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 achieve just that.

How I can help

With over two decades in motorsports, I have a solid network of relations with media, federations and stakeholders of the sport all over the world.

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

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

Generating Media Coverage

 How do you get published in your target media with the story you would like to see?

How do you get your message across?

Strategic and operational PR Management

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

Crisis Management

A crisis can hit anybody at any time. This is equally true for companies or individuals. The only way to deal with a crisis is to be prepared. But how?

Sustainability Communication

More and more, sustainability is becoming a major part in the communication strategy of company worldwide.

Season PR Packs
for Race Drivers

Get your season PR in a package. Essential, advanced or bespoke, depending on whether you are just starting out or are already well established, the pack covers all you need in terms of PR.

On-Event Media Management

You are a circuit or series and organising organzing world-class race events is what you do? However, looking after the media centre center, accreditation and all media requests takes experience and most of all, a lot of time.


I have worked with teams, drivers, sponsors and officials and have dealt with hundreds of 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.



"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 – INDYCAR Driver and winner of the 2019 Indianapolis 500

"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

“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, for two years. 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 - 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 - 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

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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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