The engines of Dubai Autodrome are revving up for its 2025–2026 season with a new public relations agency in the pit lane. Leading creative communications firm StickyGinger has won the mandate for the iconic motorsport and entertainment destination, a subsidiary of Union Properties, signaling a strategic push to amplify the Autodrome’s profile both regionally and globally.
The appointment comes as the Autodrome prepares to launch a new calendar of major motorsport events, expanded entertainment offerings, and adrenaline-driven experiences. StickyGinger will oversee all PR efforts, positioning the venue as “Dubai’s home of racing and adrenaline-driven lifestyle,” according to a release from the agency on Tuesday.
This partnership further bolsters StickyGinger’s growing expertise in the automotive sector, where it already manages a robust portfolio of luxury and motor brands across the Middle East.
In a feature-style approach, the agency is expected to move beyond merely reporting race results, focusing instead on amplifying the Autodrome’s role as a multifaceted destination. Plans include boosting visibility for race championships, track experiences, karting, and a range of community programs designed for families and corporate groups, making the venue a draw for a broader audience.
Lucy Freeman, Co-Founder of StickyGinger, expressed pride in the new collaboration. “Dubai Autodrome is an institution in the region’s motorsport landscape, and we are incredibly proud to be selected as its PR partner for the upcoming season,” Freeman said. “This appointment reflects our team’s deep understanding of automotive culture, as well as our ability to elevate destinations that offer adrenaline, lifestyle, and community. We look forward to supporting Dubai Autodrome as it enters an exciting new chapter of growth.”
The campaign will highlight the intersection of sport, lifestyle, and entertainment, aiming to cement the Autodrome’s reputation as a world-class hub for both professional and amateur racing enthusiasts. The agency’s award-winning lifestyle experience across the MENA region is expected to play a key role in driving this narrative.
