AMA Pro Racing

What AMA Pro Racing does

AMA Pro Racing is the premier sanctioning body for professional motorcycle racing in North America, operating as a private company owned by Daytona Motorsports Group and headquartered in Daytona Beach, Florida. The current entity traces its origins to a 2008 acquisition of professional racing properties from the American Motorcyclist Association, though the racing heritage dates to 1924. AMA Pro Racing governs five core racing disciplines: American Flat Track (title-sponsored by Progressive Insurance), AMA Pro Motocross, SuperMotocross (SMX) World Championship, AMA Pro ATV Motocross, and American Hillclimb. The organization serves licensed professional riders, racing teams, motorcycle manufacturers (including American Honda and Harley-Davidson-backed Latus Motors Racing), and motorsports fans across North America.

The company's product portfolio encompasses both live racing series and supporting digital infrastructure. Core technology includes real-time live timing and scoring systems accessible via web portals and mobile applications on iOS and Android, comprehensive PDF results archives spanning multiple disciplines from 2003-present, and a competitor licensing and registration system (ProReg) used for race entries and credential management. Distribution is anchored by an exclusive broadcast partnership with NBC Sports, Peacock, and USA Network, which delivers coverage of the 28-race SMX World Championship season including playoff rounds and the championship final.

AMA Pro Racing generates revenue through multiple streams: multi-year title sponsorship deals (headlined by Progressive Insurance for American Flat Track), event operations including ticket sales and competitor licensing fees, digital platform advertising and content distribution through broadcast and streaming partners, and contingency programs for teams and manufacturers. The go-to-market motion is fundamentally event-driven, with revenue tied to live event attendance, broadcast viewership, sponsorship activations, and licensed rider participation across sanctioned series.

Name

AMA Pro Racing

Legal name

AMA Pro Racing

Website

https://amaproracing.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

AMA Pro Racing is the premier sanctioning body for professional motorcycle racing in North America, governing American Flat Track, Pro Motocross, SuperMotocross, ATV Motocross, and Hillclimb series. It serves licensed riders, racing teams, motorcycle manufacturers, and motorsports fans through event operations, broadcast partnerships, and digital platforms.

Ownership category

akta.pro rank

Product category

Professional Motorcycle Racing Sanctioning

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsport Sanctioning Bodies (FIA/FIM/IMSA, etc.) (MPAKAFAH)

Keywords

• Motorcycle racing sanctioning
• Professional motorsport events
• Flat track racing
• Motocross championships
• Race event management

Headquarters

HQ city

Daytona Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Title Sponsorship: Multi-year title sponsorship deals with companies like Progressive Insurance for American Flat Track series branding, broadcast, live events, and digital platforms
2. Event Operations: Revenue from sanctioning professional motorcycle racing events including ticket sales, event management, and competitor licensing
3. Digital Platforms & Media: Live streaming partnerships with NBC Sports and Peacock, digital platform operations, and online content distribution

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

AMA Pro Racing operates as the premier sanctioning body for professional motorcycle racing in North America. It governs and operates multiple racing championships including American Flat Track, AMA Pro Motocross, AMA Pro ATV, American Hillclimb, and SuperMotocross, providing competitor licensing, rule enforcement, event management, live timing/scoring, and broadcast distribution.

Product overview

AMA Pro Racing serves as the premier professional motorcycle racing sanctioning body in North America, managing multiple distinct racing disciplines through both unified and specialized digital platforms. The core portfolio includes five racing series: American Flat Track (featuring AFT SuperTwins, ProSport 450, Singles, and AdventureTrackers classes), AMA Pro Motocross, AMA Pro ATV Motocross, American Hillclimb, and SuperMotocross (combining Supercross and Motocross). Supporting the live racing operations, AMA Pro Racing operates a comprehensive digital infrastructure comprising live timing and scoring portals for real-time race monitoring, PDF results archives spanning decades of historical data, mobile applications for iOS and Android platforms, and an online competitor licensing and registration system (ProReg). The company also distributes official rulebooks and technical documents for each discipline. These products function as interconnected components of the racing ecosystem, with live timing feeds, competitor management systems, and archival databases serving both participants and fans.

