Photo courtesy of ProMedia

A brand-new sanction, ownership changes, and a renewed emphasis on working-class sportsman competitors are among the developments expected to make this year’s drag racing season one for the ages.

It’s a good time to be a drag racer. Besides the wealth of innovative technologies that are flooding all levels of the sport, drag race sanctions are ramping up for what looks to be an exciting 2023 season for fans and racers alike. 

To find out what to expect, we talked to a wide variety of sanctions to hear what they have planned for the months ahead. What we found is a vibrant scene that stands poised to bring more excitement than ever to the sport. 

Several series are returning to well-liked venues for the first time in years, following a generally strong 2022 season for car counts and spectator attendance. At the same time, some sanctions are celebrating noteworthy anniversaries, which speaks volumes for the longevity and staying power of these vital organizations. 

Along with this, many sanctions are shifting their attention toward the popular, working-class sportsman segments of drag racing, with plans to give those competitors even better choices and more opportunities to race. Specifically, small-tire classes are becoming more important, and a number of sanctions are shifting attention to actively attract these racers. 

Taking this trend even further, a long-running sanction with origins that stretch back to nearly the beginning of the sport is reinventing itself as a lively renegade for the online crowd. Meanwhile, another storied sanction is in an exciting moment of transition, with its purchase by a respected member of the motorsports community.

But perhaps most compelling of all these trends is the launch of an all-new sanction that has ambitious aims to rethink every aspect of organized drag racing, culminating in plans for a series that stretches across the nation and into Canada. 

Fresh faces. New ideas. Bold energy. It’s too early to say for sure, but it’s quite possible this could be the start of an exciting new era for the sport, one in which drag racers of all types will have more opportunities, better competition, and greater rewards for their efforts.

NHRA

Drag racing’s biggest sanction moves its season opener across the country for 2023 and returns to a popular Midwest venue for the first time in several years. The San Dimas, California-based National Hot Rod Association (NHRA) has 20 categories of competition and 120 sanctioned tracks across North America. Although best known for its marquee Camping World professional series—which rivals NASCAR and some major-league stick-and-ball sports in some metrics—NHRA offers something for just about every kind of drag racer. 

For 2023, the NHRA Camping World Series will start the season at Gainesville, Florida, instead of Pomona, California, as it has for years. According to NHRA, the move was driven in part by the uncertain economy, which prompted the sanction to look at ways to ease the logistical burden on teams. “In 2022, we started in Pomona, went to Phoenix, came back to Gainesville, and then went back to Las Vegas,” said Joshua Hachat at NHRA. “That added another trip out west for everyone. Starting in Gainesville makes things more efficient and more affordable for teams.” 

The series will, however, return to Pomona later in the season, with the famed California track retaining two spots on the 2023 roster. Also on the schedule is a stop at Route 66 Raceway for the first time in several years. This well-liked Chicago-area venue had fallen from the tour in 2020 and has been missed by fans and racers alike. “We hadn’t raced at Route 66 for several seasons because of the COVID-19 pandemic,” said Hachat. “The track hadn’t been touched in three years, so we ran a divisional race there as a test run to see how it would work. That gave us the confidence that we could run a national event there again. It’s exciting to have a major market like Chicago and this wonderful facility back.”

IHRA

The International Hot Rod Association (IHRA) begins a new chapter in its history after being bought by race-car builder Larry Jeffers in 2022. Included in its immediate priorities under Jeffers’ direction are increasing purses, adding tracks to the roster, creating a separate championship class for motorcycles, and bringing more publicity to individual racers. 

Based in House Springs, Missouri, following the change of ownership, the IHRA is strongest in the South, Southeast, East, and Midwest regions of the US, as well as parts of Canada. With a wide array of classes, including junior dragsters, door cars, and dragsters, it has plenty to offer drag racers of all types.

For 2023, IHRA is evaluating its payout structure for races. Although no specifics were available when this issue went to print, the sanction hopes to increase purses significantly. “We’re going to revamp all of the team final purses and the World Finals purse,” said Mel Roth at IHRA. “The World Finals already paid $20,000 to win with $300 tow money. So everyone that earns the right to run for the world championship gets a $300 check. We’re looking to increase that as well.”

At the same time, the sanction is working to recruit more tracks, while keeping its current roster of venues intact. “We’ve added new tracks,” said Roth. “Wilkesboro Dragway in North Carolina is a new one for us, and then we’re adding a brand-new track that just opened in West Virginia called Almost Heaven Motorsports Park.”

Along with these changes, the sanction will integrate its motorcycle classes into the overall National Championship structure. “Before, if you were a motorcycle racer and you won the points championship at your track, you’d get invited to the World Finals, but you’d have to run against cars there,” explained Roth. “So motorcycle racers had no incentive to run a whole season or try to run for a championship.”

Rounding out IHRA’s changes for 2023 is a renewed emphasis on publicizing and promoting its sportsman racers. “You know, 99% of our racers do it for the love of the sport, not for the money,” said Roth. “So a photo, a mention, or a high five can mean more for them than round money. For us, racers aren’t just another name—we’re going to make sure they’re first and foremost.”

PDRA

The Professional Drag Racers Association (PDRA) will celebrate a major anniversary in 2023, while growing some recently added classes and returning to a well-liked venue after a hiatus. Based in Fredericksburg, Virginia, PDRA typically holds nine events a year, in the Midwest, Upper South, and East. Classes are offered for door cars, dragsters, and motorcycles, all racing in an eighth-mile format.

The upcoming season marks the 10th anniversary for the PDRA. Although our source at the sanction couldn’t yet reveal how they are going to celebrate it, plans are in the works to commemorate the occasion with plenty of flair. 

For 2023, PDRA will expand its Pro Street and Super Street classes, making them part of the sanction’s top SUMMIT Racing ProStars Championship, instead of being stand-alone classes. Besides making the classes more appealing for racers, the move is expected to attract new competitors to the PDRA ranks.

“Both classes will have six races next year and race for a championship,” said Tyler Crossnoe at PDRA. “That adds a different clientele to PDRA—brings in a small-tire group. A lot of those guys and girls are looking forward to racing with PDRA next year. Some will be chasing championships for the first time in their careers.”

