INTERNATIONAL PR + MEDIA RELATIONS SUPPORT
SMG's comprehensive approach to international PR and media relations has contributed to COTA's continued success, helping the circuit achieve record attendances and cementing its position as one of the most successful and popular Grands Prix on the Formula 1 calendar.
Throughout the F1 calendar year, SMG provides comprehensive PR support, Executive Advisory, arranging global media interviews and managing COTA's media relationships both within and beyond the F1 ecosystem. This includes the creation of compelling written content, such as producing and distributing press releases, newsletters, blogs and marketing material; sourcing innovative promotional opportunities within the F1 paddock; and facilitating round table interviews with COTA’s senior executives and carefully selected journalists. Most recently in September 2025, SMG set up a media session with Chairman Bobby Epstein and key F1 media which generated news headlines across the sport, leading to more than 220 articles globally in outlets including ESPN, The Athletic and more.
SMG also serves as the external face of COTA throughout campaigns, handling all F1-related queries and providing crucial networking support while managing media relations and F1 stakeholder relationships.
During race week, SMG is available for on-site PR support to facilitate interview requests, manage promotional activities with F1 teams, create communication and PR opportunities, and help place newsworthy stories with key media outlets and journalists. The team manages all media questions and concerns while standing ready to assist in the event of any PR crisis.
Our team also manages comprehensive F1 media relations throughout the event, delivering daily press releases, supporting the COTA media centre, informing media with logistical requirements, providing details of on-site events, coordinating in-paddock media opportunities, arranging media interviews and facilitating information sharing. The team works in close collaboration with F1's own PR team, supporting their efforts as and where required, while also providing dedicated support to ensure the smooth running of all PR and media activities.
F1 TEAM + MEDIA ACTIVATIONS
SMG serves as the primary point of contact for all F1 teams ahead of the Formula 1 United States Grand Prix, ensuring seamless information sharing at all times, as well as being available to support F1’s own PR Team as and where required. Our team also arranges strategic media engagements, including exclusive dinners and networking events with key media outlets from priority markets during the USGP F1 race weekend.
RACE PROMOTION CONTENT CREATION
Additionally, SMG develops annual bespoke driver collaboration opportunities, including the production of driver endorsement videos for the USGP filmed at race weekends earlier in the season. These videos create authentic content that leverages driver personalities to promote the USGP and promote ticket sales. It is important to the client that the videos authentically showcase Texas culture, Austin's renowned music heritage, and the premium entertainment lineup that defines each race weekend.
A standout example of this approach was SMG's execution of COTA's 10th Birthday campaign in 2022, where we worked with Formula 1 and all 10 teams to secure filming and driver time at the Hungarian Grand Prix. The campaign produced three driver-led videos featuring personalised invitations to "F1's Biggest Party" - delivered in true Texan style with a giant party invitation. The content captured authentic driver experiences and memories of racing at COTA, featuring insights from F1 veterans like Sebastian Vettel and Daniel Ricciardo. The campaign proved highly effective in reinforcing COTA's position as the authentic "Home of F1 in the US" while driving significant fan engagement across all digital channels during a pivotal moment when F1 was expanding its American presence.
Most recently, our team was on the ground at the Spanish Grand Prix in Barcelona to film content for COTA’s 2025 promotional videos. SMG was once again responsible for developing original & creative concepts and interview formats as well as all logistical coordination with F1 teams and Formula 1 management. Games such as “Guess the Texas Slang” and “Truth or Bull” were incorporated into the filming to highlight the essence of both the USGP and Austin's cultural identity in the video, as well as revealing authentic driver personalities, creating content that feels natural rather than scripted.
SMG's production team also managed the complete post-production workflow, transforming the raw interviews into polished content pieces with custom graphics and editing. This footage is then crafted into various narrative formats targeting different fan demographics.
ON SITE CONTENT CREATION
SMG provides on-the-ground support during COTA's F1 race weekend with content creation and channel management support, as well as pre-event strategic advice for COTA's in-house social media team.
