What Sebring International Raceway does

Sebring International Raceway, LLC is a privately held motorsports venue located in Sebring, Florida (113 Midway Drive), operating under the NASCAR Digital Media Network umbrella. Established in 1950 on the former Hendricks Field WWII Army Air Corps base where B-17 and B-24 bombers were trained, the facility repurposed the original concrete runways into a 3.74-mile, 17-turn road course that today stands as North America's oldest permanent road racing facility. The venue hosts nearly 300 days of on-track activity annually, anchored by the flagship Mobil 1 Twelve Hours of Sebring endurance race — part of the IMSA WeatherTech SportsCar Championship and one of the unofficial triple crown endurance races alongside Rolex 24 At Daytona and 24 Hours of Le Mans.

The company operates an event-driven business model with six primary revenue streams: general admission event tickets (priced at $30-$172 depending on event tier and access), fan hospitality packages (Club Seven, Sebring Officers Club, Celebrity Cruises Luxury Lounge, Gurney Terrace, Club Sebring) including open bars and catered meals, corporate hospitality via 11 luxury tower suites accommodating 35-225 guests, RV and overnight camping with power/water hookups, vendor and display space rentals in the Midway, and private track rentals for testing, corporate events, driving schools (Skip Barber, Lucas Oil, NASA HPDE), and car clubs. Distribution runs through sebringraceway.com, Ticketmaster, and the NASCAR Tracks mobile app, with direct corporate sales handled by an internal team. Notable partners include Mobil 1 (32 consecutive years as title sponsor), Michelin (through 2035), Lexus (Official Vehicle), WeatherTech, Rolex, Ring Power, Seven Sebring Raceway Hotel (on-site 123-room accommodation), and Sebring Resorts (motorsports-branded residential development). The company is led by President and General Manager Matt Muha with a disclosed headcount of 11-50 employees.

Name

Sebring International Raceway

Legal name

Sebring International Raceway, LLC

Website

https://sebringraceway.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

11–50 employees

Short description

Sebring International Raceway is a privately held Florida motorsports venue operating a 3.74-mile historic road course built on a WWII air base, hosting the annual Mobil 1 Twelve Hours of Sebring endurance race, supporting series, fan hospitality, corporate suites, and track rental for racing teams and driving schools.

Ownership category

akta.pro rank

Product category

Motorsports Venue & Event Services

NAICS

Racetracks (711212), Spectator Sports (71121), Other Spectator Sports (711219)

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), Race Tracks, Circuits & Motorsport Venues (MPAKAGAE), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)

Keywords

• Motorsports venue operations
• Endurance racing events
• Fan hospitality services
• Corporate entertainment venues
• Track rental experiences

Headquarters

HQ city

Sebring

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Others

Revenue model

1. Event Ticket Sales: Multi-day and single-day general admission tickets for the Mobil 1 Twelve Hours of Sebring and supporting race events. Tickets available as four-day, two-day, or Saturday-only options.
2. Fan Hospitality Packages: Premium hospitality offerings including Club Seven, Sebring Officers Club, Luxury Lounge, Gurney Terrace, and Club Sebring with included food, beverages, parking, and race admission.
3. Corporate Hospitality and Suites: 11 luxury tower suites accommodating 35-225 guests, trackside hospitality tents, and Fangio/Gurney Terraces for corporate events and entertaining.
4. Parking and Camping Passes: Vehicle parking passes, RV camping with power/water hookups (Crosley Valley, Flightline areas), reserved trackside spaces, and overnight camping.
5. Vendor and Display Space: Vendor village and display space rentals in the Midway area for manufacturers, merchandise sellers, and food/beverage vendors during major events.
6. Track Rental: Private track rentals for testing, corporate events, and driving experiences, as well as partnerships with driving schools (Skip Barber, Lucas Oil School of Racing, NASA HPDE).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Sebring International Raceway operates a historic 3.74-mile, 17-turn motorsports circuit in Sebring, Florida, hosting the Mobil 1 Twelve Hours of Sebring endurance race as part of the IMSA WeatherTech SportsCar Championship, plus supporting races and club events. The venue sells race admission tickets, fan hospitality packages (Club Seven, Sebring Officers Club, Luxury Lounge, Gurney Terrace, Club Sebring), corporate hospitality suites, RV/camping passes, vendor display space, and private track rentals for driving schools and car clubs.

