Project 100 Communications

'Specialising in the business of international motor racing and adventure sport'

Who we are:

At Project 100 Communications Ltd (est. 1990) we are a sports marketing agency specialising in international motor racing and adventure sport. 

Our mission has always been to be a portal to the world of challenge and adventure – to communicate, entertain, motivate and inspire – and in so doing to generate exceptional value for our clients.

Our business originated with motorsport sponsorship: securing funding for drivers and teams, designing and executing integrated communications and promotional programmes for sponsors. As that business developed, the brief quickly expanded to include further services, including driver placement and personal management, event hospitality, accommodation and logistics, incentive, participation and destination travel events.

Over the years one particular area of key expertise has emerged – and we have built a reputation as the ‘go-to’ people for the legendary 24 hours endurance race at Le Mans – the world’s greatest race for GT and prototype sportscars – as well as its offshoot, Le Mans Classic, and the regional and global sportscar series that underpin it.

What we do:

  • Source and manage successful sponsorships for individual sportspersons, teams and corporate clients – at the race track, on the ocean and in the air
  • Design and execute effective support programmes – to drive and maximise sponsorship investment to create extraordinary communications impact
  • Build upon the powerful image of sport to design and implement dynamic corporate promotional activities, meetings and events
  • Create ‘once in a lifetime’ participation events that provide unique experiences
  • All the while exceeding clients’ expectations

Key Business Areas

At Project 100 we have played many roles at the endurance races at Le Mans since 1991 – including driver and sponsor placement, accommodation, PR, media and on-track promotion, as well as full team event entry.

A constant feature has been our supply of full-service VIP programmes for teams, sponsors and guests.

We now offer the fruits of this experience – with long weekend VIP guest programmes, including ‘backstage’  garage tours plus Le Mans centre, Normandy and Loire valley activities.

Supplying Le Mans event accommodation to teams, drivers, sponsors and enthusiast groups for over two decades, we have built an exceptional local network of quality hotel room,  B&B, ‘auberge’ and private home rental contacts.

Each property is personally inspected (and the owner briefed) to ensure it meets our – and our clients’ – expectations.

And we have Project 100 staff based in the area throughout the event to deal immediately with any issues – and ensure a comfortable, efficient stay.

Whether a client seeks a unique day out, team-building event, sales / marketing meeting or incentive trip abroad, we have the background and experience to create a great programme.

In additional to corporate projects, we develop and execute customised travel and participation events for private individuals and groups.

Our philosophy: life is the sum of experiences. Our objective in developing every event is to create special experiences and lasting memories – the stuff of dreams.

Our Project 100 team combines backgrounds in international marketing, advertising, promotions, media sales and major sports management.

Through the years we have developed and executed successful sponsorship and marketing strategies across a wide variety of motor racing and adventure sport projects.

Our experience includes work on all facets: for events / rights holders, for participating teams / individual sportsmen & sportswomen – and for sponsors.

Some Projects Over The Years

Financial Times Le Mans '91

In our first commercial venture at Le Mans we pushed the ‘contra media’ sponsorship concept to new heights with the FT title-liveried Spice, along with driver placement, sponsorship sales and team consulting.

Hawaiian Tropic Le Mans '92 - '08

Hawaiian Tropic chose us for 17 consecutive years to manage their famous sponsorship / on-track promotion, this collaboration resulting in terrific media coverage – and teams fighting over HT’s sponsorship.

Gulf Porsche K8 Le Mans '94

Project 100 convinced Gulf to exploit their own history and return to Le Mans in support of their upcoming UK re-launch. Our project from start to finish, providing a front-row start and 6th overall – with exceptional exposure and brand support.

STP Porsche at Le Mans '96

We brought ‘America’s favourite sponsor’ to the Le Mans 24 Hours for its first visit in a title role – with promotional support,  project design, on-site VIP guest support and driver placement. With lots of ‘Petty blue’.

