In the opulent surroundings of The Plaisterer’s Hall in London on January 28, a packed audience from across the motorsport world gathered in expectant silence as host Orla Chennaoui revealed the winners of The Race Media Awards 2025, presented by MOTUS | ONE.
With a shortlist of four entries for each of the 10 awards, the atmosphere was tense but excited. Each entry submitted a 30-second promo to convey the essence of their entry to the crowd, but it was down to the panel of independent judges to make the difficult decision of deciding the winners.
Each year, The Race Media Awards selects a panel of independent judges, who are selected from across the world of motorsport and affiliated businesses.
This year, these were:
- Nicki Shields - Motorsport presenter and commentator
- Kate Beavan - Advisor to More than Equal and former Director of Hospitality and Experiences at F1
- Chris Long - Chief Commercial Officer at the Legends Tour and former Managing Director of Motorsports at CSM Sport and Entertainment
- Claudia Botha Buchawiecki - Chief Commercial Officer, MOTUS | ONE
After hours of careful deliberation, a consensus was reached. But the decisions were kept a closely guarded secret, so when the 300 or so guests entered the Livery Hall, none of the prospective winners knew who would be walking away with the coveted trophies.
First up was Brand of the Year. This award recognises the brand that has implemented the best marketing campaign within motorsport. Entrants need to be able to demonstrate a significant uptick in sentiment, sales or purchase intention that is attributable to the campaign.
The short-listed entries were:
- Cato Networks
- MoneyGram, Title Partner of MoneyGram Haas F1 Team // Wasserman
- Peroni Nastro Azzurro 0.0% x Scuderia Ferrari // Wasserman x Peroni Nastro Azzurro (Asahi Europe & International)
- Udemy x McLaren Racing Partnership // Powered by 1440Sports
The winner was Peroni Nastro Azzurro 0.0%. The judges thought it was impressive to collaborate so closely with Ferrari, and create a playful side to the brands. To have executed the brand messaging across so many different formats, platforms, and territories was very impressive, and shows the hard work and thought that went into the conception.
Next it was Best Social Media Activation. This award recognises the successful activation across social media. Eligible platforms are Facebook, Twitter (X), Instagram, TikTok and Snapchat. Entrants need to be able to demonstrate the levels of engagement, new following and positive sentiment delivered by the campaign.
The shortlist was:
- "Daniel in Disguise" with Ford Performance and Daniel Ricciardo // Ignition
- BWT Alpine Formula One Team x Deadpool Activation // BWT Alpine Formula One Team
- Team Owner Race - Will Smith v Rafa Nadal // E1
- Facciamo Un Cinema // Gresini Racing
Gresini Racing was the winner, the first time an entrant from the world of two-wheel racing had claimed a TRMA prize. The judges thought that this was a fresh, stylish, interesting, and beautifully executed campaign. Among the nominations, this is a standout in the depth of creativity. This campaign also resonated with a wider non-motorsport community.
Best Live Experience was third on the bill. This award recognises live activation, where guests were in physical attendance. Entrants need to demonstrate the challenges that were overcome in hosting the event, the size of the audience that was reached and the positive sentiment and brand awareness created by the event.
The four entries up for the win were:
- 2024 FIA Motorsport Games
- The Ayrton Senna Tribute at Silverstone Festival // Silverstone
- TeamViewer Signature Series Event // Rush Sport & Entertainment
- Williams Racing Fan Zones presented by Kraken // Williams Racing, FanCapital & Kraken
The Williams Fan Zones took the prize, with the judges stating that Williams Racing, Fan Capital and Kraken made this experience accessible for all fans, done away from the track and free to enter, removing any barriers to attend. It was an ambitious plan across multiple countries and venues, the sponsor integration from Kraken was cleverly conceived, and successfully implemented to deliver a compelling ROI.
Fourth up was Boutique Agency of the Year. This is open to any agency servicing five clients or fewer or employing 25 or fewer staff. This award recognises smaller agencies that have delivered the most value to their clients in the motorsport space. Agencies that have produced more than one campaign over the period, can cite the full extent of their body of work produced during that time.
The shortlist was:
- AND THE NEW
- MPA Creative
- Rush Sport & Entertainment
- The Sports Marketing Group
AND THE NEW claimed the spoils. The judges thought that the body of work that was presented was fresh, smart, creative, and extremely impressive and diverse across many categories of racing. For a new and boutique agency the quality and breadth of work was outstanding.
The final award of the first half was Creative Content of the Year. This Award recognises creativity, originality, and delivery of a concept. Entrants need to demonstrate how the concept was conceived, developed and delivered; the new ground that it broke; barriers that it overcame and positive sentiment it generated.
The final four were:
- A Day in the Life of Lewis Hamilton // SAP x Mercedes F1 Team x AND THE NEW
- Climate E-Racers // Envision Racing x Cartoon Network
- Lap of Legends // Williams Racing x Michelob ULTRA
- This is us. This is Aston Martin Aramco. // Aston Martin F1 Team
Giving Williams its second win of the afternoon was Lap of Legends. The judges thought that the sheer ambition of the objective to create a virtual race was extremely impressive. Breaking new ground with the clever use of AI, and its positive potential in the future for use in entertainment.
