Speedway Motorsports
Speedway Motorsports is a publicly traded U.S. motorsports entertainment company that owns and operates 11 premier racing facilities and generates revenue from race events, corporate sponsorships and naming rights, in-house merchandising, radio broadcasting, and global race car manufacturing and distribution.
- Company typePublic
- Founded1959
- HeadquartersConcord, United States
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingServices
What Speedway Motorsports does
Speedway Motorsports, LLC (NYSE: TRK) is a leading U.S. motorsports entertainment company that owns and operates 11 premier racing facilities across the United States, including superspeedways, road courses, and drag racing venues: Bristol Motor Speedway, Charlotte Motor Speedway (with zMAX Dragway and The Dirt Track), Dover Motor Speedway, EchoPark Speedway, Kentucky Speedway, Las Vegas Motor Speedway, Nashville Superspeedway, New Hampshire Motor Speedway, North Wilkesboro Speedway, Sonoma Raceway, and Texas Motor Speedway. The company was founded by O. Bruton Smith in December 1994 and became the first motorsports company to list on the New York Stock Exchange in February 1995; it remains family-controlled, currently under President and CEO Marcus G. Smith.
The company operates as an integrated motorsports platform through three core subsidiaries: Performance Racing Network (PRN), a NASCAR-licensed radio network producing motorsports programming 365 days per year and broadcasting 13 NASCAR Cup Series races and 12 Xfinity Series events; SMI Properties, an in-house souvenir merchandising operation handling design, screen printing, embroidery, and on-site distribution; and U.S. Legend Cars International, which manufactures and distributes modified racing cars (Legends Cars, Bandoleros, Thunder Roadsters) and parts across a dealer network spanning 32 countries. The company also owns the zMAX Micro-Lubricants consumer products brand. Speedway Motorsports has over 700 employees and is headquartered in Charlotte, North Carolina.
Speedway Motorsports generates revenue across four principal streams: (1) race event revenue from ticket sales, premium seating, hospitality suites, concessions, and on-property camping across its 11 venues; (2) sponsorship and naming rights revenue from individual race entitlements (e.g., Dollar Tree 301, Suburban Propane 300, DuraMAX Grand Prix, Bank of America 400) and multi-property corporate partnerships (Dollar Tree, THOR Industries, GM); (3) merchandise and consumer products revenue through SMI Properties and zMAX Micro-Lubricants; and (4) race car manufacturing and global parts distribution through U.S. Legend Cars International, plus advertising-supported broadcast revenue from PRN. The go-to-market is enterprise field sales — a national corporate sales team led by Chief Commercial Officer Kevin Camper plus venue-level sales teams managing Fortune 500 relationships — complemented by direct-to-consumer ticket sales through speedway websites, Ticketmaster, and on-site box offices. Additional revenue comes from non-traditional events such as the Electric Daisy Carnival music festival (Las Vegas), the Firefly Music Festival, Super Motocross World Championship, and corporate driving experiences, which fill venue calendars beyond NASCAR weekends.
Speedway Motorsports firmographics
Firmographics- Name
- Speedway Motorsports
- Legal name
- Speedway Motorsports, LLC
- Website
- https://speedwaymotorsports.com
- Company type
- Public
- Founded year
- 1959
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Speedway Motorsports is a publicly traded U.S. motorsports entertainment company that owns and operates 11 premier racing facilities and generates revenue from race events, corporate sponsorships and naming rights, in-house merchandising, radio broadcasting, and global race car manufacturing and distribution.
- Ownership category
- akta.pro rank
Speedway Motorsports industry classification
Industry- Product category
- Motorsports Entertainment
- NAICS
- Racetracks (711212)
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Race Tracks, Circuits & Motorsport Venues (MPAKAGAE)
- akta.pro secondary industry
- Motorsports Tracks & Racing Facilities (MPAKAEAC)
Keywords
Where Speedway Motorsports is headquartered
LocationHeadquarters
- HQ city
- Concord
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Speedway Motorsports business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Race Event Revenue: Revenue from ticket sales, hospitality suites, premium seating, concessions, and on-site camping across 11 premier motorsports facilities hosting NASCAR Cup Series, Xfinity Series, CRAFTSMAN Truck Series, NHRA, and non-traditional events. Key crown jewel events include the Coca-Cola 600, Bass Pro Shops Night Race, South Point 400, and Bank of America 400.