Differentiator

Problem solved

Functional benefit

Products and services

• American Flat Track (Progressive American Flat Track)
• AMA Pro Motocross
• AMA Pro ATV (ATVMX)
• American Hillclimb
• SuperMotocross World Championship (SMX)
• ProReg Competitor Licensing & Registration System

Quantifiable outcome

• Partnership with Progressive Insurance since 2020, extending into multi-year renewal

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• Progressive InsurancecoreGTM or Marketing Partner · 11 March 2026Progressive Insurance serves as title sponsor of American Flat Track (Progressive American Flat Track), providing official title sponsorship across series branding, broadcast coverage, live events, and digital platforms. Partnership began in 2020 and extends into a new multi-year agreement. Progressive is the country's No. 1 motorcycle insurer with one in three motorcyclists as customers.
• NBC SportscoreChannel Partner/ Reseller/ DistributorNBC Sports provides broadcast and streaming coverage for the SMX World Championship, including Supercross and Pro Motocross events. The partnership includes exclusive coverage on Peacock with additional broadcasts on NBC and USA Network, covering a 28-race season concluding with playoff rounds and championship final in September.
• DunlopcoreTechnology or IntegrationDunlop provides official tire supply and technical specifications for American Flat Track racing. Competition bulletins reference Dunlop tire regulations and approved tire lists for various racing classes.
• VP Racing FuelscoreTechnology or IntegrationVP Racing Fuels supplies racing fuel for American Flat Track events, with official fuel purchasing programs and technical specifications for competition use.

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Regional players

• FIM: Fédération Internationale de Motocyclisme, the global governing body for motorcycle racing. Direct peer in sanctioning motorcycle racing, but operates internationally (MotoGP, World Superbike, etc.) and does not compete head-to-head in North America — making it a regional/peer peer rather than direct competitor.

Direct peers

• IMSA: International Motor Sports Association, the primary sanctioning body for sports car racing in North America. Comparable as a multi-series sanctioning body with OEM manufacturer participation, tier-1 broadcast partnerships, and event-based revenue across North American venues.
• NASCAR: The dominant U.S. motorsport sanctioning body, operating multiple national racing series with a comparable business model: sanctioning events, licensing teams, and monetizing through broadcast rights and sponsorships. Both organizations sit at the apex of U.S. motorsport governance and compete for the same pool of sponsor and broadcast dollars.
• SRO Motorsports Group: Global motorsport organization sanctioning and promoting GT and sports car racing series (including GT World Challenge America). Comparable as a sanctioning body/promoter hybrid operating multiple professional series with similar revenue mechanics (sanctioning fees, sponsorship, broadcast).
• IndyCar: Sanctioning body for the NTT IndyCar Series in North America. Operates an analogous sanctioning, event-management, and broadcast-rights model centered on open-wheel racing, competing for U.S. motorsport fan attention and sponsorship budgets.
• NHRA: National Hot Rod Association, the U.S. sanctioning body for drag racing. Closely comparable in structure — a single organization running multiple professional racing disciplines with national event schedules, OEM involvement, and broadcast partnerships.

Broad incumbents

• FIA: Fédération Internationale de l'Automobile, the global motorsport governing body overseeing Formula 1, World Rally, and World Endurance Championship. Adjacent incumbent in motorsport governance with overlapping regulatory and sanctioning functions at a global scale.
• Feld Entertainment: Large live entertainment and motorsport event producer historically responsible for AMA Supercross operations before the SMX unification. Comparable as a major motorsport event operator with deeper resources and broader entertainment portfolio.

Others

• Daytona International Speedway: Iconic motorsport venue in Daytona Beach operated within the same Daytona Motorsports Group ecosystem. Related entity rather than direct competitor — shares ownership and geography with AMA Pro Racing and represents both a venue partner and a sister property.
• MX Sports Pro Racing: Event organizer that operates Pro Motocross events in coordination with AMA Pro Racing's sanctioning. Closely operationally intertwined but functions as an event promoter/promoter partner rather than a competing sanctioning body.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/amaproflattrack
• YouTubeyoutube.com/AMAProVids
• Facebookfacebook.com/jdbeachracing
• LinkedInlinkedin.com/company/ama-pro-racing
• Instagramamaproracing.com/link.cfm?lid=661

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 AMA Pro Racing