What Supercars does

Supercars is the sanctioning body and operator of the Repco Supercars Championship, Australia's premier touring car motorsport series, founded in 1960 and operated from Australia with a championship footprint spanning Australia and (as of 2026) New Zealand. The company organizes the headline V8/Gen3 Supercars Championship, the development-tier Dunlop Super2 and Super3 Series, and produces supporting content including the 'Supercars - Road To Glory' documentary and a live timing service distributed via its website. Its core technology stack centres on event operations and a recently launched remote 4K UHD HDR broadcast pipeline (140 video feeds, 120 audio feeds over Telstra dual 10GB fibre to NEP's Andrews Hub in Sydney), and it is introducing twilight and night racing formats starting in 2027.

The business model is a multi-stream sports media enterprise. The single largest disclosed commercial commitment is a 2026 broadcast rights deal valued at $200 million over four years with Seven Network (free-to-air, five rounds), Network 10 (one round), Foxtel, and Kayo Sports. Revenue is augmented by category-exclusive sponsorships and naming rights (Repco for the championship, Boost Mobile for the Pole Award and Gold Coast 500 through 2028), 30-plus official partners (Dunlop control tyres, bp fuel, Telstra technology, Coca-Cola, Monster Energy, Coopers, Diageo, Seiko, Hino, Kenworth, Shannons, NTI, Thrifty, Pizza Hut, Vilis Pies, Equip Super, Volkswagen Amarok, Coates), event ticket and corporate hospitality sales across 14 rounds, and government/tourism partnerships (Tourism & Events Northern Territory, Townsville City Council, Government of South Australia and Western Australia, Experience Gold Coast, New Zealand Tourism).

Supercars serves four primary customer segments: (1) motorsport fans (8.7M+ championship viewers in 2025, 40,000+ live attendees at Darwin 2026), (2) corporate sponsors and brand partners seeking Australian sport association, (3) broadcast and streaming partners acquiring premium live content, and (4) government/tourism bodies co-investing in events as regional economic drivers (Darwin event delivered $28M in NT economic impact). The organization is privately held by Racing Australia Consolidated Enterprises (RACE) and is currently navigating a CEO transition, with RACE chair Barclay Nettlefold providing interim executive oversight following James Warburton's departure in 2026.

Name

Supercars

Legal name

Supercars

Website

https://supercars.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

1–10 employees

Short description

Supercars operates Australia's premier touring car motorsport championship (Repco Supercars Championship) across a 14-round calendar spanning Australia and New Zealand, serving motorsport fans, corporate sponsors, broadcast partners, and government/tourism stakeholders through live events, TV and streaming distribution, and sponsorship activations.

Ownership category

akta.pro rank

Product category

Motorsport Championship

akta.pro primary industry

Motorsports Series & Championships (Sanctioned Racing Calendars) (MPAKAGAA)

akta.pro secondary industries

Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD), Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.) (MPAKABAB), Motorsports & Racing Experiences (THAJAFAF)

Keywords

• Touring car championship
• Motorsport series
• Racing events
• Broadcast sports
• Championship racing

Headquarters

HQ city

Southport

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Broadcasting Rights: Television and streaming broadcast deals including Seven Network (free-to-air), Foxtel and Kayo Sports (subscription streaming). The 2026 broadcast deal is valued at $200 million over four years.
2. Sponsorship and Naming Rights: Championship naming rights (Repco), team sponsorships, official partners across telecommunications (Boost Mobile), automotive (Dunlop tyres), and other categories. Boost Mobile expanded partnership through 2028 including naming rights to Gold Coast 500.
3. Event Revenue: Ticket sales, corporate hospitality, and event operations for championship rounds across Australia and New Zealand, including major events like Bathurst 1000 and Darwin Triple Crown.
4. Local Government Partnerships: Government partnerships with Tourism & Events Northern Territory, Townsville City Council, and other regional authorities who invest in events as economic drivers.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Supercars operates and sanctions the Repco Supercars Championship, Australia's premier touring car racing series featuring V8-powered and Gen3 Supercars racing at circuits across Australia and New Zealand. The organization also runs the Dunlop Super2 and Super3 development series, and distributes championship content through broadcast, streaming, and live event channels to fans, sponsors, and media partners.

