Circuit of The Americas

What Circuit of The Americas does

Circuit of The Americas (COTA) is a privately held motorsports and entertainment venue operator headquartered on a 1,500-acre campus at 9201 Circuit of The Americas Blvd in Austin, Texas. Founded in 2011 and operational since 2012, the company owns and operates a 3.41-mile purpose-built racetrack with 130 feet of elevation change, designed to host premier international championships including the Formula 1 United States Grand Prix, MotoGP Red Bull Grand Prix of The Americas, NASCAR, and the FIA World Endurance Championship's Lone Star Le Mans. The facility also encompasses the 14,000-capacity Germania Insurance Amphitheater (Pollstar's Best New Major Concert Venue), COTA Karting, COTA RV Park, the T11 Car Condos at Turn 11, and the forthcoming COTALand theme park scheduled to open in 2026. The venue hosts 300+ events annually and serves approximately 1 million guests per year.

COTA's business model is built on six core revenue streams: (1) ticketing for motorsports championships and concerts, distributed primarily through Ticketmaster and the circuitoftheamericas.com website, with American Express card member presales; (2) corporate sponsorship and Global Partnerships across 20+ official partners including naming rights (Germania Insurance), ticketing (Ticketmaster), payments (Shift4), technology (Dell), logistics (DHL), and a deep beverage portfolio (Coca-Cola, PATRÓN, Tito's, Michelob Ultra, Karbach, Balcones, Estrella Jalisco, Waterloo); (3) premium hospitality and VIP packages such as the Paddock Club, Club SI, COTA Club, and Le Mans Spirit Club; (4) year-round experiences including karting, RV camping, Bike Night, Cars & Coffee, and Driving Experiences; (5) new product lines spanning the COTALand theme park and T11 Car Condos real estate; and (6) event-driven F&B and merchandise sales processed via Shift4. Pricing is event-specific — Formula 1 Sunday single-day tickets start at $249+, MotoGP three-day passes have historically been offered at promotional pricing around $99, and hospitality packages are positioned at premium price points.

COTA is led by founding partners Bobby Epstein, Tavo Hellmund, and Billy Joe McCombs, with Richard McComb and Anna Panossian serving in CFO/CFO-equivalent roles. The company has raised approximately $229.7M in disclosed funding across multiple rounds since 2014, including a $36.15M round in January 2025, and operates with a lean 51-100 employee base supplemented by extensive event-day contractor support. Its marketing spans owned digital channels (website, mobile app on iOS and Android, email newsletter "Stay Up To Speed"), social platforms (Instagram, YouTube, TikTok, Facebook, Twitter/X with 900K+ combined digital fans), partner channels (American Express presales, Ticketmaster), and significant earned media driven by F1's cultural resurgence and landmark concerts such as Taylor Swift's 2016 USGP performance.

Name

Circuit of The Americas

Legal name

Circuit of The Americas

Website

https://circuitoftheamericas.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Circuit of The Americas operates a 1,500-acre motorsports and entertainment complex near Austin, Texas, hosting Formula 1, MotoGP, NASCAR, and FIA WEC races alongside concerts, karting, an RV park, car condos, and the forthcoming COTALand theme park for approximately 1 million annual guests.

Ownership category

akta.pro rank

Product category

Motorsports Entertainment Venue

NAICS

Racetracks (711212), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Spectator Sports (7112)

SIC

Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Race Tracks, Circuits & Motorsport Venues (MPAKAGAE)

akta.pro secondary industries

Motorsports Tracks & Racing Facilities (MPAKAEAC), Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC), Motorsport Event Promoters & Race Organizers (MPAKADAE), Motorsports & Racing Experiences (THAJAFAF), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF)

Keywords

• Motorsports venue operations
• Motorsports event hosting
• Live entertainment venue
• Concert venue management
• Racing circuit management

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Motorsports Event Tickets: COTA generates primary revenue through ticket sales for Formula 1 US Grand Prix, MotoGP Red Bull Grand Prix of The Americas, NASCAR at COTA, and FIA World Endurance Championship (Lone Star Le Mans) events. Tickets range from general admission grounds passes to premium hospitality suites.
2. Concert and Entertainment Events: The venue hosts major concerts at Germania Insurance Amphitheater (up to 14,000 capacity) featuring world-class performers, generating revenue through ticket sales, food, beverage, and merchandise.
3. Corporate Sponsorship and Partnerships: COTA's global partnerships program includes 20+ official partners across categories including naming rights (Germania Insurance Amphitheater), ticketing (Ticketmaster), beverage (PATRÓN Tequila, Tito's Vodka, Coca-Cola, Michelob Ultra, Karbach, Balcones), automotive/logistics (DHL), financial services (American Express, Shift4), and technology (Dell). Partners gain brand activation at events with multiple consumer touchpoints.
4. Hospitality and Premium Experiences: Revenue from Paddock Club access, Club SI hospitality, COTA Club suites, Le Mans Spirit Club, and VIP experiences including driver encounters and exclusive viewing areas.
5. Year-Round Experiences: Ongoing revenue from COTA Karting, RV Park camping, Bike Night, Cars & Coffee, Driving Experiences, Speed City, and the forthcoming COTALand theme park and T11 Car Condos.
6. Official Formula 1 Partners at USGP: Official F1 partners including Barilla and PATRÓN Tequila activate at the US Grand Prix through promotional events, exclusive cocktails, and free product sampling, contributing to overall event revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels12 records

