AUSTIN GRAND PRIX - CIRCUIT OF THE AMERICAS
Our role in supporting COTA's F1 content, we aim to position the Formula 1 United States Grand Prix as one of the most engaging, culturally relevant and socially native races on the calendar, using content to connect with fans globally while capturing the unique energy of Austin.
SMG operates as an extension of COTA’s social and communications team, leading on-ground content creation and real-time storytelling across race week.
We delivered full on-site social media coverage for COTA’s channels, capturing the atmosphere, key moments and fan experience in real time throughout the race weekend.
.jpg)
.jpg)
On event, SMG supports COTA with on-site content creation, coordination and creative support, including capturing COTA's infamous driver gifting moments. From cowboy hats to personalised belt buckles, this is a key moment of the weekend where fans can access BTS of the paddock as the drivers get into the Austin spirit.
SMG's core role is to advise COTA to find the moments that fans want to see - focusing on access, information and event hype. That includes generating viral moments, such as Charles Leclerc's dog Leo, being gifted his very own minature cowboy hat. Being embedded within the event allowed us to react quickly to emerging opportunities and deliver a consistent stream of high-quality content across the entire weekend.
Pre-event is equally important and SMG has now extended its role to support in COTA in the months building up to the F1 race. From collaborations with Silverstone to boost a shared ticketing push to building out supporting influencer campaigns, we aim to deliver strong engagement across key social platforms as well as driving increased ticket sales.
Alongside this, SMG assists COTA in creating its annual promotional content, filming with each year's F1 drivers to produce social-first campaigns that demonstrate COTA's ability to blend elite racing with the spirit of its host city.
We can't wait to join the Circuit of the Americas again for this year's 2026 Austin Grand Prix!
