AZERBAIJAN GP

Tom Cooney

GROUP COMMS DIRECTOR

Client

Baku City Circuit

Sport

Duration

2 minutes

The Formula 1 Azerbaijan Grand Prix in Baku is one of the sport’s most distinctive street races, blending flat-out speed with tight, technical sections through a dramatic cityscape that spans historic architecture and a modern skyline.

OUR ROLE

Known for its unpredictability and overtaking opportunities, the race has carved out a unique place in Formula 1 as both a sporting spectacle and a destination event unlike any other on the calendar. A sporting event where you can truly ‘expect the unexpected’.

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Over the course of a near decade-long collaboration, SMG played a central role in shaping and promoting this identity, working with Baku City Circuit (BCC) to position the Grand Prix as a must-watch race for global audiences. As a trusted strategic partner, SMG supported not only the delivery of consistently successful race weekends but also helped define and communicate what makes the ‘Baku Experience’ distinctive - high-energy, unpredictable, and culturally rich.

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THE CAMPAIGN

Through international marketing and PR campaigns, management of the FIA Media Centre, and the development of media and fan engagement strategies, alongside CSR initiatives with local educational centres and Formula 1 teams, SMG helped elevate the event’s global profile. This long-term approach contributed to the race becoming a regular media talking point and a fan favourite, widely recognised for its on-track drama and off-track atmosphere.

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Today, the Formula 1 Azerbaijani Grand Prix stands as a firmly established and standout fixture on the Formula 1 calendar - an enduring legacy of a sustained and successful collaboration.

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KEY HIGHLIGHTS

• Widely recognised as one of Formula 1’s most exciting and unpredictable races.

• Strong global media coverage and reputation as a fan-favourite event.

• Significant economic and tourism impact for Baku & Azerbaijan

• Consistently high levels of international attendance and engagement.

• Established as a key and distinctive fixture on the Formula 1 calendar.

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PROJECTS

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