What SRO Motorsports Group does

SRO Motorsports Group is a privately held international sporting organization that promotes and operates GT racing championships worldwide. Founded by Stéphane Ratel in 1992 and headquartered in London, SRO runs approximately 200 races per year across 29 events spanning Europe, America, Asia, and Australia through wholly-owned subsidiaries (SRO Motorsports America, Asia, Australia, Europe, plus SRO Race Centre by MMC and Curbstone Track Events). The company serves professional racing teams, automotive manufacturers, commercial sponsors, and amateur/semi-professional drivers, with Mercedes-AMG as a marquee customer (seven consecutive GT World Challenge Global titles, 2019-2025) and ten OEMs competing in GTWC in 2026 (Mercedes-AMG, Porsche, Ferrari, BMW, Audi, McLaren, Lamborghini, Aston Martin, Ford, Corvette).

SRO's product portfolio is built around a tiered GT racing platform spanning GT3 (premier), GT4 (development), GT2 (cost-effective intermediate), and TC (touring car) categories. Flagship properties include the GT World Challenge (powered by AWS) — a four-continental GT3 championship unified under a single commercial brand — the Intercontinental GT Challenge, the CrowdStrike 24 Hours of Spa, the British GT Championship, the GT2 European Series (powered by Pirelli), GT4 championships across multiple regions, the FIA Motorsport Games, and the SRO GT Academy driver development program (44 aspiring professionals in 2026). The company's core proprietary technology is Balance of Performance (BoP), developed by Peter Wright and first deployed in 2005, a data-driven regulatory framework that equalizes performance across manufacturers and underpins all modern GT3, GT4, and touring car racing worldwide.

SRO generates revenue through four streams: series organization and team/manufacturer entry fees; sponsorship and naming rights (CrowdStrike for 24 Hours of Spa, AWS, Fanatec, Pirelli); broadcast and media rights distributed via the GT World YouTube channel and regional partners including CCTV in China; and ancillary services such as the SRO GT Academy (prize packages valued at €150,000 plus GTWC Europe seats), track-day operations (Curbstone), and SRO E-Sport GT Series. Go-to-market combines event-driven acquisition (teams and manufacturers enter championships) with sales-led relationships for title sponsorship and OEM participation, with the December 2025 appointment of Paul Hembery as inaugural Global CMO marking a formalisation of the commercial function. Pricing is not publicly disclosed; the business model is B2B across all revenue streams.

Name

SRO Motorsports Group

Legal name

SRO Motorsports Europe Limited

Website

https://sro-motorsports.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

SRO Motorsports Group is the privately-held global promoter of GT racing, organising approximately 200 races per year across four continents for professional racing teams, automotive manufacturers, sponsors, and amateur drivers through the GT World Challenge and affiliated championships.

Ownership category

akta.pro rank

Product category

Motorsport Event Promotion

NAICS

Spectator Sports (71121)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC)

akta.pro secondary industries

Motorsports Leagues & Series (MPAKAAAH), Motorsports Series & Championships (Sanctioned Racing Calendars) (MPAKAGAA), Motorsports Sanctioning Bodies & Governing Organizations (MPAKAGAD), Motorsports Support & Feeder Series (Developmental Championships) (MPAKAGAH)

Keywords

• GT racing championships
• Motorsport event promotion
• Professional racing series
• GT3 GT4 categories
• Driver development programs

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Series Organization and Entry Fees: SRO organizes and promotes GT racing championships and series globally. Revenue is generated through entry fees charged to participating teams, manufacturer support fees, and series organization contracts.
2. Sponsorship and Branding Rights: SRO sells naming rights and sponsorship packages to partners such as CrowdStrike (24 Hours of Spa), AWS (GT World Challenge), Fanatec, and Pirelli. Manufacturers pay to compete in championships with their vehicles.
3. Broadcast and Media Rights: Events are broadcast globally via YouTube (GT World channel) and regional broadcasters including CCTV in China. SRO generates revenue through broadcast rights sales and digital media distribution.
4. Driver Development Programs: SRO GT Academy generates value by identifying and developing young racing talent. Winners receive prize packages (e.g., €150,000 contributions, GT World Challenge Europe seats) that create pathways while engaging manufacturers and creating commercial value.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