Product overview

Supercars operates the Repco Supercars Championship as its core product, a premier Australian motorsport series featuring V8-powered Supercars racing at circuits across Australia and New Zealand. The organization also runs the Dunlop Super2 Series as a development feeder category. Content is distributed through multiple media platforms including free-to-air television (Seven Network, Network 10), subscription TV (Foxtel), and streaming services (Kayo Sports). The company produces video content including event highlights, documentaries, and press conferences, with live timing services available for real-time race monitoring.

Differentiator

Problem solved

Functional benefit

Brands

• Dunlop Super2 Series: Secondary Supercars series featuring development drivers
• Dunlop Super3 Series

Products and services

• Repco Supercars Championship The premier Australian motorsport championship featuring V8-powered and Gen3 Supercars racing at circuits across Australia and New Zealand, with 14 rounds including the Bathurst 1000 and Darwin Triple Crown. Targeted at motorsport fans, broadcast audiences, sponsors, and government tourism partners.
• Dunlop Super2 Series

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

29 partnerships are on record, tiered flagship, core and minor.

• RepcoflagshipStrategic or Co-development Partner · 1 January 2026Championship Naming Rights partner. Repco holds naming rights to the Repco Supercars Championship, providing major financial support and brand association with Australia's premier touring car series.
• Boost MobileflagshipStrategic or Co-development Partner · 1 January 2026Expanded multi-year partnership through 2028, retaining naming rights to Pole Award and Gold Coast 500, continuing as Official Telecommunications Partner. Introduces Boost Mobile Race Radio and partnership with Supercars Motorsport Technical Team.
• Kayo SportscoreStrategic or Co-development Partner · 1 January 2026Official Media Partner and streaming platform for Supercars Championship coverage, providing live ad-free broadcasts of all events.
• FoxtelcoreStrategic or Co-development Partner · 1 January 2026Official Media Partner providing subscription television broadcast coverage of Supercars Championship events.
• Seven NetworkcoreStrategic or Co-development Partner · 1 January 2026Official Media Partner and free-to-air broadcaster of select Supercars rounds, reaching millions of Australian viewers.
• DunlopcoreTechnology or Integration · 1 January 2026Official Control Tyre supplier for the Supercars Championship, providing technical tire partnership and exclusivity.
• TelstracoreTechnology or Integration · 1 January 2026Technology partner providing dual 10GB fibre paths enabling remote live production broadcasting from Hidden Valley to NEP's Andrews Hub in Sydney for Darwin Triple Crown.
• Tourism & Events Northern TerritoryflagshipStrategic or Co-development Partner · 1 January 2026Government tourism body providing strategic backing for Darwin Triple Crown event, which generated $28 million for the Northern Territory economy. Confirmed continued support as part of Territory's visitor economy growth strategy.
• VolkswagenminorStrategic or Co-development Partner · 1 January 2026Official Recovery Vehicle partner, with Amarok vehicles providing trackside support for vehicle retrieval throughout the season.
• bpcoreTechnology or Integration · 1 January 2026Official Fuel Supplier for the Supercars Championship.
• CoatesminorStrategic or Co-development Partner · 1 January 2026Official Hire Equipment Sponsor & Service Provider for Supercars events.
• Coca-ColaminorStrategic or Co-development Partner · 1 January 2026Official Soft Drink Partner of the Supercars Championship.
• Monster EnergyminorStrategic or Co-development Partner · 1 January 2026Official Energy Drink Partner of the Supercars Championship.
• ShannonsminorStrategic or Co-development Partner · 1 January 2026Official Auto & General Insurance Partner of Supercars.
• NTIcoreStrategic or Co-development Partner · 1 January 2026Official Truck Insurance and Roadside Assistance partner, sponsoring NTI Townsville 500 event.
• SeikominorStrategic or Co-development Partner · 1 January 2026Official Timepiece partner providing timing and countdown functionality for Supercars events.
• HinominorStrategic or Co-development Partner · 1 January 2026Official Light and Medium Truck Sponsor of the championship.
• KenworthminorStrategic or Co-development Partner · 1 January 2026Official Large Truck partner for Supercars logistics.
• Government of South AustraliacoreStrategic or Co-development Partner · 1 January 2026Strategic Government Partner supporting Supercars events in South Australia.
• Government of Western AustraliacoreStrategic or Co-development Partner · 1 January 2026Strategic Government Partner supporting Supercars events in Western Australia.
• Experience Gold CoastflagshipStrategic or Co-development Partner · 1 January 2026Strategic Partner and host of Boost Mobile Gold Coast 500, a major championship event.
• New Zealand TourismcoreStrategic or Co-development Partner · 1 January 2026Strategic Partner supporting Supercars expansion into New Zealand markets including Taupō and Christchurch rounds.
• Coopers BreweryminorStrategic or Co-development Partner · 1 January 2026Official Beer, Cider & Non-Alcoholic Beer Partner, associated with Race Radio content.
• DiageominorStrategic or Co-development Partner · 1 January 2026Official RTD & Spirit Partner of the championship.
• Pizza HutminorStrategic or Co-development Partner · 1 January 2026Official Pizza Restaurant Partner of Supercars.
• Vilis PiesminorStrategic or Co-development Partner · 1 January 2026Official Pie partner of the Supercars Championship.
• Townsville City CouncilcoreStrategic or Co-development Partner · 1 January 2026Local government partner conducting night works and road closures for NTI Townsville 500 event, investing in track infrastructure.
• Equip SuperminorStrategic or Co-development Partner · 1 January 2026Official Superannuation Partner of Supercars.
• ThriftyminorStrategic or Co-development Partner · 1 January 2026Official Hire Car Partner of the championship.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Formula 1: Global pinnacle of motorsport; comparable as a series operator monetizing broadcast rights, sponsorship, and event hosting. Far larger in scale and geographic reach, but most directly analogous business model to Supercars as a championship organizer.
• NASCAR: Premier North American stock car racing series. Closely comparable touring car/stock car product, with parallel revenue model built on broadcast rights, manufacturer participation, and event-based commercial partnerships. Significantly larger scale but structurally similar.
• FIA World Rally Championship (WRC): Global rally series operated by the FIA; comparable as a multi-round international motorsport championship monetized through broadcast rights, manufacturer entries, and host-region partnerships.

