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AUSTIN GRAND PRIX - CIRCUIT OF THE AMERICAS
As an extension of COTA’s communications team, we support PR, media relations and social content - adding international reach, creative input and on-the-ground expertise year-round.
As the only purpose-built Formula 1 circuit in the United States, COTA has played a defining role in the sport’s growth since 2012. What sets it apart is its ability to blend elite racing with the spirit of its host city. Working closely with the COTA team, we help amplify that energy, ensuring the event feels less like a traditional Grand Prix and more like a cultural moment year after year.
Together, we shape how COTA shows up globally: managing media relationships, developing stories and creating opportunities that drive meaningful coverage. This includes securing media moments for senior leadership, ensuring the promoter is visible, well-positioned and part of the wider F1 conversation. From interviews and roundtables to more informal engagements, we connect leadership with the right platforms at the right time.
Alongside this, we develop driver-led and culturally relevant content that feels natural and engaging, often leaning into COTA’s identity - particularly its reputation for hosting some of the world’s biggest music acts during race weekend - to give campaigns a distinctive voice. Whether filming with drivers earlier in the season or capturing moments on the ground, the focus is always on storytelling that feels authentic and inclusive.
Our collaboration becomes most visible during race week, where we support the day-to-day running of the press office: coordinating interviews, managing media requests and helping everything run smoothly during one of the busiest weekends on the sporting calendar. Our role extends beyond the circuit too, supporting downtown activations that bring the event into the heart of Austin and extend its reach well beyond the track.
At its core, this is a race defined as much by its setting as the sport itself. Austin’s mix of live music, Texan warmth, standout food and creative energy transforms the weekend into something bigger than the sum of its parts. Often described as ‘the people’s race’, our work with COTA has helped position the United States Grand Prix as one of the most open, vibrant and accessible events in Formula 1.
RELATED PROJECTS
Since being appointed by the Saudi Motorsport Company (SMC) to support the inaugural FORMULA 1 STC SAUDI ARABIAN GRAND PRIX in 2021, SMG has delivered a fully integrated communications programme positioning the race, Jeddah, and the Kingdom of Saudi Arabia as a world-class sporting destination.
