Case Studies: Motorsport Communications & Commercial Positioning
Over the past decade, I’ve supported race teams, manufacturers and performance brands within high-pressure racing environments.
The following selected projects highlight strategic communications, sponsor alignment and narrative frameworks delivered across international programmes.
Arai Helmet Europe
Digital Brand & Performance Communications (via SMC Agency) 2024 - present
Supporting Arai Helmet Europe with structured digital communications and performance-led brand messaging across European markets.
Context
Working via SMC Agency to support Arai Helmet Europe’s digital presence, contributing to social media communications and brand storytelling within a highly respected performance heritage brand.
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Operating within a premium, safety-critical product category requires precision, brand sensitivity and consistency of tone.
Challenge
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Arai’s reputation is built on craftsmanship, safety and racing credibility. Digital communications must reflect this legacy while engaging modern audiences across platforms.
Maintaining authenticity while delivering structured, consistent messaging across European markets requires disciplined execution.
Strategic Contribution
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Delivered ongoing social media content and messaging aligned with Arai’s performance-led positioning
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Contributed to campaign rollouts and product-focused communications
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Ensured brand tone consistency across racing, technical and lifestyle narratives
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Supported structured communications planning within a specialist performance category
Ongoing Impact
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Providing consistent digital communications support, reinforcing Arai’s premium positioning within motorsport and performance communities.
Yamaha Racing
WorldSBK Race-Week Communications & Media Operations (2024 - present)
Embedded within WorldSBK race weekends, delivering structured press and visual communications support for Yamaha Racing.
Outcome
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Now in a second consecutive season of involvement, providing consistent race-week communications support and contributing to the structured media presence of a leading manufacturer within WorldSBK.
Context
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Operating within the FIM Superbike World Championship environment, supporting Yamaha’s race-week communications and official media outputs.
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The role sits inside high-pressure international paddock environments where timing, accuracy and narrative clarity are critical.
Challenge
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Race weekends generate rapid developments across multiple riders and performance outcomes. Communications must be timely, accurate and aligned with manufacturer positioning.
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Consistency across press materials and digital platforms is essential in maintaining professional representation at championship level.
Strategic Contribution
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Managing official race-week visual asset processing, including organisation, editing and preparation of photography for Yamaha’s digital platforms
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Structuring and delivering press releases for all WorldSSP300 and WorldSportbike Yamaha riders competing in the championship
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Ensuring narrative clarity and consistency across performance updates, race results and championship developments
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Operating within live paddock environments, maintaining accuracy and timing under competitive pressure
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Contributed to maintaining Yamaha’s professional and performance-driven communications presence throughout the season
Yamaha Motor Europe
Commercial Brand Communications
(via SMC Agency) 2019–Present
Supporting Yamaha Motor Europe through SMC Agency with structured product and editorial communications across apparel, accessories and dealer publications since 2019.
Context
Since 2019, supporting Yamaha Motor Europe communications through SMC Agency, contributing to structured product and brand messaging across apparel, accessories and dealer-facing publications.
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Operating within a major international performance manufacturer requires strict brand alignment, technical accuracy and consistency across European markets.
Challenge
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Apparel and accessory collections must balance performance heritage, lifestyle positioning and commercial clarity. Seasonal launches and embargoed product ranges require precision, consistency and alignment with internal brand frameworks.
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Dealer-facing publications demand a tone that reflects both corporate credibility and aspirational lifestyle positioning.
Strategic Contribution
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Developed complete copy for multiple Yamaha apparel and accessory collections, including recent 2027 product ranges
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Crafted structured product descriptions and collection narratives for Yamaha’s online platforms
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Delivered editorial and feature content for Yamaha Renew, the manufacturer’s dealer-facing lifestyle magazine
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Ensured brand tone consistency across performance, lifestyle and technical product categories
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Operated within embargoed release schedules, maintaining discretion and agency coordination throughout
Outcome
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Through continued collaboration with SMC Agency, contributing commercially aligned communications that support product positioning and reinforce Yamaha’s performance-led brand identity across European markets.
Emerging Rider Positioning
Junior Championship Narrative & Commercial Development
2024–Present
Structured performance and commercial positioning support within elite junior motorcycle racing pathways.
Ongoing Impact
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Established a clearer commercial identity within competitive junior racing environments, strengthening narrative consistency and supporting structured progression through performance pathways.
Context
Emerging riders within junior championships often operate in high-performance environments without structured commercial positioning. While on-track performance remains central, sponsor acquisition, narrative clarity and long-term pathway credibility require deliberate communications strategy.
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Working alongside Sullivan Mounsey within Red Bull Rookies Cup and MotoJunior environments, supporting the development of a coherent performance and commercial narrative.
Challenge
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Junior riders frequently rely solely on results to attract commercial backing. However, inconsistent performance cycles and limited media exposure can make sponsor positioning fragmented or reactive.
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The objective was to build a structured narrative that aligned sporting progression, sponsor visibility and long-term championship ambitions.
Strategic Contribution
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Developed clear rider positioning framework aligned with long-term development goals
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Structured sponsor-facing messaging and performance narrative continuity
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Supported PR direction and media-facing communications
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Contributed to contract and programme communications alignment in collaboration with relevant stakeholders
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Ensured coherent messaging across championship participation and development milestones
Strategic communications within high-performance environments require clarity, alignment and consistency. If you’d like to explore how this could support your programme, let’s talk.