Speedway Grand Prix Event Branding

The brief

Our client needed unified event and collateral branding for using at events throughout the speedway season. As well as appealing to SGP's existing fan base, our work needed to capture the attention and win the approval of potential new fans. Stylistically, SGP wanted us to convey its global, glamorous and world-class feel while at the same time add to the 'gladiatorial' atmosphere within the arena. The client also needed us to create a visually arresting 'fan zone' and also work closely with the main sponsor, global super-brand Monster Energy.

Our solution

We began by getting to know speedway and its fan base inside out through research, insight, and by drawing on our in-depth knowledge of other sports and their cultures. Next, we produced original, high-impact graphics for every key event, using them right across a wide range of collateral including posters, passes, tickets, adverts, flyers, digital assets, podiums, scoreboards and track banners.

Key features:

• Eye-catching on-brand graphics with genuine wow-factor
• Superb brand consistency throughout the collateral
• Integrated overall 'look' that complemented the sponsor brand perfectly

The end result

• We helped increase ticket sales and event exposure
• We raised SGP's profile among the sport elite
• We strengthened SGP's position against rival sports like MotorGP
• We attracted more sponsors and increased levels of media attention
• We helped SGP hit 7.4 million broadcast views over 220 countries worldwide