At the same time, the sanction is making an effort to return to some tracks that have been off the roster for a while, including US 131 Motorsports Park in Martin, Michigan, and possibly others. 

NMCA & NMRA

The National Muscle Car Association (NMCA) is among the longest running major organizations dedicated to drag racing street-legal cars. The sanction offers national event competitions for a wide range of racers, from grassroots sportsman to all-out Pro Mod competitors. Although headquartered in Santa Ana, California, NMCA and NMRA (National Mustang Racers Association) race primarily in the Midwest, Upper South, and Southeast.

For 2023, the NMCA and NMRA season opener moves from its traditional spot at Bradenton, Florida, to Orlando, Florida. “This is the 25th anniversary of the NMRA series,” said Rollie Miller at NMCA and NMRA. “We’re going to kick that off at Orlando Speed World in March with our Spring Break Shootout event. We’re planning on a lot of special activities to celebrate that occasion.”

WDRA

Kicking off its inaugural season in 2023, World Drag Racing Alliance (WDRA) is a new sanction that was created with the aim of completely reinventing the business of drag racing, from concessions to tech inspection and more. Founded by drag racer and medical-device business owner Don Scott, this Springfield, Illinois-based sanction plans an ambitious national roster, with the goal of racing throughout the continental US and parts of Canada. 

The sanction’s focus is primarily on bracket sportsman racing, with regional champions going on to compete in a national championship at the end of the season. At the time of publication, WDRA had signed more than 40 tracks for 2023. The sanction plans to have a solid mix of grassroots tracks and big venues lined up. “We’re hoping for a third of our tracks to be the so-called ‘mega-facilities,’” said Scott. “Those are the guys who are on our track advisory council with me and they’re driving this. But if a third of our tracks are the big ones, that means two-thirds of our race tracks will still be Saturday night, grassroots bracket-racing tracks. So we’ll have more grassroots than we do premier facilities as a percentage.”

AHRA

The American Hot Rod Association (AHRA) plans to build on the success of its innovative No Name Nationals for 2023, while at the same time refining its "everyman" appeal. The AHRA is one of the oldest sanctions in the US but has undergone sweeping changes over its history. The current iteration of the AHRA is based in Lascassas, Tennessee, and focuses on bracket competition for sportsman racers.

In 2022, the AHRA launched the No Name Nationals, a drag competition for YouTube content creators. The event was created to encourage Internet influencers to chronicle the buildup of cars for the race and the actual competition itself. Central to the No Name Nationals format are wild, creative classes that encourage originality. “We had a class we created just for the Coleman CT100U mini bike, which we called the Monkey Bike Challenge,” said Dallas Brown of the AHRA. “We had stuff from the Monkey Bikes all the way up to motorhomes participating in the event.”

For 2023, AHRA will continue to evolve this event, with plans to refine the format and attract an even broader range of content creators/car builders. “At the first No Name Nationals, 85% of the participants had never gone down a track before,” said Brown. “This thing can make a big impact.”

MWDRS

The Mid-West Drag Racing Series (MWDRS) will add a second race date to one of its tracks for 2023 and is considering rules changes for one of its top classes. Based in Broken Arrow, Oklahoma, this sanction was created to give Midwestern teams an alternative to East- and West-Coast series. Competitors can choose from a wide range of classes, including Pro Mods and Funny Cars, with an eight-race series through the Midwest and parts of the Southwest.

For 2023, MWDRS is taking a look at its rules for Funny Cars. “We’re talking about whether or not we’re going to allow some of the changes that NHRA has made,” said Keith Haney at Mid-West Drag Racing Series. “We’re considering allowing coil-over-plug ignition and a few other things to help advance those cars.” The sanction is also adding a second race in St. Louis for the upcoming season. 

OSCA

Outlaw Street Car Association (OSCA) is planning to reorganize its class structure, while putting more emphasis on small-tire cars for 2023. Based in Henderson, Kentucky, this sanction focuses mainly on sportsman door cars, in a six-race series that competes mostly in the Upper South.

For 2023, OSCA will pare down its classes, combining some and eliminating others in an effort to concentrate the number of competitors and keep purses high. “Everyone wants to race in a bigger field, and we all want to race for more money,” said Brent Carver of OSCA. “I think when guys try this they’ll say, ‘Hey, now we’re running for $3,000 instead of $600.’”

The sanction is also planning to continue increasing its emphasis on small-tire cars, a process that began in the 2022 season. “This year we’ve definitely had the best season we’ve ever had,” said Carver. “We have a class that we call Limited Small Tire. It’s for that grudge car, that no-time car that runs at a lot of places but really can’t compete with the big hitters when they go onto a prepped race track like ours are. 

“We also have a class called Small Tire 5.30—no wheelie bars, 28x10.5 tires, factory roof and quarters, but on a 5.30 index. And that little class has really started to go. It’s great racing because it’s fast, it’s still small tire, and it’s still heads up. But there’s a cap on it.”

Sources

American Hot Rod Association
ahraonline.com

International Hot Rod Association
ihra.com

Mid-West Drag Racing Series
midwestdragracingseries.com

National Hot Rod Association
nhra.com

National Muscle Car Association
nmcadigital.com

National Mustang Racers Association
nmradigital.com

Outlaw Street Car Association
outlawstreetcars.com

Professional Drag Racers Association
pdra660.com

World Drag Racing Alliance
racewdra.com

Photo courtesy of NASCAR

The pipeline between professional basketball, baseball, and football to motorsports is running at wide open throttle. But why is there such a strong connection, and what’s the impact from this flurry of interest?

It goes without saying that reaching the top levels of professional sports requires drive, discipline, and a competitive fire in the belly. That same competitive spirit is also necessary to succeed in the front office of professional sports teams. 

Increasingly, professional athletes from Major League Baseball (MLB), the National Football League (NFL), the National Basketball Association (NBA), and pro boxing are choosing to bring their competitive spirit to the motorsports arena. Some athletes are choosing the driver’s seat, but more are buying ownership stakes or taking management positions.

