In 2015, after more than two decades of absence, Formula 1 returned to Mexico City. For many, the challenge was huge: could the country compete with established circuits in Europe or with the new million-dollar bets in the Middle East? A decade later, the Mexican Grand Prix has not only proven its validity, but has become one of the best-priced events in the championship. At its head is Federico González Compeán, general director of CIE International and the competition, who from the beginning had a clear idea: the race had to be more than a sporting spectacle.
“From day one we were very clear about what the career is useful for,” explains González Compeán, in an exclusive interview with Forbes. “The Mexican Grand Prix had to be a tourism promotion platform for the country. There are three international traveling events, an Olympics, a World Cup and a Formula 1 race, with the advantage that the latter occurs every year. So, I think that having a project of this category in our city and being one of the only 24 dates of the year gives us a huge opportunity and a very good pretext to be present in the world,” constantly.
González Compeán was born in 1964 in Mexico City. He studied Communication at the Metropolitan Autonomous University, where years later he would be founding president of the Casa Abierta al Tiempo Foundation. In 1988 he won the National Journalism Award for his work as a cultural producer and journalist, before becoming director of the City Theater, the National Auditorium and the Sports Palace, three of the most important venues in the country.
His incorporation into CIE marked the beginning of a key stage in Mexican entertainment. As part of OCESA, he contributed to professionalizing the production of concerts and massive shows, and that experience would be decisive in his leap into motorsports. “Due to our background in organizing large events, we knew that the 360º experience had to be the best and that we could do it much better than elsewhere,” he comments.
This approach differentiated the Mexican project. “In other places the organization was more oriented towards racing fans, it was not seen as an exhibition platform for the country. This meant that the experiences they gave in other countries were not good. The sporting spectacle itself could be very good, but we were clear that the experience had to be comprehensive. We did it so well that they gave us the award for the best grand prix for five consecutive years.”
Audience evolution
For González Compeán, one of the main learnings was discovering the real attracting capacity of Formula 1 in Mexico. “At first it was not entirely clear to us how many tickets there could be out there, how much demand there could be in Mexico,” he acknowledges. “We start with what we call the hardcore fanwhich follows the races week by week from television. Little by little we were migrating from that very knowledgeable public to a curious public, which begins to see that there is something interesting happening and wants to be part of it.”
In this, the presence of Mexican pilots was decisive. “Esteban Gutiérrez and Checo Pérez appeared and that made the Mexican fans able to relate to the show in a different way,” he points out. “The evolution continued and has been established. We have worked to make it like this: we have 33% attendance from locals; 33% from Mexicans from outside the city who come for the grand prize and 33% from foreigners. That diversity is something that we take great care of.”
The composition of the public has also changed. “If Formula 1 was once an eminently masculine sport, today it is no longer so. Following the surveys that F1 gives us and the information that we ourselves collect, we are almost 50-50 between men and women. And the same with the audience on social networks. The fans have grown a lot and are growing at the same time.”
Economic impact and strategic pricing model
The Grand Prix has had a notable effect on the economy of CDMX. “In the nine editions we have generated around 137,754 million pesos in economic benefits and about 82,000 direct jobs,” says González Compeán. “The 2024 edition contributed an estimated 17,180 million pesos and generated employment for 9,435 people.”
The impact, he emphasizes, extends far beyond the racetrack. “I always tell this example: I have some friends who have a cafe, with four branches in the city. They are not involved in the world of racing, it has no importance for them, but they know perfectly well that the weekend of the race is always their best weekend. And you can see that throughout the city. The restaurants are full, the hotels are full, people are experiencing the race on the street.”
Unlike other venues where tickets are associated with luxury, Mexico has opted for controlled accessibility: “We have, I haven’t checked lately, but I’m almost sure that we have the cheapest price of the tournament for access to a general entry,” he comments. “Of course, there are the more expensive tickets, but we seek to ensure that these coexist and help to ensure that there are cheap passes that guarantee access to whoever wants to attend and cannot pay a ticket.” hospitality or a more expensive experience. And this is also the case at the direction of Alejandro Soberón, our executive president and general director. We want to facilitate the creation of a large audience and a large fan base because there are more and more countries that want a great prize and we compete against that. We cannot forget that.”
The logistics of a ‘giant’ event
On the other hand, organizing the Mexican Grand Prix involves a constant challenge. “It’s really challenging,” says González Compeán. “When I talk to friends, they think it’s always copy and paste. ‘Eh, well, you already know it, it’s very easy, by heart, right?’ And it’s not like that. The truth is that every year (the GP) has different characteristics, each time we make changes. We changed the gastronomic offer, we transformed sections of stands to hospitality or vice versa. “We are always looking for ways to improve the experience.”
Likewise, coordination with the city is essential. “We ensure that there are transportation programs from remote points by bus to the racetrack. We help with signage and with campaigns to promote public transportation so that they arrive more easily. We make sure that the beer is cold and that the hot food is hot. That is what depends on us and is where we do not lose focus.”
For its part, the global expansion of Formula 1 has increased the pressure on each venue. “I believe that interest in F1 at a global level is only going to increase, but I don’t think there will be more races than there are already,” he warns. “The year has 52 weekends, and there are already 24 races. Take away holidays, December and some other dates, and practically all the weekends are already busy. So, the competition to have a date is very great.”
This context makes each renegotiation crucial. “We are very aware of it and the FIA lets us know. Fortunately, today the project is very well supported. We have a good commercial, marketing, promotion, sponsorship team and a magnificent relationship with the city that helps us and supports us with the trust. Today we are fine, but we must always be very, very attentive.”
Mexico has its date guaranteed on the calendar until 2028. “The current contract guarantees this 2025 prize and three more, that is, ’26, ’27 and ’28. That is what is signed today. Of course, we are in communication with Formula 1 all the time and in collaboration with the authorities, with the idea that this can continue to be renewed.”
International recognition
The Mexican organization has attracted the attention of historical figures. “The other day while reviewing files I came across quotes from Jackie Stewart and Bernie Ecclestone where they celebrated what we had been doing in Mexico and pointed out that the organizers of grand prix in Europe should come to see what was being done here,” González Compeán recalls.
This recognition confirms that the value of the Mexican Grand Prix transcends sports. “We participate as promoters and organizers in what is outside the track. Our role is to ensure that the fan experience is extraordinary and, at the same time, show Mexican culture to the world.”
When reviewing a decade of work, González Compeán identifies personal and collective milestones. “Without a doubt, the first year was very special. This is one of the most challenging projects I have had in my life. It was very complex to arrive on time the first time, but it was very satisfying and a great relief to see that we accomplished it.”
Another key moment was 2021. “Seeing a Mexican for the first time on the podium was wonderful. Seeing Checo in third place was very emotional, because not only did we organize a great race, but we had a Mexican triumphing in front of his audience.”
For González Compeán, the main lesson is that the success of the Grand Prix lies in understanding its dual function: sports business and strategic asset of the country. “We are a tourism promotion platform, but above all we take care of the fan experience. That is what distinguishes us and what makes Mexico today one of the great references of Formula 1.”
This article was originally published in the special print F1 edition of Forbes Mexico for October 2025.
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