What SCORE INTERNATIONAL does

SCORE International is the premier off-road desert racing sanctioning body and promoter in the Americas, headquartered in Reno, Nevada with primary race operations in Baja California and Baja California Sur, Mexico. Founded in 1967 with the first Baja 1000, SCORE organizes the four-race SCORE World Desert Championship — the San Felipe 250, Baja 400, Baja 500, and Baja 1000 — which together attract 200-300+ vehicle entries per race from more than 20 U.S. states and up to 10 countries. The organization structures competition across multiple vehicle classes including SCORE Trophy Truck (1000+ HP unlimited trucks), Trophy Truck Legends, Trophy Truck Spec, Trophy Truck 2WD, Class 1/Class 10 buggies, Pro UTV classes, Pro Moto classes, Pro Quads, and Sportsman categories.

Underlying SCORE's race operations is a digital race management platform comprising official online race registration, a live timing and results system at results.score-international.com, GPS-based live vehicle tracking during events, an official SCORE mobile app for livestream and notification alerts, and SCORE TV media house for live streaming on Roku, Apple TV, Tubi, and YouTube alongside ESPN2 broadcast coverage. A monthly bilingual SCORE Journal (English and Spanish editions) supports the media ecosystem. The Rod Hall SCORE Milestone Awards, presented for 41 consecutive years, recognize racers completing every required championship mile (44 racers in 2025; 90 in contention for 2026).

Revenue is generated across six streams: race entry fees across professional and Sportsman classes; title and official sponsorships anchored by BFGoodrich Tires (48 years), Ford, Polaris RZR, King Shocks, VP Racing, Optima Batteries, Rugged Radios, and Method Race Wheels; a $1.6 million sponsor-funded contingency program for the 2025 four-race season; media rights and streaming licensing; merchandise sales including the newly launched SCORE Baja 1000 Tequila; and marketing partnership fees such as the 2025-2027 AutoZone Mexico agreement. Government support from Mexican federal, state (Baja California, Baja California Sur Secretaries of Tourism), and municipal authorities provides formal Strategic Tourism Alliance backing for venue access. The company is privately held under President Roger Norman and VP of Marketing and Sales Jim Ryan, with a headcount of 11-50.

Name

SCORE INTERNATIONAL

Legal name

Score International

Website

https://score-international.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

11–50 employees

Short description

SCORE International is the premier off-road desert racing sanctioning body, operating the four-race SCORE World Desert Championship — San Felipe 250, Baja 400, Baja 500, and Baja 1000 — in Baja California, Mexico for professional and Sportsman racers in multiple vehicle classes, monetized through entry fees, sponsorships, media rights, and merchandise.

Ownership category

akta.pro rank

Product category

Off-Road Racing Sanctioning and Event Promotion

NAICS

Spectator Sports (71121)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Sanctioning Bodies & Governing Organizations (MPAKAGAD)

akta.pro secondary industry

Professional Sport Governing Bodies & League Sanctioning Authorities (MPAKAFAE)

Keywords

• Off-road racing
• Desert racing
• Motorsports events
• Race sanctioning
• Motorsports media

Headquarters

HQ city

Reno

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Race Entry Fees: Racers pay entry fees to participate in SCORE World Desert Championship events across multiple vehicle classes
2. Sponsorship and Title Sponsorship: Corporate sponsors pay for event title sponsorship, official sponsor designations, and series branding rights (e.g., BFGoodrich Tires as Official Tire and Race Title Sponsor, Ford as Official Truck and SUV)
3. Merchandise Sales: SCORE Store sells official merchandise including SCORE Baja 1000 Tequila and other branded items
4. Media Rights and Licensing: Television broadcasting deals (ESPN2), streaming partnerships (Roku, Apple TV, Tubi), and media licensing for race coverage content
5. Marketing Partnership Fees: Extensive marketing partnerships with companies like AutoZone Mexico (2025-2027 partnership) and other official sponsors
6. Contingency Awards Program: $1.6 million in contingency postings for four-race 2025 season, funded by sponsors for class winners and finishers

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

SCORE International is the premier off-road desert racing sanctioning body in the Americas, organizing the four-race SCORE World Desert Championship Series annually in Baja California and Baja California Sur, Mexico: SCORE San Felipe 250, SCORE Baja 400, SCORE Baja 500, and SCORE Baja 1000. The organization provides comprehensive race management infrastructure including official race registration, live timing and results, GPS vehicle tracking, championship points systems, contingency award programs, multi-platform media distribution, and an official merchandise line including the SCORE Baja 1000 Tequila.

