Finding sponsorship is a universal goal in the racing business, but landing and retaining sponsors requires a specific skillset completely apart from the qualities that win races. Drivers, teams, series, and tracks all need to focus on the bottom line, and there are challenges inherent in financing a racing program. That's where CHARGE (chargesponsorship.com) comes in to assist with the intricacies of sponsorship. CHARGE President and founder Ken Ungar said, "We don't consider ourselves sponsorship experts. We're problem-solving experts who specialize in sponsorship."

CHARGE is not racing-specific, and that's a strength. Because it helps clients in sports, automotive, mobility, healthcare, technology, and other industries, it has a broad vision that finds solutions that a narrowly focused enterprise might miss. We sat down with Ungar to find out how that works.

PRI: Your background is diverse, starting as chief of staff for the governor of Indiana and then going into racing. How did that happen?

Ungar: I must have pissed God off! A lot of people want to go into racing, and my story is not a template; it's an accident. Before I was in the governor's office, I was a practicing attorney. A very, very young, 25-year-old practicing attorney. One of my clients was the young vice president of Indianapolis Motor Speedway (IMS), Tony George. It was a corporate law matter. We had a successful outcome, and he remembered me. Fast forward, I'm leaving the governor's office, and I found out through a friend that Tony had created a job called chief of staff at the Speedway. So I connected with him. He said, "What do you know about racing?"

And I said, "Nothing."

But he said, "Well, it sounds like you have a similar job to what I'm creating here, so help me run my business and I'll teach you about racing."

That's how I got into racing.

PRI: What did you learn at IMS that led you to marketing and sponsorship?

Ungar: I always had an interest in marketing and communications, and I fell in love with sports marketing. I love it because the purpose of sports marketing is to help people get more enjoyment out of their lives. Sports is discretionary, but it's important to everybody in some way. And I loved that the work that I did produced smiles.

PRI: What exactly do you do at CHARGE?

To read the rest of this article, and many more like it, for free, sign up for a digital subscription to PRI Magazine on Zinio here.     

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 "Industry Insights: Ken Ungar" here and more coverage in the October 2025 issue here. 

Hydrogen isn't new as a fuel in motorsports, but developments this year have been historic. Hydrogen-powered race cars competed or made demonstration runs at some of the world's most iconic tracks, as organizations across the globe continued to promote hydrogen as a fuel for all mobility.

"2025 does feel like it is a bit more of a watershed year for hydrogen in motor racing," said Mark Grain, technical director for FIA Extreme H World Cup, whose Pioneer 25 race car is powered by hydrogen gas that emits only water vapor as exhaust. "I think it's fantastic that we've got all of these big OEMs…pushing forward with hydrogen for the future."

Consider these recent developments:

Honda competed with a hydrogen fuel-cell powered car in the 2025 Pikes Peak International Hill Climb, a first for "The Race to the Clouds."

The Automobile Club de l'Ouest (ACO) announced that hydrogen-powered cars will be part of the 24 Hours of Le Mans, and the entire World Endurance Championship (WEC), in 2028, competing alongside conventional combustion engine cars.

Toyota Gazoo Racing (TGR) unveiled its GR LH2 Racing Concept, a hydrogen-powered prototype, at Le Mans; its hydrogen-powered Corolla, for the first time, completed the Fuji 24 endurance race; and its hydrogen-powered Yaris made its public debut with demonstration runs at the World Rally Championship race in Finland.

The hydrogen-powered Forze IX made its racing debut in August at the Supercar Challenge series race at TT Circuit Assen, the biggest racing event in the Netherlands.

And the Federation Internationale de l'Automobile (FIA) Extreme H World Cup, the world's first hydrogen-powered motorsports championship, debuted with demonstrations at the Goodwood Festival of Speed in England in July with a race event still possible in 2025.

A NEW WORLD CHAMPIONSHIP

Perhaps most significant in this seminal year for hydrogen in motorsports is the launch of Extreme H. The organization, based in London, United Kingdom, did more than 3,000 kilometers (1,864 miles) of testing with its Pioneer 25, equivalent to three seasons of its former electric-powered series, Extreme E.

