Autosport International

What Autosport International does

Autosport International is Europe's largest dedicated motorsport trade show, held annually at Birmingham NEC and operated as part of Motorsport Events within the Motorsport Network media ecosystem. The company runs a four-day event combining a two-day B2B trade window (Thursday-Friday) with a two-day B2C public window (Saturday-Sunday), structured as four integrated shows: the Motorsport Show, the Engineering Show, the Performance Show, and the Live Action Arena. The exhibition footprint spans three halls and attracts 600+ exhibitor brands from 60+ countries and 30,000 industry professionals, alongside 60,000 total visitors.

Revenue is generated through three primary streams: exhibitor booth and space rental across the Motorsport, Engineering and Performance halls; consumer ticket sales distributed via the AXS.com platform; and corporate hospitality and group bookings handled through Motorsport Events. The go-to-market is event-driven rather than recurring SaaS, with GTM execution focused on a structured trade buyer programme designed to bring decision-makers with budgets onto the show floor, supported by marketing through the Autosport.com and Motorsport.com media properties plus social, email and content channels.

The company holds no proprietary technology products beyond its event operations and an exhibitor hub portal, and is positioned as a content and community-led media brand extension of the Autosport franchise. The 2025 edition is leveraging the 75 Years of Formula One milestone as the headline commercial and editorial platform. The company is privately held as a subsidiary of Motorsport Events, with corporate contact based at 14 Bedford Square, London.

Name

Autosport International

Legal name

Autosport International

Website

https://autosportinternational.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

101–250 employees

Short description

Autosport International operates Europe's largest annual motorsport trade show at Birmingham NEC, attracting 600+ exhibitor brands and 60,000 visitors across four integrated shows serving B2B trade buyers and B2C enthusiast audiences.

Ownership category

akta.pro rank

Product category

Motorsport Trade Show and Exhibition Services

NAICS

Spectator Sports (7112), Other Spectator Sports (711219)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

General Consumer Expos & Trade Shows (MPAGAFAA)

akta.pro secondary industries

Transportation, Logistics & Mobility Shows Organizers (THAHABAL), Motorsports & Racing Experiences (THAJAFAF), Motorsports Series & Championships (Sanctioned Racing Calendars) (MPAKAGAA)

Keywords

• Motorsport trade show
• Automotive exhibition
• Motorsport event
• Trade exhibition services
• Live motorsport

Headquarters

HQ city

Richmond

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Exhibitor Booth/Space Rental: Companies rent exhibition space across three dedicated halls: Motorsport, Engineering, and Performance. Pricing varies by hall and duration.
2. Ticket Sales: Visitor tickets sold for the show, including family packages and individual admissions for the weekend B2C event.
3. Corporate/Group Bookings: Corporate hospitality and group booking packages available through Motorsport Events.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Autosport International organizes and operates Europe's largest motorsport trade show, held annually at Birmingham NEC. The event combines four integrated exhibitions: the Motorsport Show, the Engineering Show (trade-only), the Performance Show, and the Live Action Arena, attracting 600+ exhibiting brands and over 60,000 visitors from 60+ countries. Revenue is generated from exhibitor booth rentals and visitor ticket sales across B2B trade days and B2C public days.

Product overview

Autosport International is Europe's largest motorsport show held annually at Birmingham NEC, featuring four integrated exhibitions: the Engineering Show (trade-focused technical exhibition in Hall 2), the Motorsport Show (featuring racing brands, celebrity drivers, and championships), the Performance Show (targeting car enthusiasts with live driveway displays), and the Live Action Arena (explosive stunts and drifting demonstrations). The company also provides exhibitor services including stand booking, marketing support, and an exhibitor hub portal. The 2025 show celebrates 75 Years of Formula One.

Differentiator

Problem solved

Functional benefit

Brands

• Motorsport Show: One of four shows within Autosport International, focusing on motorsport brands, experts, and 30,000 industry professionals networking and trading.
• Engineering Show
• Performance Show
• Live Action Arena

Products and services

• Motorsport Show The flagship motorsport exhibition hall featuring racing brands, industry professionals, celebrity drivers, race series championships, karting area, and driving thrills show. Open to 30,000 industry professionals plus weekend fans.
• Engineering Show Two-day trade-only exhibition in Hall 2 showcasing motorsport technologies, advanced engineering services, brakes, suspension, components, gearboxes, and manufacturing. Extends to aerospace, energy, marine and defence industries.
• Performance Show Exhibition targeting car enthusiasts and families featuring pro car projects, live driveway stage with high-performance vehicles, modification focus, exotic car auctions, and family karting experience.
• Live Action Arena 45-minute spectacular motorsport thrills featuring stunts, drifting, speed demonstrations, world-class drivers and riders, with in-car cameras and big screen displays for a 5,000-seat arena.
• Exhibitor Booth Booking Services Booth rental and exhibition booking service across three dedicated halls (Motorsport, Engineering, Performance) at Birmingham NEC, with pricing varying by hall and duration. Direct sales team contact via phone and dedicated email for all hall enquiries.
• Exhibitor Hub Portal Online portal for exhibitors containing brand assets, logos, exhibitor manual for stand build and delivery, marketing support guidance, and exhibitor news updates.

