The real reason racers struggle in new markets (and how to fix it)

This past weekend, we packed up our RV and hit the road, ready for a few weeks of living out of it while traveling cross-country. Until recently, our plan was to head west toward Glen Helen Raceway in San Bernardino, CA, for some testing with the Pro Spec before looping back to Primm, NV, for the short-course off-road races at the Mint 400. Instead, we’re camped outside a bar and grill in Palmetto, FL.

Why the change? The short-course races at the Mint 400 were canceled, setting off yet another wave of negativity about short-course expanding to the West. The common refrain: Short-course off-road racing just doesn’t work out there. But is that really true? Or is it that racers and series aren’t doing enough to make it work?

An Expanded Footprint Is an Opportunity, Not a Guarantee

The reality is that an expanded footprint—whether it’s short-course going west, sprint cars traveling south, or drag racers crossing the country—can be incredibly lucrative. But only if the racers and series take ownership of the opportunity. Simply showing up to a new market and expecting fans, sponsors, and media to automatically embrace you isn’t a strategy—it’s wishful thinking.

Success in a new region requires a plan to:

• Connect with the local audience. Every racing community has its own culture. What works in Crandon doesn’t necessarily work in California. Understanding what fans engage with and how they follow motorsports in that area is key.
• Show sponsors the value. A race in a new region isn’t just a race—it’s a chance to expose brands to fresh customers. Sponsors don’t just want a logo on your car; they want access to an engaged audience.
• Make the event an activation, not just a race. Racers and series that find success in expanding their reach don’t just roll in, race, and roll out. They work the market—media appearances, local dealership visits, sponsor-hosted fan events, and even online content tailored to the new audience.

Why Some Expansions Fail (And Others Succeed)

Let’s be honest—there are examples of expansion efforts that haven’t worked. But more often than not, those failures aren’t because the racing itself wasn’t viable; it’s because the effort to truly activate the region wasn’t there.

Meanwhile, we’ve seen other motorsports successfully expand into new regions because they’ve treated it as an opportunity to create more value, not just to add another event. Formula Drift, for example, successfully built a presence across the U.S. by tailoring its marketing and events to each region while keeping the overall brand strong. Similarly, Supercross doesn’t just show up in a new stadium and hope for the best—they bring in media attention, sponsor activations, and a plan to ensure the event thrives.

The Bottom Line: Take Control of Your Footprint

If you’re a racer or a series looking to expand, whether it’s into a new region, a different series, or a larger market, the key is this: It’s not just about showing up—it’s about showing up with a plan.

That’s why we’re excited to announce a live webcast we'll be hosting on March 26th, where we’ll be bringing together industry experts to dive into how racers can create value when expanding into new markets. In this live panel, industry experts—including series leadership, top racers, and business insiders—will share their insights on what it really takes to succeed in new markets. 

We’ll be announcing our panelists as we get closer to the event, so stay tuned!