SAUDI ARABIAN GP
From the outset, the strategy has focused on showcasing the event in the most positive light across international, regional, and domestic audiences - driving global awareness, sustained media interest, and ticket demand, while establishing the Jeddah Corniche Circuit as a premier F1 venue.
A comprehensive approach has been implemented spanning strategic consultation, PR, crisis and issues management, and end-to-end media operations, including overseeing international and local media relations, global media attendance, media visits, and race-weekend services.
Beyond core PR, major activations have been amplified such as the Red Bull show run and world record LEGO F1 car build (2021), the Jeddah Ferrari Festival featuring Charles Leclerc and Carlos Sainz (2023), and multiple VIP and media track visits, creating standout moments that extend engagement beyond race weekend and underpin award-winning campaigns.
Annual CSR programmes delivered in partnership with universities, schools, and global embassies have further strengthened community engagement, embedding the Grand Prix within both local and international networks.
A key differentiator has been SMG’s deep regional and Arabic-language capability. Operating from Dubai with an embedded team in Jeddah, SMG MEA has led all regional and domestic media relations on behalf of SMC, securing consistent coverage and high-profile interviews with outlets including SSC, MBC Action, Sharq Bloomberg, beIN Sport, Lovin’ Dubai and Arriyadiyah.
National media accreditation has been managed in partnership with the Saudi Ministry of Sport, alongside annual media workshops and education sessions to ensure full alignment with F1 protocols. A dedicated Arabic-speaking team has also delivered end-to-end translation across all press materials and content, significantly expanding regional reach.
This work has balanced global visibility with disciplined reputation management, helping the Saudi F1 race weekend to navigate complex non-sporting narratives while maintaining credibility with international media.
The impact is clear. During the 2025 race week alone, more than 24,000 pieces of coverage were generated across 113 countries, with 81.7% positive sentiment and an AVE exceeding $903 million.
Through a consistent and forward-looking approach, SMG has played a central role in establishing the Saudi Arabian Grand Prix as one of the most high-profile events on the Formula 1 calendar.
