LAS VEGAS GRAND PRIX
Staged in one of the world’s most iconic entertainment capitals, the FORMULA 1 LAS VEGAS GRAND PRIX is a cornerstone of Formula 1’s continued commercial growth in the United States and has quickly established itself as a flagship event on the global calendar.
Blending elite sport with spectacle, entertainment, and hospitality, the race plays a critical role in attracting new audiences, engaging global partners, and driving significant international media attention.
Commercially, it provides a premium platform for partners, rights holders, and the sport to connect with new audiences and unlock high-value brand opportunities. It is already widely viewed as a test bed for some of Formula 1’s most innovative and high-impact partnerships - from global entertainment collaborations to standout brand activations.
Culturally, the event fuses world-class motorsport with Las Vegas’ global reputation for entertainment and experience, helping redefine what a Formula 1 race weekend can be. Within the wider F1 ecosystem, it holds a unique position as the only race on the calendar promoted by Formula 1 itself - playing a pivotal role in accelerating U.S. market growth while elevating the sport’s global visibility and relevance.
SMG supports the Las Vegas Grand Prix (LVGP) across two core areas: International PR and Media Operations. Working in close partnership with the event promoter, SMG strengthens relationships with the global Formula 1 media community while delivering world-class media services and facilities throughout race week.
SMG partners with the LVGP communications team to develop and execute international media strategies that position the race as one of the world’s premier sporting destination events. This includes year-round media management, proactive storytelling, and targeted engagement with leading global motorsport and mainstream outlets.
The team facilitates access to LVGP senior leadership through press conferences, roundtables, and media briefings at key points across the Formula 1 calendar. In parallel, SMG proactively sources high-value media opportunities, manages off-record briefings, and invests in long-term relationship building with key journalists and outlets to shape narratives and deepen engagement.
Through consistent messaging, curated media opportunities, and on-site paddock engagement during race weekends, SMG ensures media are fully informed on event developments while driving high-quality global coverage and delivering actionable insight back to the promoter.
In parallel, SMG leads the end-to-end delivery of media operations for the event, overseeing the planning and execution of the Media Centre, Media Accreditation Centre, press conference facilities, and broadcast areas.
This includes managing accreditation in line with FIA and Formula 1 regulations, coordinating pass distribution for both local and international media, and leading teams responsible for daily media services.
During race week, SMG acts as the central point of contact for attending media—ensuring seamless access to facilities, interviews, and on-track activity—while delivering clear, timely communications and logistical support that enable journalists to operate efficiently and focus on covering the race.
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.