Product overview

SCORE International is an off-road racing sanctioning body that operates the SCORE World Desert Championship, the world's premier desert racing series. The core offering consists of four major races: the SCORE San Felipe 250, SCORE Baja 400, SCORE Baja 500, and SCORE Baja 1000, all held in Baja California and Baja California Sur, Mexico. Supporting the racing operations is a comprehensive media ecosystem including SCORE Journal (digital magazine), SCORE App (mobile application), SCORE Live Tracking (real-time GPS tracking), SCORE TV/Livestream (broadcast coverage), and SCORE Store (merchandise). The company also launched SCORE Baja 1000 Tequila in 2026 as a commemorative product. Racing competition is organized into multiple vehicle classes including Trophy Trucks, buggies, UTVs, motorcycles, and quads.

Differentiator

Problem solved

Functional benefit

Brands

• SCORE Journal: Monthly digital magazine featuring exclusive race coverage, race team features, and off-road motorsports content published in English and Spanish editions.
• SCORE World Desert Championship
• SCORE Baja 1000 Tequila

Products and services

• SCORE World Desert Championship Premier off-road racing championship series organized by SCORE International, featuring four major desert races held annually in Baja California and Baja California Sur, Mexico. Includes SCORE San Felipe 250, SCORE Baja 400, SCORE Baja 500, and SCORE Baja 1000, awarding season points championships across multiple vehicle classes including Trophy Trucks, UTVs, motorcycles, buggies, and quads.
• SCORE San Felipe 250 A 250-mile desert off-road race held annually in San Felipe, Baja California, Mexico. Known as SCORE's 'Baby Baja' race, it is one of the shortest but most brutal SCORE races requiring all-out, high-speed racing across multiple vehicle classes.
• SCORE Baja 400 The youngest race in the SCORE World Desert Championship series, held in Ensenada, Baja California, Mexico. Over 200 vehicles typically participate with racers from over 20 U.S. states and up to 10 countries.
• SCORE Baja 500 An iconic desert race held in Ensenada, Baja California, Mexico. The event is celebrated as SCORE International Day annually on the first Saturday in June and features a challenging race course through the Baja peninsula.
• SCORE Baja 1000 The 'Granddaddy of all Desert Races,' an iconic off-road race traditionally running from Ensenada to La Paz. Voted the No. 1 desert race and No. 2 motorsports event in North America by USA Today readers. The 58th edition had 235 total entries.
• SCORE Baja 1000 Tequila Premium commemorative tequila celebrating 50 years of off-road racing in Baja. Distilled in Tequila, Mexico, the product serves as an homage to Mexican culture and Baja racing traditions and is sold through the SCORE Store.

Quantifiable outcome

• 90 racers completed all required miles in 2026 season (two of four races completed)
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

20 partnerships are on record, tiered core and minor.

