Bristol Motor Speedway

What Bristol Motor Speedway does

Bristol Motor Speedway is a 0.533-mile concrete oval short track located in Bristol, Tennessee on the Tennessee-Virginia state line, founded in 1961 by Larry Carrier and Carl Moore. The 500+ acre facility features 24- to 28-degree corner banking, 650-foot straightaways, the adjacent quarter-mile Bristol Dragway, and Colossus TV, the world's largest outdoor center-hung four-sided video screen with a 540,000-watt audio system installed in 2016. The speedway hosts two major NASCAR weekends annually (Bass Pro Shops Night Race, Food City 500) plus the Food City 300, Suburban Propane 300, UNOH 250, and the Super Grip NHRA Thunder Valley Nationals at Bristol Dragway, drawing nearly 1 million visitors per year across racing, concerts, and special events.

The business operates a diversified revenue model across consumer ticketing (Ticketmaster-powered, ranging from $25 Thursday Truck race adult tickets to $65+ Cup Series), corporate sponsorships (Food City, Bass Pro Shops, First Horizon Bank, Suburban Propane, O'Reilly Auto Parts), premium hospitality (eight tiers including The Bristol Club, 1961 Luxury Suite, Turn 1 Tavern, Chairman's Experience), camping (Creekside Luxury RV Park, Dragstrip and Landing campgrounds), facility rentals (Bruton Smith Building, South Building), advertising (Colossus TV, email to 200,000+ fans, Raceday Guide), and merchandise/concessions. Distribution is multi-channel: direct ticket office, Ticketmaster, Food City retail stores, On Location travel packages, GOVX military discounts, and Gofevo college student tickets.

Bristol Motor Speedway is owned and operated by Speedway Motorsports, LLC (NYSE: SKM), a publicly traded motorsports conglomerate that acquired the track from founder Larry Carrier on January 22, 1996 for $26 million. The venue benefits from SMI's corporate services infrastructure and cross-promotion across sister venues including Charlotte Motor Speedway, Las Vegas Motor Speedway, and Nashville Superspeedway. Leadership includes President and General Manager Jerry Caldwell and a corporate sales/communications team reporting into SMI.

Name

Bristol Motor Speedway

Legal name

Speedway Motorsports, LLC

Website

https://bristolmotorspeedway.com

Company type

Public

Founded year

1961

Operating status

Operating

Headcount range

51–100 employees

Short description

Bristol Motor Speedway operates a 0.533-mile concrete oval short track in Bristol, Tennessee, hosting two annual NASCAR weekends and NHRA drag racing events. The 500+ acre venue draws nearly one million visitors yearly through ticketing, corporate sponsorships, premium hospitality, camping, and facility rentals under owner Speedway Motorsports (NYSE: SKM).

Ownership category

akta.pro rank

Product category

Motorsports Entertainment Venue

NAICS

Racetracks (711212), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Tracks & Racing Facilities (MPAKAEAC)

akta.pro secondary industries

Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD), Motorsports & Racing Experiences (THAJAFAF), Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI)

Keywords

• Motorsports entertainment venue
• NASCAR racing events
• Drag racing events
• Premium race hospitality
• Motorsports sponsorship activation