SRO Motorsports Group organizes, promotes, and sanctions GT racing championships worldwide, spanning GT3, GT4, GT2, and Touring Car categories across four continents. The company delivers a global motorsport platform including the flagship GT World Challenge, the CrowdStrike 24 Hours of Spa endurance race, national championships, driver development programs, esports competitions, and track day experiences. Approximately 200 races are organized annually, with commercial entry fees, manufacturer participation, sponsorship rights, and broadcast licensing as the primary commercial structure.

Product overview

SRO Motorsports Group is the global leader in GT racing, operating a multi-tiered platform of motorsport championships and events. The core offering consists of GT World Challenge (a pan-continental GT3 series spanning America, Asia, Australia, and Europe), GT4 European Series and regional GT4 championships, GT2 European Series, national championships (British GT, FFSA GT France, TC America), and one-make series (Ginetta, GR Cup). The portfolio is unified under the GT3/GT4/GT2/TC category structure and includes the flagship CrowdStrike 24 Hours of Spa endurance event, the Intercontinental GT Challenge for global manufacturer competition, and the FIA Motorsport Games nations cup. Supporting products include driver development (SRO GT Academy), esports (SRO E-Sport GT Series), track day services (Curbstone, SRO Race Centre), and historic racing (GT3 Revival Series). The company organizes approximately 200 races annually across four continents.

Differentiator

Problem solved

Functional benefit

Products and services

• GT World Challenge The flagship global GT3 racing championship spanning four continents (America, Asia, Australia, Europe) with sprint and endurance racing formats, powered by AWS. Targets professional racing teams and automotive manufacturers.
• GT World Challenge Europe European continental GT3 championship with Sprint Cup and Endurance Cup formats, featuring 10 rounds including the CrowdStrike 24 Hours of Spa.
• GT World Challenge America North American GT3 championship featuring sprint and endurance races at premier U.S. circuits.
• GT World Challenge Asia Asian continental GT3 championship with events across Malaysia, Thailand, Japan, China, and other regional venues.
• GT World Challenge Australia Australian continental GT3 championship featuring events at Phillip Island, The Bend, and other regional circuits.
• Intercontinental GT Challenge Global GT3 competition bringing together the Bathurst 12 Hour, 24 Hours of Spa, Suzuka 1000km, and other major endurance events.
• CrowdStrike 24 Hours of Spa The marquee 24-hour endurance GT race held annually at Circuit de Spa-Francorchamps, considered the spiritual home of GT3 racing. Featured a record 75-car grid in 2025.
• GT4 European Series European GT4 championship for less powerful GT cars that are closer to road-going counterparts than GT3.
• GT2 European Series Powered by Pirelli GT2 category positioned between GT4 and GT3 in cost and performance, featuring Pirelli tire partnership.
• British GT Championship

Quantifiable outcome

• 200 races organized globally per year
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