"We like to think we've got a good race car to make for a good experience for the drivers, but also, obviously, for the spectators as well, and the fans watching on TV," Grain said.

As it was with Extreme E, using hydrogen as an energy source fits Extreme H's "race without a trace" motto. "We arrive and race at these extreme locations around the world," he said, and leave them "as pristine as when we arrived."

Grain said the compressed-gas hydrogen (CGH2) Pioneer 25 shares traits with off-road Rally Raid or Baja cars: It has high ride height and is heavy—nearly 5,000 pounds.

The center-mounted single-seat car was designed and manufactured by Spark Racing Technology in Tigery, France. It is equipped with a hydrogen fuel cell from Symbio, which also supplies fuel cell systems for OEMs from its facility in Temecula, California.

The vehicle's peak 400-kilowatt (kw), or 550-horsepower, output is capable of moving the car from 0 to 100 kph (62 mph) in 4.5 seconds and to a top speed of 200 kph (124 mph). It has a tank capacity of 2 kilograms (kg) of hydrogen at 400 bars of pressure, with one bar about equal to the atmospheric pressure at sea level.

Lengthy charging time for battery-powered electric vehicles in motorsports—a problem cited by other contacts for this story—in part prompted the replacement of Extreme E, Grain said.

He stressed that the battery in the hydrogen-powered Pioneer 25 should be viewed as an energy accumulator or reserve, not the energy source. That said, the battery in hyper-boost mode, the most powerful, delivers 325 kw and the hydrogen fuel cell just 75.

"What we're looking to do," he said, "is shift the balance toward the fuel cell and away from the pack."

To read the rest of this article, and many more like it, for free, sign up for a digital subscription to PRI Magazine on Zinio here.    

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 "H2-Oh! The Future of Hydrogen in Motorsports" here and more coverage in the October 2025 issue here. 

With the 2025 season winding down, now is as good as time as any to start thinking about a fresh new look for you and your crew, or plan your next restock of your merch trailer before 2026 kicks into high gear. Order 300 custom-designed racing shirts from Arizona Sports Shirts today and save $100 in this exclusive offer for PRI Business Members.

Access your benefit through the PRI Member Portal. 

Not yet a PRI member? There's a tier for you! Learn more at performanceracing.com/membership.

PRI is not affiliated with, nor does it sell or thoroughly evaluate the products, services, and companies listed. PRI provides this information to PRI members for their evaluation and consideration and does not endorse or sponsor any company, product, or service. PRI takes no responsibility for, and makes no representation, warranty, or assurance as to the accuracy, quality, reliability, or completeness of the products or services offered.

Attendee registration for the 2025 PRI Show is officially open for qualified industry members, and you don't want to waste any time securing you badge.

Set for December 11–13 in downtown Indianapolis, the PRI Show allows motorsports professionals to build a foundation for a successful season ahead. Whether you're sourcing new parts to find that extra mph--from cutting-edge machinery to groundbreaking new products--or looking for new industry connections, the PRI Show attracts motorsports professionals from all 50 states and 70 countries, creating an unrivaled global event unites professionals from every racing discipline, including stock car, drag, sports car, prototype, sprint car, midget, modified, formula, dirt late model, sport compact, karting, vintage and more, all under one roof. Sign up for your PRI Show badge now to uncover emerging technologies and source the hottest new racing products all at a convenient, affordable gathering.

New for 2025: Big Improvements to the Registration Process

The PRI Show team has introduced two exciting updates to make registering smoother, faster and more user-friendly:

One-Stop Shop Experience
After confirming membership, attendees will now only need to complete two prompts:

• Profile information.
• Demographic questions.

Single Transaction for Multiple Attendees
Planning to register your entire team? You now can do so all in one transaction. This requested feature eliminates one of the most common frustrations from years past.