Headquarters

HQ city

Bristol

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from selling tickets to NASCAR Cup Series, O'Reilly Auto Parts Series, NASCAR Truck Series events, NHRA drag racing events, and other motorsport competitions. Tickets range from $25 (Thursday truck race) to $65+ (Cup Night Race) for adults, with kids tickets at $10.
2. Corporate Sponsorships: Official Partnership and Entitlement packages providing companies access to marketing/promotional rights, branding, consumer interaction, corporate entertainment, print/online media and publicity. Major sponsors include Food City (35-year race entitlement), Bass Pro Shops (Night Race), Suburban Propane, First Horizon Bank (25-year partnership), and Airbnb (official lodging partner).
3. Premium Hospitality & Suites: Revenue from luxury suites (16-person to 144-person capacity), climate-controlled skyboxes, club memberships (The Bristol Club), turn-specific hospitality areas (Turn 1 Tavern, Roof at Turn 4, Bristol Tap Room), and catering services. Includes Super Fan Suites themed to specific drivers.
4. Camping & RV Parks: Revenue from on-site camping including Creekside Luxury RV Park (full hookup), Dragstrip campground (dry/non-hookup), Landing campground, and off-property partner campgrounds. Also includes Keystone complimentary mobile service partnerships for RVers.
5. Facility Rentals: Rental of various spaces for corporate events, meetings, banquets, galas, and private functions. Spaces include Bruton Smith Building Banquet Room (2,255 sq ft, capacity 165), South Building (66,000 sq ft total across 3 bays), Conference Suite, Media Center, and outdoor venues.
6. Advertising & Branding: Revenue from interior and exterior branding opportunities, Colossus TV advertising, print advertising (Raceday Guide, Souvenir Program), website banner ads, email marketing to 200,000+ fans, and social media sponsorship integration.
7. Merchandise & Concessions: Souvenir merchandise sales including event t-shirts ($30-$35), hats ($38), hoodies, track flags, and memorabilia. Concession sales during events.
8. Pre-Race Concerts & Entertainment: Revenue from pre-race concert entertainment featuring country music artists like Brian Kelley. Partnership with Levy Restaurants for catering services at hospitality venues.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels10 records

Core offering

Bristol Motor Speedway operates a 0.533-mile concrete oval short track and adjacent quarter-mile Bristol Dragway, hosting NASCAR Cup Series, O'Reilly Auto Parts Series, Craftsman Truck Series, ARCA Menards Series, and NHRA drag racing events. The venue also produces premium hospitality suites, on-site camping, facility rentals, merchandise, and entertainment events (concerts, football) for racing fans and corporate partners, with close to one million visitors annually.

Product overview

Bristol Motor Speedway operates a multi-purpose motorsports entertainment venue hosting major NASCAR events (Cup Series, O'Reilly Auto Parts Series, Craftsman Truck Series), NHRA drag racing at Bristol Dragway, and special events. The venue offers a comprehensive portfolio including live racing events, premium hospitality suites (Super Fan Suites, The Bristol Club, The Chairman's Experience, Turn 1 Tavern, Bristol Tap Room, Busch Light Banks & Brews, 1961 Luxury Suite), camping facilities (Creekside Luxury RV Park, Dragstrip Campground, Landing Campground), facility rentals for corporate events, pre-race concerts, track tours, mobile app, and fan experience upgrades (Pre-Race Track Walk, Scanner Rental, Ultimate Fan Pass). The complex also includes the Thunder Valley Amphitheatre for concerts and Colossus TV, the world's largest outdoor center-hung four-sided video display.

Differentiator

Problem solved

Functional benefit

Brands

• Bristol Dragway: The adjacent quarter-mile dragstrip that is part of the Bristol Motor Speedway complex, hosting NHRA events including the Super Grip NHRA Thunder Valley Nationals and more than 50 events annually. The Thunder Valley Amphitheatre transforms the dragway into a premier concert venue.
• Colossus TV
• Thunder Valley Amphitheatre
• America's Night Race
• Shell Rotella SuperRigs

Products and services

• Bass Pro Shops Night Race NASCAR Cup Series night race, the crown jewel of Bristol Motor Speedway's racing calendar and the third race in the Chase for the Cup Championship Series. Held under the lights with premium hospitality tied to the event.
• Food City 500
• Food City 300
• Suburban Propane 300
• UNOH 250 and Bush's Beans 200
• Tennessee Army National Guard 250
• Super Grip NHRA Thunder Valley Nationals
• Bristol Dragway
• Shell Rotella SuperRigs
• Super Fan Suites
• The Bristol Club
• The Chairman's Experience
• Turn 1 Tavern
• Bristol Tap Room
• Busch Light Banks & Brews
• 1961 Luxury Front Stretch Suite
• Creekside Luxury RV Park
• The Dragstrip Campground
• The Landing Campground
• Facility Rentals
• Track Tours

Quantifiable outcome

• Nearly 1 million annual visitors provide significant marketing reach for sponsors and partners
• +4 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

17 partnerships are on record, tiered core and minor.

