New Hampshire Motor Speedway

What New Hampshire Motor Speedway does

New Hampshire Motor Speedway (NHMS) is a 1,200-acre motorsports entertainment complex in Loudon, New Hampshire, approximately one hour north of Boston, operating as the only NASCAR Cup Series venue in the six-state New England region. Founded in 1990 as New Hampshire International Speedway and acquired by Speedway Motorsports, LLC in January 2008, the facility is a multi-configuration venue comprising a 1.058-mile oval ("The Magic Mile"), a 1.6-mile road course with 12 turns, a 0.25-mile mini oval, and a 0.25-mile dirt flat track (The Flat Track, opened June 6, 2019). NHMS hosts an annual NASCAR weekend anchored by the Dollar Tree 301 Cup Series race, the Team EJP 175 CRAFTSMAN Truck Series regular-season finale, and the Mohegan Sun 100 NASCAR Whelen Modified Tour, drawing 500,000+ spectators annually and a televised audience of 10 million+ viewers across 90+ countries.

The venue generates revenue through a diversified, primarily transaction-based model: direct grandstand ticket sales via Ticketmaster, premium hospitality (luxury suites, Track Bar, Rock Point, Granite Ledge) serviced by Levy Restaurants, multi-lot RV and tent camping (most premium sites sold out with waitlists), corporate partnership and entitlement sponsorships (Busch Light, Coca-Cola, Xfinity, Dollar Tree, Mohegan Sun, Toyota, Sunoco, SIG SAUER Academy, E.J. Prescott), track and venue rentals to driving schools and racing clubs, On Location travel packages, branded merchandise through the Speedway Motorsports online store, and Racing Electronics scanner rentals. Pricing is flex-based across tiered products — kids tickets ($10 Sunday / free Saturday), military/first-responder 15% discount via GOVX, group packages 15-25% off for 10+ attendees, and a Refer-a-Friend program offering $50 bilateral credit.

NHMS serves four primary customer segments: individual race fans and families (the largest volume base), corporate and business groups (10+ attendees for team-building and client entertainment), racing clubs and organizations (SCCA, BMW CCA, COM Sports Car Club, U.S. Legend Cars International), and driving-experience participants (NASCAR Racing Experience, Penguin Roadracing School, Team O'Neil Rally School). Go-to-market operates as an event-driven, sales-assisted hybrid: direct digital (NHMS website, mobile app, Ticketmaster) for individual ticketing, with dedicated account executives for groups of 10+ and corporate partnerships, plus outsourced travel distribution via On Location. Operations are supported by 1,500+ part-time event workers and a senior management team led by EVP/GM David McGrath.

Name

New Hampshire Motor Speedway

Legal name

New Hampshire Motor Speedway, Inc.

Website

https://nhms.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

101–250 employees

Short description

New Hampshire Motor Speedway is a 1,200-acre multi-track motorsports venue in Loudon, NH, hosting NASCAR Cup, Truck, and Whelen Modified Tour races for New England race fans, corporate groups, racing clubs, and driving-experience participants.

Ownership category

akta.pro rank

Product category

Motorsports Entertainment Venue

NAICS

Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Race Tracks, Circuits & Motorsport Venues (MPAKAGAE)

akta.pro secondary industries

Motorsports Tracks & Racing Facilities (MPAKAEAC), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)

Keywords

• Motorsports venue operations
• NASCAR racing events
• Live event ticketing
• Track and venue rentals
• Corporate hospitality services

