CASE STUDY
FONTAINEBLEAU LAS VEGAS
SECTOR:
Hospitality / Entertainment / Sports
Vertical:
Brand Partnerships / Events & Experiences
role:
Strategic Advisor / Commercial Consultant
THE OPPORTUNITY
Robert Jakobi was brought on to help build the Fontainebleau Las Vegas’s brand and commercial activation strategy during the 2025 Las Vegas F1 race which is considered the city’s biggest sporting and hospitality event.
HYTON’S ROLE
HYTON was retained as a strategic advisor to the FBLV partnerships team to maximize commercial return, cultural relevance, and brand momentum during the F1 weekend and beyond. The mandate spanned two core verticals: Brand Partnerships and Events & Experiences.
Key contributions included:
Strategic Introductions: Curated high-value brand relationships with American Express, Red Bull Racing, Heineken, Lids, Fanatics, and others, tailored for premium hospitality and on-site activation.
Commercial Advisory: Developed partnership proposals across hospitality, merchandise, content, and exclusive experiences - each crafted to drive visibility and revenue.
Talent & Sponsorship Alignment: Positioned FBLV as the unofficial F1 driver hotel, aligning with drivers and brand ambassadors across the F1 ecosystem.
Race Week Programming: Developed an activation event with Red Bull Racing, designed to make Fontainebleau the cultural epicentre of Las Vegas F1 weekend.
Hospitality & Content Strategy: Curated moments across VIP hospitality, branded content, and influencer engagement.
Cultural Positioning: Helped FBLV own its identity as a legacy brand reimagined for a new cultural moment through Formula 1 and smart storytelling.
THE OUTCOME
FBLV will become one of the most talked-about venues during F1 weekend attracting drivers, sponsors, and cultural stakeholders. The event will serve not only as a commercial success, but as a brand-defining moment that will help shape future partnerships, activations, and strategic growth.
WHY IT MATTERS
This project reflects HYTON’s ability to work quietly behind the scenes, delivering strategic partnerships and culturally fluent experiences with real commercial weight. By embedding itself at the intersection of sport, brand, and experience, HYTON helped FBLV to position itself as the go to hotel on the Strip during F1 weekend.