Empower Takes the Wheel at Formula 1® Crypto.com Miami Grand Prix

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GREENWOOD VILLAGE, Colo.--(BUSINESS WIRE)--Jan 28, 2026--

Empower today announced a new partnership with the Formula 1 ® Crypto.com Miami Grand Prix, becoming an Official Event Supporter of one of the world’s most high-profile sporting events.

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The 2026 Formula 1 Crypto.com Miami Grand Prix will take place May 1-3.

As part of the agreement, Empower will receive prominent on-site branding and premium fan-engagement opportunities throughout race weekend. The partnership includes naming rights to select locations on the event campus, immersive brand activations, and integrated digital and social media elements designed to connect Empower with Formula 1 ® ’s rapidly growing audience.

A centerpiece of the partnership will be the Empower Vista at Turn 1, a premium trackside structure overlooking one of the circuit’s most dramatic corners. Empower will also serve as presenting sponsor of Sunrise Key presented by Empower, a fan zone connecting key areas of the Miami Grand Prix campus.

Formula 1 continues to gain momentum in the United States, driven by rising viewership, expanding younger audiences, and growing cultural relevance. The Formula 1 fanbase in the U.S. has reached an estimated 52 million fans, representing more than 10 percent year-over-year growth and reinforcing the U.S. as one of the sport’s fastest-growing markets. 1 U.S. television viewership also continued its upward trajectory in 2025, with broadcasters delivering a record season, and multiple races reaching new viewership highs. Additionally, approximately 40 percent of Gen Z fans report being more likely to consider products from Formula 1 sponsors, underscoring the sport’s appeal for brands seeking to build long-term relevance with next-generation audiences. 2

“Formula 1 represents innovation, performance, and a truly global perspective — values that align powerfully with Empower’s mission,” said Edmund F. Murphy III, President and CEO of Empower. “The Miami Grand Prix has quickly become one of the most exciting events in sports, and this partnership allows us to engage fans, clients, and communities in a dynamic setting that reflects the future-forward spirit of both brands.”

Murphy added, “The investors we serve are building toward meaningful financial goals — retirement readiness, long-term security, and the freedom to enjoy life along the way. This sponsorship reflects our commitment to meeting them where they are, creating memorable experiences, and reinforcing that Empower is a partner not just for investing, but for navigating life’s biggest moments with confidence.”

“Empower has been an incredible partner for us across our business, and I’m thrilled that they are joining us in the Miami Grand Prix for years to come,” said Tom Garfinkel, managing partner of the Formula 1 Crypto.com Miami Grand Prix. “Each year, we strive to deliver a world-class event defined by fan experience and innovation, always driven by a customer-centric mission. Empower shares that same mission of serving customers in impactful ways. I’m grateful to Ed Murphy for his leadership and partnership and look forward to how we will continue to serve fans, clients, and the South Florida community together.”

“We are incredibly excited to partner with Empower and have their brand associated with two of the most prominent experiences on our campus with the Empower Vista at Turn 1 and Sunrise Key presented by Empower,” said Katharina Nowak, president of the Formula 1 ® Crypto.com Miami Grand Prix. “Turn 1 sits at the most action-packed corner on the track, allowing fans an unparalleled view of the start of the race. Empower continues to be an outstanding partner across our entire enterprise and we are thrilled to bring them aboard for the Miami Grand Prix.”

In addition to the Miami Grand Prix, Empower maintains a broader brand presence across Hard Rock Stadium, including partnerships associated with the NFL’s Miami Dolphins and the Miami Open presented by Itaú, as well as global sports and entertainment events hosted at the venue.

The sponsorship with the Miami Grand Prix expands Empower’s sports marketing initiatives. In 2019, Empower entered into a 21-year agreement with the Denver Broncos for the naming rights to Empower Field at Mile High and a sponsorship of the Colorado Rockies. Empower also supports Boston College athletics and several professional golfers, including LPGA Tour golfers Lexi Thompson, Cheyenne Knight, Jennifer Kupcho, and Mariah Stackhouse, and PGA TOUR golfers Cam Young, Kurt Kitayama, Davis Riley and Webb Simpson.

Additional details about Empower’s on-site activations and experiences will be announced closer to race weekend.

The Miami Grand Prix was recently named 2026 Promoter of the Year at the Autosport Awards in London, with judges citing the event’s continued focus on enhancing the fan experience, expanding ticketing options, and maintaining proactive engagement with media and global Formula 1 stakeholders.

About Empower

Recognized as a leader in retirement services and wealth management, 3 Empower administers over $2 trillion in assets 4 for more than 19.5 million individuals through the provision of workplace and individual retirement plans, advice, financial planning, and investments. Connect with us on empower.com, Facebook, X, LinkedIn, TikTok, and Instagram.

About the Formula 1 Crypto.com Miami Grand Prix

The Formula 1 Crypto.com Miami Grand Prix, established in 2022 on the FIA Formula 1 World Championship calendar, is the premier culmination of world-class racing, cultural relevance and elevated experiences. Located in Miami Gardens, Florida, the event is hosted by South Florida Motorsports (SFM), who was awarded Promoter of the Year by Formula 1 in 2025 and again at the Autosport Awards in 2026. The race was also recognized as Best New Event of 2022 by Sports Business Journal and was awarded the prestigious FIA Three-Star Environmental Accreditation rating for its overall sustainability and environmental management efforts. Now entering its fifth year, the Formula 1 Crypto.com Miami Grand Prix is held at the Miami International Autodrome, a 19-turn, 3.36-mile track within the complex of Hard Rock Stadium, the home of the legendary Miami Dolphins NFL team.

For more information please visit: media.f1miamigp.com

Empower refers to the products and services offered by Empower Annuity Insurance Company of America and its subsidiaries. “EMPOWER” and all associated logos and product names are trademarks of Empower Annuity Insurance Company of America.

The information contained herein is being provided for discussion purposes only and does not constitute an offer to sell, or a solicitation of an offer to buy or sell securities. All visuals are illustrative only.

©2026 Empower Annuity Insurance Company of America. All rights reserved.

Learn more:

To learn more about how we’re empowering plan sponsors and their participants to be more engaged in their retirement plans than ever before, call us at 800-719-9914.

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PUB: 01/28/2026 08:28 AM/DISC: 01/28/2026 08:28 AM

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