Core offering

Circuit of The Americas operates a 3.41-mile purpose-built racetrack and multi-purpose entertainment venue on 1,500 acres outside Austin, Texas, hosting world-class motorsports championships (Formula 1 United States Grand Prix, MotoGP Red Bull Grand Prix of The Americas, NASCAR, FIA World Endurance Championship Lone Star Le Mans), concerts at the Germania Insurance Amphitheater, the COTALand theme park, karting, RV camping, car condos, and driving experiences. The venue sells tickets, hospitality packages, corporate sponsorships, and camping accommodations to consumers and global brand partners.

Product overview

Circuit of The Americas is a premier motorsports and entertainment venue complex located on 1,500 acres outside Austin, Texas. The facility operates as a multi-purpose destination hosting world-class racing championships and entertainment events. The core offering centers on the 3.41-mile purpose-built racetrack designed to host Formula 1, MotoGP, NASCAR, and FIA World Endurance Championship events. Beyond the track, COTA operates a portfolio of venue experiences including the Germania Insurance Amphitheater (14,000-capacity concert venue), COTALand theme park (opening 2026), COTA Karting (outdoor karting track), COTA RV Park (year-round camping), T11 Car Condos (vehicle storage at Turn 11), and Speed City experiences. The venue also hosts 300+ annual events including concerts, community events, and corporate functions. COTA generates revenue through event ticket sales (powered by Ticketmaster), sponsorships, hospitality packages, camping reservations, and merchandise.

Differentiator

Problem solved

Functional benefit

Products and services

• Formula 1 United States Grand Prix
• MotoGP Red Bull Grand Prix of The Americas
• NASCAR at COTA
• Lone Star Le Mans (FIA World Endurance Championship)
• Germania Insurance Amphitheater Concerts
• COTALand Theme Park
• COTA Karting
• COTA RV Park
• T11 Car Condos
• COTA Driving Experience
• F1 Hospitality & Paddock Club
• Bike Night
• Cars & Coffee Sunday morning community event featuring an eclectic mix of Texas's finest automobiles on display at COTA, catering to car enthusiasts and collectors.

Quantifiable outcome

• Taylor Swift's 2016 performance at COTA drew 80,000 fans and pioneered the integration of live music into F1 events.
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature7 records

Partnerships

20 partnerships are on record, tiered flagship, core, major, regional and minor.

