South Racing · Can-Am Factory Team · Rally-raid, Dakar · 2021–2026
Seven Dakars from the inside.
The Can-Am Factory Team is the most successful side-by-side program in rally-raid, run by South Racing out of Germany and racing wherever the championship goes. Since 2021 we have been its head of communications and content: the person who decides what the world sees from the bivouac, and makes sure it ships before the next stage starts.
The rule on the ground: the stage report goes out every night, whatever happened, and the stories come from the people who were there.
Client · South Racing GmbH, Can-Am Factory Team
Mandate · Head of Communications & Content: strategy, media relations, on-site comms and social team lead, partner content
Years · 2021 → today, seven Dakar Rallies on site
Crew · Phil Henderson + the team's on-site content squad, per race
Languages · EN, with FR, DE and ES partners
01 · We thought it.
Communication strategies for a team that speaks to a dozen audiences at once: the factory, the partners, the drivers' own sponsors, the press, the fans. Season plans, Dakar content briefs (eleven reel concepts for 2026 alone), partner playbooks for Can-Am, Method, Motul and J.Juan, and the announcements that had to land right: an FIA world title, the Red Bull × Can-Am × South Racing joint venture, a Vision Concept vehicle unveiled in front of the FIA president and the Dakar director.
02 · We made it.
In the bivouac at every Dakar: nightly stage reports, driver interviews, social content shot and cut between stages, media liaison for the team and its partners. Between races: the Women of South Racing series, the Can-Am NEXT program launch, a ten-year book, the team website, and the content for the Vision Concept press event.
03 · We launched it.
Everything is published under the team's and its partners' names, which is how it should be. What we can show: seven Dakars without a missed stage report, a partner list that keeps renewing, and a sub-brand, 34°, that grew out of the same relationship.
Results
7 Dakar Rallies on site · 3 FIA World Championship title announced · 5 years with the same team, and counting
Credits
Head of Communications & Content · Phil Henderson, PHLIK
Team · South Racing, Scott Abraham and the crew
Photo and video · MCH
Thanks · Every mechanic who let us film at 2 a.m.
Next → CFMOTO Canada · Three segments, one week in the Rockies
