MINI USA Activates in Austin with Sports Illustrated and Charlie Cooper

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As the energy of Formula 1 returns to Austin this weekend, MINI USA is stepping right into the heart of it—partnering with Sports Illustrated to bring two unique experiences to Circuit of the Americas.

From October 17–19, MINI is hosting fans inside Club SI at Turn 12, one of the most exclusive vantage points on the track. Alongside premium hospitality and prime views of the racing action, the space showcases pieces of MINI’s motorsport heritage, including the legendary Cooper-Climax T53 Low Line Grand Prix car—a nod to the brand’s deep roots in competition.

But the centerpiece of MINI’s Austin presence might be its fireside chat with Charlie Cooper, grandson of the iconic Formula 1 engineer John Cooper, whose performance tuning turned the classic Mini into a 1960s rally legend. The conversation—led by Mike Peyton, Vice President of MINI for the Americas—will dig into the Cooper family’s legacy and explore how that spirit continues to shape MINI’s evolving approach to design, performance, and electrification.

“Austin is where motorsport energy and culture meet—and that’s exactly where MINI thrives,” said Peyton. “Partnering with Sports Illustrated lets us celebrate John Cooper’s legacy with enthusiasts while inviting new fans to experience MINI’s modern performance and personality—on and off the track.”

Moderated by Adam Faris of Motorsport Network, the session promises to connect MINI’s storied racing past to its electrified future—a reminder that while the technology has evolved, the brand’s DNA remains unmistakably rooted in the pursuit of driving fun.

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