Skift Travel News Blog

Sphere Entertainment Company, sister company to Madison Square Garden Entertainment Corporation MSG, is looking for a new location for its second Sphere venue after its London-based plans were blocked by the city’s mayor, Sadiq Khan. 

Khan rejected the Sphere project, similar to Las Vegas’ $2.3 billion Sphere, despite the development’s potential for significant foreign investment in the UK.

“While we are disappointed in London’s decision, there are many forward-thinking cities that are eager to bring this technology to their communities. We will concentrate on those,” a Sphere Entertainment spokesperson told Skift.

Planned for the edge of East London’s Olympic Park in Stratford, Khan turned down the venue due to concerns about light pollution, increased electricity usage, and a need for more sustainable green energy solutions. The project also posed potential risks to heritage sites in the Stratford area.  

MSG’s executive chairman and chief executive, James Dolan, said in an interview with The Standard that the company had no intention to appeal. Dolan called the move “political” after a five-year process with the London Legacy Development Corporation, thousands of hours of consultation with community forums, and 100 changes to the proposed venue’s plans.

Dolan expected to sell the site pegged for the £1.5 billion ($1.87 billion) MSG Sphere arena. 

He questioned why London “wouldn’t want the best show on earth?”, citing U2’s extended residency at the Sphere in Las Vegas. 

“Everybody comes out of that show saying it’s the best thing they have ever seen. You should talk to Bono. He is going to be disappointed it’s not in London. Bono sees the Sphere in Vegas as an art installation. He tells me all the time. I also think he might like one in Dublin.”

This weekend, F1 fans can expect a visually enthralling experience, as custom real-time content tracks across the world’s largest LED screen of the Sphere, as part of the official broadcast for the Las Vegas Grand Prix.

Global brands off the mark with Sphere advertising campaigns during the major sporting event include Google, American Express, Aston Marton, Puma, and Mercedes Benz.

In the lead-up to the inaugural Las Vegas Grand Prix, a highlight of the 2023 Formula One World Championship, Race Week commenced on Wednesday with The Netflix Cup, marking the first live-cued content on the Exosphere, the 1.2 million LED lights on the exterior of the Sphere. This Saturday’s race will continue to see exclusive Sphere Studios content for the race.

Located along the race track, Sphere’s Exosphere will offer unique viewing angles, including an aerial perspective, ensuring an immersive experience for millions of F1 enthusiasts worldwide.

However, as a precautionary measure for drivers, race organizers have reportedly banned red, yellow, and blue from appearing across the Sphere’s exterior. These colors have been identified as distracting for drivers. It is not ideal for Google, whose logo features those exact colors, but the ban applies explicitly while the race is in action.

The integration of technology, sports, and marketing on such a grand scale is set to redefine the Grand Prix experience, according to Joel Fisher, Executive Vice President of Marquee Events and Operations for MSG Entertainment.

Beyond the color block across the 1.2 million LED lights on the exterior of the Sphere, all 20 drivers and their cars will be showcased, along with F1 helmets, creating a backdrop for fan photos. Fans can also look forward to seeing themselves featured on this gigantic screen, according to the organizers.

“This is the inaugural year for both Sphere and the Grand Prix in Las Vegas. We are ready to showcase Sphere to our global audience via F1 – both in person in Las Vegas and watching around the world – demonstrating the unparalleled technological and creative capabilities of the Exosphere,” said Fisher.