The US GP in Austin will enjoy an exciting pre-race build-up which F1 commercial boss Sean Bratches hopes to capitalise on in the future.
On the eve of its first race in the US since taking over the reins of Formula 1, Liberty Media has put together a big pre-race program featuring fan engagement activities and an exciting run-up show.
F1 has brought in celebrity boxing announcer Michael Buffer to present each driver while Olympic gold medalist and sprinter Usian Bolt will serve as the US Grand Prix's official starter.
Bratches is hoping the Austin pre-race show will deliver a successful sample of things to come.
"We definitely want to do more, but for the moment I don't want to say what, where or when," Bratches said.
"Austin is a test and I want to take this opportunity to thank the FIA and the teams for embracing our ideas, giving us permission to modify the race start procedure.
"It's a sign that the whole Formula 1 family shares our desire to make our sport even more spectacular and attractive."
F1's commercial boss believes there is a lot to exploit in the period which precedes the race, for the benefit of the fans, their experience and the overall event.
"The idea is to highlight the build-up to the start of the race in spectacular fashion, a moment that is brimming with tension and energy," he adds.
"We need to do a better job of elevating the Formula 1 drivers to fans around the globe and this is a means to that end.
"They are the heroes of this sport and will be presented as such, making them shine and stand out in the eyes of the fans watching, at the track or in front of a screen.
"We want all the drivers to be seen for who they are: 20 men preparing to give it their all, to do their very best behind the wheel of the fastest and most technologically advanced race cars there are, challenging each other and their own limits."