As motorsports evolve at a quarter-mile pace, so does the PRI Show. New elements are implemented annually at the racing trade show to stay fresh and relevant. Attendees who walk the aisles of the Indiana Convention Center (ICC) and Lucas Oil Stadium (LOS), December 11–13, can expect to see more than 100 new exhibitors on the Show floor; a new look to the PRI Paddock; a new industry event on Thursday evening, December 11, after the close of the Show's first day; and, oh, plan to wake up early that same day for an unforgettable Grand Opening Breakfast with the legendary Mario Andretti.

Here's a snapshot of what you can expect at this year's PRI Show.
 

Mario Andretti Headlines

Kick off the first day of the PRI Show with a living legend. Put the always-entertaining Grand Opening Breakfast on your calendar and arrive early to the Sagamore Ballroom (located on the second floor of the ICC) when doors open at 6:30 a.m. This is one event worth the early-morning alarm. Enjoy a complimentary hot breakfast with racing great Mario Andretti! Ralph Sheheen will once again provide a mesmerizing interview covering stories from the legendary driver who earned championship titles in Formula 1, IndyCar, USAC, IROC, plus numerous prestigious race victories. Andretti's attendance is made possible by The MagnaFlow Group.

Full Throttle Social

After putting in a full day on the Show floor, attendees and exhibitors are invited to visit the Lucas Oil Stadium for the PRI Full Throttle Social Fueled by Aeromotive, which begins as soon as the Show closes at 5 p.m. PRI has combined our traditional exhibitor reception and PRI Happy Hour into one event with complimentary drinks, food, games, music, and plenty of entertainment.

New elements are being planned to bolster the fun and numerous networking opportunities at this happy hour-type social event. Head up the escalators to the Lucas Oil Stadium Concourse as soon as the Show closes on Thursday to discover what's different, reconnect with established friends, meet new industry folks, and relax before departing for dinner.

Off-Roaders Rejoice

PRI is making a concerted effort to welcome the off-road market and will debut its new section on the Show floor called Hammertown. Located in the Green Hall at the bottom of the escalators from the Westin, Hammertown will feature several off-road companies exhibiting their products and services designed for this intense market. Radflo Suspension Technology, Edelbrock Group, Currie Racing Enterprises, and Yukon Gear & Axle are just a few of the companies that have already signed up to exhibit here alongside some popular off-road show vehicles that showcase this segment's amazing technology.

PRI Education

A revamped PRI Education program is on tap in addition to other changes to this year's Show. Four seminars will take place on Friday, December 12, in meeting rooms 231–233, which are upstairs in the ICC.

Starting the program at 9 a.m. will be the return of Dan Begle of King Engine Bearings, Randy Neal of CWT Industries, and Lake Speed Jr. of SPEEDiagnostix to present "Key Performance with Bearings, Oil, and Balancing." The team will examine current performance technology through the interaction of engine bearings, oil film, and crankshaft harmonics.

Alex Striler returns at 11 a.m. for his popular and updated "Sponsorship 101." Learn why brands sponsor and what they want, ROI, valuations and pricing, networking and meeting new sponsors, plus more in this impactful 90-minute seminar.

AI (artificial intelligence) is on the mind of every business owner and operator today. Chuck Tate and Kevin Barber of Digital Momentum will present "How To Win The Race To AI" beginning at 1 p.m. AI has transitioned from some odd form of tech speak to an integral part of our daily lives, especially for racing businesses. Learn how to apply AI to improve marketing, data collection, sponsor relations, and so much more in this thought-provoking session from the team at Digital Momentum. Then you can take these valuable tips and quickly apply them to boost your company's engagement.

Our PRI Education program concludes with a moderator and panel of company leaders and social media influencers who will participate in "How Influencers Can Influence YOUR Audience." From 3 p.m. – 4:30 p.m., the panel will discuss how to attract the right influencers for racing businesses and create plans that get the marketing message across to customers in an effective and accurate manner.

PRI Paddock

The PRI Paddock has been reimagined. This year it will greet PRI Show attendees and exhibitors with five different race cars on display, plus the nearby Hanging Race Car—representing six types of racing—in the Capitol Cube at the Capitol Avenue entrance to the ICC. A stage will be set up for live interviews with industry icons and decision-makers conducted throughout the PRI Show. Stop by and hear what they have to say.