• AirbnbcoreGTM or Marketing Partner · 12 May 2026Airbnb became an official lodging partner for Darlington Raceway and four additional tracks including Bristol Motor Speedway. Fans can browse and book Airbnb listings directly through the track's website. The partnership provides economic opportunity for local homeowners to benefit from the economic boost associated with major racing events. This expands accommodation options for visitors attending NASCAR events at Bristol.
• Suburban PropanecoreGTM or Marketing Partner · 14 April 2026Suburban Propane successfully executed its first race sponsorship, the Suburban Propane 300 at Bristol Motor Speedway in Tennessee. The company actively supported race weekend operations including track drying during rain and fueling concessions and campgrounds. The event debuted Suburban Propane's new brand mascot PhilMor the Bobtail to engage fans, serving as a national platform to reinforce their position as a clean energy provider.
• TVS Srichakra LtdminorGTM or Marketing Partner · 10 April 2026TVS Srichakra Ltd, a Madurai-based tyre manufacturer, executed an Assignment and Assumption Agreement to assume all rights, duties and obligations of its wholly-owned subsidiary Super Grip Corporation under sponsorship agreements with Bristol Motor Speedway. The company paid $1,033,250 in tranches for the remaining years through December 31, 2028. The agreement is intended to enhance the visibility and reach of the company's brands in global markets through Bristol Motorsports visibility.
• First Horizon BankcoreGTM or Marketing Partner · 1 January 2001First Horizon Bank celebrated its 25-year sponsorship partnership with Bristol Motor Speedway in 2026, beginning in 2001. The bank's sponsorship includes extensive branding visibility and fan experience enhancements at the speedway. The partnership is one of the longest-standing at BMS and includes co-marketing initiatives like the Random Acts of Kindness Tour.
• Food CitycoreGTM or Marketing PartnerFood City has sponsored the Spring Cup race at Bristol for 35 years, making it NASCAR's second longest-running race entitlement sponsor. Food City has been involved since 1987 through their hosting of Food City Family Race Night. Food City first sponsored the Cup entitlement in 1992. The partnership includes race title sponsorship, in-store promotions, and ticket sales at Food City locations.
• Bass Pro ShopscoreGTM or Marketing PartnerBass Pro Shops is the title sponsor of the Bass Pro Shops Night Race, known as America's Night Race. This is the premier event at BMS and serves as a major playoff race in the NASCAR Cup Series Chase format. Bass Pro Shops branding appears throughout the speedway and their logo is featured prominently on track signage and merchandise.
• O'Reilly Auto PartscoreGTM or Marketing PartnerO'Reilly Auto Parts is the series sponsor for NASCAR O'Reilly Auto Parts Series races at Bristol, including the Food City 300. The partnership provides series naming rights and marketing activation at BMS events.
• On LocationcoreChannel Partner/ Reseller/ DistributorOn Location is the leader in providing direct access to major sporting events and serves as the official travel package provider for Bristol Motor Speedway. They offer official tickets bundled with deluxe hotel accommodations, worry-free transportation to the track, and exclusive fan experiences. As the exclusive travel partner, they provide comprehensive race weekend packages.
• TicketmastercoreChannel Partner/ Reseller/ DistributorTicketmaster serves as the primary online ticketing platform for all Bristol Motor Speedway events. Consumers can purchase tickets, weekend packages, and premium experiences through Ticketmaster.com. Mobile tickets are available through the Ticketmaster app, enabling seamless entry to events.
• Speedway MotorsportscoreStrategic or Co-development PartnerSpeedway Motorsports, LLC owns Bristol Motor Speedway. SMI operates multiple motorsports venues across the United States and provides corporate services including legal, HR, marketing, and operational support. BMS president Jerry Caldwell reports to SMI leadership. The SMI network includes Charlotte Motor Speedway, Dover Motor Speedway, Las Vegas Motor Speedway, and other major tracks.
• Super GripcoreGTM or Marketing PartnerSuper Grip is the title sponsor of the NHRA Thunder Valley Nationals at Bristol Dragway. The company provides support for the premier drag racing event that attracts top NHRA competitors. Super Grip branding appears throughout the dragway and event marketing materials.
