Formula 1 Azerbaijan GP

SMG has been a long-term partner of the Azerbaijan Grand Prix, which, thanks to its breathtaking setting and guarantee of drama, has become one of the most eagerly anticipated races on the F1 calendar. 

Having previously supported the race’s promoter, Baku City Circuit, with its event promotion and international PR, SMG now also holistically supports BCC with all of its social media content from pre-race campaigns through to race week coverage. 

2021 marked our first full-service collaboration and without the full F1 experience due to Covid-19 restrictions.

Without access to drivers, the energy brought by the fans and nightly concerts, our remit was to be creative to maximise resource, develop the BCC brand as a place for stunning scenery and dramatic racing and build a feeling of FOMO for 2022.