Formula 1 has secured a decade-long extension of its partnership with DO & CO, the renowned hospitality company responsible for delivering exceptional services to the F1 Paddock Club. This new contract continues a relationship that began in 1992 and marks over 30 years of collaboration between the two entities. DO & CO has played a pivotal role in transforming the Paddock Club into one of the most prestigious and exclusive event spaces in sports, providing world-class dining, premium track views, and unique experiences like Pit Lane Walks and Truck Tours.
In the 2024 season alone, the Paddock Club hosted over 150,000 guests, underscoring its appeal among VIPs, sponsors, and celebrities. Stefano Domenicali, Formula One’s President and CEO, highlighted DO & CO’s contributions to the sport, praising their continuous innovation in enhancing event experiences. “It is incredible that this extension will see them at the heart of the sport for over 40 years,” said Domenicali, emphasizing DO & CO’s dedication to excellence.
The roots of the Paddock Club go back to 1984 when it was founded by Paddy McNally. Initially facing challenges in attracting attendees, the Paddock Club eventually became an essential feature of F1 events by the late 1980s, drawing notable figures and growing in demand. Under the oversight of the Formula One Group, now part of Liberty Media since 2017, the Paddock Club has expanded its reach, reflecting the growing interest in high-end hospitality within the sport.
Attila Dogudan, CEO of DO & CO, expressed pride in the continued partnership, emphasizing their shared commitment to ongoing innovation and exceptional service. “Our common goal for the future is to set further benchmarks in premium hospitality experiences around the globe,” he stated. This partnership extension comes at a time when Formula 1’s global popularity is at an all-time high, with increased attendance, a growing fan base, and new collaborations with major brands like Aramco, AWS, and Nestlé.
