SRO Motorsports Group has appointed Paul Hembery as its first global Chief Marketing Officer, signalling a significant milestone in the company’s ongoing international expansion in GTWC.
Hembery joins the world leader in GT racing following six years in California, where he advised on sports business acquisitions, automotive start-ups and strategic growth ventures. Consequently, he brings extensive experience in brand building and high-performance business transformation to his new position.
Moreover, SRO has entrusted him with unifying its marketing, sales, design and communications departments under a single strategic vision. At the same time, he will oversee a major investment programme aimed at elevating the profile and commercial performance of GT World Challenge powered by AWS across four continents.
Hembery brings proven global motorsport experience to strengthen SRO GT World Challenge growth
Before this appointment, Hembery led Pirelli’s worldwide motorsport programme. During his tenure, he guided the brand into Formula One while strengthening its long-standing association with GT racing.
Importantly, his leadership helped transform Pirelli from a traditional tyre supplier into a lifestyle-focused global brand with far-reaching influence. Therefore, SRO expects him to replicate that commercial and branding success as it expands the footprint of GT World Challenge powered by AWS.
Hembery officially joined SRO on 1 December and now operates from the organisation’s London office, placing him at the heart of its European operations while maintaining a global outlook.
Speaking about his new role, Hembery highlighted the scale of the opportunity ahead:
“No other motorsport organisation can match the sheer scale of SRO’s global footprint, built through Stéphane’s vision and relentless drive. The growth year after year has been remarkable, and I’m thrilled to help steer the next chapter. The potential ahead is immense, and joining SRO is an exciting opportunity to push that momentum even further.”
Meanwhile, SRO founder and CEO Stéphane Ratel underlined the significance of the appointment and praised Hembery’s track record:
“Paul and I have known each other for many years, but I am also a great admirer of his initiatives that have played a central role in lifting Pirelli from a tyre manufacturer to lifestyle brand with global visibility. In this regard there is no better person to help SRO unlock GT World Challenge powered by AWS’s commercial potential.”
Strengthening a global powerhouse
Ultimately, SRO’s decision to create a global Chief Marketing Officer role reflects both its growth ambitions and the increasing commercial value of GT racing worldwide. By appointing an executive with proven Formula One and GT credentials, the organisation aims to sharpen its global strategy and unlock new revenue streams.
With Hembery now in place, SRO positions itself to accelerate the next phase of its international expansion while enhancing the visibility and commercial strength of GT World Challenge powered by AWS.
