Known for its box at Marquês de Sapucaí, in Rio de Janeiro, NOSSO has been taking on a new mission: operating hospitality at major events beyond Carnival. The operation of Nosso Club in Miami, in 2026, is one of the main moves in this expansion strategy towards new luxuries.
Between May 1st and 3rd, the brand opens a VIP space at the Miami International Circuit, with capacity for around 135 people, in a format all-inclusive and with musical programming. The initiative is presented by the company as the “first international step” of a box originally created for the Rio festivities.
“NOSSO’s entry into Formula 1 began in 2025, when we debuted with Nosso Club. That was an important first step in expanding the brand beyond the Rio Carnival, where it was consolidated for the last eight years”, says Santiago Vieira, CEO and founding partner of NOSSO, in an exclusive interview with InfoMoney.
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Based on the experience at the São Paulo Grand Prix, the company identified space to replicate, in a motorsport context, the hospitality model used in Sapucaí.
“After the success of Nosso Club in São Paulo and the 2026 edition in Sapucaí (record revenue, with more than R$110 million), we closed the space in Miami. We are going to promote it, in a format all-inclusive for guests, thanks to partnerships with brands. There are US$ 2 million invested in the complete operation. It is the first international step for a box that was born during the Rio festivities”, he assesses.
The choice of Miami is linked to the public profile and the city’s role in the global events and entertainment circuit.
The movement is also in dialogue with: attracting foreigners and reinforcing the brand’s presence among international audiences. At Sapucaí, around 20% of the box audience comes from outside Brazil, with emphasis on Portugal and the United States, supported by marketing actions aimed at cities such as Miami, New York, Los Angeles and Mexico City.
“Miami is the ideal place to start the movement: in addition to Brazil and the USA, the world is connected there. It is a cultural epicenter that we do not want to be left out of”, adds Vieira.
Business model
While in Sapucaí NOSSO combines ticket sales with brand activations, the design in Interlagos and Miami is different. In these venues, the focus is on relationships with corporate partners, rather than traditional ticketing.
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In Miami, there will be no sale of invitations to the final public. The operation will be financed by partner companies and aimed at selected guests.
“We will receive 135 hand-picked VIP guests, from national and international partners, in addition to the stars who have always been with the brand in all its seasons. The brands also come with us, even more so in this investment entirely provided by them. Just like in Interlagos, we will not have ticket sales: the financing comes precisely from the good relationship maintained with our partners”, adds Santiago.
Internally, the company works with a value reference per guest to size delivery and discuss commercial agreements of US$10,000 per guest for the three-day event, considering just one invitation.
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Product adaptation to Formula 1
The format of Nosso Club in Miami preserves some central elements of the Sapucaí hospitality model all-inclusive and focus on brand experience, but adapts to the dynamics of Formula 1. Instead of big shows with pop artists, the operation will be based on DJs, integrating the programming with the rhythm of training, qualifying and racing, as well as post-race events.
“Music is part of NOSSO’s DNA. Brazilian music, as we are part of the biggest popular show in the country to the sound of samba. And also international music, which was evident this year at the Sambódromo with the success we had in bringing Ne-Yo to Brazil for the first time”, says Vieira. “In Formula 1, our initial proposal is to have DJs: a format in which we are also experts, always bringing some of the best in the world in sets dedicated to the public, including the after of the three days of racing.”
From a service point of view, the package includes food and drinks, following the line adopted by the brand in Rio and São Paulo, but on a smaller scale and with a focus on corporate guests.
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Future
A significant part of the public that frequents the Sapucaí boxes is present at other major sporting and entertainment events around the world – and Nosso’s strategy is to be at these points of contact, with plans to expand its operations to other sports.
The company does not detail which sports or new destinations are on the radar, nor does it confirm its presence in other stages of Formula 1 besides Interlagos and Miami. The signal, however, is that Nosso Club should be the platform through which this expansion will be conducted.
