THE SPORTS MARKETING GROUP

SHAPING MOMENTS IN SPORT

We believe sport is one of the most powerful ways to communicate with a global audience.
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‍We are a proven sports marketing agency specialising in brand partnerships, PR and communications, social strategy, and digital activation across the international sports industry. We deliver high-profile brand partnerships, including in Formula 1 and Esports, promote major sporting events worldwide, and create digital and social campaigns that engage fans across multiple markets and languages.

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WE HAVE CREATED A CULTURE THAT OUR CLIENTS LOVE

SMG was founded in 2017 as a modern, creative and personable sports marketing agency. With offices across London, Monaco, Dubai and Riyadh, we work with clients worldwide in a way that is authentic and true to the brand. In the fast-moving world of sport, we understand the importance of continuing to adapt and evolve - so we’ve built a talented workforce based on a culture of collaboration, flexibility and reliability that our clients love.

SPONSORSHIP

500

M+

£500M+ of revenue delivered through sponsorship brokerage and consultancy

SOCIAL + DIGITAL

450

M+

Engagements on social media platforms

PR + COMMS

FIA/FIM World Championships covered by SMG comms

ACTIVATION

F1 Grands Prix worked alongside

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WHAT WE DO

CIRCUIT OF THE AMERICAS

STAKE F1 TEAM SAUBER

ATLASSIAN WILLIAMS F1 TEAM x WILKINSON SWORD

BRAND PARTNERSHIPS

Delivering ROI for consumer and B2B focused businesses through partnership in sport

PR +
COMMS

Proven communication specialists for the world’s biggest sporting events

SOCIAL + DIGITAL

Delivering end-to-end digital services across events, teams, talent and brands

ACTIVATIONS

Creating impactful campaigns and event activations

LAS VEGAS GRAND PRIX

ARAMCO F4 SAUDI ARABIAN CHAMPIONSHIP

DAKAR RALLY

WE PRIORITISE OPEN COMMUNICATION WITH OUR CLIENTS - YOUR SUCCESS IS OURS

SPONSORSHIP, SOCIAL, DIGITAL + ACTIVATIONS

SOPHIE ROCK

HEAD OF MARKETING, WILKINSON SWORD

SMG work with Sophie and the Wilkinson Sword team to activate their ongoing 3 year partnership with Atlassian Williams F1 Team.

"Working with SMG has been a genuinely brilliant experience. They are incredibly passionate about F1 and true experts in the space.

What really sets them apart, however, is how they work with people. Creative, collaborative, and authentic, they have become a natural extension of our team and, most importantly, a partner I trust completely."

READ ABOUT OUR WORK WITH WILKINSON SWORD

PR & SOCIAL MEDIA

ALLIE STONE

VP OF MARKETING & COMMUNICATIONS, COTA

SMG has been working with COTA and the F1 United States Grand Prix since Day 1.

"The SMG team is integral to the success of the Formula 1 United States Grand Prix. Tom and his team have been with COTA since we opened in 2012, and personally, Tom has taught me so much about Paddock and Media Relations over the years.

Beyond their deep relationships within the motorsports industry, the SMG team is stacked with incredible talent and consistently stays ahead of trends in content creation and production.

The SMG team has not only relieved my workload but has also played a major role in continuing to grow the COTA brand. COTA loves SMG!"

READ ABOUT OUR WORK WITH THE FORMULA 1 UNITED STATES GRAND PRIX

PR + COMMS

LAWRENCE BARRETTO.

F1 PRESENTER, REPORTER & JOURNALIST

SMG work with Lawrence across a variety of projects in F1.

"When I want to learn more about a Grand Prix and get the most out of an event, it’s so great to be engaged with a firm who understands Formula 1 as well as SMG, and who can bring the event to life for me.

Some of the best and the most fun things I've done [in F1] were through SMG."

READ ABOUT OUR WORK WITH LAWRENCE

PR + COMMS

SHAKER WADINLY.

PR + COMMS MANAGER, SAUDI MOTORSPORT COMPANY (SMC)

SMG work with SMC across multiple motorsport projects in Saudi Arabia.

"Working with SMG has been a great experience. Their expertise in sports communications and PR is unmatched, and the team consistently goes above and beyond to ensure the success of every event.

SMG has contributed to shaping a positive perception of Saudi Arabia as a home for major motorsport events such as the Saudi Arabian Grand Prix and Rally Dakar. Moreover, it played a key role in managing PR campaigns and storytelling. They are a trusted reference for media and stakeholders seeking information on teams, drivers, regulations, and the sport overall.

Their professionalism, knowledge, and commitment make them a highly valued partner."

READ ABOUT OUR WORK WITH SMC

SPONSORSHIP, DIGITAL + ACTIVATIONS

NIKKI THOMAS.

HEAD OF SPONSORSHIP, STAKE

SMG worked with Stake to broker their 3 year F1 deal with the Sauber Group and subsequently oversaw the activation of their partnership assets.

"Partnering with SMG to secure and activate the Stake F1 Team title sponsorship was a seamless experience from start to finish. The team were present, proactive, and genuinely invested in getting the right outcome for Stake.

What stood out most was how they continued to show up well beyond the negotiation table and that they never took a cookie-cutter approach. They took the time to understand Stake, our audience, and how we like to show up; and that came through in everything we did together in the F1 space.

Chris and the team are the real deal I would highly recommend them to any brand looking for a partner that goes the distance."

READ ABOUT OUR WORK WITH STAKE

TESTIMONALS