- Sponsorship and Naming Rights: Entitlement sponsorship of individual races (e.g., Dollar Tree 301, Suburban Propane 300, DuraMAX Grand Prix, Focused Health 250) generating naming rights fees. Broader corporate partnership deals across multiple properties and race weekends (e.g., Official Value Retailer of Speedway Motorsports, Official RV Partner).
- SMI Properties - Souvenir Merchandising: Souvenir merchandising services through SMI Properties subsidiaries, providing licensed merchandise design, screen printing, embroidery, and merchandising across Speedway Motorsports events.
- U.S. Legend Cars International: Manufactures and distributes smaller-scale, modified racing cars (Legends Cars, Bandoleros, Thunder Roadsters) and parts globally through an international dealer network spanning 32 countries. Annual sales reported up 24% over 2020.
- Performance Racing Network (PRN): Produces and broadcasts syndicated motorsports programming to radio stations nationwide. PRN is a NASCAR-licensed multi-broadcast radio network operating 365 days a year, holding national radio rights for multiple Speedway Motorsports events and co-producing races from Indianapolis Motor Speedway.
Go-to-market motion1 record
Distribution channels5 records
Marketing channels9 records
Speedway Motorsports product offering
Product offeringCore offering
Speedway Motorsports, LLC owns and operates 11 premier motorsports entertainment facilities across the United States, hosting NASCAR Cup Series, Xfinity Series, CRAFTSMAN Truck Series, and NHRA events. The company sells race entitlements, naming rights, and corporate sponsorships, while operating wholly-owned subsidiaries that handle souvenir merchandising (SMI Properties), race car manufacturing and global distribution (U.S. Legend Cars International), and syndicated motorsports radio broadcasting (Performance Racing Network).
Product overview
Speedway Motorsports is a leading motorsports entertainment company operating eleven premier racing facilities across the United States, including superspeedways, road courses, and drag racing venues. The company operates as a unified platform with three key subsidiaries: Performance Racing Network (PRN) for motorsports radio broadcasting, SMI Properties for souvenir merchandising, and U.S. Legend Cars International for manufacturing and distributing modified racing cars and parts. Additional products include zMAX Dragway, The Dirt Track, and Thunder Valley at various speedways, along with hospitality venues like The Speedway Clubs at Charlotte and Texas, and Turn 11 at Sonoma Raceway. The company also produces events including NASCAR Cup Series, Xfinity Series, and Craftsman Truck Series races, NHRA events, and music festivals like Firefly Music Festival.
Differentiator
Problem solved
Functional benefit
Products and services
- Speedway Motorsports Premier Racing Venues
- Performance Racing Network (PRN)
- SMI Properties Souvenir Merchandising
- U.S. Legend Cars International
- zMAX Dragway at Charlotte Motor Speedway
- The Speedway Club at Charlotte Motor Speedway
- zMAX Micro-Lubricants
Quantifiable outcome
- Over $61 million distributed to local organizations through Speedway Children's Charities since 1982
- +3 more outcomes
Companies that use Speedway Motorsports
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles4 records
Speedway Motorsports technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Speedway Motorsports partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Dollar TreecoreDollar Tree was named the entitlement sponsor of the NASCAR Cup Series race at New Hampshire Motor Speedway (Dollar Tree 301, August 23) and Official Value Retailer of Speedway Motorsports across 10 speedway properties and 15 NASCAR Cup Series race weekends. Partnership includes venue branding, hospitality, and exclusive promotional and activation rights. Dollar Tree operates over 9,200 stores across the U.S. and Canada.
- Suburban PropanecoreSuburban Propane was the entitlement sponsor of the Suburban Propane 300 at Bristol Motor Speedway. Suburban Propane played an active operational role during the race weekend, supporting track operations during inclement weather, drying the track, and fueling concessions and campground activities. The event also served as the debut venue for Suburban Propane's brand mascot PhilMor the Bobtail.
- Ovanti LimitedminorOvanti Limited's US arm signed a three-year sponsorship with Speedway Motorsports making it the official e-commerce and BNPL partner for the NASCAR Craftsman Truck Series. Ovanti's US BNPL business Flote is seeking to separate-list on Nasdaq via a proposed de-SPAC transaction with Miluna Acquisition Corp at an indicative $300 million pre-money valuation.