For PlayStation’s global Gran Tourismo launch, Le Mans was a natural backdrop – and Project 100 was the natural partner. Strong branding, a photo call at Sony’s Paris HQ, Le Mans VIP guests – and much more.

The world’s biggest and fastest ocean sailboat deserved a big sponsor. PlayStation’s multi-year programme was hugely successful at every sport and media level – from TV and print to early on-line PR and media management.

Bud Light Spirit of Freedom '02

The First Solo Round the World Balloon Flight – from sponsorship development to the halls of the Smithsonian. Project design, commercial direction and on-site PR liaison for Steve Fossett and Anheuser-Busch.

The Toyota Trophy was a separate class in the 2002 Dakar Rally; long-time Project 100 driver client Carl Rosenblad took a break from sportscars to meet the off-road challenge. Placement, PR, sponsorship.

The legendary 24 Hours of Spa-Francorchamps is the world’s top GT-only race – and a favourite among our endurance driver clients. Our team and local networks plus company experience at Spa are only rivaled by Le Mans.

Steve Fossett and Einar Enevoldson’s World Glider Altitude Record was achieved and Project 100 sourced sponsors Michelob Ultra and PlayStation 2 gained publicity in multiples from their investment.

Project 100 successfully designed and supplied overall event PR and team media management for title sponsor Scott Dunn Travel for the well-covered amateur team race to the magnetic North Pole.

Steve Fossett’s First Solo Round the World Non-Stop Airplane was hugely successful at every level. We managed all of Steve’s sponsorships (including with NASA!) plus his personal PR and media programmes.

Barazi-Epsilon '06 LMS Champions

Project 100 brokered and managed this highly successful collaboration between Danish driver Juan Barazi and the Epsilon racing team. The result: driver and team championships in the 2006 Le Mans Series.​

Steve Fossett’s Absolute Land Speed Record project was only weeks from its initial tests when the famed record-setter died in an aircraft accident. Project 100 was in charge of sponsorship, media and project coordination.

BaByliss & Rusk at Le Mans '09

Introducing new sponsors BaByliss for Men and Rusk hair colouring products to Le Mans, we also created and managed the Rusk on-track promotion plus their very well-received paddock pop-up hair salon.

Virgin Oceanic Submersible '10-'13

Project 100 initiated and brokered this major scientific undersea partnership for American racing sailor, ecologist and explorer Chris Welsh and Richard Branson’s Virgin Group, announced with fanfare in April, 2011.

SRT Viper Owners Club Le Mans '13

For the final year of Chrysler’s Viper at LM 24H, we worked with a large group of VIP guests for their sejours in both Paris and Le Mans, arranging hotels, ground transport, track tours and a memorable on-track team photo call.

AAI Porsche RSR Le Mans '15

After taking 1st & 2nd in the 2014 Asian Le Mans Series, Taiwanese Team AAI asked us to manage their 2015 LM project. Work included driver placement, tech support, sponsorship, VIP programme, 2-car top 10 finish.​

AAI Corvette C7R Le Mans '16

The AAI Le Mans sequel consisted of a solid driver line up in a privateer C7R Corvette for another LMGTE Am class top 10. Included driver placement, technical support, sponsorship, promoter relations, VIP hospitality.

Ford Chip Ganassi LM '16 - '19

Based on our experience, reputation and recommendations from other USA clients, FCG Racing chose Project 100 to supply key staff, logistic and accommodation support plus special events / day trips for VIP guests.

#88 Ferrari F488 GT3 Spa 24H '18

Our successful collaboration with American driver Nick Boulle and his sponsors at LM 24H 2018 opened the door to a timely, late driver placement for Spa 24H – resulting in a strong podium with top team Rinaldi Racing.

Dramatic Le Mans for Keating Ford GT '19

Top privateer Ben Keating’s  Ford GT carried our logo as well as those of our HeelTread and Ford GT Owners Group clients in a busy LM24h event for Project 100, our staff of 20 working with over 300 total guests at different locations throughout a race week full of new challenges and pinnacles.

