Sports Media International (SMI) enjoys an exceptional and unrivalled reputation for creating highly successful commercial and marketing programmes in motorsport. Since formation in 2001, SMI has been the driving force behind the triumphs of some of the sport's most recognised teams, manufacturers and drivers. By employing only experienced motorsport professionals and keeping its operation lean, SMI provides an intelligent and results focussed service.

SMI was founded by Jonathan Bancroft, who has more than 25 years hands-on experience in the world of motorsport. The company is involved in all the major international motorsport championships, from Formula 1 to MotoGP, Formula E, IndyCar and the World Endurance series. SMI is able to bring its extensive motorsport knowledge and global contact database to help its clients create and implement highly effective and profitable motorsport programmes.


SMI is steeped in motorsport, and involved at every level. Our clients include drivers, teams, events and sponsors – and we know how to maximise return on investment for everyone involved. From the creation of commercial strategies to the undertaking of sales and marketing campaigns and the provision of account management services, our team is on hand to ensure that your programme runs within budget and delivers the right result – every time.

Client Representation

SMI has represented some of motorsport’s most renowned automotive manufacturers, sponsors, racing teams and drivers, working on a range of high-profile global programs. Many clients have gone on to establish long-standing and close relationships with us – a testimony to our professionalism and the tangible results we achieve for them. The majority of our clients have renewed their contracts with us on multiple occasions.

Sponsorship Strategy

We utilize our extensive knowledge and understanding of the motorsport marketplace to create cost-effective sponsorship strategies for our clients, devised specifically to meet their required business and marketing objectives. We involve ourselves in all stages of the sponsorship process – from undertaking of preliminary research, to identifying suitable partners and then leading contract negotiations - and are on hand to advise our clients at every step of the journey.

PR & Media Campaigns

In conjunction with our PR partners, SMI has a strong track record of developing communication campaigns and digital and social media content for a wide range of clients including world leading racing drivers and teams, automotive manufacturers and international motorsport events. We have over two decades of experience, utilizing our knowledge to enable our clients to establish distinct and recognizable brand identities and drive solid and consistent PR messaging to ensure that they stand out in the global automotive and motorsport marketplaces.

Account Management

Our expertise in motorsport marketing means that we can help create and manage campaigns that produce a long-lasting effect on the target market. Our aim is to generate maximum awareness and impact for our clients and their partners. Whether it's organizing a launch event, creating content for digital and social media or an F1 live demonstration, our account management team are on hand to make sure that the end result exceeds all expectations.


SMI has comprehensive knowledge of the principal international motor racing championships - such as the FIA Formula 1 World Championship, FIM MotoGP World Championship, FIA Formula E Championship, Verizon IndyCar Series and the FIA World Endurance Championship. Combined with our network of contacts, we are ideally positioned to provide knowledgeable advice to manufacturers, investors and consumer brands looking to benefit from an involvement in motorsport.

Formula 1

The FIA Formula 1 World Championship is the undisputed pinnacle of motorsport - a powerful blend of excitement, glamour, technology and sophistication. Alongside the Olympic Games and the FIFA World Cup, it is one of the world’s most popular sports.

The Formula 1 season consists of 21 races in 21 countries on 5 continents over 9 months. TV coverage is broadcast to 188 countries, delivering 39,033 hours of exposure and generating a global cumulative audience of more than 1.5 billion (400 million unique viewers).

21 races
21 countries, 5 continents
188 countries
39,033 hrs coverage
1.5 billion
cumulative TV audience


The FIM MotoGP World Championship is the two-wheeled equivalent of Formula 1 and the world’s premier motorcycle racing championship. It has a young and passionate fanbase which is intensely loyal to the brands which support the riders and teams.

The MotoGP season consists of 18 races in 14 countries on 5 continents over 9 months. Major broadcasters in 207 countries receive the live MotoGP TV signal delivering 20,227 hours of coverage. 70% of TV and online followers are male and less than 35 years old.

18 races
14 countries, 5 continents
207 countries
20,227 hrs coverage
viewers < 35 years old

Formula E

Formula E is the world’s first all-electric powered racing championship, providing a technological test bed for major manufacturers to showcase their products whilst also addressing global mobility, environmental and sustainability issues.

The Formula E season consists of 12 races in 10 countries on 5 continents over 10 months. 194 countries broadcast the races, delivering 5,278 hours of exposure and generating a cumulative audience of 192 million. 66% of viewers are male and 47% are less than 35 years old.

12 races
10 countries, 5 continents
194 countries
5,278 hrs coverage
192 million
cumulative TV audience


The FIA World Endurance Championship dates back to the 1920s and has its roots in the earliest days of motorsport. It is prestigious and the ultimate proving ground for automotive manufacturers such as Aston Martin, Toyota, Ford, Porsche and Nissan.

The WEC season consists of 9 events in 9 countries on 4 continents, including the legendary Le Mans 24 Hours race. 1,272 dedicated and non-dedicated programs are distributed worldwide delivering 2,104 hours of coverage and a cumulative audience of 116 million.

9 races
9 countries, 4 continents
1,272 programs
2,104 hrs coverage
116 million
cumulative TV audience


The IndyCar Series, including the world famous Indy 500 race, is the premier single-seater championship in North America. Its international line-up of world-class drivers provides some of the closest and most exciting racing action in motorsport.

The IndyCar season consists of 18 races across North America. In the US, broadcasters ABC and NBC SN provide live coverage producing more than 110 hours of content. Globally, 1,455 hours of live or dedicated programming are broadcast to over 300 million households.

18 races
2 countries, 1 continent
103 million
recorded fans in USA
304 million
households worldwide


Clients past and present



























Sports Media International produces the Business of Motorsport report on a bi-annual basis, providing an in-depth look behind the scenes of the principal categories. In conjunction with respected business and motorsport journalists, we review the main events happening within each category, analyse the commercial and marketing developments and the impact of these changes for investors, sponsors and stakeholders. We also preview new projects and events coming to the market in the short-medium term.


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United Kingdom

Sports Media International Ltd
6-9, The Square
Stockley Park
Heathrow UB11 1FW
United Kingdom

T: +44 (0) 20 3427 5005

United States

Sports Media International LLC
600 N Lake Shore Drive
Unit 2911
Chicago 60611
United States

T: +1 312 526 3617

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