TEAM QATAR - 24 HOURS OF LE MANS
As QMMF's retained communications partner, SMG delivers a year-round international communications programme designed to strengthen the Federation's global reputation, highlight how motorsport is driving sporting, economic and societal progress in Qatar, elevate its leadership, and reinforce Qatar's growing influence in international motorsport. A flagship activation within this programme was Team Qatar's historic debut at the 2026 24 Hours of Le Mans, the world's most prestigious endurance race.
Delivered through a strategic partnership between the Qatar Motor & Motorcycle Federation (QMMF), Iron Lynx and Mercedes-AMG Motorsport, Team Qatar competed in the LMGT3 category, marking a significant milestone in QMMF's long-term ambition to transform Qatar from a world-class host of motorsport into a globally recognised racing nation.
.jpg)
.jpg)
As part of our ongoing brief, SMG developed and executed the international communications strategy surrounding Team Qatar's debut. Our remit spanned strategic messaging, international media relations, executive profiling, thought leadership, on-site communications and real-time content creation before, during and after the race.
We secured high-profile international coverage across Reuters, AFP, The Athletic (New York Times), Motorsport.com/Autosport, RACER, Daily Sportscar and Sector, alongside live broadcast opportunities on WEC TV's global feed and Radio Le Mans during race sessions. These engagements positioned President Abdul Rahman bin Abdullatif Al Mannai as a leading international voice on Qatar's motorsport ambitions, while also providing a platform to address regional geopolitical developments affecting Qatar's motorsport calendar and reinforce QMMF's long-term strategic vision.
The campaign generated 689 pieces of media coverage, reaching a global audience of 5.7 billion, with 91% positive media sentiment and an estimated US$44.6 million in Advertising Value Equivalent (AVE). More importantly, it demonstrated how sustained, strategic communications can build international credibility, strengthen stakeholder relationships and ensure that every major sporting milestone contributes to Qatar's long-term reputation and influence on the global motorsport stage.
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.