Following a 90-minute break where afternoon tea was served and networking took place, the show resumed with a new award, Race Promoter of the Year. This is open to the promoter of any motorsport competition held anywhere in the world, including online. This category celebrates those who create unforgettable race events for an ever-growing fanbase that seeks top-level entertainment from live motorsport. Entrants will need to demonstrate why their event was a success for competitors and sponsors, show how it delivered for the audience, and the impact it created on the wider community.
The first four shortlisted entrants were:
- CIE // Promoter of the FORMULA 1 MEXICO CITY GRAND PRIX Presented by Heineken
- SportVibes x TIG Sports x Circuit Zandvoort // Formula 1 Heineken Dutch Grand Prix
- PHA - Claude Michy // MICHELIN Grand Prix de France
- South Florida Motorsports // Promoter of the FORMULA 1 CRYPTO.COM MIAMI GRAND PRIX
After much deliberation, the judges decided the Dutch Grand Prix was the winner. The judges had a tough time deciding, but based on the criteria set out, they felt that in 2024 Zandvoort delivered a world-class crowd-pleasing event for the F1 teams, the sponsors, and the fans.
Another new award followed, Rising Star. This highlights talented individuals under 30 who are making a big impact across motorsport marketing, PR or communications. This category shines a light on those bringing fresh concepts, passion and ingenuity to motorsport, and will celebrate the very best people destined to become future industry leaders. Entrants needed to showcase their body of work, the impact it has had and the breadth of their creative input into the process.
The inaugural final four were:
- Efe Akcay // Formula Addict
- Helena Hicks // Females in Motorsport
- Myriam Meknaci // EA SPORTS
- Sam Piesse // Pace Six Four
The winner was Efe Akcay. The judges felt that what Efe achieved in 2024 is nothing short of remarkable. The ingenuity criteria has been smashed by the ghost car concept, and the passion can be clearly seen with the growth and numbers he has achieved for Formula Addict in 2024.
The judges also singled out Helena Hicks for highly commended recognition. The judges felt strongly that the impact Helena has had on motorsport cannot be underestimated, serving the growing female fan base by providing a safe and accessible community that was previously missing via her Females in Motorsport platform. Shining the light on the unsung heroes in motorsport, all whilst holding down a full-time role at a leading agency.
One of the most hotly contested categories was International Agency of the Year. This category is open to any agency operating across more than one market, or servicing more than five accounts, or with a roll call of more than 25 staff. This award recognises the Agency that has delivered the most value to its clients in the motorsport space. Entrants need to demonstrate how they have over-delivered on their brief(s), the impact of their work on the world of motorsport in general and the measurable uplift in awareness, sales or sentiment.
The four big guns who battled it out were:
- 160over90
- Pace Six Four
- Right Formula
- Wasserman
It was Wasserman who prevailed. The judges felt the strength, breadth and caliber of their new client acquisitions in 2024 was very impressive, alongside the campaigns that were completed on behalf of their clients were highly creative and innovative. Showing a deep understanding of motorsport and trust from their clients and the teams.
Since The Race Media Awards started in 2022, Most Inspiring Campaign has attracted the largest and most diverse set of entries and 2025 was no exception.
The shortlist was:
- Adrian Flux x Team Brit // Adrian Flux Insurance
- Race into STEM Powered by Microsoft // BWT Alpine Formula One Team
- Formula E's All-Women Test: Madrid 2024 // Formula E
- The Jamie Chadwick Series // Daytona Motorsport x Soapbox x Jamie Chadwick
The judges gave highly commended honours to Adrian Flux, and they expressed how motorsport has the potential to embrace diversity in a way many other sports can’t, this project has shown the world what motorsport can do for aspiring drivers with disabilities. What really makes this stand out is the commitment and involvement of Adrian Flux Insurance to ensure continuity for this team.
But the winner was Formula E. They liked how it stands out as a race series that are taking female participation seriously, and putting their money where their mouth is. This is a bold game-changing commitment to building their future.
The afternoon was brought to a close with the third new award for 2025, Best Documentary. This is open to all creators of motorsport-based documentaries across film, TV, audio or online. This category celebrates the skilled storytellers that communicate narratives that go beyond the race results to draw in audiences old and new. Entrants needed to demonstrate the quality of storytelling that they achieved, the audience sentiment for the work and any new and revealing information discovered during its creation.
There were more than 20 submissions for this Award, with these four making the shortlist:
- More Than Machine // Superlative & SafetyCulture Films
- The Art of Speed: Meet The Legends, BMW M // FIA World Endurance Championship
- Villeneuve Pironi // Noah Media Group in association with Sky Studios
- Williams and Mansell: Red 5 // Wiser Films
After a heated debate, the winner was Villeneuve Pironi. The judges felt that this is F1 storytelling in all of its glory, a documentary that reinforces how motor racing is the most compelling of all sports. The quality and emotion of the storytelling was gripping as Villeneuve Pironi went beyond the on-track action to capture the people, the rivalry, the politics and brutality of the sport.
With a group photo giving everyone a final chance to show off their trophy, the audience moved to the bar to celebrate/commiserate with their friends and colleagues. There was a great atmosphere and buzz in the room, with many already plotting their plan of how to win when The Race Media Awards return in January 2026.