• Levy RestaurantscoreImplementation/ SI/ Consulting PartnerLevy Restaurants serves as the exclusive catering partner for BMS hospitality venues including suites, clubs, and premium hospitality areas. The company provides chef-attended action stations, premium dining experiences, and comprehensive food and beverage service at The Bristol Club, 1961 Luxury Suite, Creekside Tailgate, and Hospitality Village.
• THOR IndustriesminorGTM or Marketing PartnerTHOR Industries partners with BMS to provide complimentary mobile RV service to RVers camping in Speedway Motorsports-owned campgrounds. The service is powered by Campers Inn RV and provides repairs and service appointments during race weekends. THOR also features prominently in BMS partner listings.
• Bush's BeansminorGTM or Marketing PartnerBush's Beans sponsors qualifying events and ARCA Menards Series races at Bristol. The Bush's Beans 200 is part of the NASCAR weekend lineup. The company has a significant presence in BMS partner listings and event promotions.
• ChevroletminorGTM or Marketing PartnerChevrolet appears in BMS official partner listings. As a major NASCAR manufacturer, Chevrolet teams compete at BMS and the partnership provides manufacturer branding and activation opportunities at the speedway.
• Coca-ColaminorGTM or Marketing PartnerCoca-Cola serves as official beverage partner with presence throughout BMS hospitality venues. Products featured at The Bristol Club, Bristol Tap Room, and other concession areas. The partnership includes closed-circuit television cooler placements and product exclusivity at various venues.
• Keystone/Campers Inn RVminorImplementation/ SI/ Consulting PartnerKeystone and Campers Inn RV provide complimentary mobile service to RVers camping at BMS during race weekends. The partnership supports the significant RV camping community that attends BMS events by offering on-site repair and service appointments.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Charlotte Motor Speedway: Flagship 1.5-mile oval in the SMI portfolio, hosting NASCAR Cup, Truck, and ARCA events, plus the ROVAL and the Charlotte Christmas speedway events. Directly comparable as a sister SMI track with similar event mix, sponsorship model, and corporate services.
• Texas Motor Speedway: SMI-owned 1.5-mile quad-oval hosting NASCAR Cup, Xfinity, and IndyCar. Closely comparable in event programming, suite and hospitality offerings, and large-venue motorsport operations under the SMI corporate umbrella.
• Atlanta Motor Speedway: SMI-owned 1.54-mile quad-oval hosting NASCAR Cup, Xfinity, and Truck races. Directly comparable as an SMI sister track with overlapping event calendar, premium hospitality, and similar fan engagement model.
• Dover Motor Speedway: SMI-owned one-mile concrete oval known as 'The Monster Mile.' Comparable short/concrete-track profile to Bristol, with NASCAR Cup, Xfinity, and Truck events plus similar sponsorship structure.
• Las Vegas Motor Speedway: SMI-owned 1.5-mile superspeedway hosting NASCAR Cup playoff races and NHRA events. Comparable as a multi-purpose SMI venue with racing, premium hospitality, and large-scale fan events.
• Darlington Raceway: SMI-owned 'Lady in Black' oval hosting NASCAR Cup and Xfinity throwback weekend. Comparable as a SMI heritage track with strong sponsor partnerships, including the recent Airbnb lodging alliance with Bristol.
• Martinsville Speedway: NASCAR's shortest track (0.526-mile) and oldest continuously operating oval. Highly comparable to Bristol as a short, high-banked, fan-favorite oval hosting playoff races with similar ticket and hospitality product set.
• Talladega Superspeedway: 2.66-mile superspeedway hosting NASCAR's biggest races with 156,000+ capacity. Comparable in scale, capacity, premium hospitality offerings (Turn 1 Tavern equivalents), and event-driven revenue model.
• Daytona International Speedway: NASCAR's flagship 2.5-mile superspeedway hosting the Daytona 500. Comparable in iconic brand status, premium in-venue experience, and ability to host non-racing events (Daytona Rising, Rolex 24).
• Indianapolis Motor Speedway: Iconic 2.5-mile oval hosting the Indy 500, NASCAR, and MotoGP. Comparable as a historic, multi-purpose motorsports venue with major sponsor entitlements, premium suites, and year-round fan experience programming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BMSupdates
• YouTubeyoutube.com/@BristolMotorSpeedwayVideos
• Facebookfacebook.com/bristolmotorspeedway
• Instagraminstagram.com/itsbristolbaby
• TikToktiktok.com/@itsbristolbaby
• LinkedInlinkedin.com/company/bristol-motor-speedway-and-dragway

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 Bristol Motor Speedway