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 Qatarcompeted in the LMGT3 category, marking a significant milestone in QMMF'slong-term ambition to transform Qatar from a world-class host of motorsportinto a globally recognised racing nation.
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As part of our ongoing brief, SMG developed and executed theinternational communications strategy surrounding Team Qatar's debut. Our remitspanned strategic messaging, international media relations, executiveprofiling, thought leadership, on-site communications and real-time contentcreation before, during and after the race.
We secured high-profile international coverage across Reuters, AFP, TheAthletic (New York Times), Motorsport.com/Autosport, RACER, Daily Sportscar andSector, alongside live broadcast opportunities on WEC TV's global feed andRadio Le Mans during race sessions. These engagements positioned PresidentAbdul Rahman bin Abdul Latif Al Mannai as a leading international voice onQatar's motorsport ambitions, while also providing a platform to addressregional geopolitical developments affecting Qatar's motorsport calendar andreinforce QMMF's long-term strategic vision.
The campaign generated 689 pieces of media coverage, reaching a globalaudience of 5.7 billion, with 91% positive media sentiment and an estimatedUS$44.6 million in Advertising Value Equivalent (AVE). More importantly, itdemonstrated how sustained, strategic communications can build internationalcredibility, strengthen stakeholder relationships and ensure that every majorsporting milestone contributes to Qatar's long-term reputation and influence onthe 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.
