Raise your profile

You are a race driver, a team, a sponsor, a circuit, or otherwise affiliated with national or international motorsport.

You are looking for an effective way to communicate with the media and the public and get the maximum return on your investment.

A tailored PR strategy that fits your targets and budget will help you achieve just that.

How I can help

With over twenty-five years of working in international motorsports PR, I have a solid network of relations with media, federations, and key stakeholders of the sport all over the world.

I work with drivers, circuits, sponsors, teams, or series in Germany, France, the United Kingdom, the United States, the Gulf region, and elsewhere.

My expertise ranges from developing and implementing media and public relations strategies, to generating international media coverage, and setting up and running media facilities at Formula One and other international race events.

As a truly international motorsports communication specialist, I am also multilingual and offer in-house writing and translation services in English, French and German, but I can also find my way in Swedish and Italian.

Working together

Strategic PR Management

As a team, sponsor, or motorsport affiliate you need to get the most out of your motorsport involvement. Strategic PR planning, management, and execution is a must.

Generating Media Coverage

Get published in your target media with the story you would like to tell. Having a good media profile will help getting your message across and for your next team or sponsor to understand your value for them.

Media Coaching

Talking to the media and the public doesn’t come natural to most of us. Whether you are a young racer or experienced, a set of tools will help you to feel more at ease and to get your message across the way you want.

Sustainability Communication

Sustainability is increasingly important for companies worldwide. The impact on its image can be significant, especially in motorsports. Therefore, it is vital to make sustainability communication an integral part of any corporate PR strategy.

Full Service PR for race drivers

Get your season PR in one place. Fundamental, advanced, or bespoke PR services, depending on whether you are just starting out or are already well established.

On Event Media Management

You are a race promoter and organizing world-class race events is what you do? However, looking after the media center, accreditation and all media related requests takes experience and most of all, a lot of time.

Working together

Strategic PR Management

As a team, sponsor, or motorsport affiliate you need to get the most out of your motorsport involvement. Strategic PR planning, management, and execution is a must.

Generating Media Coverage

Get published in your target media with the story you would like to tell. Having a good media profile will help getting your message across and for your next team or sponsor to understand your value for them.

Media Coaching

Talking to the media and the public doesn’t come natural to most of us. Whether you are a young racer or experienced, a set of tools will help you to feel more at ease and to get your message across the way you want.

Sustainability Communication

Sustainability is becoming increasingly important in the communication strategy of companies worldwide. The impact on its image can be significant, especially in motorsports. Therefore, it is vital to make sustainability communication an integral part of any corporate PR strategy.

Full Service PR for Race Drivers

Get your season PR in one place. Fundamental, advanced, or bespoke PR services, depending on whether you are just starting out or are already well established.

On Event Media Management

You are a race promoter and organizing world-class race events is what you do? However, looking after the media center, accreditation and all media related requests takes experience and most of all, a lot of time.

Clients

I have worked with teams, drivers, sponsors and officials as well as journalists from all types of news outlets from all over the world. Here is a selection of my work and articles that I helped to get published.