• Hostyle Racing ProductscoreGTM or Marketing Partner · 1 January 2026Family-owned company (founded 2007) based in Fresno, California. Presenting sponsor for 2026 Rod Hall SCORE Milestone Awards. Manufactures safety and accessory items for UTVs including window nets, first-aid kits, tool bags, team apparel, race suits, pit decks, and fuel decks.
• AutoZone MexicocoreGTM or Marketing Partner · 1 January 2025Extensive marketing partnership announced for 2025-2027 between AutoZone Mexico and SCORE International.
• BFGoodrich TirescoreGTM or Marketing PartnerOfficial Tire and Race Title Sponsor of SCORE International for 48 years. BFGoodrich Tires is the longest-running sponsor of SCORE, providing official tire designation, race title sponsorship (BFGoodrich Tires 58th SCORE Baja 1000), and significant contingency awards for racers.
• Ford Motor CompanycoreGTM or Marketing PartnerOfficial Truck and SUV sponsor of SCORE International. Ford vehicles including Ford Raptor are used by championship teams. Ford was also named Official Truck and SUV during SCORE Baja 1000 events.
• King ShockscoreGTM or Marketing PartnerOfficial Shock Absorber and Race Title Sponsor (King Shocks 39th SCORE San Felipe 250). Family-owned company celebrating 30-year anniversary, led by Brett and Ross King, sons of founder Lance King. Privately owned and dedicated to consistency, quality, and reliability.
• Polaris RZRcoreGTM or Marketing PartnerOfficial UTV sponsor with Polaris RZR Factory racers competing in SCORE UTV classes. Polaris has won multiple UTV championships and leads manufacturer points standings. Polaris Gen 2 RZR Pro R UTV highlighted in SCORE coverage.
• VP RacingcoreGTM or Marketing PartnerOfficial Fuel sponsor of SCORE International. VP Racing provides race fuel for competitors and has been presenting sponsor for SCORE Baja 400 events.
• Optima BatteriesminorGTM or Marketing PartnerOfficial Battery and Official Race Timing sponsor of SCORE International.
• Rugged RadioscoreTechnology or IntegrationOfficial Radio Communication sponsor of SCORE International. Provides critical communications equipment for race teams and race operations.
• Sylvania Off-RoadminorGTM or Marketing PartnerOfficial Light sponsor of SCORE International.
• Method Race WheelscoreGTM or Marketing PartnerOfficial Wheel and Race Qualifying sponsor. Method Race Wheels organizes qualifying events that determine starting positions for Trophy Trucks and other classes.
• LasernutminorGTM or Marketing PartnerOfficial Custom Metal Fabricator for SCORE International.
• Wide Open ExcursionsminorGTM or Marketing PartnerOfficial Arrive and Drive Company providing experiential off-road driving experiences for fans and spectators.
• Crystal Bay CasinominorGTM or Marketing PartnerOfficial Casino sponsor of SCORE International.
• Mexico Secretary of TourismcoreStrategic or Co-development PartnerFederal tourism authority providing official government support for SCORE World Desert Championship events. Part of formal Strategic Tourism Alliance with Mexico.
• Baja California Secretary of TourismcoreStrategic or Co-development PartnerState-level government tourism authority providing official support for SCORE races held in Baja California (San Felipe 250, Baja 500, Baja 400).
• Baja California Sur Secretary of TourismcoreStrategic or Co-development PartnerState-level government tourism authority supporting SCORE Baja 1000 events held in Baja California Sur (Los Cabos finish).
• Ensenada Municipal GovernmentcoreStrategic or Co-development PartnerMunicipal government providing official support for SCORE races in Ensenada, declared 'Off-Road Racing Capital of the World.' Ensenada proclaims annual 'SCORE International Day' on first Saturday of June.
• Los Cabos Municipal GovernmentcoreStrategic or Co-development PartnerMunicipal government supporting SCORE Baja 1000 events with finish line in Los Cabos.
• Maxxis TiresminorGTM or Marketing PartnerSpecial support for SCORE Moto Classes providing tire support for motorcycle and quad racers.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Best in the Desert (BITD): Best in the Desert is the closest direct competitor to SCORE International, sanctioning off-road desert racing events across the American Southwest (Nevada, Arizona, California). Both organizations compete for the same racer pool, sponsors, and contingency partners in the U.S. off-road desert racing category.
• Ultra4 / King of the Hammers: Ultra4 Racing sanctions King of the Hammers, the premier U.S. rock sports / desert combined off-road racing event held in Johnson Valley, California. It competes directly with SCORE for off-road racers, manufacturer sponsors (tires, shocks, UTVs), and the enthusiast audience.
• Lucas Oil Off Road Racing Series: Lucas Oil Off Road Racing Series sanctions short-course off-road racing featuring Pro-2 and Pro-4 trucks and UTVs. It competes with SCORE for off-road truck racers, contingency sponsorships, and enthusiast media attention in the broader U.S. off-road motorsports category.
• TORC (The Off-Road Championship): TORC sanctions short-course off-road truck racing in the U.S., competing with SCORE for Pro-4 and Pro-2 truck racers, manufacturer sponsors (Ford, Toyota, truck builders), and contingency partners, though in a different format (closed course vs. point-to-point desert).

Broad incumbents

• AMA (American Motorcyclist Association): AMA is the national sanctioning body for motorcycle racing in the U.S., including off-road and desert moto classes. It provides an alternative sanctioning framework for motorcycle racers that compete in SCORE's Pro Moto divisions and serves as a broader regulatory peer in off-road motorsports governance.
• IMSA (International Motor Sports Association): IMSA is the North American motorsport sanctioning body for sports car and endurance racing, owned by NASCAR. It is a comparable motorsport sanctioning organization with multi-class championships, OEM manufacturer engagement, and broadcast partnerships.
• FIA (Fédération Internationale de l'Automobile): FIA is the international motorsport sanctioning body governing Formula 1, World Rally Championship, and cross-country rally (including Dakar). It represents the global umbrella peer for motorsport sanctioning and is the comparator for international off-road event governance models.
• World Rally Championship (WRC Promoter / FIA): WRC sanctions international stage rally championships and is a comparable multi-event motorsport sanctioning body with OEM engagement, broadcast partnerships, and a global event calendar — analogous in championship structure to SCORE's four-race World Desert Championship.
• Amaury Sport Organisation (Dakar Rally / ASO): ASO organizes the Dakar Rally — the world's most prominent cross-country off-road rally — and other mass-participation sporting events. It is a comparable international off-road motorsport promoter/sanctioning body with similar event-driven revenue model and global sponsor base.

Emerging players

• Can-Am Maverick X3 Race Series / BRP Racing: Can-Am (BRP) is both an OEM sponsor of SCORE Pro UTV classes and a competitor in the UTV racing category. Comparable as a manufacturer-backed UTV racing series that competes with SCORE's Pro UTV divisions for racers and UTV enthusiast sponsorship dollars.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/scoreintl
• YouTubeyoutube.com/c/scoreinternational
• Facebookfacebook.com/officialscoreinternational
• Instagraminstagram.com/scoreinternational
• LinkedInlinkedin.com/company/score-international-off-road-racing

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 SCORE INTERNATIONAL