Bastien breaks duck; Covid challenges '20

At 74, our long-term driver client Dom Bastien became the oldest person ever to start the Le Mans 24 Hours – and he took Sunday’s chequered flag. With spectators banned due to Covid, we still managed a strong programme with teams, drivers and sponsors for a successful 2020 campaign.

Scuderia Glickenhaus cut their teeth in '21

We remained busy at Le Mans with sponsor, driver and team accommodation; we were able to support some VIP’s and sponsors as well. It was a pleasure to work with Glickenhaus to help ensure their first LM24 experience was smooth – and Dom returned with another strong run to raise the bar…

Post-pandemic reset ‘22

We continued the comeback in ’22 with new big groups of LM24h guests – delivering turn-key VIP guest solutions including luxury accommodation, suite hospitality, ground transportation and more. Plus ongoing support for Ben Keating and Heel Tread.

Centennial Celebrations ‘23

For their very special 100th edition, our friends at the ACO promised it to be a sell-out, and they delivered. As did we – our operation and service delivery at LM24H was our biggest ever. And as a bonus ‘our’ car – #33 Corvette – won LMGTE AM class. Logo for header

How To Reach Us

10-12 Dolphin Mews
Holywell Hill, St Albans
Hertfordshire AL1 1EX

+44 1727 836 238


Stuart Radnofsky

Managing Director

After taking his masters degree in international marketing Project 100’s MD, Texas-born Stuart Radnofsky worked at executive level in international brand marketing, promotions and general management with major global manufacturers Schering-Plough (Maybelline, Coppertone, Dr Scholl’s), Atari Computer hardware and software and Polaroid cameras and sunglasses.

He left Polaroid (as European Manager, Sunglass Operations) to become Marketing Director at Benetton Formula One Racing Team in the late 1980’s before founding Project 100 Communications in 1990.

John Harwood Bee


A career marketing man, John Harwood Bee directed marketing operations for several top UK advertising agencies. Leaving Freeman Advertising in 1976 as MD, he formed the company which has become the Figment Group Limited.

Chairman of Project 100 Communications Ltd, and a director of five companies, all of which operate in marketing, advertising and promotion, John Bee’s client list has included many household names, including Rothmans, BP, Shell, EMI, Warner Brothers,Eidos, Atari, Infogrames and Glaxo.

Christopher Lembke

Director of Operations

Christopher left his native Sweden in 1994 to pursue his degree, at which time he got deeply involved in sports marketing. He was working as a consultant with Project 100 as well as developing his own projects.

After 6 years working for PR Newswire in New York as a sales manager, Christopher returned to Europe in 2004. Since then he has successfully developed commercial projects and companies in a variety of sectors and countries. In 2012 Christopher returned to the UK and today works closely with Project 100 in both strategic and operational capacities.​

Kate Dalton

Operations Manager

After taking her degree in Leisure Management, Kate Dalton pursued a career in the Sports Marketing World at IMG where she was Assistant PA to Mark H McCormack. She then moved into the Golf Events Team as Golf Client Co-ordinator where she was responsible for various Professional and Challenge Tour golfers.

Prior to IMG Kate did some contract work for The Football Association working in the Youth Teams division.

At Project 100 Kate’s many responsibilities include management of our catalogue of properties in France, sales and keeping our operation running smoothly.

Marye-Maureen Bouttier

Marye-Maureen Bouttier

Sports Marketing Account Manager

Being a native of Le Mans, Marye-Maureen she has been immersed in motorsport  since childhood.

For her academic path she decided to focus on her passion and achieved a master’s degree in 2021 specialised in the automobile industry.

After several internships with motorsport event organisation or a Fun Cup racing team, she left France and moving to St Albans to join Project 100 in 2023.

As further proof of her commitment to motorsport, through her main hobby and passion she gained certifications as an international steward and joins as many races as she can as a marshal, many of them in Le Mans itself.

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