Why Attend the 2025 PRI Show?

With a focus on the present and future of racing, the 2025 PRI Show promises to feature all the newest parts, latest innovations, nearly unlimited networking opportunities and access to an unrivaled number of motorsports manufacturers and service providers that can't be matched anywhere else. 

Expect the return of signature Show features like:

• Featured Products Showcase.
• Grand Opening Breakfast.
• Machinery Row with live demos.
• PRI ESports Arena.
• Indoor motorsports trailers exhibit.
• Track Operators, Promoters and Sanctions (TOPS) HQ.
• And much more!
   

Ready to Plan Your Trip?

View the current 2025 PRI Show Floorplan and start mapping out your visit. Book your hotel now to secure the best rates and locations here. As a reminder, PRI Membership is required to attend. Be sure to renew or sign up before registering.

Don't miss your chance to be part of the world's largest gathering of motorsports professionals.

For more information on the 2025 PRI Show, visit here.

Formula Regional Americas Championship (FR Americas), Formula 4 United States Championship (F4 U.S.) and Ligier Junior Formula Championship (Ligier JFC) have unveiled their 2026 race schedules.

Each championship's calendar will focus on driver development and competition, as FR Americas contests a total of 21 rounds at eight tracks, F4 U.S. provides drivers 18 rounds at seven trackss and Ligier JFC offers 16 rounds at six tracks.

"We're really looking forward to 2026 with FR Americas, F4 U.S. and Ligier JFC," said Race Director Scott Goodyear. "We incorporated feedback from our community as we built these schedules, and we're really excited for what's planned. Each championship continues to deliver great value, with the lowest cost per mile compared to other professional racing series in North America, as well as the other Formula 4 and Formula Regional championships around the globe. Pair that with the impressive wheel-to-wheel competition like we've seen year after year, and you'll find that our series are a superb training ground for young drivers."

Details regarding the 2026 scholarship programs and opportunities will be announced in the coming weeks. 

For more information, visit framericas.com.

See the full schedules for each series below:

Images courtesy of Formula Regionals America and Gavin Baker Photography.

As part of its five-year cycle of issuing new racing helmet standards, the Snell Foundation has published the Snell SA2025 standard, which took effect on October 1.

Snell SA2025 standard is more stringent than previous Snell auto racing standards, the organization said. By reducing the peak G-force criteria from 300g set in SA2020 to 275g in SA2025, the new standard allows less peak G-forces to reach all sizes of test head forms. SA2025 also calls out more impact severity by increasing the impact energy on the first of the two impacts at each impact site, which is more demanding especially for helmets in larger sizes that are tested in heavier test dummy head forms. 

In other words, Snell SA2025 requires tougher pass/fail criteria (lower peak G-force limit) while subjecting helmets to a harder impact test (higher impact energy). Helmets with the SA2025 label will be on the market starting October 1. Manufacturers will stop production of SA2020 helmets by the end of 2026.

In 1959, the Snell Foundation published the first helmet standard in the United States to evaluate helmet performance. Since then, each new Snell standard has been setting a higher bar for the helmet industry to strive for the best head protection by using available manufacturing technology and materials.

For more information, smf.org.

Image courtesy of Shutterstock

NHRA officials have announced the 2026 schedule for the Pro Stock category in the Mission Foods Drag Racing Series.

As part of the NHRA's 75th anniversary season in 2026, Pro Stock will compete at all 20 races next year, beginning with the 56th annual NHRA Gatornationals on March 5-8 at the legendary Gainesville Raceway in Florida.

The GETTRX Pro Stock All-Star Callout will return to Norwalk for the second straight year as part of the Summit Racing Equipment NHRA Nationals on Saturday, June 27, at Summit Motorsports Park in Norwalk, Ohio. Callout races will take place in Top Fuel and Funny Car as well, with the Top Fuel All-Star Callout taking place on Saturday, March 7, in Gainesville and the Funny Car All-Star Callout on Sunday, September 6, during the world's biggest drag race, the prestigious Cornwell Quality Tools NHRA U.S. Nationals in Indy.

