SME Takes The Wheel

Company Updates

GRAND-AM Road Racing and the American Le Mans Series have contracted SME to rebrand their merger. SME will be responsible for producing the positioning, name, logo and brand identity of the new series.


“Scott Atherton and I both believe our mandate, since announcing plans to merge GRAND-AM and ALMS, has been to ensure that we get it right the first time,” said GRAND-AM CEO Ed Bennett. “We think we’re well on our way to doing that from an identity standpoint with SME Branding on board.”


Said Senior Partner Ed O’Hara of SME’s involvement with the new series, “We are honored to be part of this historic moment in motorsports. Our process will include conversations with key stakeholders from the merged series so that we can arrive at one holistic concept representing both the excitement and prestige of the series.”

The series plans to unveil the new branding early next year.