Student Focused

Students in college motorsports programs, as well as those in automotive trade schools, are invited to attend the PRI Show. We now offer several programs for students to get the most out of the Show while away from their studies.

Friday morning, December 12, begins with the PRI Show Student Program Industry Networking Breakfast. Students will have an exclusive opportunity to learn about pursuing careers in motorsports while enjoying a complimentary breakfast. Meet industry representatives, build peer-to-peer networks, and learn about the vast diversity of career paths in the performance racing industry directly from PRI Show exhibiting companies.

Directly after the Breakfast, two educational sessions created specifically for students will cover how to enter and thrive in a career in the motorsports field. The Breakfast and the educational seminars will be held in the Sagamore Ballroom.

Female students: Keep your Friday lunchtime plans open for Gear Up Girl, Powered by SBN Industry. Reserved only for women, this fun and dynamic event is a networking opportunity for professionals to give back to, share advice with, and inspire today's young females. Lunch will be served. To RSVP, add this event to your My Show Planner feature on the PRI Show website (performanceracing.com) or in the PRI App. For more information, contact Nicole Bradle at nicoleb@sema.org.

Hot Rodders of Tomorrow (HROT) is back by demand. High school teams from throughout the country will tear down and reassemble engines in a timed competition to determine a national champion. Stop by the 7100 aisle of Green Hall to see future industry members competing to set the fastest time.

T.O.P.S.

Track Operators, Promoters and Sanctions (T.O.P.S.) has a new expanded location upstairs in the ICC in rooms 240–242. Anyone who is involved in race track promotion and/or management can visit the T.O.P.S. HQ anytime during the PRI Show for a variety of seminars, including the 5th annual Drag Racing Track Operator-Promoter and Sanction Body Meeting, an Electric Vehicle Racing Roundtable, plus the return of the popular BS & Brews on Friday, December 12, from 4:30 p.m. –6:30 p.m.

For details and a schedule of events, visit pri2025.mapyourshow.com and enter T.O.P.S. in the search bar.

PAC Lounge

Take a break from the Show floor to visit the exclusive SEMA & PRI PAC (Political Action Committee) Lounge. Open only to PAC members who contribute at the Winner's Circle level or higher, this VIP lounge offers a quiet space to relax, network, and recharge. Enjoy complimentary refreshments, comfortable seating, and opportunities to connect with industry leaders in a calm, upscale setting. It's the perfect spot to take a break and make meaningful connections—all while supporting our industry's advocacy efforts. It is located adjacent to the Founding and Business Members Lounge in the Green Hall by the escalators from the Marriott Downtown.

SEMA and PRI PAC members are also invited to an exclusive reception on Thursday, December 11, at the Westin from 6–8 p.m. The PAC pools contributions from members to support lawmakers who champion the motorsports industry, ensuring that the rights of racers, manufacturers, and tracks are protected. Your attendance at this reception helps drive meaningful advocacy for the future of motorsports. Don't miss this opportunity to connect with fellow industry leaders and make a difference. Separate admission is required. For more information on the SEMA and PRI PAC, including how to join, contact Christian Robinson at christianr@sema.org.

Registration Tips

PRI has worked diligently to improve the registration process, making it faster and smoother than in years past. Now, several team members can be registered at the same time, rather than each person having to register individually. Also, fewer steps are required during the process.

November 20 is the deadline to register to receive badges in the mail so you can walk into the ICC or LOS and directly onto the Show floor. However, we understand that this date could easily be overlooked as our industry stays busy through the end of race season and into the off-season when orders are placed for new engines and cars. The good news is that PRI registration never closes. In fact, industry members can register after the November 20 deadline and pick up their credentials at the Show.

PRI will utilize Scan and Go Stations in the ICC at the Registration area off the Maryland Street entrance and at the Capitol Avenue entrance in the Capitol Cube across from the Hanging Race Car and Featured Products Showcase. Just print the confirmation email or pull up the email on your cell phone when you arrive at the Show, then scan the barcode in the email to print your badge onsite.

To register, book hotel accommodations, and learn more about the 2025 PRI Show, visit pri2025.com/attend. We look forward to seeing you in Indianapolis!

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