Four Motors – Auto Bild

Four Motors – Auto Bild

Aliyyah Koloc – FAZ

Aliyyah Koloc – FAZ

Simon Pagenaud – Million pound motorhome

Simon Pagenaud – Million pound motorhome

Fabio Schwarz – motorsport-xl.de

Fabio Schwarz – motorsport-xl.de

Four Motors – Motorsport.com

Four Motors – Motorsport.com

Four Motors – Auto Motor & Sport

Four Motors – Auto Motor & Sport

Four Motors – Auto Bild

Four Motors – Auto Bild

Simon Pagenaud – Motorsport.com

Simon Pagenaud – Motorsport.com

Fabio Schwarz – Motorsport XL

Fabio Schwarz – Motorsport XL

Simon Pagenaud – L’Equipe

Simon Pagenaud – L’Equipe

Bilster Berg – Neue Westfälische

Bilster Berg – Neue Westfälische

Aliyyah & Yasmeen Koloc – Auto Hebdo

Aliyyah & Yasmeen Koloc – Auto Hebdo

Aliyyah & Yasmeen Koloc – Die Presse

Aliyyah & Yasmeen Koloc – Die Presse

Aliyyah & Yasmeen Koloc – Neue Zürcher Zeitung

Aliyyah & Yasmeen Koloc – Neue Zürcher Zeitung

Aliyyah & Yasmeen Koloc – The Checkered Flag

Aliyyah & Yasmeen Koloc – The Checkered Flag

Aliyyah & Yasmeen Koloc – Gulfnews

Aliyyah & Yasmeen Koloc – Gulfnews

Fabio Schwarz – motorsport-total.com

Fabio Schwarz – motorsport-total.com

Four Motors – motorsport-total.com

Four Motors – motorsport-total.com

Simon Pagenaud – Motorsport Magazine

Simon Pagenaud – Motorsport Magazine

Fabio Schwarz – Speedweek

Fabio Schwarz – Speedweek

Simon Pagenaud – Pitwalk

Simon Pagenaud – Pitwalk

Aliyyah & Yasmeen Koloc – Gulfnews

Aliyyah & Yasmeen Koloc – Gulfnews

Simon Pagenaud – L’Equipe

Simon Pagenaud – L’Equipe

Aliyyah & Yasmeen Koloc – Pitwalk

Aliyyah & Yasmeen Koloc – Pitwalk

SAGP – F1 Actu

SAGP – F1 Actu

SAGP – Speedweek

SAGP – Speedweek

Fabio Schwarz – Auto Zeitung

Fabio Schwarz – Auto Zeitung

Simon Pagenaud – L’Equipe

Simon Pagenaud – L’Equipe

Simon Pagenaud – L’Equipe

Simon Pagenaud – L’Equipe

Borg Warner – Pitwalk

Borg Warner – Pitwalk

DSK – Stuttgarter Zeitung

DSK – Stuttgarter Zeitung

DSK – Frankfurter Allgemeine Zeitung

DSK – Frankfurter Allgemeine Zeitung

Simon Pagenaud – L’Auto-Journal

Simon Pagenaud – L’Auto-Journal

Simon Pagenaud – RTL

Simon Pagenaud – RTL

Simon Pagenaud – Paris Match

Simon Pagenaud – Paris Match

Borg Warner – Motorsport.com

Borg Warner – Motorsport.com

IndyCar: Borg-Warner Trophy – Le Figaro

IndyCar: Borg-Warner Trophy – Le Figaro

Deutscher Sportfahrer Kreis – Motorsport Total

Deutscher Sportfahrer Kreis – Motorsport Total

DSK Women’s Club – Speed Magazin

DSK Women’s Club – Speed Magazin

voestalpine – Kurier

voestalpine – Kurier

voestalpine – Auto Zeitung

voestalpine – Auto Zeitung

Bilster Berg – Westfallen Blatt

Bilster Berg – Westfallen Blatt

IndyCar : BorgWarner Trophy – Auto hebdo

IndyCar : BorgWarner Trophy – Auto hebdo

voestalpine – Blick

voestalpine – Blick

Deutscher Sportfahrer Kreis – SWR1

Deutscher Sportfahrer Kreis – SWR1

Bilster Berg – Neue Westfälische

Bilster Berg – Neue Westfälische

Bilster Berg – Neue Westfälische

Bilster Berg – Neue Westfälische

Deutscher Sportfahrer Kreis – Sport Auto

Deutscher Sportfahrer Kreis – Sport Auto

Deutscher Sportfahrer Kreis – Speedweek.com

Deutscher Sportfahrer Kreis – Speedweek.com

RaceCoin – Motorsport.com

RaceCoin – Motorsport.com

Grand Prix de France – Le Monde

Grand Prix de France – Le Monde

Grand Prix de France – L’Equipe

Grand Prix de France – L’Equipe

Max Defourny – The CHECKEREDFLAG.co.uk

Max Defourny – The CHECKEREDFLAG.co.uk

Max Defourny – Autosport.com

Max Defourny – Autosport.com

IndyCar – L’Equipe

IndyCar – L’Equipe

FIA – Die Welt

FIA – Die Welt

GP de France – Le Point

GP de France – Le Point

Pirelli – The International Herald Tribune

Pirelli – The International Herald Tribune

Pirelli – International Herald tribune

Pirelli – International Herald tribune

Pirelli – Auto hebdo sport

Pirelli – Auto hebdo sport

Pirelli – Uomo Japan

Pirelli – Uomo Japan

Pirelli – Mercedes Benz Magazine France

Pirelli – Mercedes Benz Magazine France

FIA – F1 Racing

FIA – F1 Racing

FIA – Folha de Sao Paulo

FIA – Folha de Sao Paulo

FIA Prize Giving – F1 Racing

FIA Prize Giving – F1 Racing

FIA – F1 Racing

FIA – F1 Racing

FIA – Gala

FIA – Gala

Testimonials

"I needed to develop my communication in France and I had heard of Alexandra Schieren. I needed someone that could work from France while I am in the USA, someone disciplined and organized. AS Sports Communication is the most thorough and professional team I have ever worked with in PR. I would recommend them without a doubt!"

Simon Pagenaud – 2019 Indianapolis 500 Winner and 2016 INDYCAR Champion

"We have worked with Alexandra on a couple of occasions to organize and run PR activities for IndyCar in France. The victory tour for Simon Pagenaud on the occasion of his Indy 500 win in 2019 stands out in particular. A full week of events, which included the unveiling of the BorgWarner trophy, two full days of media interviews and numerous live shows in various parts of France, were organized perfectly and with outstanding results. Alexandra has an extensive knowledge of the French media market and the contacts to go with. She manages the most stressful situations with a smile and her professionalism and attention to detail make her a perfect partner for us.  I can recommend Alexandra to anyone who is looking for positive results from their PR activities in France."

