AMA Pro Racing
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.
- Company typePrivate
- Founded2008
- HeadquartersDaytona Beach, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
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.
AMA Pro Racing firmographics
Firmographics- 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
AMA Pro Racing industry classification
Industry- 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
Where AMA Pro Racing is headquartered
LocationHeadquarters
- HQ city
- Daytona Beach
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
AMA Pro Racing business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Title Sponsorship: Multi-year title sponsorship deals with companies like Progressive Insurance for American Flat Track series branding, broadcast, live events, and digital platforms
- Event Operations: Revenue from sanctioning professional motorcycle racing events including ticket sales, event management, and competitor licensing
- 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
AMA Pro Racing product offering
Product offeringCore 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
Companies that use AMA Pro Racing
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
AMA Pro Racing technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
AMA Pro Racing partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Progressive InsurancecoreProgressive 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 SportscoreNBC 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.
- DunlopcoreDunlop 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 FuelscoreVP 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
AMA Pro Racing competitors and assessment
Company assessmentRegional 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
AMA Pro Racing social profiles
Digital presenceAMA Pro Racing financial estimates
Financial estimateRevenue estimate
Valuation estimate
AMA Pro Racing leadership team
Management profileNumber of profiles
Profiles13 records
AMA Pro Racing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AMA Pro Racing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AMA Pro Racing
What does AMA Pro Racing do?
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.
Is AMA Pro Racing a public or private company?
AMA Pro Racing is a private company. It is currently operating.
When was AMA Pro Racing founded?
AMA Pro Racing was founded in 2008. It employs 11 to 50 people.
Where is AMA Pro Racing based?
AMA Pro Racing is headquartered in Daytona Beach, United States, in the North America region.
How does AMA Pro Racing make money?
Three revenue lines are on record. Title Sponsorship is the primary driver. The others are event Operations and digital Platforms & Media.
Who are AMA Pro Racing's main competitors?
FIM is listed as a regional player. Direct peers are IMSA, NASCAR, SRO Motorsports Group, IndyCar and NHRA. Broad incumbents are FIA and Feld Entertainment. Others are Daytona International Speedway and MX Sports Pro Racing.
Does AMA Pro Racing have an API?
No public API is recorded for AMA Pro Racing.
What industry is AMA Pro Racing in?
AMA Pro Racing's product category is Professional Motorcycle Racing Sanctioning. Its primary akta.pro industry code is MPAKAFAH, Motorsport Sanctioning Bodies (FIA/FIM/IMSA, etc.). Its NAICS code is 711211 and its SIC code is 7948.