Some of these moves have generated major headlines. Six-time NBA champion Michael Jordan made waves when he announced the formation of his 23XI racing team in partnership with Denny Hamlin, with Bubba Wallace as driver. Boxing champion Floyd Mayweather Jr. entered the NASCAR Cup series with his The Money Team Racing organization in 2022, and in September announced the signing of IndyCar driver Conor Daly to the team. New York Giants running back Antonio Williams has stepped in to take a director of business development position with the Foley Lewis Racing NHRA team. Super Bowl-winning Philadelphia Eagles defensive tackle Fletcher Cox owns a team in Drag Radial competition. And three-time Super Bowl champion and NFL Hall of Famer Emmitt Smith has taken an ownership stake in NASCAR Xfinity team Jesse Iwuji Motorsports. 

This is not an entirely new phenomenon. The Minnesota Vikings’ Alan Page dabbled in drag racing in 1971. Jack Clark, 1980s and early-1990s MLB slugger, formed his own NHRA Top Fuel team after retiring from baseball. NBA veteran Tom Hammonds raced NHRA Pro Stock while still playing basketball in the late 1990s, and had another Pro Stock run post-retirement in the early 2000s. He still races a 1969 Camaro in NMCA’s Edelbrock Xtreme Street Series. 

“I always enjoyed motorsports when I was a young kid, in particular drag racing, and that’s what led me back to drag racing,” Hammonds said. “With anything, it takes hard work and dedication, and I think being a professional athlete, we’re used to that. We’re used to doing what it takes to make it happen and make it work.”

What is behind this surge in interest from high-profile stick-and-ball athletes? Stephen D’Hondt is chief sponsorship officer at Spire Sports + Entertainment, a talent management and sports sponsorship consulting agency in Cornelius, North Carolina. He frequently interacts with athletes curious about the racing industry. 

“While we have had an interest from athletes in motorsports for decades, we have experienced an increased interest in athletes from other sports in our industry,” he said. “I think it comes from a variety of factors, but probably the most decisive is NASCAR’s move toward diversifying the appeal of our sport. We have a lot of athletes who attend a race event as a guest or first-time spectator, and oftentimes they become curious about the sport. From there, some truly become fans, which we welcome. 

“Others decide they want to become an active participant. They might begin networking and look for where they are best situated in our industry. Some try out to be a part of the pit crews. Others look to be a part of the front office. Some want to invest in ownership where opportunities are available. Some want to become a driver. Some even want to be a sponsor. But I think it all stems from becoming aware of our sport on a deeper level, and NASCAR’s welcoming approach is bringing in new audiences,” D’Hondt said. 

Christopher Harris, founder of the African American Racers Association (AARA), sees the arrival of these athletes as a driver of growth for the industry. “I have seen an uptick, and I think racing is an untapped market, especially for athletes of color,” he said. “It’s a place where a lot of them haven’t traditionally had eyes on it or participated in it, and now that there’s an opening as far as awareness and a need for more diversity outreach, they’ll take the opportunity to get in. You’ll see them as team owners, you’ll see them participating at the grassroots level. Individuals who have been in the sport, say like Antron Brown, they now have the ability to take ownership of a team. It’s pretty cool to see the diversity of these athletes getting involved.”

Speed Reading

Athletes’ motivations for joining the racing industry run the gamut. For some, it’s a second career in a sport they love. “We as athletes, we’re used to being in team sports,” Hammonds said. “We’re used to playing and doing things at an ultra-competitive, ultra-high level, pretty much our whole life. We’ve always competed and performed at a high level, and a lot of times when we retire—at least I know from my situation when I retired—I didn’t really know what I wanted to do that would fuel that competitive spirit, as well as the team aspect of it that I could get.”

For others, the chance to back an impressive athlete at the start of a career is a motivating factor. Emmitt Smith sat down with PRI Magazine for an exclusive interview at the SEMA Show in November about his move into NASCAR. “What technically drew me to motorsports was Jesse Iwuji himself,” he said. “There was a race that was going on out at Texas Motor Speedway. This is prior to us becoming part of NASCAR, to where (team co-owner) Matt Casto reached out to a business partner of mine, wanting us to sponsor a kid that had aspirations of becoming a NASCAR driver. He happened to be a local kid, lived in Carrollton, former Naval Academy guy, and I thought it would be nice for us to do it. So my partner and I decided to do it, and it was one race. I met Jesse for the first time and his brothers.”

Smith was impressed with the aspiring professional driver. “His background itself was stellar, and I know what it’s like to have passion to do something, but maybe not have the resources to do it. And that’s when we decided, that one race. Then later on, Jesse just decided to create his own motorsport team. I recently got a call from them to see if I wanted to be involved. You gotta understand what Jesse was trying to get accomplished in terms of the diversity, equity, inclusion component with NASCAR, and beyond that. With different programs that he wanted to implement in the community and reaching out to the community. I saw it and I’m like, yes, I can get behind this. I told him, ‘I want you to be the guy. I’m here to help support you because I want to help your dreams become reality. If your dreams become reality, then I benefit by just being associated with you. But most importantly, it’s about you.’”

Not all athletes making the switch to motorsports are household names launching a second career or seeking investment opportunities. Some are just starting out. “We’ve worked with a couple of college athletes over the years on our pit crews, and their motivations are largely connected to being part of a sport with an extremely competitive environment, while also being able to start a career at the same time,” D’Hondt said. “We are a happy medium in that sense. Say you aren’t drafted in the NFL. Where do you go? In some cases, those players seek out NASCAR, become a fan—and as such begin the journey of finding their way in our sport. Sometimes that ends up being places like our pit crews.” 

Rules of the Game 

For any athlete making a shift into racing, the crucial first steps involve learning the rules of the road. As with any sport, nothing happens overnight. “I think the biggest thing is helping them gain a more complete understanding of how this industry works economically, as well as fundamentally,” D’Hondt said. “Motorsports is structured much differently than stick-and-ball sports, so there is a learning curve to fully grasp how the business mechanics of motorsports operate before anyone can begin marching forward on their mission.” 