Product overview

Sebring International Raceway is a motorsports facility offering a portfolio of event and hospitality products centered around its historic 3.74-mile, 17-turn race track. The core product is the flagship Mobil 1 Twelve Hours of Sebring endurance race, complemented by fan hospitality packages (Club Seven at Seven Sebring Raceway Hotel, Sebring Officers Club, Celebrity Cruises Luxury Lounge, Gurney Terrace, and Club Sebring), track rentals for private use, car club memberships and driving schools, corporate hospitality services (Tower Suites, trackside tents, outdoor terraces), and merchandise retail through Sebring PX. Ticketing is delivered via Ticketmaster integration and the NASCAR Tracks mobile app.

Differentiator

Problem solved

Functional benefit

Products and services

• Mobil 1 Twelve Hours of Sebring
• Club Seven Fan Hospitality
• Sebring Officers Club Hospitality
• Celebrity Cruises Luxury Lounge
• Club Sebring Suite Hospitality
• Gurney Terrace Viewing Area
• Corporate Hospitality Services
• Track Rentals and Driving School Programs
• Sebring PX Merchandise Retail
• Seven Sebring Raceway Hotel

Quantifiable outcome

• Porsche Penske Motorsport led 273 of 343 laps at 2026 Sebring 12 Hours
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

27 partnerships are on record, tiered core, flagship and minor.

