Flatrock Motorsports Park and Motorclub have announced the Sports Marketing Group (SMG), a global sports communications agency, has been selected to support its international motorsport communication program and digital strategy.

SMG will provide essential international motorsport PR support to Flatrock while also overseeing its social & digital strategy as the newest world-class motorsport and entertainment venue in America moves closer to its official opening in 2024. Flatrock Motorsports Park and Motorclub is set to become America’s newest premium racing facility, combining both a 2.67-mile F.I.M and FIA Grade II certified competition ‘Grand Prix’ track and a 3.50-mile private members ‘Club’ circuit for members.

These two courses can be connected to create an undulating 5.9-mile, 34-turn circuit situated in beautiful, rolling Tennessee countryside. Construction on the facility has been ongoing since last year, while the all-important paving process on the Club track commenced earlier this summer.

Founded in 2017 and headquartered in London, with offices in Dubai, Dublin & Monaco, the Sports Marketing Group’s operations span the globe working with rights-holders, brands, events and sports properties across Europe, Asia, the Middle East, and North America. Primarily operating within the motorsports industry - with a heavy presence in Formula 1 in particular - SMG has fast become the leading communications and marketing agency for motorsports promoters globally.

Its experienced team has participated in the successful race activation and promotion of a wide variety of Formula 1 races including the U.S., Singapore, Azerbaijan, Hungarian, Japanese, Qatar, and Saudi Arabian Formula 1 Grand Prixs amongst others. In 2023, SMG also helped broker the milestone co-title partnership for Alfa Romeo F1 TEAM STAKE – one of the biggest deals in F1’s recent history. Outside of Formula 1, SMG also works with other global racing series including the renowned Dakar Rally and ground-breaking Extreme E series, whilst also successfully brokering multiple partnerships in the flourishing world of e-sports.

Tim Chandler, Vice President Marketing of the Flatrock Motorsports Park and Motorclub welcomed the news of the partnership with SMG: “We are delighted to welcome the Sports Marketing Group on board this extremely exciting project and look forward to utilizing the team’s wealth of experience in the world of motorsport to help tell the Flatrock story to a global audience.

“In doing so, the SMG team will prove to be an essential resource for our staff as we prepare for our opening in 2024. The arrival of this extraordinary racing and entertainment facility in the heart of Tennessee is one that is capturing the imagination of people across the country and we are now excited to continue spreading the Flatrock message far beyond alongside the SMG team.”

Group Director of Communications at the Sports Marketing Group, Tom Cooney, commented: “We feel privileged to be working with Flatrock Motorsports Park and Motorclub and to be part of such a thrilling project.

“We are delighted to support the Flatrock team and are looking forward to playing our part in helping to spread the message of this ground-breaking, state-of-the-art facility to a global motorsport audience. Our experience working with so many other international racing circuits puts us in an excellent position to deliver the necessary practical and strategic support required by such a major undertaking. We can’t wait to get started!”