Headquarters

HQ city

Loudon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Event Tickets: Direct grandstand ticket sales for NASCAR Cup Series, Truck Series, Whelen Modified Tour, SIG SAUER Academy Dirt Duels, and local racing events via Ticketmaster and at-gate ticket booths. Pricing is flex (subject to change). Kids tickets offered at $10 (Sunday) or free (Saturday); military/first responder discounts via GOVX.
2. Premium Seating & Hospitality: Luxury suite rentals, Track Bar suite access, Ultimate Fan Pass, Track Pass, and premium camping (Infield, Trackside Terrace, Turn Three). Food and beverage provided by Levy Restaurants as the official food services partner.
3. Camping & RV Rentals: Camping fees across multiple lots (N1, N4, S4, S6, S7, S8, S9, Infield, Trackside Terrace, Turn Three) ranging from dry camping to full-hookup premium sites. Tent camping available in designated S7 lot. Campers must purchase minimum two Sunday race tickets.
4. Corporate Partnerships & Sponsorship: Entitlement naming rights (Dollar Tree 301), official partner tiers (Busch Light, Coca-Cola, Xfinity, Toyota, Sunoco, etc.), event entitlements, Fan Zone branding, signage, digital advertising, and social media integration.
5. Track & Venue Rentals: Rental of oval, road course, five-lane highway, and parking lots to racing organizations, car clubs, corporate events, driving schools (NASCAR Racing Experience, Penguin Roadracing School, Xtreme Xperience, Sports Car Driving Association, Team O'Neil Rally School), and event organizers.
6. Travel Packages: On Location offers official race weekend travel packages bundling tickets, hotel accommodations, transportation, and exclusive fan experiences.
7. Merchandise: Online merchandise sales via Speedway Motorsports store including apparel (t-shirts, sweatshirts, fleece), accessories (hats, keychains, can coolers), and branded merchandise (flags, lanyards).
8. Scanner Rentals: Racing Electronics scanner rentals during NASCAR Cup Series race weekend, including RE race scanner, headphone, batteries, and clear carrying tote. Must be reserved online in advance; day-of rentals not available.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

New Hampshire Motor Speedway operates a 1,200-acre multi-configuration motorsports complex featuring a 1.058-mile oval ('The Magic Mile'), a 1.6-mile road course, a 0.25-mile mini oval, and a 0.25-mile dirt flat track. The venue sells tickets, camping, and hospitality for NASCAR Cup Series, NASCAR CRAFTSMAN Truck Series, NASCAR Whelen Modified Tour, dirt track, and local racing events, and rents its tracks and facilities to corporate clients, racing clubs, and driving schools.

Product overview

New Hampshire Motor Speedway is a motorsport venue and sports entertainment complex that operates as a single unified offering—hosting live racing events and providing venue services. The core product is its racing event portfolio: the Dollar Tree 301 NASCAR Cup Series race, Doubleheader Saturday (NASCAR CRAFTSMAN Truck Series and Whelen Modified Tour), SIG SAUER Academy Dirt Duels, and GoMotorsports Road Course Series. Supporting these are add-on modules including event camping across multiple lots, mobile ticketing via the NHMS Mobile App platform, group ticket packages, hospitality suites and VIP experiences, track and venue rentals, and fan engagement zones (Fan Zone, Kids Zone). The venue also offers ancillary services including Weather Guarantee and Refer a Friend program. No software-as-a-product platform exists beyond the mobile ticketing app.

Differentiator

Problem solved

Functional benefit

Products and services

• Dollar Tree 301 The headline NASCAR Cup Series race event held annually at NHMS as New England's only NASCAR Cup Series weekend. Targeted at individual NASCAR race fans and families.
• Doubleheader Saturday

Quantifiable outcome

• Over 500,000 spectators attend NHMS races and events during a typical season.
• +4 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

