News
The Armory Acquires Off-Road Racing Series TORC From USAC
August 30, 2013
BJ Birtwell, owner of The Armory, said he wanted to make it clear USAC would remain onboard as the sanctioning body, while The Armory would handle all other aspects
The Armory Acquires Off-Road Racing Series TORC From USAC

The Armory, a Southern California-based advertising agency and production company, is acquiring the motorsports racing series, TORC: The Off Road Championship, from the United States Automobile Club (USAC).

The Armory has been working with the series since 2010 primarily in the form of television production for the Discovery Networks, SPEED, FUEL & NBC Sports. The change in series management will be effective prior to the beginning of the 2014 racing season.

BJ Birtwell, owner of The Armory, said he wanted to make it clear USAC would remain onboard as the sanctioning body, while The Armory would handle all other aspects including strategy, marketing, promotion, media, on-site production, television production, and athlete/sponsor relations.

“Our team at The Armory has crafted a five-year strategic road map to set the series on a path that will help achieve the goals we have put in place," he said. "As for changes, some will happen immediately, and others are a mid and long-term play.”

One of the changes currently under way is a strategic alliance between TORC and the FIA. Birtwell added, “The FIA alliance will become increasingly important in our five-year strategic plan, and we are proud to be a partner with the United States Auto Club, member of ACCUS-FIA, one of six leading sanctioning organizations in the US.”

In announcing the planned markets for 2014, Birtwell added that future schedules may take on a different look: "I can tell you that 2015 and beyond will look different as we build out the brand and go into markets that are not only beneficial to our marketing partners, but will grow our national audience as well.”

Additional insights regarding TORC's five-year strategic roadmap will be presented firsthand by Birtwell and The Armory team to current and potential sponsors at the upcoming sponsor summit at Oakley HQ.

For more information on The Armory, visit www.armorymarketing.com.