Trackhouse Entertainment Group

What Trackhouse Entertainment Group does

Trackhouse Entertainment Group, LLC is a privately held motorsports entertainment company founded in 2020 by Justin Marks and headquartered in Concord, North Carolina, near the Charlotte motor corridor. The company operates multi-disciplinary racing teams in two premier motorsports series: the NASCAR Cup Series (three full-time Chevrolet entries — the #1 driven by Ross Chastain, the #97 driven by Shane van Gisbergen, and the #88 driven by Connor Zilisch) and the MotoGP World Championship (the SuperFile Trackhouse MotoGP Team, fielding two Aprilia RS-GP26 motorcycles for riders Raúl Fernández and Ai Ogura). The company additionally runs PROJECT91, an international driver program designed to attract world-class talent from Formula 1, V8 Supercars, and other disciplines into NASCAR, and operates Trackhouse Motorplex, a karting facility supporting driver development.

The underlying technical stack is anchored by manufacturer-provided platforms — Chevrolet NASCAR vehicles and Aprilia RS-GP26 prototype motorcycles equipped with Magneti Marelli electronics, Öhlins suspension, Brembo brakes, Marchesini forged magnesium wheels, and SC Project titanium exhaust — rather than proprietary race technology developed in-house. The competitive position is built on driver talent, brand storytelling via PROJECT91, and physical/global media reach enabled by dual-series operation.

The business model is sponsorship-driven. Trackhouse monetizes on-track visibility through a tiered portfolio of more than 25 disclosed corporate partners, anchored by flagship relationships with Chevrolet (manufacturer), SuperFile (title sponsor, MotoGP and #97 NASCAR entry), Busch Light, Red Bull, Wendy's, Aprilia (MotoGP manufacturer), Michelin (MotoGP tire supplier), and Gulf Oil (special livery partner), plus minor sponsors across apparel, technology, food service, and consumer brands. Secondary revenue comes from direct-to-consumer merchandise sales through dedicated e-commerce shops (shop.trackhouse.com and trackhousemotogp.shop). In July 2024, Avenue Sports Fund, an affiliate of Avenue Capital Group, acquired a significant minority stake to support global platform expansion, marking the company's first institutional capital event. Forward, the company is building a ~20-acre race team facility in Kannapolis, NC for R&D, maintenance, and training operations.

Name

Trackhouse Entertainment Group

Legal name

Trackhouse Entertainment Group, LLC

Website

https://trackhouse.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

Trackhouse Entertainment Group operates dual premier-class motorsports teams in the NASCAR Cup Series and MotoGP World Championship, plus the PROJECT91 international driver program and Trackhouse Motorplex karting facility. The privately held Concord, NC-based company monetizes a roster of 25+ corporate sponsors led by Chevrolet, SuperFile, Busch Light, Red Bull, and Aprilia.

Ownership category

akta.pro rank

Product category

Motorsports Entertainment

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB)

akta.pro secondary industries

Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.) (MPAKABAB), Race Tracks, Circuits & Motorsport Venues (MPAKAGAE)

Keywords

• Motorsports entertainment
• NASCAR racing team
• MotoGP racing team
• Corporate sponsorship
• Live sports entertainment

Headquarters

HQ city

Concord

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Corporate Sponsorship: Primary revenue stream from corporate sponsors seeking visibility in motorsports. Sponsors include automotive manufacturers (Chevrolet), beverage brands (Busch Light, Red Bull), technology companies (SuperFile, Qualcomm), and lifestyle brands (Jockey, Wendy's).
2. Merchandise Sales: Direct-to-consumer merchandise sales through dedicated e-commerce shops for NASCAR and MotoGP teams, selling apparel and memorabilia to fans.
3. Investment Capital: Trackhouse received significant minority investment from Avenue Sports Fund in July 2024 to support growth and expansion in motorsports.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Trackhouse Entertainment Group operates professional motorsports racing teams in the NASCAR Cup Series (three full-time Chevrolet entries: #1 Ross Chastain, #88 Connor Zilisch, #97 Shane van Gisbergen) and the MotoGP World Championship (SuperFile Trackhouse MotoGP Team running Aprilia RS-GP26 motorcycles for Raúl Fernández and Ai Ogura). The company monetizes on-track competition primarily through corporate sponsorship packages, supplemented by direct-to-consumer merchandise sales.