- DuraMAX (RelaDyne)coreDuraMAX, a brand line of maintenance products owned by RelaDyne, was named the primary entitlement sponsor for the NASCAR Cup Series race at Circuit of The Americas (COTA), branded as the DuraMAX Texas Grand Prix Presented by RelaDyne. Multi-year agreement marking the sixth annual NASCAR visit to COTA and the third Cup Series race on the calendar. RelaDyne uses the sponsorship to showcase DuraMAX as the fastest-growing engine oil brand in the installed segment to a global audience across 195 countries.
- Dollar TreecoreDollar Tree is also an existing primary partner of LEGACY MOTOR CLUB with primary sponsorships on the Nos. 42 and 43 NASCAR Cup Series cars.
- Flote (Ovanti Limited)minorFlote.com, a global fintech and digital commerce software company and subsidiary of Ovanti Limited (ASX: OVT), was named the entitlement partner for the NASCAR CRAFTSMAN Truck Series race at Nashville Superspeedway, branded as the Flote 200 (May 29-31). The partnership provides a platform to introduce the BNPL payment platform to NASCAR's passionate fan base.
- Focused HealthcoreFocused Health, a national health insurance agency, partnered with Speedway Motorsports as entitlement sponsor of two NASCAR Xfinity Series races in 2024: the Focused Health 250 at COTA (March 23) and the Focused Health 250 at Atlanta Motor Speedway (September 7). Three-year agreement per race. Additionally, Focused Health marketed its brand as a primary sponsor of Zane Smith's No. 71 NASCAR Cup Series Chevrolet.
- THOR IndustriescoreTHOR Industries, the world's largest RV manufacturer and global leader in recreation vehicles (20 manufacturers, over 200 North American brands, nearly 400 operating facilities across 6 countries), was named the Official RV Partner of Speedway Motorsports. Partnership activates at 15 NASCAR Cup Series race weekends across 10 SM venues plus Circuit of The Americas in 2024, including campground promotions, sweepstakes, RV support, and camper appreciation activities.
- General MotorscoreGeneral Motors has been involved with Texas Motor Speedway since day one, maintaining a long-standing partnership. Jim Campbell, VP Marketing at GM, cited the speedway's ability to deliver against investment and the teams' willingness to go above and beyond as key differentiators.
- Andy's Frozen CustardcoreAndy's Frozen Custard was the entitlement sponsor of the Andy's Frozen Custard 335 NASCAR Xfinity Series race at Texas Motor Speedway. Andy Kuntz, Owner and President, called the partnership a game changer for the company's 35th Anniversary, enabling brand growth, fan engagement, and visibility that made the company 'look way bigger than we really are.'
- Samaritan's PurseminorFour leading North Carolina companies (Hendrick Automotive Group, Hendrick Motorsports, Sonic Automotive, and Speedway Motorsports) made a combined $2 million donation to Samaritan's Purse for Hurricane Helene relief efforts across the Southeast. Speedway Motorsports held Hurricane Helene relief drives at Charlotte Motor Speedway and North Wilkesboro Speedway, with over 400 pallets of donated items transported to affected areas.
- Sonic AutomotiveminorSonic Automotive, Inc. (NYSE: SAH), a Fortune 500 company founded by O. Bruton Smith and led by David Bruton Smith as CEO, shares the Smith family with Speedway Motorsports. Both companies coordinated Hurricane Helene relief efforts together. Sonic operates over 160 retail dealerships representing 25 automotive brands across over 23 states.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Speedway Motorsports competitors and assessment
Company assessmentBroad incumbents
- Live Nation Entertainment: Live Nation is the world's largest live entertainment promoter. It is comparable to SMI's non-NASCAR event business (concerts, festivals like EDC and Firefly) and represents both a competitor and a partner for filling SMI's 11 venues with year-round programming.
- Anschutz Entertainment Group (AEG): AEG is a global live entertainment and venue operator (e.g., T-Mobile Arena, Crypto.com Arena). It is comparable to SMI in operating large-scale live entertainment venues; SMI Texas Motor Speedway GM Mark Faber came from AEG, illustrating the cross-industry talent flow.
Emerging players
- NHRA (National Hot Rod Association): NHRA owns and licenses the drag racing series that runs at SMI's zMAX Dragway, The Strip at LVMS, and Thunder Valley at Bristol. It is a comparable motorsports series/entertainment business and a key content partner for SMI's drag racing facilities.
- World Wide Technology Raceway (Gateway): An emerging NASCAR Cup Series venue in the St. Louis market, owned by Curtis Francois. It competes with SMI for new race-date allocations and represents the kind of independent speedway SMI might acquire as motorsports venue consolidation continues.