“I talk to a lot of individuals, and one thing I ask them is, ‘Do you want to get into racing, or are you passionate about it?’ Because it’s two different things,” AARA’s Harris said. “Somebody might want to get into the sport just to get into racing, but once they understand the grit and grind that’s part of this business, they may not necessarily want to get that deep into it. Versus somebody who really wants to do this, who really wants to get into the business of motorsports. And I tell them, ‘This is going to be very similar to how the grind would be when you were trying to go through the NBA or MLB. You’re going to have to start from the bottom and really push your way through and work through the hardships, because it’s not easy. You’ve got to find your team and build your team and then you’ll start to see the results. This isn’t a one-person operation. One man can’t do it all and succeed in this business. They have to be willing to go through the grit and grime to be successful.”

Those athletes who learn to navigate the new sports terrain often bring with them a mindset for success, along with the unique experiences that can only be acquired at the top of a profession. “This depends on where they fit into our ecosystem,” D’Hondt said. “However, generally speaking the most common denominator I see is the hunger to be competitive and win. It is a similar, yet different kind of hunger. Whether it’s racing or stick-and-ball sports, we all want success, but something I really respect is the discipline athletes have when focused toward being the best version of themselves. It is uniquely impressive. 

“We’ve hosted Olympic medalists, popular college sports coaches, as well as professional athletes from major stick-and-ball sports at our races,” D’Hondt continued. “They are almost always impressed at the amount of planning and choreography that goes into a race team’s efforts on race day. I think they draw comparisons between NASCAR and their respective sport, and it allows them to gain a sincere appreciation for the effort it takes to be competitive in motorsports.”

For those who do successfully make the leap to racing, there is a significant potential upside for the racing team. Most top athletes are experienced in dealing with sponsors and advertisers, including those advertisers that have never investigated motorsports. Even if they don’t take a leading role on that front, as in Emmitt Smith’s case, their advice in the background on securing sponsorship has high value. 

“Matt Casto is Jesse’s right-hand man. And Matt and Jesse, I allow them to lead the charge,” Smith said. “I add in thoughts, conversation, and bring in certain relationships where necessary. Introduce folks to them that I believe could be a good fit for what we do, to the team. And, I give them my thoughts around what I think could actually happen, how we should approach it. That’s through experiences of sports endorsements myself, leveraging brands and unique opportunities through the lens of the Dallas Cowboys and what they do best, and help out that way. I can’t teach Jesse how to drive. I can’t do that. I’m not going to do that,” he added with a laugh. “But I can also just understand that what we need as an organization, we need to create a pathway for him to get better. And resources are the only way that does help him get better—by getting experience on tracks when tracks are closed.”

Although Smith is focused on the race team’s immediate success, he also has his eyes on larger issues in the sporting world around access and inclusion. “The giveback is important in terms of reaching back to the community and exposing the community that we come from to something that they might feel is out of reach, out of touch. They may not know a pathway to get there, but benefiting a lot of folks in the process. Because I’m a firm believer that if you don’t see it, sometimes we don’t believe it’s achievable, or it doesn’t happen. Or it doesn’t even exist because no one has been shown a clear pathway. Now in NASCAR, it’s a very expensive pathway,” he said. 

“Hell, even being on the circuit is expensive, so I understand why there’s limitations with African-Americans and so forth in this particular space,” Smith continued. “But just because I understand it, doesn’t mean that it has to be so. Having a passion to bring change—to a place that’s seeking change, too—is wonderful. You gotta be in a place where you want it. And I think Jesse and I and what NASCAR is trying to get accomplished is the first part of being wanted. Now we just gotta do our part as a team and as an organization to continue to build on that.”

Pathways to Growth

For the racing industry, the chance to attract new fans and sponsors is the biggest potential upside that comes from teaming up with established stars from other sports. But using the athletes to attract new sponsors is not a simple cut-and-dried affair. “I would not say they are more likely [for sponsors to expand their support], but rather it is another potential offering in the race team’s toolkit that may help them secure or grow or extend a sponsor. It really depends on the sponsor and what they value,” D’Hondt said. 

“If they are in NASCAR for the purposes of generating brand favorability, they may really welcome this if they can secure intellectual property rights to the athlete as part of their sponsorship so that they can affiliate their brand with the athlete in addition to the driver and team. 

“If they are here because they want to use the sport for customer engagement via hospitality, they may want to welcome this if they can secure appearances from the athlete at their hospitality tents, suites, or motorhome, etc.,” D’Hondt continued.

“It also comes down to who the athlete is, what sport they are in, how popular they are, and if there is any other factor that may tie them closer to the sponsoring company. Is the athlete from the hometown of the corporate headquarters of the sponsoring company? That might be a plus. Has the athlete had any trouble in the past that may create public relations challenges down the road? That may not be a plus,” he added.

AARA’s Harris has witnessed enthusiasm for African-American racers relatively new to the racing scene such as Sage “Donkmaster” Thomas and motorcycle racer Dystany Spurlock, and how fans like to follow their progress. “That’s the key to the future of motorsports—these companies getting involved on the grassroots level and building loyalty to the fans that are attached to some of these racers on that level. Sometimes at the top of the sport it’s not easy to just enter and get new fans. These individuals want to follow the growth of the racer,” Harris explained.

Hammonds, as both basketball player and racer, has watched the fan base expand firsthand. “They’re crossing over to a different demographic that motorsports could not reach,” he said. “You have a lot of professional basketball, football, and baseball fans that follow professional athletes and teams across the country that don’t necessarily know anything about motorsports. But they know that Michael Jordan played for the Chicago Bulls, and now Michael Jordan has a NASCAR team, and they’re going to follow NASCAR because Michael Jordan has a team. I do see a lot of crossover from the professional sports fanbase to motorsports specifically because of the athletes. I’ve had fans come up to me at NMCA races who remember me playing at Georgia Tech or remember me playing in the pros, or they come out specifically to see me race. And that makes me feel good. To some extent we are expanding the base for people to come out and enjoy motorsports.”

Sources

African American Racers Association
aarassoc.com

Tom Hammonds

Jesse Iwuji Motorsports
jesseiwujimotorsports.com

Spire Sports + Entertainment
spiresportsinc.com

Drawing on decades of experience creating captivating online content, this industry veteran and producer of the famed Mint 400 shares why he is “excited about the future of off-road racing” while walking hand-in-hand with government agencies and appealing to a younger demographic, all with the focus of securing the sport for future generations.