Direct peers

• IndyCar: Open-wheel North American championship that, like Supercars, operates a single-spec national series funded through broadcast, sponsorship, and event revenue. Comparable in scale, governance structure, and dependency on a small number of broadcast partners.
• British Touring Car Championship (BTCC): UK-based touring car championship with similar regional scope, manufacturer-supported teams, and reliance on free-to-air broadcast coverage (ITV). Most directly analogous product to Supercars in format, scale, and commercial structure.
• DTM: German touring car championship featuring GT3-class vehicles, comparable as a regional premium motorsport series. Similar revenue mix (broadcast, sponsors, ticket/hospitality) and dependency on OEM manufacturer participation.

Regional players

• Super GT: Japan's premier GT racing championship. Comparable in format (manufacturer-supported GT racing) and as a regional series relying on national broadcast and corporate sponsorship, though operating in a different geography.

Others

• Motorsport Australia (sanctioning body): Australian motorsport governing body that sanctions events and disciplines including those in the Supercars ecosystem. Adjacent rather than competitive; provides regulatory oversight and issues decisions affecting the Supercars Championship.
• FIA (Fédération Internationale de l'Automobile): Global motorsport governing body that sets technical regulations used by Supercars (Gen3). Not a competitor, but a regulatory/standards-setter whose decisions on technical frameworks materially affect the Supercars product.

Emerging players

• S5000 Australian Drivers Championship: Australian single-seater series that competes for motorsport audience share within Australia. Partial overlap in fan base and event venues; an emerging alternative category rather than a direct touring car competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/supercars
• Facebookfacebook.com/supercars

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Supercars