Product overview

Trackhouse Entertainment Group is a motorsports entertainment company that operates multiple racing programs across different disciplines. The company runs Trackhouse Racing in the NASCAR Cup Series (with three full-time entries: Ross Chastain #1, Shane van Gisbergen #97, and Connor Zilisch #88), the SuperFile Trackhouse MotoGP Team in the MotoGP World Championship (with riders Raúl Fernández #25 and Ai Ogura #79), the PROJECT91 international driver program, and Trackhouse Motorplex for karting. Trackhouse competes with Chevrolet vehicles in NASCAR and Aprilia RS-GP26 motorcycles in MotoGP.

Differentiator

Problem solved

Functional benefit

Products and services

• Trackhouse Racing (NASCAR Cup Series Team) NASCAR Cup Series racing team fielding three full-time Chevrolet entries: #1 driven by Ross Chastain, #97 driven by Shane van Gisbergen, and #88 driven by Connor Zilisch. Competes in NASCAR's premier stock car racing series and provides corporate sponsors with high-visibility brand placement at U.S. race events.
• SuperFile Trackhouse MotoGP Team MotoGP World Championship racing team running Aprilia RS-GP26 prototype motorcycles for riders Raúl Fernández (#25) and Ai Ogura (#79). The only American team in the MotoGP premier class, competing on a 22-race calendar across five continents and offering sponsors global brand exposure.
• PROJECT91 International driver attraction program designed to bring the world's best drivers from other motorsport disciplines into NASCAR, creating racing seats and competitive opportunities for elite talent seeking to compete in American motorsports.

Quantifiable outcome

• Trackhouse MotoGP team achieved 1-2 finish (first ever) at Dutch Grand Prix sprint race in June 2026
• +4 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

