The engines are cold and the tracks are quiet, but the three most important business days in motorsports are nearly upon us.

For motorsports professionals, the 38th annual PRI Show is not simply another perfunctory trade show. It's the most important annual business gathering of the entire industry—an invaluable opportunity to network, learn, and secure deals that can change the trajectory of a season, a career, or an entire business.

Held December 10–12 at the Indiana Convention Center and Lucas Oil Stadium in Indianapolis, Indiana, the 2026 PRI Show is expected to attract more than 1,000 exhibiting companies and more than 40,000 motorsports professionals from all 50 states and 70 countries. With every discipline of the industry represented, attendees will also have access to educational seminars, networking events, and countless demonstrations of tools and machines in action.

Put simply, there is no comparison to the scale and value of the PRI Show.

"The PRI Show is the only industry show where we can learn more about what other like-minded industry people are involved in and how we can provide a better service to our customers and the sport in general," said Stephen Whyte of the Australian Auto-Sport Alliance (AASA) in Melbourne, Australia.

Registration for the 2026 PRI Show has been simplified. With the new Direct-to-Badge registration process, qualified motorsports professionals can purchase their badges for the PRI Show directly, without a PRI membership. While early-bird pricing expired on October 2, attendees can purchase a badge for $55 until December 9. On-site registration will be $65.

"We view the PRI Show as the kickoff to a new racing season," said Alec Braun of Performance Bodies & Parts, Cedar Falls, Iowa. "With our primary customer base being circle track dirt racers, December is that brief 'downtime' before everyone begins preparing for the upcoming season."

Don't miss your opportunity to kick off the 2027 season armed with the latest knowledge, innovative tooling, and valuable connections that you'll only find at the 38th annual PRI Show.

The Value of Connection and Comparison

With every motorsports discipline gathered in one place, the PRI Show creates unmatched opportunities for personal connections as well as comparisons of products and strategies across the entire industry.

"PRI gives us a perspective beyond our own regional series," said Drew and Beth Kreibich of the Midwest Truck Series in Sun Prairie, Wisconsin. "As a series, we want to continually improve and stay ahead of where the industry is going. PRI gives us insight into new opportunities to grow our brand, develop sponsorships, evaluate technical and operational practices, and ultimately create the best racing product we can for our teams and fans."

Cross-discipline conversations at the PRI Show are rarely planned, yet they often facilitate a valuable exchange of information among parties who would otherwise never cross paths at the track. Whether in an education seminar, social hour, or on the Show floor, any conversation may surface a nugget of information that translates into additional performance or opportunity in 2027.

"The PRI Show helps our business by way of knowledge, the latest innovation in the sport, and an opportunity to compare our business processes so that we can either learn from or pass along information to our fellow sanctioning bodies," said Whyte. "It is invaluable to have the connection with the international motorsport industry."

With the entire motorsports industry gathered in one place, attendees' access to decision-makers is unmatched. But the lasting value comes from the countless connections forged at PRI, which pay dividends long into the future.

The best way to build connections and capitalize on these opportunities is to come into the PRI Show with a solid plan and an outgoing personality.

"As the Show has grown in so many different directions, we've found the greatest value comes from having our buyers build vendor relationships, while our sales team walks the show floor to identify new products and manufacturers we should consider adding," said Braun. "One recent example is Zamp Racing Products. That relationship began at the PRI Show and has grown into a very popular and trusted product line for Performance Bodies. Zach at Zamp and our purchaser, Joel, have developed a great relationship that continues to benefit both companies."

Of course, it's not just manufacturers or distributors cashing in on connections. The PRI Show is also one of the best opportunities for sanctioning bodies, tracks, and race teams to connect face-to-face with potential new partners and begin building valuable relationships.

"PRI has also given us the opportunity to connect directly with vendors who have gone on to become contingency sponsors for our racers or provide products for our end-of-year awards ceremony," said the Kreibichs. "Those face-to-face conversations have helped us build relationships that provide real value back to our teams and drivers. It's a great example of how the connections we make at PRI can continue to pay off long after we leave the show."

"Attending the PRI Show is an absolute must for anyone involved in any aspect of our [industry]," added Bob Ashton of Muscle Car and Corvette Nationals (MCACN). "The networking opportunities are unsurpassed, and the accessibility to the real 'movers and shakers' of our industry is endless."

Whether you're looking to learn, connect, or seek new opportunities for the season ahead, the PRI Show offers the most comprehensive industry access of the entire year.

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Once you download the Zinio mobile app or are logged into Zinio on a desktop browser, you will gain immediate access to more than a year's worth of content, including "Seal the Deal at the 2026 PRI Show" here and additional coverage in the November 2026 issue here.