Sometimes it takes new eyes to see opportunity clearly. That was the case for Matt Martelli, who found himself the new guy in a field dominated by long-established competitors. Martelli had founded Mad Media in the early 1990s, just in time to catch the reinvented Internet revolution, producing content that went viral before anyone thought to call it viral. 

In the decades since that time, Martelli has continued to lead in the competition to create engaging and exciting events and content. Working with his brother Josh, Matt’s successes include The Gymkhana Series of videos starring Ken Block, which have racked up more than 550 million views, as well as the XP1K series of videos featuring the Polaris RZR XP1000 side-by-side UTV performing impossible stunts. 

In 2010, Martelli took over as CEO of the Mint 400 off-road race in the Nevada desert. This event is one of the most popular off-road competitions in the world, pulling more than 65,000 on-site spectators and 550 racing teams to the Las Vegas, Nevada, region every March. Trading on his experience with viral video, Martelli now livestreams the Mint for those who can’t be there, further extending his reach and the appeal of the sport. 

Martelli and his team added the inaugural California 300 Off-Road Race in Barstow to their list of events this past October, with more than 200 race teams joining the action.

We caught up with Martelli to talk about his recipe for success. 

PRI: How did you get started with Mad Media and then promoting the Mint 400?

Martelli: We were working in off-road as a media group, and lot of the promoters were in their early to late 70s. They were just antiquated with their business practices, especially when it came to content marketing. We helped get sponsorship when the Mint 400 was resurrected, and we put together a television show that really kind of stunned everybody. It was the first time RED [digital cinematography] cameras had been used in the field, and we captured some really remarkable content. The promoter ran it for a couple of years, and it just got a little over their heads. So we purchased the Mint 400 from them with the idea that we could turn it into X Games for off-road.

PRI: Do you have problems working with government agencies and to get access to lands to make your events happen?

Martelli: No, I wouldn’t characterize it like that. I think there’s a line that blurs between recreational off-road and off-road racing. With the rise of UTVs, there have been a lot of people out on trail systems doing dumb things, frankly. That’s putting pressure on off-road in general. But as far as off-road racing goes, no, we’ve had really the opposite experience. Yes, we have to work with the Bureau of Land Management (BLM) and state parks and different governmental organizations, but my only complaint is they just don’t move as fast as we want them to. But we’ve had good relationships with all the government agencies.

PRI: You have a new event called the California 300 in Barstow. Does that continue your story of good relations with government?

Martelli: It’s funny, because the stereotype in California is, “Oh man, this is going to be even harder than Nevada.” But it was actually easier. We have a very good reputation. We’ve been doing desert cleanups and we’ve cleaned more trash out of the desert than any organization that I know of. Literally hundreds of tons. Information about that is on our Mint 400 website. So, we basically called the BLM and gave them our intent. Also, the way that we operate is we always do desert cleanups before we race, because generally 90% of the stuff that’s dumped out there is not from off-roaders, it’s from illegal dumping and shooters. We’ve had to clean up washing machines, RVs, boats, all of that.

It’s a stereotype where people looked at off-roaders as destroyers, but it’s the opposite. The whole point of why you off-road is to get out of the city, to get away from the destruction, and the stress, and the trash, and all that. We don’t want to see that stuff in our environment. And so, we want to lead, and do our part, and show people that off-roaders are responsible land users. That message is important to us. And we’re taking it even further with our events. We’re beginning to eliminate single-use plastic, to reduce our environmental impact to be carbon neutral, or carbon positive. People don’t realize, but a few years ago we tried to measure the amount of land that we used in the Mojave Desert. It was such a small percentage of the Mojave that it wasn’t even measurable. It was a fraction of a fraction of a percent.

PRI: How much do media considerations influence how you create an event? 

Martelli: Oh, they definitely do. I can tell you, when we create a course, we think of it in terms of, is it good for the racer? Is it good for the spectators? But as media guys too, I don’t want to go out and shoot boring stuff, I want the vehicles to be doing dynamic things, and I also want to put them in an environment that’s beautiful, that showcases the juxtaposition between the violence of what we’re doing in racing and the beauty of the environment.

PRI: Do you think there should be better alignment with off-road class designations across promoters and sanctioning bodies? 

Martelli: Yes, absolutely, 100%. One of the problems that we inherited is that there were a lot of classes that were created before we crossed over to being promoters. Then we have other promoters that allow modifications that I would deem unnecessary. Nobody likes to be the bad guy and say, “no.” But, when we launched our event, we went out and found the best people to make the best, most informed decisions. Our technical director, Bill Savage, literally wrote the book on off-road racing. Then we have a group of advisors that includes racers as well as manufacturers, and all have input on our decisions. We hope in the future to push more of a unified front, so that race leagues are on the same page. But to be honest, it’s difficult for us.

PRI: Do you think there’s a place for electric vehicles in off-road racing? How will you integrate EVs into your events?

Martelli: Sure. Three years ago, we launched an EV class, and we invited all the different EV manufacturers to come race with us. We told them that we’d be accommodating, and that we are interested in working with them. In other words, we didn’t want them to come and think, “Well, if I don’t do all 400 miles, it’s a fail,” or, “If my vehicle can’t do a hundred-mile loop, it’s a fail.” We have pits every 30 miles. We’re more than willing to work with EV vehicles, or for that matter, any other type of technology that wants to prove its value in off-road racing. I can speak for myself, and then also Dave Cole from King of the Hammers has really embraced EVs. He had one race with him last year that was a garage-build EV, and he allowed them to race a modified course to get their finish, which was really cool. So, we’re really open to it. I think that we just haven’t had many of the EV manufacturers step up and want to be involved. There’s an EV motorcycle brand called Volcon that is planning to race with us next March. If they do, that’ll be historic, because that’ll be the first EV to finish a desert race. The beauty of it is, off-road racing is the MMA of motorsports. We don’t care what style you have, just come and show its effectiveness.

