Formula 1 Saudi Arabian Grand Prix

SMG was tasked by the promoters of the Formula 1 stc Saudi Arabian Grand Prix, the Saudi Motorsport Company (SMC), to support the international, regional and domestic promotion of its inaugural event in December 2021 as well as its follow-up race weekend in March 2022, a mere four months later.

The international and regional/domestic communications strategy pursued over the course of 2021 & 2022 aimed to present the F1 race weekends, Jeddah and the Kingdom of Saudi Arabia (KSA) in general in the most positive light to international and regional/domestic audiences, ensuring extended coverage and ticket sales as well as positioning the brand-new Jeddah Corniche Circuit as a world class racetrack.

Every race faces challenges but the first ever Formula 1 stc Saudi Arabian Grand Prix posed a unique set of circumstances for us to solve:

• The Saudi Arabian Grand Prix was a brand-new race, in a country that had never hosted an event of this scale before. The F1 fan and media markets were small and required motivation and education to be enticed into watching, attending, or reporting on the sport.
  
• Construction on the brand-new Jeddah Corniche Circuit had only begun in May 2021 leaving just 7 months for it be completed

• International perceptions of the Kingdom needed to be addressed from the very start to position the Saudi Arabian GP as a welcoming, open and world class event for all fans – regardless of nationality, gender, or religion – to enjoy.

Over the ensuing 12 months, SMG drew on our vast motorsport network and specialised experience to promote the biggest sporting event in the history of Saudi Arabia and deliver an industry-leading experience for the world’s media.