Rally Italia Sardegna · 2024Ford Fiesta Rally3 · Number 80
Africa's Shot at the WRC
In 2022, the FIA launched the most ambitious talent-search in rally history. From 7,000 applicants across six continents, one driver would be chosen per region to receive a fully-funded three-year programme in a Rally3 car — all the way to the Junior World Rally Championship.
Max Smart, a young South African with a motocross background and zero rally experience whatsoever, won the entire African continental final at Zwartkops Raceway in Pretoria.
What followed is the most remarkable development story in South African motorsport in a generation. Max stepped onto the 2024 JWRC start line with just 4 rally events ever completed. His rivals had between 20 and 60. He still claimed a podium and stage wins at World Championship level — and was personally re-selected to return for 2025, where he started with just 9 career events and finished the year with 14 total — his entire career.
He is now competing in the Spanish Reto Rally3 series to build additional mileage — with his sights firmly set on a WRC seat by 2027–2028.
I have two podiums and a stage win against drivers with three to five times my experience. Just believing against the odds.
— Max Smart, JWRC DriverMax's selection for another season in the JWRC is a huge milestone for South African motorsport. He is a brilliant ambassador for our country.
— Motorsport South AfricaHaving worked with many WRC drivers, I see no reason why Max cannot achieve World Championship status.
— Rob Wilson, F1 & WRC Driver CoachThe FIA Rally Star Programme ran a global search. Max won the entire African final — chosen above every other driver on the continent.
A record-breaking field. Max finished 7th overall in his debut year — in a Ford Fiesta Rally3, on stages he'd never seen before.
Max stepped onto his first JWRC start line having completed just 4 career rally events. His rivals had between 20 and 60. He still podiumed.
Two JWRC podiums and a stage win — the fastest driver on a World Championship stage — across just two seasons and 14 competitive events.
The entire continent of Africa has one representative in the Junior WRC. That is Max Smart. The exclusivity of this platform is unparalleled.
Max is the first African playable character in EA Sports WRC — the official video game of the FIA World Rally Championship, on PS5, Xbox Series X and PC. Global reach, zero extra cost.
Career rally events — Max vs JWRC peers · October 2025
As at October 2025, going into their final event of the season — WRC Central European Rally
Every single peer had between 3× and 7× Max's experience heading into the final round of 2025. The closest had 41 events. Max had 13. He still won stages and claimed podiums. There is no comparable story in world rallying right now.
This is not a logo placement. This is a living content engine, a PR story that money cannot buy, and a brand differentiation tool that sets you apart from your competitors.
| What Max Delivers | What Your Brand Gets |
|---|---|
| Branded livery on car at Reto Rally3 events in Spain + Rally2 events in Europe | →International media impressions — your logo on a competitive rally car in Europe |
| Exclusive brand activation campaign content | →Ready-made, high-quality content tailored to your audience |
| Monthly behind-the-scenes social content featuring your brand | →Zero production cost social media content — every single month |
| Logo on race suit and helmet in all media | →Placement in every press photo, broadcast, and online story |
| One exclusive South African media / event appearance per year | →Press, radio, TV, and social story that puts your brand at the centre |
| "Official Partner of Max Smart" title rights | →Brand differentiation — your competitors cannot claim this |
| Updates from the rally paddock for your customer communications | →Unique newsletter and email content that builds customer loyalty |
| VIP rally drive days — your top customers in the co-driver seat | →An unforgettable, money-can't-buy experience that builds lasting client relationships |
Zero experience. One seat. One winner.
From 7,000 global applicants, Max wins the African final — having never sat in a rally car before the programme began.
Learning curve. Resilience. Re-selection.
Four European training events on unfamiliar tarmac, gravel and ice. Despite setbacks, Max makes the cut to the JWRC grid.
Podium. Stage wins. Africa's first.
Just 4 career rally events completed before his first JWRC start line. A record 21 crews on the grid. Max claimed a podium in Rally Italia Sardegna — the only African on the grid.
Re-selected on merit. First JWRC stage win.
Re-selected by the FIA on merit alone. Started 2025 with just 9 career events ever. Secured a JWRC stage win at Rally Sweden — the fastest driver at a World Championship event. Career total at year end: 14 events.
Building mileage. Stepping up the ladder.
Five rounds of the Spanish Reto Rally3 series — Rally Sierra Morena (Apr), Rallye Utiel (May), Rallye Ourense (Jun), Rally P. de Asturias (Sep), Rally RACC (Oct) — plus, funding permitting, Rally2 events in Europe. The champion earns a fully sponsored ERC round in 2027. Every kilometre closing the experience gap.
South Africa back at the WRC. With you.
The first South African ever to compete at full WRC level. Your brand's name in the WRC paddock, on the car, in the history books.
South Africa has never had a driver at full WRC level. Sarel van der Merwe came closest — one round in 1980, and no South African has made it since. Max Smart has the talent, the FIA backing, and the trajectory to finally change that. The only question is whether your brand will be part of that story.
"In rally, sponsors aren't an add-on. They are the oxygen of the sport." — MAX SMART
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