THE DRIVEN TOUR — Motorsports Edition 2026
Expand Your Brand Across America. Powered by Motorsports. Driven by Innovation.
The Driven Tour is a six‑city luxury, motorsports, and innovation tour designed to help brands grow across Beverly Hills, Indianapolis, Atlanta, Austin, and Las Vegas — all unified under the flagship campaign, Driven to AI.
Introduction
The Driven Tour was created for one purpose: to help brands expand their presence across multiple high‑value cities while supporting motorsports at the highest level.
No other company has ever combined:
- Multi‑city brand expansion
- Luxury audiences
- AI founders
- Fashion innovators
- Wealth networks
- Travel
- Taste and hospitality brands
- Businesswomen leadership
- IMSA, SRO, NASCAR, and Formula 1
into a single, unified national tour.
The Driven Tour does exactly that — and it’s all powered by Driven to AI, the campaign leading the entire movement.
Why This Tour Exists
Brands today need:
- Real audiences
- Real customers
- Real introductions
- Real visibility
- Real credibility
- Real expansion
But no single platform offers multi‑city access, curated introductions, and motorsports‑level excitement.
So we built one.
The Driven Tour gives brands a way to:
- Enter new markets
- Activate in multiple cities
- Connect with HNW/UHNW buyers
- Engage motorsports fans
- Build national visibility
- Own exclusive categories
- Grow faster than competitors
This is a brand expansion engine — and it’s never been done before.
THE CITIES & RACE WEEKENDS
Indianapolis — IMSA (SEP 18–20)
Indianapolis — IMSA (SEP 18–20)
IMSA’s "Battle on the Bricks" transforms Indy into a full‑throttle endurance showdown. The Racing Capital of the World erupts with speed, strategy, and die‑hard fans packing the paddock for one of the most electric weekends of the season.
Indianapolis — SRO (OCT 8–10)
Indianapolis — IMSA (SEP 18–20)
GT racing returns to Indy with SRO — precision, power, and world‑class competition on the iconic IMS road course. A fall racing weekend filled with adrenaline, rivalries, and nonstop action.
Atlanta — IMSA: Petit Le Mans (OCT 1–3)
Petit Le Mans delivers one of the most intense endurance weekends in America — fast, technical, and fiercely loved by Southern race fans. Road Atlanta roars with tradition, and this year marks the anniversary of Driven Atlanta’s original debut on 10.10.02, bringing the story full circle at one of motorsports’ most iconic battlegrounds.
Las Vegas — NASCAR Weekend (OCT 2–4)
Las Vegas — NASCAR Weekend (OCT 2–4)
NASCAR in Las Vegas delivers one of the most electric stock‑car weekends in America — loud, fast, and fueled by the high‑stakes energy only Vegas can produce. The desert comes alive as the Cup Series battles under bright skies and brighter expectations, turning the Las Vegas Motor Speedway into a full‑throttle arena where speed, spectacle, and racing tradition collide.
Austin — Formula 1 COTA (OCT 23–26)
Las Vegas — NASCAR Weekend (OCT 2–4)
Austin — Formula 1 COTA (OCT 23–26)
COTA becomes the center of the racing universe as Formula 1 storms into Texas. Massive crowds, global energy, and the unmatched spectacle of F1 under the Austin skyline.
Las Vegas — Formula 1 (NOV 19–21)
Las Vegas — NASCAR Weekend (OCT 2–4)
Austin — Formula 1 COTA (OCT 23–26)
F1 lights up Las Vegas with a night race unlike anything in the world. The Strip becomes a circuit, the city becomes a stage, and the finale delivers a full‑throttle spectacle to close the Driven Tour.
Driven Race Weeks — Thursday Night Luxury Activations
For 17 years, DSM Luxury has delivered high‑impact private events across Beverly Hills, Los Angeles, Newport Beach, Southern California, and Las Vegas — hosting 15,000+ elite guests, 10,000+ businesses, and 4,000+ HNW/UHNW buyers through our signature luxury showcase format. During each Driven Race Week, we bring this proven model to every city on the tour.
Thursday Night Luxury Showcase (3 Hours)
Every race weekend begins with a Thursday evening activation — a curated, invitation‑only luxury showcase hosted at an exclusive premier location in that city. This is the signature DSM Luxury format that has delivered results for nearly two decades.
Each Thursday night includes:
- Exclusive category displays for sponsors
- Private hosting opportunities for your top clients
- Cross‑city introductions to buyers, founders, and executives
- High‑value networking with attendees who share collateral interests
- A premium 3‑hour showcase designed for engagement, conversion, and storytelling
- A luxury environment that sets the tone for the entire race weekend
These Thursday night activations allow sponsors to own the room, own the category, and own the city before the racing action begins.
Why Thursday Nights Matter
Each Thursday night event is more than a showcase — it’s the strategic heartbeat of every Driven Race Week. These activations create a powerful pre‑race momentum, giving sponsors the ability to:
- Introduce their brand before the weekend crowds arrive
- Host their top clients in a private, elevated environment
- Meet new buyers, founders, and executives with shared interests
- Build relationships that carry into the race weekend
- Position their brand at the center of motorsports excitement
- Activate inside a proven format that has delivered results for 17 years
By the time the engines fire up on Friday, sponsors have already established presence, visibility, and connections — turning race weekends into multi‑day brand expansion opportunities.