PRI: What do you think that other racing disciplines can learn from the success of the events that you’ve done, in terms of getting media attention and social media attention?

Martelli: I really think it’s content, and it’s a compromise between action-based content and storytelling. Telling the stories of your racers, the race league directors, the whole gamut. Sometimes it’s like they have an amazing character set, an amazing number of factories and teams that are involved, but you don’t see hardly any of that in their coverage, or in their social media. I think you have to free up the content and not be afraid of that. Obviously, the old mentality is to do all these TV deals, and their television numbers are great, but they’re still fumbling with social media. It’s because they carry that old mentality. But I don’t think it’s either/or. I think it’s both. In this day and age, the more content you can put out, digitally and on social and make it free, make it consumable, the better you’re going to do.

PRI: What’s coming in 2023 that we should be looking out for? Is there anything really exciting about to happen?

Martelli: I’m really excited about the future of off-road racing because we’ve never had what we have now, which is a generation of youth that have now been racing with us for a couple of years. During the pandemic, UTV sales exploded. That means we have a massive new user base that’s never been exposed to off-roading or off-road racing. They bought these vehicles and they kind of don’t know what to do with them. So I’m excited about the short-term future of off-road racing and the long-term future, because, like I said, this is the first time in the history of off-road racing that we’ve had kids being raised and racing since six years old. Right now, there’s a tremendous amount of opportunity for us to gain new audience and grow the market.

PRI: How are you marketing your product to people under 40 and even more importantly, those people under 20?

Martelli: It’s all social media, but we started youth racing at the UTV World Championship now eight years ago, and it’s just exploded. The beauty of it is in that age demographic, I would call them super-users, because they’re born with a cell phone in their hand and they’re consuming content and producing content. From day one, they understand it. So it’s not as if you have to wait until somebody’s 20 years old to market to them. We almost don’t have to market to them, because they’re consuming from such an early age that they get it. The more content that we put out, the more that we include them. We’ve added youth racing to our big races, to the Mint 400 and California 300, because we want to make sure that those kids feel like they’re part of the big show.

So to answer your question, how do you market to younger people? It’s really social media, but it’s the same type of content that’s always worked. Number one: be authentic. Number two: don’t be condescending. They know we want them to buy a product. You don’t even have to tell them that, you just have to show them contextually what the product is. If it’s a good product, they’ll consume it. The sophistication level is higher than it’s ever been from a very young age, but if you know that, then that becomes a good thing, it becomes empowering.

PRI: Do you think there are any new products or equipment that are coming in the near term that could materially affect your sport?

Martelli: There are a couple of things. One is, last year Polaris launched the Pro R, which is a new vehicle platform that is probably the most capable, race-ready, off-the-shelf, off-road vehicle that’s ever been built. It’s already being raced, but the more I think people realize that all you need to do is add some safety modifications to it, then it’s a serious race car. When you look at being able to go 100 miles an hour over three-foot whoops, that’s remarkable, right? For the price, it’s a game-changer. 

The other thing is, we have an evolution happening in real time right now at the top level of off-road racing with four-wheel-drive Trophy Trucks. This technology right now is being proven out. They’ve been able to win most of the major races, but they haven’t won the California 300, which is a rougher, more technical race that favors two-wheel-drive vehicles. So watching this evolution of technology happen in real time is really cool.

PRI: Who do you look up to, professionally? Do you have any off-road racers who you look at as that guy was the inventor or the archetype?

Martelli: Off-road racing is filled with people I would call unrecognized geniuses. I’m fortunate that a lot of these people have shared information with me and mentored me. But really, who I look up to in what we do would be Mickey Thompson. Mickey was able to achieve things in multiple genres and in off-road racing, track racing, circle track racing, as a racer, as a promoter, as a team owner, as a manufacturer. A lot of people don’t know that he invented water barriers, harness systems, all kinds of stuff. So I would say he’s definitely the biggest influence on me and my brother.

Other than that, there are a lot of smart businesspeople in this culture, and we get the opportunity to pick their brains. Sal Fish, who retired as CEO of SCORE, is one of the godfathers of off-road racing. Another team that’s had a huge impact on us as well is Cal Wells and PPI Motorsports. Nobody did it better. I could go down a huge list of people who have helped give us information and helped guide us along the way.

PRI: Is there anything else you want to say?

Martelli: We’re really excited about the California 300, because it’s the first time in 27 years that we’ve had a major desert off-road race in Southern California, which is the home of our culture. It’s within a two-and-a-half-hour drive of 29 million people. It is the biggest off-road market in the world. We’re really excited about that and growing the event and sharing with people how badass this race course is, right in our backyard in Barstow. It goes back to the days of the Fireworks 250 being a major race there, or other famous races like Barstow to Vegas. We’re looking to bring that level of event back to Southern California, similar to what we’ve done with the Mint. Truthfully, I think it’s going to eclipse the Mint very quickly just because of where it’s located.

SPA Performance—the high-performance automotive component manufacturer based in São Paulo, Brazil and represented by Barbosa Enterprises—has appointed Micky Hale as its new National Sales Manager. SPA Performance has a US-based facility in Mooresville, North Carolina.

Hale’s prior experience includes time with Cometic Gasket in Painesville, Ohio, where he most recently served as the Technical Sales Department manager. Prior to Cometic Gasket, Hale held a position in the sales/tech capacity with Flaming River Industries in Berea, Ohio. 

SPA Performance, also known as SPA Turbo, develops forced induction components such as turbochargers, turbo kits, intake and exhaust manifolds, bypass valves, rods, pistons, cylinder heads, fuel injection components, and all necessary parts for component installation.

For more information, visit spaturbousa.com.

The National Sprint Car Hall of Fame has announced its 2023 inductees, who will be honored on Saturday, June 3, for the 33rd induction ceremonies in Knoxville, Iowa. Among the names is SPEED SPORT’s Ralph Sheheen, who also serves as the host of PRI’s Grand Opening Breakfast. 

Ken Hamilton, Chad Kemenah, Cory Kruseman, Bobby Marshall, and Joey Saldana have been selected in the Drivers category.