• Sebring ResortscoreStrategic or Co-development Partner · 19 February 2026Luxury residential community partnered with Sebring International Raceway to develop motorsports-inspired community including luxury townhomes, motor garages, and amenities. As of February 2026, 75% of phase one townhomes and nine motor garages under contract.
• Mobil 1flagshipGTM or Marketing PartnerTitle sponsor of the Mobil 1 Twelve Hours of Sebring since 1995 (32 consecutive years); current race name established since 2000. ExxonMobil brand serving as the race's only race entitlement globally.
• IMSAflagshipStrategic or Co-development PartnerInternational Motor Sports Association sanctioning body for WeatherTech SportsCar Championship and associated series hosted at Sebring including Michelin Pilot Challenge and supporting championships.
• WeatherTechcoreGTM or Marketing PartnerTitle sponsor of IMSA WeatherTech SportsCar Championship with significant presence and branding throughout Sebring events.
• Porsche Penske MotorsportcoreStrategic or Co-development PartnerDefending champion team with Porsche 963 GTP entries; competed in 2026 with both No. 6 and No. 7 cars.
• Seven Sebring Raceway HotelcoreStrategic or Co-development PartnerOfficial hotel of Sebring International Raceway; named after famous Turn 7 hairpin; 123-room motorsports-themed luxury hotel with APEX restaurant, Sunrise at Seven restaurant, trackside pool, and direct race track access. Houses Club Seven hospitality venue.
• MichelincoreGTM or Marketing PartnerOfficial Tire of IMSA since 2019; partnership extended through 2035. Featured on new TireRack.com/Michelin Bridge spanning Ulmann Straight.
• RolexcoreGTM or Marketing PartnerLuxury watch brand associated with endurance racing tradition; part of triple crown endurance racing prestige.
• TireRack.comminorGTM or Marketing PartnerCo-sponsored new Ulmann Straight pedestrian bridge with Michelin for 2026 event debut; part of growing TireRack.com presence within IMSA ecosystem.
• Ferrari Challenge North AmericacoreStrategic or Co-development PartnerSingle-make Ferrari racing series visiting Sebring for third time in series history (previously 2019, 2020); approximately 50 Ferrari Challenge cars plus Club Challenge and Club Competizioni GT entries.
• Whelen EngineeringminorGTM or Marketing PartnerGlobal leader in emergency warning industry; extended partnership for multiple years as of March 2026.
• Visit SebringminorGTM or Marketing PartnerOfficial tourism partner for the Sebring area; provides information on local accommodations, attractions, and activities for race attendees.
• AdventHealthminorOthersMedical center partner located east of pit structure in Alan Jay Paddock; provides on-site EMT services during events.
• Alan Jay Automotive NetworkcoreGTM or Marketing PartnerMulti-year partnership extension; naming rights sponsor of the Alan Jay Automotive Network 120 (Michelin Pilot Challenge race) and Alan Jay Paddock.
• Ring PowerminorStrategic or Co-development PartnerStrategic agreement signed February 2026 for branding, products, and services at all Sebring events.
• LexuscoreStrategic or Co-development PartnerMulti-year partnership designating Lexus as Official Vehicle of Sebring International Raceway and Mobil 1 Twelve Hours of Sebring.
• Twisted TeaminorGTM or Marketing PartnerAlcoholic beverage brand serving at Fan Zone and CoCo Deck double-decker bar.
• YuenglingminorGTM or Marketing PartnerTraditional beer partner of Sebring; Yuengling products available at Beverage Barn on Midway at grocery store prices.
• Coca-ColaminorGTM or Marketing PartnerOfficial soft drink partner of Sebring Raceway; Coca-Cola products served throughout venue.
• Sebring Motor Garages & TownhomesminorStrategic or Co-development PartnerGated luxury motor garage and townhome community adjacent to raceway with 14-foot doors, clubhouse, pool, and race team power capabilities.
• Air & Electrical ServicesminorOthersProvider of air and electrical services for events.
• Lincoln WeldersminorOthersOfficial welder partner for Sebring.
• National CartsminorOthersGolf cart and transport vehicle provider.
• Brighton Bay (Hard Rock Casino)minorGTM or Marketing PartnerCasino partner providing entertainment options for race attendees.
• Fields EquipmentminorGTM or Marketing PartnerEquipment company partner.
• Marathon CoachminorGTM or Marketing PartnerMotorcoach services partner.
• NBC Sports / PeacockcoreGTM or Marketing PartnerBroadcast partner providing live flag-to-flag streaming coverage on Peacock and linear coverage on NBCSN; international streaming on IMSA YouTube channel.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Circuit of the Americas (COTA): Multi-purpose motorsports and entertainment facility in Austin, Texas hosting IMSA, FIA F1, MotoGP, and major concerts. Comparable in offering year-round corporate hospitality, track rentals, and major endurance/sports car events with international appeal.
• Watkins Glen International: Historic permanent road course in New York hosting IMSA, NASCAR, and SCCA events. Directly comparable as an iconic North American road racing facility with a multi-decade heritage, premium hospitality offerings, and track rental programs.
• Sonoma Raceway: NASCAR-owned road course in Northern California hosting NASCAR Cup, IMSA, and SCCA events. Highly comparable as a NASCAR-affiliated road course offering driving experiences, corporate hospitality, and endurance racing on a permanent facility.
• VIRginia International Raceway: Virginia-based permanent road course offering track rentals, driving schools (including NASA HPDE), club racing, and SCCA/IMSA events. Comparable as a multi-purpose road course with similar emphasis on track-day utilization and driving school partnerships.
• Lime Rock Park: Connecticut-based permanent road course hosting IMSA, SCCA, and club racing events. Comparable as a heritage sports car road racing venue with track rental, driving school programs, and event-driven revenue model.
• Daytona International Speedway: NASCAR-owned superspeedway that co-hosts the unofficial 'triple crown' alongside Sebring via the Rolex 24 at Daytona. Both venues anchor IMSA's premier endurance races and share the same parent organization (NASCAR), making them the closest direct comparable for event operations, broadcast leverage, and hospitality economics.
• Michelin Raceway Road Atlanta: Georgia-based permanent road course hosting IMSA events including the Petit Le Mans endurance race. Highly comparable as a sports car / endurance racing venue with similar track rental, driving school, and hospitality operations serving the same professional and club racing customer base.
• Laguna Seca Raceway: California-based permanent road course hosting IMSA WeatherTech Championship events, MotoAmerica, and major club racing. Directly comparable as a heritage sports car racing venue with track rental, driving experiences, and hospitality programs.

Broad incumbents

• Indianapolis Motor Speedway: America's most iconic motorsports venue hosting the Indy 500, NASCAR, and IMSA events. While not a pure direct peer due to its oval configuration, it competes for the same IMSA endurance calendar slots, sponsor dollars, and corporate hospitality budgets.

Regional players

• Belle Isle Park (Detroit Grand Prix): Temporary street circuit hosting the Chevrolet Detroit Grand Prix (IndyCar and IMSA). While a different format, it competes for IMSA calendar slots and corporate sponsorship in the same North American endurance/sports car market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sebringraceway
• YouTubeyoutube.com/channel/UCSOCHO4gnxDqyoyuLfQnUpQ
• Facebookfacebook.com/SebringInternationalRaceway
• Instagraminstagram.com/sebringraceway/?hl=en
• LinkedInlinkedin.com/company/sebring-raceway

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Sebring International Raceway