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

• CrowdStrikeflagshipGTM or Marketing Partner · 26 June 2026Title sponsor of the 24 Hours of Spa, one of motorsport's most prestigious endurance races. CrowdStrike branding appears on the flagship event and SRO utilizes CrowdStrike's cybersecurity and cloud services for event operations.
• GinettacoreStrategic or Co-development Partner · 18 February 2026SRO assumes operational control of Ginetta's UK championships (Juniors, GT Academy, GT Championship) in 2026. Partnership enables Ginetta to focus on scaling race car manufacturing while SRO provides professional sporting framework.
• AWS (Amazon Web Services)flagshipGTM or Marketing PartnerAWS powers the GT World Challenge series globally, providing cloud infrastructure and 'powered by AWS' branding across all four continental championships.
• PirellicoreGTM or Marketing PartnerLongstanding tire supplier for GT2 European Series and multiple SRO championships. Supports SRO GT Academy prize in GT2 Europe, providing tire supply and technical partnership.
• IMSAcoreTechnology or IntegrationNew technical partnership announced June 2026 for Balance of Performance (BOP) collaboration. Testing of all GT3 models slated for December 2026 at Daytona International Speedway, establishing BOP for Rolex 24 At Daytona and other IMSA events featuring GT3 cars.
• ACO (Automobile Club de l'Ouest)coreStrategic or Co-development PartnerCo-promotes Asian Le Mans Series with SRO since 2023. Long-standing relationship dating to 2003 Le Mans Endurance Series partnership.
• Super GTcoreStrategic or Co-development PartnerFrom 2027, IGTC's Japanese round becomes a joint event with Super GT. Suzuka continues in its role as co-promoter with SRO.
• FanateccoreGTM or Marketing PartnerSim racing equipment supplier partner for GT World Challenge. Provides esports arena at five European events, enabling GT World Challenge as first motorsport series to mix real and virtual competition with real championship points.
• Peter AutominorStrategic or Co-development PartnerPartnership to launch GT3 Revival Series in 2026, featuring cars from the first eight years of GT3 with emphasis on amateur competitors.
• BlancpainminorGTM or Marketing PartnerHistorical naming rights partner for Blancpain GT Series (now GT World Challenge). Partnership ended around 2020 when AWS became title sponsor.

Scale indicators8 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• ACO (Automobile Club de l'Ouest): French governing club that runs the 24 Hours of Le Mans and the FIA World Endurance Championship, and is SRO's co-promoter of the Asian Le Mans Series since 2023. Both organizations stand at the apex of global GT/endurance racing commercialization.
• Creventic (24H Series): Independent Dutch promoter of the 24H Series, a global endurance racing championship running TCE, GT3, and GT4 classes. Comparable as an independent third-party promoter building a global calendar of GT-based endurance races outside the SRO/IMSA/ACO axis.
• DTM (ITR GmbH): Germany's premier GT/touring car championship operator, historically a direct competitor in European GT promotion (DTM ran GT3-spec cars via Class One then GT3 rules). Closest European analog to a single-promoter touring/GT championship structure.
• Super GT / GTA: Operator of Japan's flagship GT championship featuring GT500 and GT300 classes; SRO's co-promoter for the 2027 IGTC Japanese round and Suzuka partner. Comparable as a regional GT series with manufacturer support that runs in parallel to SRO's calendars.
• Peter Auto: French promoter specializing in historic and endurance racing events including the Spa Classic, Tour Auto, and the new GT3 Revival Series launched in partnership with SRO in 2026. Comparable as a niche motorsport event operator with a complementary (not directly competing) property stack.
• IMSA (International Motor Sports Association): North American sanctioning body for sports car and GT racing, operating the WeatherTech SportsCar Championship and Michelin Pilot Challenge. Direct comparator because both act as promoter/sanctioning body for GT classes, and SRO's new BoP technical partnership with IMSA (effective 2026) explicitly links the two organizations.

Broad incumbents

• ADAC (Allgemeiner Deutscher Automobil-Club): Germany's national automobile club and motorsport federation, which runs the ADAC GT Masters championship (licensed under SRO GT3 rules since 2023). Comparable as a broader mobility/motoring organization that also operates a GT series within SRO's governance framework.
• NASCAR / RSCS: Owns IMSA and is the largest North American motorsport promoter (Cup Series, Xfinity, Truck, ARCA). Comparable as a multi-series motorsport promoter and sanctioning body, though operating in stock car rather than GT categories.
• FIA (Fédération Internationale de l'Automobile): Global motorsport governing body that sanctions international championships including FIA WEC, FIA GT World Cup, and FIA Motorsport Games (which SRO organizes). SRO operates within FIA's regulatory umbrella while delivering many of its flagship international properties.

Emerging players

• MotorSport Vision (MSV): UK-based circuit operator and event promoter running Brands Hatch, Donington Park, Snetterton and other venues, and operating the British Touring Car Championship. Comparable in scale and geography but differentiated by circuit ownership rather than championship governance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/gtworld
• LinkedInlinkedin.com/company/sro-motorsports-group
• Facebookfacebook.com/sromotorsportsgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries7 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 SRO Motorsports Group