Johnny Capels, Paul Hazen, and Tommy Sanders have been selected in the Owners-Mechanics-Builders-Manufacturers-Car Builders category.

Sheheen, Max Dolder, Alan Kreitzer, and Johnny Vance will be inducted into the Promoters-Officials-Media Members-Event/Series Sponsors category. 

The only inductee in the Pre-1970 category is Joie Ray, a decorated 17-year career driver. 

“This year’s inductee group is another testament to the hard work put in by our National Induction Committee. We are really looking forward to our 33rd induction banquet on the Marion County Fairgrounds in Knoxville, Iowa, on Saturday, June 3,” said National Sprint Car Hall of Fame & Museum Foundation Executive Director Bob Baker.

For the inductees' biographies, visit the announcement here. For more information, visit sprintcarhof.com.

Power Automedia—the media and automotive digital publishing company based in Temecula, California—has announced a new leadership group following the sale of the company in November. 

The recently announced five-person ownership group includes Scott Parker (Chief Content Officer & General Manager), Kevin McIntosh (Web & Creative Director), Andrew Almazan (Vice President of People), Lloyd Hunt (Chief Revenue Officer), and Ivan Korda (Senior Director of Business Development).

Nashona Haldane has been added as the marketing director, and will work with Hunt to drive revenue. She holds 20 years of experience in brand development and management, most recently at JMS Performance Group and Derive (SCT and Bully Dog).  

Power Automedia includes Dragzine, LSX Magazine, Street Muscle, Off Road Xtreme, Ford Muscle, Chevy Hardcore, Diesel Army, Electrified, and Mustang Week. Power Automedia’s newest division is event promotion through its recent acquisition of Mustang Week, a week-long all-Ford event and all-Ford digital magazine. Dates have been locked in for next year’s Myrtle Beach, South Carolina event (Sept. 4–10), with Power Automedia planning an expansion to include other locations and events. 

In addition, Electrified will launch in 2023 and will cover EV swaps and aftermarket modifications, e-motorcycles, e-bikes, scooters, and the electrification of things as a means of alternative energy for transportation. For more information, visit electrifiedmagazine.com.

For more information, visit powerautomedia.com. 

The Colorado Energy Office (CEO), Colorado Department of Public Health and Environment (CDPHE), and the Colorado Department of Transportation (CDOT) are currently drafting the state’s 2023 Colorado Electric Vehicle (EV) Plan. Despite being a CARB state, the current draft will not follow California by banning the sale of new internal combustion engine (ICE) powered vehicles.

PRI and SEMA believe Coloradans, not the government, should be allowed to choose the type of vehicle technology that best serves them and their families. We encourage our members and racing enthusiasts to submit comments to the Colorado Energy Office by the December 31 deadline. The state aims to issue its final plan in late January or early February. 

For more information, contact Christian Robinson at stateleg@sema.org.  

Total Seal’s new head of business development values the personal connection with customers and plans to expand into new markets via old-fashioned relationship building.

Scott Diehl joined Total Seal Piston Rings in October 2022 after many years with Joe Gibbs Racing and its specialty lubricants business, Driven Racing Oil. On the racing side, he had worked on the #20 car with driver Tony Stewart. While at Driven, he worked with Lake Speed Jr., who joined Total Seal at the end of 2019 as vice president of sales and marketing.

Diehl’s mission is to expand the manufacturer’s reach in both performance and motorsports, as well as in other industries. The company, which invented the Gapless piston ring more than 50 years ago, sees potential wherever piston engines are used. 

Speaking to PRI about his goals at Total Seal, Diehl emphasized his focus on relationships, which drive his business approach.

PRI: How did your previous experience with Joe Gibbs Racing and Driven Racing Oil prepare you for the new position at Total Seal?

Diehl: I worked on the racing side before moving to the lubricants side of the business. I saw everything from the development phase through competing with the products—engine oils, gear oils, etc. I worked with Lake Speed for 10 years. So, I bring that history with me.

PRI: Total Seal’s slogan is, “If it takes a piston ring, we can build it,” which suggests a broad view of the company’s business. Where do you see opportunities for growth? 

Diehl: Most of our business has been performance-engine related and racing, so that’s not an untapped market. But we have opportunity in the diesel world. We’re already doing some, but there’s potential for more. There are others we can pursue. Lots of industries need piston rings, such as compressors and generators. 

PRI: What are your near- and long-term goals in this position?

Diehl: The long-term goal is to grow business in the industries we’re involved in, and new ones. Near-term, I want to further enhance relationships with existing customers. With engine builders, I’m a big believer in face-to-face. I don’t think relationships can be built or nurtured over the phone or through email. 

Our sales team has a lot of direct contact with our engine builders. I’d say they talk to half of them monthly. But I know we have a lot who buy our products through distributors, so we don’t get to talk to them much. I want to make sure they know how much we appreciate and value their business and that we make sure they’re up to speed on our new stuff.

While I was traveling in Wisconsin to see customers, some builders were telling me, “This is great. We don’t see manufacturers anymore.” So, I know they appreciate the person-to-person approach.

PRI: What’s the biggest challenge facing your business, or race parts manufacturers in general, and how is Total Seal working through it? 

Diehl: As an industry, we’re all still in some state of recovering from the pandemic and getting plenty of inventory on the shelves. Like most, we had raw material issues for a while. Most of those are solved. We’re in a strong place, close to what I’d call ‘pre-pandemic’ levels and ready for the new season. We’re hearing from engine builders that we’re doing a good job, but that’s not to say we can’t do even better.

PRI: What is one mistake you’ve learned from? It could be yours or someone else’s. 

Diehl: This is kind of a general statement. When you’re in the sales world, it’s imperative to spend more time listening and less time talking. If we listen long enough, the customers will tell us all we need to know. But if we’re talking too much, we can’t listen. We all need to work on listening skills.

PRI: If you could have a conversation with anyone in racing, living or passed, who would it be and what would you ask them?

Diehl: That’s a tough one. I’ve had the good fortune to meet a lot of great and interesting people, like Dale Earnhardt and Richard Petty. I guess I’d like to sit down over coffee with Robert Yates. He was a true engine builder who did a lot of good for the sport and the transitioning in the NASCAR world where I come from. I’d love to talk to him about the early days and learn from his experiences.