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

• Busch LightflagshipGTM or Marketing PartnerBusch Light is the Official Beer and NASCAR Cup Series Premier Partner of NHMS and Speedway Motorsports. The partnership provides brand visibility through track signage, fan zone activations, and national NASCAR media coverage reaching millions of viewers.
• Coca-ColaflagshipGTM or Marketing PartnerCoca-Cola is the Official Beverage and NASCAR Cup Series Premier Partner of NHMS and Speedway Motorsports. Provides beverages for concession stands and generates brand exposure through official NASCAR partnership.
• XfinityflagshipGTM or Marketing PartnerXfinity is an Official Partner and NASCAR Cup Series Premier Partner. The partnership provides brand visibility across NASCAR events including NHMS race weekend.
• Dollar TreecoreGTM or Marketing PartnerDollar Tree is the NCS Race Entitlement sponsor — the Dollar Tree 301 is named after and sponsored by Dollar Tree. Dollar Tree also serves as the Official Value Retailer. The partnership includes naming rights, extensive branding throughout the event, and promotional integration including the Dollar Tree Racing Rewards gift card program.
• ToyotacoreGTM or Marketing PartnerToyota is the Official Vehicle of NHMS and Speedway Motorsports. Vehicles are used for event operations and hospitality. The partnership includes branding and promotional consideration across SMI venues.
• SunococoreGTM or Marketing PartnerSunoco is the Official Fuel of NHMS and Speedway Motorsports. Sunoco branded fuel is used throughout the facility for operations and racing.
• TicketmastercoreChannel Partner/ Reseller/ DistributorTicketmaster is the official ticketing partner of NHMS, handling all primary ticket sales for NASCAR Cup Series races, Doubleheader Saturday events, SIG SAUER Academy Dirt Duels, and all associated experiences. The platform manages pricing, seat selection, transfers, and resale.
• On LocationcoreChannel Partner/ Reseller/ DistributorOn Location is the official travel package provider for NHMS NASCAR race weekends, offering bundled packages including official tickets, hotel accommodations, worry-free transportation to the track, and exclusive fan experiences. On Location forms long-term official partnerships with major sporting events and organizations.
• Mohegan SuncoreGTM or Marketing PartnerMohegan Sun is the NWMT Race Entitlement sponsor — the Mohegan Sun 100 NASCAR Whelen Modified Tour race is named after Mohegan Sun. Mohegan Sun also serves as the Official Casino Partner, providing promotional visibility and hospitality at NHMS events.
• SIG SAUER AcademycoreGTM or Marketing PartnerSIG SAUER Academy is the entitlement sponsor of the SIG SAUER Academy Dirt Duels, the opening event of NASCAR race weekend on Friday, Aug. 21, 2026, featuring Sprint Cars of New England and Granite State Micro Sprints.
• E.J. Prescott, Inc.coreGTM or Marketing PartnerE.J. Prescott, Inc. is the NCTS (NASCAR CRAFTSMAN Truck Series) Race Entitlement sponsor for the Team EJP 175 event on Doubleheader Saturday, Aug. 22, 2026.
• Freeway InsuranceminorGTM or Marketing PartnerFreeway Insurance is a NASCAR Premier Partner and is listed as a brand partner on the NHMS website, providing promotional visibility during NASCAR events.
• Safety-KleenminorGTM or Marketing PartnerSafety-Kleen is the Official Environmental Service Company of NHMS and Speedway Motorsports, providing industrial cleaning and environmental services for racing operations.
• Suburban PropaneminorGTM or Marketing PartnerSuburban Propane is the Official Propane provider for NHMS, supporting camping and hospitality operations with propane supply.
• JLabminorGTM or Marketing PartnerJLab is listed as an Official Partner of NHMS and Speedway Motorsports. JLab audio products are included as gifts with the Ultimate Fan Pass purchase.
• Las Vegas Convention & Visitors AssociationminorGTM or Marketing PartnerLas Vegas Convention & Visitors Association is listed as a brand partner on the NHMS website, promoting Las Vegas tourism to New England racing fans.
• Levy RestaurantscoreImplementation/ SI/ Consulting PartnerLevy Restaurants is the official food services partner of NHMS, providing all food and beverage services including concessions, luxury suite catering, Track Bar food service, and hospitality areas. Levy is a premier hospitality and food services company serving major sports venues.
• Keystone RV (via Campers Inn RV)coreGTM or Marketing PartnerKeystone is the Official RV Partner of Speedway Motorsports. As part of this partnership, Keystone/Campers Inn RV provides Complimentary Mobile Service (repair and maintenance) to RV campers in SMI-owned campgrounds during NASCAR race weekends. Service is available by appointment at the S11 Camper Check-In Lot.
• Speedway Children's Charities (New Hampshire Chapter)coreOthersSpeedway Children's Charities (SCC) New Hampshire Chapter benefits from Laps for Charity events, 50/50 raffles, and fundraising activities at NHMS. The charity distributes grants to local organizations helping children. SCC events include oval and road course driving events.
• Racing ElectronicscoreTechnology or IntegrationRacing Electronics provides scanner rentals during NASCAR Cup Series race weekend, allowing fans to tune in to driver/team radio communications or the radio broadcast. Scanner rentals include the race scanner, headphone, batteries, and carrying tote. Must be reserved online in advance.
• NASCAR Racing ExperiencecoreTechnology or IntegrationNASCAR Racing Experience conducts ride-along and behind-the-wheel driving experiences on the NHMS oval throughout the racing season, providing public access to professional racetrack driving.
• Penguin Roadracing SchoolcoreTechnology or IntegrationPenguin Roadracing School conducts motorcycle roadracing schools at NHMS throughout the year, providing professional motorcycle rider training on the facility's road course.
• U.S. Legend Cars InternationalcoreTechnology or IntegrationU.S. Legend Cars International operates the GoMotorsports Road Course Series at NHMS — eight races per season on the 1.6-mile road course. Legend Cars resemble 1930s-40s American automobiles powered by motorcycle engines.
• MohegancoreOthersMohegan Sun (part of Mohegan gaming and hospitality brand) is both the NWMT Race Entitlement sponsor and Official Casino Partner of NHMS, providing hospitality and promotional integration.
• NASCAR Whelen Modified TourcoreTechnology or IntegrationThe NASCAR Whelen Modified Tour is one of NHMS's premier racing series, hosting the Mohegan Sun 100 race during NASCAR race weekend. The NWMT is New England's most beloved racing tradition.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Atlanta Motor Speedway: SMI-owned 1.54-mile quad-oval in Hampton, GA that recently hosted its first Cup Series race as a drafting track. Direct comparable on dimensions, ownership structure, and event calendar positioning to NHMS.
• Dover Motor Speedway: NASCAR-owned 1-mile concrete oval ('The Monster Mile') in Dover, DE hosting Cup and Xfinity Series. Direct comparable NASCAR Cup venue with comparable seating scale and regional fan base.
• Charlotte Motor Speedway: Flagship SMI-owned 1.5-mile superspeedway in Concord, NC hosting NASCAR Cup Series, IndyCar, and major concerts. Direct sibling track under the same Speedway Motorsports parent operating identical business model — venue rentals, premium hospitality, camping, entitlements, and Ticketmaster distribution.
• Pocono Raceway: Independent family-owned 2.5-mile 'Tricky Triangle' in Long Pond, PA hosting NASCAR Cup Series. Closest non-SMI peer — comparable regional NASCAR Cup venue operating similar fan amenities, camping, and corporate sales programs.
• Texas Motor Speedway: SMI-owned 1.5-mile quad-oval in Fort Worth hosting NASCAR Cup and Truck Series. Operates with the same SMI playbook as NHMS — Ticketmaster distribution, group sales, camping, premium suites, and similar sponsor ecosystem (Busch Light, Coca-Cola, Xfinity).
• Sonoma Raceway: SMI-owned 2.52-mile road course in Sonoma, CA that hosted NASCAR Cup Series through 2024. Closest comparable for NHMS's road course operations (1.6-mile, 12 turns) and motorsports driving school rentals.
• Bristol Motor Speedway: SMI-owned 0.533-mile short track in Bristol, TN — 'The Last Great Colosseum' — hosting NASCAR Cup and Truck Series plus the Battle at Bristol college football event. Closest direct peer given identical SMI ownership, multi-track configuration, and high-volume NASCAR Cup schedule.

