Sustainability activation and PR

For the inaugural Saudia Arabian Formula 1 Grand Prix in 2021, I was asked, together with a regional partner, to spearhead the sustainability activation and communication for Saudi Motorsport Company, the promoter of the race. As required by Formula One Management and the FIA, every Formula 1 race needs to adhere to a number of sustainability measures to help achieve Formula One’s target of Net Zero by 2030. In addition, the promoter’s KPIs were maximizing the sustainability reach and messaging to the global TV viewership, the media and motorsport fans at the track.

After an initial audit on what sustainability initiatives were already in place, we suggested a wide range of sustainability activations covering areas like implementing and informing the public about recycling options at the track, setting up donations of left-over food from the paddock to the local community, help implementing an electric karting program for young Saudi racers or a catch and neuter program of stray cats that lived around the circuit. We worked closely with stakeholders at the circuit, the Saudi government and the Saudi motorsport federation, Formula One Management, and the FIA. At the same time, we developed a detailed communication strategy to highlight each of those activations to the public as well as the national and international media.

In total, over 30 activations were implemented for the first race with numerous articles in the national and international media and broadcasts, for example on Sky F1 (UK), Canal Plus (France), ESPN2 (USA), the YouTube F1 channel as well as F1.com and the F1 TV world feed.