SAUBER ESPORTS TEAM
As an extension of our full management of the Sauber F1 channels, SMG expanded our scope to include Sauber's Esports team.
SMG was tasked with expanding F1 Sim Racing's reach, a sport with a traditionally niche audience and limited mainstream visibility. Our goal was to broaden engagement and build a bigger, more connected fanbase for the KICK F1 Sim Racing Team. With expertise in Formula One and an established partnership with the Stake F1 Team KICK Sauber, SMG was uniquely positioned to take this channel to the next level.
In September 2024, SMG took over the KICK F1 Sim Racing Team’s digital channels. Our first objective: refresh the visual branding to better align with the Stake F1 Team KICK Sauber identity. We introduced bold new graphics, refined the colour palette, and incorporated cutting-edge 3D elements to elevate the brand’s look and feel across all platforms.
2025 Kit Launch
With new sponsors and a new season for 2025, SMG developed an end-to-end campaign that celebrated the team and its drivers. From a dedicated content day to the production of a dynamic hero video, we handled everything, ensuring strong engagement and wide reach through paid amplification.
TikTok Launch
To align with leading F1 Sim Racing teams, SMG launched the KICK F1 Sim Racing TikTok channel. Despite the platform’s demands for high-frequency content, we quickly built a strong following by spotlighting our drivers and giving fans a closer, more personal connection to the team. With its strong Gen Z presence and passion for gaming culture, TikTok proved the perfect space to engage with a new generation of sim racing fans.
International Women’s Day Activation
To grow our female audience—already a rising demographic in motorsport—we hosted an IWD event at the team’s factory in Hinwil. Three female motorsport influencers were invited for an exclusive behind-the-scenes experience, including a Q&A session with driver Brendon Leigh. Our aim was to make F1 Sim Racing more accessible for female audiences.
2025 F1 Sim Racing World Championship Coverage
SMG was on the ground in Sweden for all three F1 Sim Racing World Championship events, providing real-time coverage, results, and engaging content across all platforms. Our presence enabled deeper storytelling, improved engagement, and unique behind-the-scenes access, bringing fans closer to the action. A mixed season for our drivers, as Thomas entered a title fight, while Brendon was closing out his established career in the sport.
No Rules Stream
In collaboration with London Filmed, SMG organised and held a live stream with Brendon Leigh, Thomas Ronhar and Haydon Gullis. The stream was hosted on KICK.com, a natural integration for the team’s title parter and engaged over 1,500 Sim racing fans who set Brendon and Thomas challenges, while they raced a ‘no rules’ race. It was a huge success for the channel.