Direct peers
- Pocono Raceway: Family-owned Pocono Raceway in Pennsylvania is an independent NASCAR Cup Series venue. It is comparable to SMI as a single-property NASCAR venue operator competing for race dates and sponsorship dollars.
- Circuit of The Americas: COTA is a multi-purpose motorsports and entertainment facility in Austin, Texas hosting Formula 1, MotoGP, and NASCAR Cup Series events (including the DuraMAX Texas Grand Prix). It competes with SMI properties for national motorsports event bookings and corporate sponsors.
- Indianapolis Motor Speedway (Penske Entertainment): Owned by Roger Penske's Penske Entertainment, IMS is the home of the Indianapolis 500 and hosts IndyCar and NASCAR events. It is comparable to SMI as a major U.S. motorsports facility owner-operator with multi-series event programming and substantial capital infrastructure.
- NASCAR Holdings (International Speedway Corporation merged entity): NASCAR Holdings owns and operates former ISC premier NASCAR venues including Daytona International Speedway, Talladega Superspeedway, and Homestead-Miami Speedway. It is the most direct competitor to Speedway Motorsports in U.S. motorsports venue ownership and NASCAR race-date allocation.
Others
- Hendrick Motorsports: Hendrick Motorsports is a premier NASCAR team and joint donor with Speedway Motorsports on Hurricane Helene relief. While not a venue competitor, Hendrick sits at the customer/ecosystem interface with SMI through race operations, OEM partnerships, and Charlotte-area motorsports business ecosystem overlap.
- Goodyear Tire & Rubber Company: Goodyear is the exclusive tire supplier for NASCAR and a major motorsports sponsor ecosystem participant. While not a direct competitor, Goodyear is comparable as a motorsports-anchored brand with deep integration into the NASCAR value chain that SMI also depends on.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Speedway Motorsports social profiles
Digital presenceSpeedway Motorsports financial estimates
Financial estimateRevenue estimate
Valuation estimate
Speedway Motorsports leadership team
Management profileNumber of profiles
Profiles25 records
Speedway Motorsports subsidiaries and ownership
Company hierarchySubsidiaries15 records
Speedway Motorsports funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Speedway Motorsports M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Speedway Motorsports
What does Speedway Motorsports do?
Speedway Motorsports, LLC owns and operates 11 premier motorsports entertainment facilities across the United States, hosting NASCAR Cup Series, Xfinity Series, CRAFTSMAN Truck Series, and NHRA events. The company sells race entitlements, naming rights, and corporate sponsorships, while operating wholly-owned subsidiaries that handle souvenir merchandising (SMI Properties), race car manufacturing and global distribution (U.S. Legend Cars International), and syndicated motorsports radio broadcasting (Performance Racing Network).
Is Speedway Motorsports a public or private company?
Speedway Motorsports is a public company. It is classified as public and is currently operating.
When was Speedway Motorsports founded?
Speedway Motorsports was founded in 1959. It employs 501 to 1,000 people.
Where is Speedway Motorsports based?
Speedway Motorsports is headquartered in Concord, United States, in the North America region.
How does Speedway Motorsports make money?
Five revenue lines are on record. Race Event Revenue is the primary driver. The others are sponsorship and Naming Rights, SMI Properties - Souvenir Merchandising, U.S. Legend Cars International and performance Racing Network (PRN).
Who are Speedway Motorsports's main competitors?
Broad incumbents on record are Live Nation Entertainment and Anschutz Entertainment Group (AEG). Emerging players are NHRA (National Hot Rod Association) and World Wide Technology Raceway (Gateway). Direct peers are Pocono Raceway, Circuit of The Americas, Indianapolis Motor Speedway (Penske Entertainment) and NASCAR Holdings (International Speedway Corporation merged entity). Others are Hendrick Motorsports and Goodyear Tire & Rubber Company.
Does Speedway Motorsports have an API?
No public API is recorded for Speedway Motorsports.
What industry is Speedway Motorsports in?
Speedway Motorsports's product category is Motorsports Entertainment. Its primary akta.pro industry code is MPAKAGAE, Race Tracks, Circuits & Motorsport Venues, with a secondary code of MPAKAEAC, Motorsports Tracks & Racing Facilities. Its NAICS code is 711212 and its SIC code is 7948.