The popular Mission Foods #2Fast2Tasty NHRA Challenge, which brings competitive racing, a bonus purse and bonus championship points to Saturday qualifying, will return in 2026 as well, taking place at 13 regular-season events, including the four-wide race in Charlotte.

For more information, visit nhra.com.
 

2026 NHRA Pro Stock Schedule

• Gainesville: March 6–8
• Phoenix: March 20–22
• Pomona: April 10–12
• Charlotte: April 24–26
• South Georgia: May 1–3
• Chicago: May 15–17
• Maryland: May 29–31
• Epping: June 5–7
• Bristol: June 12–14
• Norwalk: June 26–28
• Sonoma: July 17–19*
• Seattle: July 24–26
• Brainerd: August 21–23
• Indianapolis: September 4–7
• Reading: September 18–20
• TBD: September 25–27
• St. Louis: October 2–4
• Dallas: October 16–18
• Las Vegas: October 30–November 1
• Pomona: November 13–15
   

*Sonoma GETTRX PSM All-Star Callout: July 17–18
 

Motion Raceworks, based in Dewitt, Iowa, has wholly acquired Mark Williams Enterprises, Louisville, Colorado, purchasing 100% of their stock.

Mark Williams Enterprises, founded in 1964, is a driveline manufacturer that has produced axles, third members, spools, yokes, brakes, driveshafts and more for racing applications. The company is housed in a 32,000-sq.-ft. facility that hosts a large inventory of precision and specialized machinery, heat treating and metal processing equipment. The acquired company will continue to operate out of its Colorado location.

Motion Raceworks has previously acquired TBM Brakes, RIFE Sensors, Gspot Sensors and R&R Oil Pump Systems.

"Motion Raceworks is thrilled to add Mark Williams to our already extensive product line. This acquisition further fills out our offerings and brings strategic manufacturing for future Motion Raceworks and TBM Brakes product development and expansion," Motion Raceworks CEO Doug Cook said in a statement announcing the acquisition. "Motion Raceworks plans to continue operations in their Colorado location while retaining their very skilled, passionate and talented team to continue the legacy while combining the benefits of Motion Raceworks scope and size as well as sales and marketing abilities."

For more information, visit motionraceworks.com.

Stellantis, parent company of Dodge, Ram and other brands, has appointed Kevin Kidd as its North American motorsports competition director.

Kidd will lead motorsports activities for the brand in NHRA and Ram's upcoming return to the NASCAR Craftsman Truck Series in 2026.

Kidd brings more than 25 years of motorsports experience to the role, including leadership positions as director, crew chief and race engineer, and also served on the NASCAR Competition Advisory Committee.

"The intersection of engineering and competition has always been my passion," said Kidd. "Stellantis' innovative approach to motorsports, especially in partnership with Kaulig Racing, presents a unique opportunity to push boundaries. I'm looking forward to contributing fresh ideas to help drive these efforts forward."

Kidd will work closely with Kaulig Racing, Tony Stewart Racing and Direct Connection Engineering, reporting directly to Tom Sacoman, senior vice president of SRT Performance Division operations.

For more information, visit stellantis.com.

The Goodyear Tire & Rubber Company has formed a new Global Racing organization, a strategic initiative that unifies all motorsport operations under a single global structure.

The new structure will unify the company's teams supporting NASCAR, NHRA, WEC's LMGT3 class and BTCC into one cohesive effort, the company said.

Xavier Fraipont will lead the newly formed organization as vice president, global racing, effective October 1. Fraipont will guide the team's strategic direction while aligning its efforts with Goodyear's broader product and brand vision. With nearly three decades of experience across racing and product development, Fraipont brings deep industry knowledge and a proven track record in the Goodyear family of brands. Fraipont will report jointly to Chris Helsel, senior vice president and chief technical officer, and Will Roland, senior vice president and chief marketing officer.

For more information, visit goodyear.com.