• Germania InsuranceflagshipStrategic or Co-development PartnerGermania Insurance holds the naming rights to the Germania Insurance Amphitheater, COTA's 14,000-capacity open-air concert venue that won Pollstar's Best New Major Concert Venue award. This is a flagship naming rights partnership.
• TicketmastercoreChannel Partner/ Reseller/ DistributorTicketmaster serves as the official ticketing platform for all COTA events, providing digital ticket sales infrastructure and distribution through Ticketmaster.com and the Ticketmaster app. COTA's Account Manager is hosted on Ticketmaster's platform.
• Coca-ColamajorStrategic or Co-development PartnerCoca-Cola is a COTA 365 partner with branded presence at the venue. The partnership includes digital advertising placements on the COTA website and event-day activations.
• American ExpressmajorGTM or Marketing PartnerAmerican Express Card Members receive exclusive early access presale tickets for the Formula 1 US Grand Prix as an Amex benefit. This is a co-marketing partnership driving ticket sales to Amex card holders.
• Dell TechnologiesmajorStrategic or Co-development PartnerDell Technologies is a COTA 365 partner, providing technology infrastructure and digital presence support for the venue's operations and online platforms.
• PATRÓN TequilamajorStrategic or Co-development PartnerPATRÓN Tequila served as the official cocktail sponsor at the 2025 US Grand Prix, launching exclusive activations including a pop-up cantina with signature cocktail, Hacienda PATRÓN space at the track, and reimagined distillery experience. COTA has created a signature cocktail called The PATRÓN Citrus Circuit for the event.
• DHLmajorStrategic or Co-development PartnerDHL is a COTA 365 partner and the official logistics partner for motorsports events at the venue. DHL has branded presence and web banner advertising on the COTA website.
• Balcones DistillingregionalStrategic or Co-development PartnerBalcones Distilling is a Texas-based COTA 365 partner, offering locally-sourced spirits branding at the venue.
• Karbach Brewing CompanyregionalStrategic or Co-development PartnerKarbach Brewing Company is a COTA 365 partner providing craft beer offerings at the venue. Also produces Ranch Water brand in partnership.
• Tito's Handmade VodkamajorStrategic or Co-development PartnerTito's Handmade Vodka is a COTA 365 partner, with the brand visible across venue signage and beverage offerings.
• Michelob UltramajorStrategic or Co-development PartnerMichelob Ultra is a COTA 365 partner, positioning itself as the light beer choice for sports and active lifestyle events at the venue.
• Estrella JaliscoregionalStrategic or Co-development PartnerEstrella Jalisco is a COTA 365 partner providing Mexican beer branding at the venue, complementing the diverse food and beverage offerings.
• TecovasregionalStrategic or Co-development PartnerTecovas is a COTA 365 partner, offering Texas-inspired apparel and footwear branding at the venue.
• Shift4 PaymentscoreTechnology or IntegrationShift4 is the official payment technology partner for COTA, processing payments for tickets, merchandise, food, and beverage across the venue.
• United Site ServicescoreStrategic or Co-development PartnerUnited Site Services is a COTA 365 partner providing portable sanitation, waste management, and site services for events at the venue.
• HolmatrominorStrategic or Co-development PartnerHolmatro is a COTA 365 partner providing rescue and safety equipment, relevant for motorsports safety operations.
• WaterloominorStrategic or Co-development PartnerWaterloo is a COTA 365 partner providing sparkling water and beverage offerings at the venue.
• Texas Destination Resort AllianceregionalStrategic or Co-development PartnerTexas Destination Resort Alliance is a COTA 365 partner promoting Texas tourism and resort accommodations for COTA visitors.
• BarillaminorGTM or Marketing PartnerBarilla is an official partner of Formula 1 that activated at the 2025 US Grand Prix at COTA, delivering 5,513 free pasta meal kits to fans and hosting promotional events and partnerships with local Austin restaurants to celebrate Italian tradition (Domenica Italiana).
• Apple (Broadcasting Partner)flagshipStrategic or Co-development PartnerApple has signed a reported $750 million deal to become the exclusive broadcast partner for Formula 1 races over five years, positioning F1 events at venues like COTA within Apple's premium sports broadcasting portfolio. Apple Studios' F1 film grossed $189.5 million domestically, further elevating F1's profile.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sonoma Raceway: California road course hosting NASCAR Cup, IndyCar, and NHRA events, with a comparable mix of motorsports weekends and on-site consumer experiences like karting and driving schools.
• Indianapolis Motor Speedway: Iconic U.S. motorsports venue that also hosts F1, MotoGP, and NASCAR events, with comparable large-scale grandstands, hospitality programs, and a similar role as a multi-series anchor venue on the North American calendar.
• Sebring International Raceway: Florida endurance racing venue hosting the 12 Hours of Sebring (IMSA/FIA WEC), directly comparable to COTA's Lone Star Le Mans in FIA WEC hosting and endurance-racing positioning.
• Daytona International Speedway: NASCAR's flagship circuit and a multi-series motorsports venue comparable to COTA in scale, event portfolio, and on-site entertainment offerings, now owned by NASCAR's parent company.
• Watkins Glen International: U.S. road course hosting IMSA, FIA WEC, and NASCAR events, directly comparable in road-course format and championship hosting mix to COTA's motorsports programming.
• Road America: Wisconsin road course hosting IMSA, IndyCar, and motorcycle events with on-site camping and consumer experiences, comparable to COTA in road-course format and year-round event programming.
• Laguna Seca Recreation Area (WeatherTech Raceway): Premier U.S. road course operated by a county motorsports authority, comparable to COTA in road-course configuration and championship hosting (IMSA, MotoAmerica).

Broad incumbents

• Live Nation Entertainment: Global live entertainment and venue operator that owns/manages concert venues and promotes tours — comparable to COTA's Germania Insurance Amphitheater business and concert-promotion model, though at much broader scale and across multiple verticals.
• International Speedway Corporation (now NASCAR-owned): Formerly public owner of Daytona and Talladega; now part of NASCAR Holdings. Operates premier U.S. oval and road-course venues, making it the closest publicly-comparable motorsports venue operator.
• Speedway Motorsports: Publicly-traded owner-operator of 11 motorsports facilities (including Bristol, Charlotte, Texas Motor Speedway) — comparable in motorsports venue economics but operates an entire portfolio rather than a single flagship asset.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/circuitamericas
• YouTubeyoutube.com/user/CircuitAmericas
• Facebookfacebook.com/info
• Instagraminstagram.com/cota_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries5 records

Funding overview

Funding rounds5 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Circuit of The Americas