MARK D. MILES | President and Chief Executive Officer
PENSKE ENTERTAINMENT CORP

“Having worked with Alexandra for many years in Formula 1, I have always been impressed with her PR skills. She has an extensive view of media and public relations and knows how to answer any media inquiry, even the most difficult ones. Formula 1 is a stressful environment but Alexandra has always kept her calm and smile. She is a real professional and knows what she is talking about. I can only recommend Alexandra and her team to anyone who would like to raise their profile in international motorsports.”

Michael ‘Herbie’ Blash - Director Activasports

"Alexandra Schieren has been working for our company, Bilster Berg Drive Resort GmbH & Co. KG, a test and presentation track near Bad Driburg, Germany, since 2018. She has been supporting us with our media relations with great success. Since working together, we have already been able to gain significantly higher media interest, both in Germany and abroad. We can count on Alexandra to get things done. Communication between us is smooth, she is always available and helpful. We look forward to continuing our cooperation in the future!"

 Hans-Jürgen von Glasenapp, Managing Director Bilster Berg Drive Resort GmbH & Co. KG

"AS Sports Communication and Alexandra Schieren support the German “Deutscher Sportfahrer Kreis“ (DSK), the organization of pilots, managers, stewards, enterprises and also spectators in promoting motorsports in a very effective and professional communication strategy including derived measures. DSK is the largest European organization of its kind with some 13.000 members. We are the special interest association for active driving within all of motorsport’s disciplines, including track day driving on four or two wheels. With the expertise of Alexandra, we have improved our public visibility and interaction with important German and European media. Her background is really excellent to contribute as a sounding board, thus providing an external view on our public relations strategy. AS Sports Communication delivers value to the DSK."

Dr. Karl-Friedrich Ziegahn, President, Deutscher Sportfahrer Kreis e.V.

"Alexandra has an extensive 360-degree understanding of how the media works in every area, together with the rare and intuitive ability to get on with everyone. That’s undoubtedly down to her multi-cultural and multi-lingual background, which means that she can cover a huge amount of ground in a short space of time on any campaign, thanks also to an impressive network of international contacts. Somehow, she manages to combine all of that with an innate cheerfulness and positivity, which makes her a true pleasure to work with as well as a model of professionalism and efficiency."

Anthony Peacock, Managing Director
Mediatica GmbH

"I first met Alex at the inaugural Chinese Grand Prix. She was leading the communication team tasked with setting up the F1 media centre and all related press activities for the event Promoter. I was immediately impressed with her professionalism, effectiveness and commitment in managing the most challenging of media markets F1 had encountered to that point. [.... ]
I have nothing but praise for Alex and anyone fortunate enough to have her in their organisation will quickly realise the benefit of working with such an experienced and talented communications professional."

Richard Woods - Former Communications and Strategy Advisor - FIA

"Alexandra is one of the best PR persons I have worked with during my stint as PR at Fuji International Speedway. Punctual, precise yet understanding the domestic media needs in a foreign country, it was not only a pleasure, but a great learning experience for me as well. With a wide and deep proficiency in language, I highly recommend Alexandra in the field of international PR."

Jun Terashima - Former Communications Director - Dentsu Meitetsu Communications Inc.

"I have worked with Alexandra for a few years in Bahrain and highly recommend her. Her PR skills and professionalism was something we truly appreciate. I learnt a lot about leadership watching her manage her team."

Salman Al-Khalifa
Chief Executive at Bahrain International Circuit

Alexandra has been looking after my race communication and media relations since 2020. In addition, she has been giving me valuable advice and feedback regarding my overall communication. I am happy that I can count on Alexandra to manage my PR in such a way that it fits my targets and personality. With her wealth of experience in the motorsport PR world and her extensive and international network of motorsport key contacts, I can only recommend her to any race driver who wants to build his or her reputation in motorsports.

Fabio Schwarz – Driver Junior World Rally Championship

Alexandra Schieren is truly a professional resource for PR/Media guidance and training. I appreciated the fact that Alexandra tailored the training to what I will be experiencing, and she took the time to plan material that will best prepare me for interviews and presenting the value of my craft.

Her ability to help me overcome my weaknesses and identify my strengths was very valuable. I feel ready and excited to be interviewed and present my accomplishments!

In closing, I would recommend Alexandra’s professional PR services for anyone willing to learn and improvetheir skills. Her attention to detail and ability to present different situations definitely helped me learn better speaking techniques.

Dalton Sears – Kart racing driver

Some of our Clients

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Send me a Message

Do you have a PR or motorsports related question or want to know more about the services I provide? Then get in touch.
I look forward to hearing from you!

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