PRI: Excluding your cellphone/tablet/computer, what’s one thing you can’t live without? Why? 

Diehl: Relationships—I use that word a lot. These are critical to building business and keeping it. As good as we think we are, we’re always going to make mistakes or have issues. If we have a strong enough relationship with a customer, we’ll be able to get through those.

SCOTT DIEHL

TITLE: Head of Business Development

ORGANIZATION: Total Seal

HOMETOWN: Fenton, Michigan

FAST FACT: Michigan-born Diehl said, “I’m a huge outdoors guy. And I love, love, love snowmobiling. I’m happiest where it’s snowing and cold. I’ve spent a lot of time in Wisconsin and upstate New York, but my favorite place is Michigan’s Upper Peninsula.”

An up-close look at some of the country’s in-demand products and services by region and racing segment.

Motorsports retailers and service providers are constantly tracking the latest parts and trends to give their customers a competitive edge. For the latest on which products and services are moving the retail needle, we present the following sales snapshot from shops across the US. 

Carolina Racing Supply

Carolina Racing Supply—the circle track parts provider in Mooresville, North Carolina—told us that one of its bestselling products is an air cleaner specifically for Holley carburetors. 

“The TomCat Performance Flat Base Air Cleaner Assemblies give a dyno-proven bolt-on horsepower increase and have been very hot the last two years. They’re predominantly used on circle track dirt cars and pavement modifieds but are most popular among crate engine classes,” said Tom Sandal. 

“A tech story in a publication brought a big boost to this product,” he said when asked about marketing efforts behind the part. “Other than that, they are sold through our nationwide network of dealers.”

Performance Motorsports

Although Performance Motorsports in Whitelaw, Wisconsin, couldn’t narrow down its fastest-moving products—stating customers may need hundreds of its available components to build a complete race car—Jesse Fuller did note the shop often serves as a popular gathering spot for local dirt and asphalt circle track and drag racers. 

“We have a retail storefront where customers like to have discussions—or debates—on why this part may be better or why a car is faster. It’s always in the fun of the sport of racing along with the competition. Most of these people are friends outside the track, so a friendly discussion is always entertaining to listen to,” said Fuller.

Race Day Safety

When we spoke with Kevin Shaw from Race Day Safety—the performance parts retailer in Dallas, Georgia—about his shop’s bestsellers, he pointed us to the Alpinestars Kart Race Shoes along with Karting and SFI 3.2A/5 Auto Race Gloves made exclusively for the retailer by K1 RaceGear. 

“The kart racing market seems to reemerge in the cooler months,” Shaw said. “Plus, both male and female drivers like to show their support for Breast Cancer Awareness in the month of October.” 

Customers of these products are predominantly dirt and asphalt oval track racers, he added, as well as karters on road courses. 

Thompson Racing Fabrication  

Thompson Racing Fabrication in Cedar, Michigan, is kept busiest by its arrive-and-drive rally customers following the American Rally Association (ARA) national schedule, a segment the company has been serving for more than 15 years.

“We crew for cars at events and do all the prep, re-prep, and repairs between events to keep them ready to compete,” said Ryan Thompson. “We work on a wide variety of vehicles, but many would fall into the sport compact category like Ford Fiesta ST, Subaru STI, Honda Civic, or Dodge Neon SRT-4 that compete in Limited 2WD, Limited 4WD, and Open 2WD classes. For the 2023 season, we’re also building two cars to compete in RC2, an FIA classification.”  

The biggest driver of marketing ROI for Thompson is simply attending rally events and supporting its customers. “It’s obviously desirable for potential customers looking on to want to be part of a successful team. But it’s also common for us to sponsor the events we go to,” Thompson said. “For the past 5 to 8 years, our challenge has been building resources fast enough to keep up with demand. As it is, we’ve grown in almost every regard by a factor of 10 without serious marketing.” 

Premier members-only event in downtown Indianapolis draws tens of thousands of dedicated professionals to the Racing Capital of the World.

For the first time since the Performance Racing Industry (PRI) Trade Show debuted in 1987, the motorsports industry’s annual business expo took place as an exclusive event just for individuals who are part of the newly formed PRI Membership. With all attendees being active PRI members, the crowd represented dedicated professionals focused on protecting and growing the motorsports industry.

In addition to packed halls and aisles bursting with the latest products, the Indiana Convention Center and Lucas Oil Stadium in downtown Indianapolis hosted educational seminars, open and private meetings, networking events, advocacy activities, VIP appearances, and autograph signings throughout all three days (December 8–10) of the Show.

“The 2022 PRI Show was filled with excitement, energy, and passion,” said Jim Liaw, PRI General Manager. “The Show served as the ideal venue for PRI members to gather and advocate for the future of motorsports. The state of the industry is one of great strength!”

Exhibitor participation was up 10%, with more than 1,000 companies looking to connect with the tens of thousands of dedicated professionals in attendance. Industry icon Tony Stewart joined Speed Sport News’ Ralph Sheheen as guest presenter of the PRI Grand Opening Breakfast. Other key features of the Show included the Content Creation Zone; EV Performance Zone; the Track Operators, Promoters, and Sanctioning Bodies (TOPS) Lounge; and the Street Outlaws stage.

“The PRI Show is about helping businesses and professionals in the motorsports industry grow and succeed,” said Liaw. “In addition to new products and technology, the Show addresses timely topics and issues. Through the many features, attractions, and activities at the Show, members were able to access resources that are most important and valuable to them.”

Introduced in 2022, the 12-month PRI Membership includes: Complimentary entrance to the PRI Trade Show for qualified attendees; subscriptions to PRI publications filled with the latest news and information for the racing industry; and perks and discounts for motorsports-related parts, services, apparel, logistics, education/training, travel, insurance, and more.

To view the photo galleries and videos, visit performanceracing.com/gallery.

To learn more about PRI Membership, or about the 2023 PRI Trade Show taking place December 7–9, in Indianapolis, visit performanceracing.com. To secure a booth for PRI 2023, submit an exhibit space application here.