroundminorStrategic or Co-development PartnerSustainability partner for environmental initiatives
• Green My PlateminorStrategic or Co-development PartnerSupporting sustainable food initiatives
• All Things EqualminorStrategic or Co-development PartnerInclusion and diversity programs
• Get Skilled AccessminorStrategic or Co-development PartnerAccessibility and inclusion consulting partner
• F1 AcademycoreStrategic or Co-development PartnerFemale drivers' championship supporting pathway to Formula 1

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Circuit of the Americas (COTA): Operates the United States Grand Prix and MotoGP rounds at a multi-purpose motorsport and entertainment complex in Austin, Texas. Comparable as a large-scale motorsport venue operator combining racing, concerts, and corporate hospitality.
• Suzuka International Racing Course: Operates the Japanese Grand Prix and hosts MotoGP at a permanent motorsport complex. Comparable as a multi-discipline motorsport venue operator combining F1, MotoGP, and consumer/entertainment offerings in a single destination.
• Silverstone Circuits Limited: Operates the British Grand Prix at Silverstone, one of F1's most iconic permanent circuits. Most directly comparable peer as a historic F1 venue operator and event organizer in a developed market, with a similar mix of ticketing, hospitality, and major sponsor partnerships.
• Autodromo Nazionale Monza: Operates the Italian Grand Prix at the historic Monza circuit. Directly comparable as a long-running F1 venue with strong brand heritage, large fan attendance, and tier-1 sponsor interest from Italian automotive and luxury brands.
• Bahrain International Circuit: Operates the Bahrain Grand Prix and has hosted F1 testing and other motorsport events. Comparable as a government-affiliated motorsport venue operator in a single market with multi-tier sponsorship, ticketing, and corporate hospitality.
• Circuit de Barcelona-Catalunya: Operates the Spanish Grand Prix and hosts MotoGP rounds. Comparable as a multi-category motorsport venue that stages F1 plus support series, combining ticketing, hospitality, and sponsor activations across a permanent circuit.
• Singapore GP Pte Ltd: Promoter of the Singapore Grand Prix, a night street race around the Marina Bay district. Closely comparable to AGPC as an iconic F1 street circuit promoter combining motorsport with a major entertainment and tourism offering in a dense urban environment.

Emerging players

• Las Vegas Grand Prix, Inc. Operator of the Las Vegas Grand Prix, a newer F1 street race launched in 2023. Comparable as a street-circuit F1 promoter competing for premium sponsor and ticket revenue from a global luxury and entertainment audience.

Others

• Dorna Sports: Commercial rights holder for MotoGP and organizer of the Motorcycle World Championship. Comparable as a counterparty/ecosystem participant: AGPC runs the Australian MotoGP round under license from Dorna, and Dorna's calendar and commercial decisions shape that revenue stream.

Broad incumbents

• Formula One Management (Liberty Media): F1's commercial rights holder and governing event authority under Liberty Media. Not a peer operator but the principal counterparty that controls the F1 calendar, promoter contracts, and global commercial framework within which AGPC operates the Australian Grand Prix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/ausgrandprix
• YouTubeyoutube.com/user/australiangrandprix?sub_confirmation=1
• Facebookfacebook.com/ausgrandprix
• Instagraminstagram.com/ausgp
• LinkedInlinkedin.com/company/australian-grand-prix-corporation

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Australian Grand Prix Corporation