Broad incumbents

• Talladega Superspeedway: NASCAR-owned 2.66-mile superspeedway in Talladega, AL hosting Cup, Xfinity, and Truck Series. Comparable as a high-attendance NASCAR Cup venue (~100,000+ capacity) with identical Ticketmaster-based ticketing and similar camping/premium product mix.
• Daytona International Speedway: NASCAR-owned 2.5-mile superspeedway in Daytona Beach, FL hosting the Daytona 500 and Coke Zero Sugar 400. Closest comparable NASCAR Cup venue by scale, prestige, and capacity — operates similar entitlement sponsorship, premium hospitality, and campground monetization.
• Indianapolis Motor Speedway: Penske-owned 2.5-mile oval in Speedway, IN — the largest sporting venue in the world and host of the Indianapolis 500 plus NASCAR Cup. Comparable as a flagship NASCAR Cup venue with broader motorsport portfolio (IndyCar, MotoGP, F1) and larger premium-hospitality scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/nhms
• YouTubeyoutube.com/user/nhmotorspeedway
• Facebookfacebook.com/nhmotorspeedway
• Instagraminstagram.com/nhms
• TikToktiktok.com/@nhmotorspeedway
• LinkedInlinkedin.com/company/new-hampshire-motor-speedway

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 New Hampshire Motor Speedway