In 2024, Sauber transitioned its Formula 1 team from Alfa Romeo to Stake F1 Team KICK Sauber (SF1TKS) ahead of the new season, following its groundbreaking title partnership agreement with the world’s leading betting, entertainment, and lifestyle brand.

For the 2024 and 2025 season, SMG has partnered with Sauber Motorsport to provide a full, end-to-end social media service, growing audiences and engagement levels.

In 2023 and 2024 SMG also assumed full responsibility for all @DakarinSaudi social channels and content delivery. Hosted by the Saudi Motorsport Company since 2020, the Dakar Rally is one the greatest representations of the spirit of adventure and of bravery in the world of sport.

After SMG’s successful work supporting the Lusail International Circuit for the 2021 and 2023 Formula 1 Qatar Grand Prixs, our company was again trusted by the Doha-based client to manage its social channels and digital activations ahead of and during the 2023 MotoGP Grand Prix of Qatar.

After five successful seasons of racing in Diriyah, Formula E (FE) moved its Saudi Arabian E-Prix race to the Jeddah Corniche Circuit for the 2024-2025 season. With this transition, Formula E engaged SMG to support and develop its regional communications strategy and messaging ahead of the competition’s inaugural Jeddah E-Prix held in February. 

In 2024, Sauber transitioned its Formula 1 team from Alfa Romeo to Stake F1 Team KICK Sauber (SF1TKS) ahead of the new season, following its groundbreaking title partnership agreement with the world’s leading betting, entertainment, and lifestyle brand.

Having brokered this major deal, SMG was  appointed as the rebranded team’s social media agency with a brief to develop a brand new strategic and creative direction for its digital presence, reflecting the fun and fresh characteristics of this exciting new Partnership.

SMG remains the international PR & Marketing agency of choice for Circuit of The Americas (COTA) in Austin, Texas - the only purpose-built Grand Prix facility in the United States and home of the Formula 1 United States Grand Prix (USGP). 

In recent years, we have also developed our relationship to include social media support on site, promotion pre-race content and strategic advice.