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

• SuperFileflagshipGTM or Marketing Partner · 5 June 2026SuperFile became the title naming rights partner for the Trackhouse MotoGP team (SuperFile Trackhouse MotoGP Team) and the #97 NASCAR entry. SuperFile is a digital file security company headquartered in Chicago, using the motorsports platform for global brand exposure across the 22-race MotoGP calendar spanning 5 continents.
• ChevroletcoreGTM or Marketing PartnerChevrolet is the manufacturer partner providing race vehicles and technical support for Trackhouse's NASCAR Cup Series operations. All Trackhouse NASCAR entries (Ross Chastain #1, Connor Zilisch #88, Shane van Gisbergen #97) compete in Chevrolet vehicles.
• ApriliacoreTechnology or IntegrationAprilia is the manufacturer partner providing motorcycles and technical support for Trackhouse's MotoGP operations. Trackhouse fields Aprilia RS-GP26 prototype motorcycles for riders Raúl Fernández and Ai Ogura.
• Busch LightmajorGTM or Marketing PartnerBusch Light is a primary sponsor on Trackhouse NASCAR entries, providing beverage brand visibility across racing events and associated marketing channels.
• Red BullmajorGTM or Marketing PartnerRed Bull is a sponsorship partner for Trackhouse Racing, bringing energy drink brand association to NASCAR Cup Series operations.
• Gulf OilmajorGTM or Marketing PartnerGulf Oil has partnered with Trackhouse for special livery colors at certain MotoGP races (Italy, Indonesia, Malaysia). The iconic orange-blue Gulf colors have appeared on Trackhouse MotoGP bikes and have been associated with winning performances.
• MichelincoreTechnology or IntegrationMichelin is the tire supplier for Trackhouse's MotoGP operations, providing tires for all competition events.
• Choice PrivilegesminorGTM or Marketing PartnerLoyalty program partner with Trackhouse Racing, providing hospitality and loyalty benefits for race events.
• WeatherTechminorGTM or Marketing PartnerAutomotive accessories brand partner with Trackhouse Racing, providing brand visibility at NASCAR events.
• JockeyminorGTM or Marketing PartnerApparel brand partner with Trackhouse Racing, providing brand visibility and potentially team apparel.
• KubotaminorGTM or Marketing PartnerEquipment manufacturer partner with Trackhouse Racing, providing brand visibility in the agriculture and equipment space.
• Wendy'sminorGTM or Marketing PartnerFast food brand partner with Trackhouse Racing, providing restaurant brand visibility at NASCAR events.
• QualcommminorGTM or Marketing PartnerTechnology company partnered with Trackhouse Racing for the inaugural NASCAR San Diego Cup Series race through PROJECT91 entry.
• TootsiesminorGTM or Marketing PartnerBrand partner with Trackhouse Racing, possibly restaurant or entertainment related.
• Roto-RooterminorGTM or Marketing PartnerService brand partner with Trackhouse Racing providing brand visibility at NASCAR events.
• Safety CultureminorGTM or Marketing PartnerWorkplace safety technology company partner with Trackhouse Racing.
• BetaminorGTM or Marketing PartnerBeta USA is a partner in Trackhouse's MotoGP operations, potentially related to motorcycles or power equipment.
• GNG New TechminorGTM or Marketing PartnerTechnology partner in Trackhouse's MotoGP operations.
• KappaminorGTM or Marketing PartnerApparel brand partner in Trackhouse's MotoGP operations.
• KarhuminorGTM or Marketing PartnerAthletic footwear/brand partner in Trackhouse's MotoGP operations.
• Quad LockminorGTM or Marketing PartnerMobile accessory brand partner with Trackhouse Racing.
• MooseminorGTM or Marketing PartnerBrand partner with Trackhouse Racing, possibly apparel or accessories.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Chip Ganassi Racing: Multi-series team competing in NASCAR Cup and IndyCar with one full-time NASCAR entry. Comparable as a diversified motorsports operator with similar sponsor-led business model across multiple racing series.
• Joe Gibbs Racing: Premier multi-car NASCAR Cup Series team with deep sponsor relationships (e.g., FedEx, Mars, Coca-Cola). Comparable as a major NASCAR competitor operating three-plus full-time entries with similar sponsorship-driven economics.
• Team Penske: Iconic motorsports organization competing across NASCAR Cup Series, IndyCar, and IMSA. Directly comparable to Trackhouse's multi-series strategy at far greater scale and longer operating history.
• Hendrick Motorsports: Largest NASCAR Cup Series team with four full-time entries, multiple championships, and a broad sponsorship portfolio. Comparable as a top-tier NASCAR competitor operating at greater scale and longer tenure.
• Red Bull KTM Factory Racing: Factory MotoGP team with deep manufacturer backing. Comparable as a premier-class MotoGP competitor Trackhouse directly races against on track and benchmarks for sponsor valuations.

Emerging players

• VR46 Racing Team: Independent MotoGP team owned by Valentino Rossi, competing with Ducati equipment. Comparable to Trackhouse MotoGP as a high-profile private team leveraging star-driven brand identity and corporate sponsorships.

Direct peers

• 23XI Racing: 23XI Racing is a multi-car NASCAR Cup Series team co-owned by Denny Hamlin and Michael Jordan, similarly focused on modern brand-building, sponsor-driven growth, and contemporary marketing — the closest comparable to Trackhouse's NASCAR strategy and team scale.
• Front Row Motorsports: Mid-tier NASCAR Cup Series team fielding multiple entries with a sponsor-driven model. Comparable as a similarly sized NASCAR competitor focused on brand-partner economics and growth trajectory.
• Prima Pramac Racing: Independent MotoGP team that recently transitioned to Yamaha machinery after prior Ducati partnership. Directly comparable to Trackhouse MotoGP as a satellite/privateer team competing in the premier class with manufacturer-supplied equipment.
• Stewart-Haas Racing: Former multi-car NASCAR Cup Series team with two full-time entries before its 2024 closure announcement. Comparable as a similarly structured NASCAR operation that exited/wound down, illustrating the capital-intensity risk Trackhouse faces.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TeamTrackhouse
• Facebookfacebook.com/teamtrackhouse
• Instagraminstagram.com/teamtrackhouse
• LinkedInlinkedin.com/company/trackhous-entertainment

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries4 records

Funding overview

Funding rounds1 record

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 Trackhouse Entertainment Group