Big Business | Companies That Sponsor Supercross & Motocross
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2024 AMA RIDER NUMBERS
2024 SUPERCROSS SCHEDULE & TRACK MAPS
Last week’s bulletin by the AMA that outlined approved sponsors for the 2024 race season sparked an expected amount of debate and criticism, including what many perceive to be a lack of interest and advertising from companies outside the powersports industry. That prompted us to put together a short list of the big brands that put their logos on race bikes in American competition, including a quick summary of their businesses and the people in positions of power.
The seventeen companies met a very basic criteria: that the general public is their target consumer, an ability to purchase product/services in common spaces (i.e. retail store), and sponsorship of a factory-level race team.
Monster Energy | Chairman & CEO – Rodney Sacks, COO & President – Hilton Schlosberg, VP Motorsports Marketing – Dave Gowland, Director of Global Two-Wheel Motorsports – Aaron Nixon | California
Launched in 2002, the brand is now ranked second in US energy drinks sales and has a strategic partnership with Coca-Cola, which currently owns 20 percent of Monster Beverage (the company changed its name from Hansen’s Natural in 2012). It is the most prominent business backer of motocross through sponsorships for championships/events (Supercross, Pro Motocross, MXGP, Loretta Lynn’s), the factory Yamaha and Kawasaki teams, and individual riders.
TrueTimber | CEO – Rusty Sellars | South Carolina
The outdoor apparel line was started in 2005 by Sellars and claims to be the “world’s best-selling camo” after partnerships with Dale Earnhardt Jr., Bass Pro Shop/Cabela’s, and Walmart. An extensive co-branding agreement with American Honda makes them the new casualwear partner to Team Honda HRC.
Progressive Insurance | CEO – Tricia Griffith, Marketing Manager – Jennifer Nezovich | Ohio
America’s largest insurance provider in the automotive categories expands its presence in Supercross with continued title sponsorship of both divisions of HEP Motorsports (Progressive Insurance/ECSTAR/Suzuki and Twisted Tea/Suzuki/Presented by Progressive Insurance) and new support for Monster Energy/Star Racing/Yamaha’s 450 program.
Optima Battery | CEO – Cyrus Madon, Director of Marketing – Cam Douglass | Wisconsin
A division of Clarios, an energy conglomerate run by Brookfield Business Partners, promotes its “Orange Cap” powersports batteries through Monster Energy/Star Racing/Yamaha.
Loma Linda University Medical Center | CEO – Trevor Wright | California
The six hospitals in Southern California, part of the education and science program at Loma Linda University and connected to the Seventh-day Adventist Church, are the official healthcare sponsors of Red Bull KTM.
Red Bull | Global CEO Corporate Projects and New Investments – Oliver Mintzlaff, US CEO – Chris Hunt, Motorsports Marketing Manager – Jeremy Mallott | Austria/California
The company, credited with launching the modern energy drink, is privately owned by two families (Yoovidhya in Thailand and Mateschitz in Austria) and maintains the majority share of the global drink category. Sponsorships include the KTM and GASGAS factory race teams and individuals, including the Lawrence brothers and Ken Roczen.
Rockstar Energy | CMO – Fabiola Torres (Pepsico Energy Segment), Motorsport Marketing Manager – Jennifer Kalban | California
Launched in 2001 by Russ Weiner and sold to Pepsico in 2020, the drink is known for popularizing 16oz cans for energy drinks. The company has maintained a decade-long relationship with Husqvarna, including title sponsorship of the factory race team in America and the production/sale of “Rockstar Edition” motorcycles.
Sony Pictures | CEO – Tony Vinciquerra | California
The media and entertainment division of “Sony Entertainment Inc,” owned by the Sony Group Corporation, has promoted motion pictures like Gran Turismo and Venom through Troy Lee Designs/Red Bull/GASGAS Factory Racing.
PPG | CEO – Tim Knavish, Director of Strategic Sales (Automotive) – Bill Shaw | Pennsylvania
The world’s largest producer of paint and coatings and a Fortune 500 company sponsors Eli Tomac and provides a handful of race teams with materials to customize their rigs through the “Automotive Refinish” division.
OnlyFans | Founder – Tim Stokley, Amrapali Gan – CEO | United Kingdom
Although the subscription-based platform is known globally for adult-oriented content, it boasts a wide variety of creators that include athletes, chefs, personal trainers, and influencers. Action and motorsport sponsorships have been a recent development and includes Logan Karnow, MotoAmerica racer Josh Herrin, and the American Racing team in the Moto2 championship.
WowWow Waffles | CEO – Dave Marson | Nevada
A division of Marson Foods that specializes in waffle products for K-12 schools and the food service industry. The Marson family previously owned Nature’s Bakery, which they sold to Mars Inc. in 2020 for 400 million dollars. Support of food banks and hunger relief efforts are promoted through sponsorship of the Troy Lee Designs/Red Bull/GASGAS Factory Racing.
Puma | CEO – Arne Freundt (Global), CEO – Bob Philion (USA) | Germany, Massachusetts
The third largest sportswear brand in the world has multiple interests in motorsports, including partnerships with F1, Scuderia Ferrari, Mercedes AMG, Alfa Romeo, Williams, and now Troy Lee Designs/Red Bull/GASGAS Factory Racing. Troy Lee has also painted custom golf shoes for Rickie Fowler.
Twisted Tea | CEO – Dave Burwick, Special Events Manager – Bill Grotto | Massachusetts
Boston Beer Company, the producer of Samuel Adams, launched the original “hard tea” through its Malt Beverages department in 2001 and created a category that adds more than two billion dollars to the global alcohol industry. Interest in motocross includes sales and activation at rounds of Pro Motocross and title sponsorship of Twisted Tea/Suzuki/Presented by Progressive Insurance.
WD-40 | CEO – Steve Brass | California
Although the iconic penetrating oil is the publicly traded company’s namesake, the portfolio includes several products like cleaners, hand soaps, and a specialized line for cycling and powersports that is promoted through Progressive Insurance/ECSTAR/Suzuki and Twisted Tea/Suzuki/Presented by Progressive Insurance.
Quad Lock | Founders – Chris & Rob Ward, CEO – Andrew Poole, Sponsorship & Events Lead – Dominic Storey | Australia
The electronics mount and accessories company was created by two brothers and initially funded through a Kickstarter campaign. Australian motorsport has been a focus of their sponsorship efforts, including deals with Jett Lawrence and MotoGP racer Jack Miller.
Fiji Water | CEO – Rokoseru Nabalarua | California
The largest imported bottled water brand in the US and part of the Wonderful Company, which includes POM Wonderful Juice, Wonderful Halos, and Wonderful Pistachios and Almonds. All water is sourced from the Yaqara Valley on the island of Viti Levu. Introduction to MX comes through sponsorship of the newly formed Liqui Moly BETA Factory Racing team.
LOSI | CEO – Chris Dickerson, Category Manager – Frank Root | Illinois
A division of Horizon Hobby, which produces radio-controlled airplanes/cars/trucks and accessories, has added a scaled-down battery-powered dirt bike to its race-ready line and sponsors Monster Energy/Pro Circuit/Kawasaki.
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