Quantifiable outcome

• £350m worth of business generated as direct result of attending
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Autosport.comcoreGTM or Marketing PartnerAutosport.com is a major motorsport media brand within Motorsport Network. Listed as a Show Partner, providing editorial coverage and brand association with the Autosport International show. The partnership leverages Autosport's authority in motorsport journalism.
• Racecar EngineeringminorGTM or Marketing PartnerTechnical motorsport publication listed as a Show Partner. Provides media coverage and credibility within the engineering/technical segment of the industry.
• Race Tech MagazineminorGTM or Marketing PartnerMotorsport technology publication listed as a Show Partner for Autosport International.
• Engineering MagazineminorGTM or Marketing PartnerEngineering trade publication listed as a Show Partner for the Engineering Hall exhibition.
• Motorsport UKcoreGTM or Marketing PartnerUK motorsport governing body listed as a Show Partner. Provides official association with British motorsport and access to UK racing community.
• Motorsport NetworkcoreStrategic or Co-development PartnerParent company/ecosystem providing Autosport International brand, Autosport.com, Motorsport.com, and broader digital media distribution. Part of msEvents operations.
• Richard Griffiths (Marketing Lead)minorOthersMarketing contact who helps exhibitors get brand activation featured across the Motorsport Network.
• Motorsport Travel DestinationsminorChannel Partner/ Reseller/ DistributorAssociated brand for travel and destination services related to motorsport events.
• Duke TravelminorChannel Partner/ Reseller/ DistributorTravel partner associated with motorsport travel services.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Race Retro: A UK-based historic motorsport and classic car show that, like Autosport International, serves both trade exhibitors and enthusiast visitors. It is a smaller regional peer competing for some of the same enthusiast and grassroots-racing segments.
• Silverstone Classic: The world's largest classic motor racing festival held in the UK. It is a UK-centric motorsport experience event with overlapping enthusiast audiences and similar brand-activation opportunities, though without the B2B trade-buyer focus of Autosport International.

Direct peers

• Essen Motor Show: One of Europe's largest motorsport and performance-car exhibitions, combining trade and consumer audiences much like Autosport International. It is a direct competitive counterpart for exhibitor mind-share, particularly among tuning, performance, and motorsport engineering brands.
• Performance Racing Industry (PRI) Show: The largest motorsport-focused trade show in North America, run annually for racing industry professionals with hundreds of exhibitors. It is the closest functional analogue to Autosport International's Motorsport and Engineering halls, sharing the same B2B trade-buyer DNA.

Emerging players

• Goodwood Festival of Speed: A high-profile annual motorsport celebration blending live action, celebrity drivers, and brand activations. It overlaps with Autosport International's Live Action Arena and Performance Show components, especially the B2C enthusiast audience and lifestyle sponsorship inventory.
• Le Mans Classic: A biennial historic endurance-racing event at the Circuit de la Sarthe combining live action, paddock access, and enthusiast experiences. It mirrors the Live Action Arena and Motorsport Show's racing-culture positioning and audience profile.
• Salon Rétromobile: A major European classic and historic motorsport exhibition held in Paris, attracting enthusiast audiences and heritage motorsport brands. It shares the B2C motorsport-enthusiast monetization model with Autosport International's Performance Show.

Broad incumbents

• Automechanika Frankfurt: The world's leading trade fair for the automotive service industry, spanning parts, components, and engineering. Many Autosport International Engineering-Hall exhibitors also exhibit at Automechanika, making it a comparable platform for technical B2B buyer engagement.
• SEMA Show: The dominant US automotive aftermarket trade show, attracting tens of thousands of buyers and thousands of exhibitors. It is broader than Autosport International but overlaps meaningfully on performance, engineering, and parts exhibitors targeting motorsport-adjacent buyers.
• Geneva International Motor Show (GIMS): A globally recognized automotive exhibition with strong OEM and motorsport brand participation. While broader in scope, it competes for motorsport brand marketing budgets and offers a relevant benchmark for trade-show operating models in the motorsport ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Autosport_Show
• YouTubeyoutube.com/@autosportinternational2025
• Facebookfacebook.com/Autosport.International.Show
• Instagraminstagram.com/autosport_international
• LinkedInlinkedin.com/company/autosportinternational

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 Autosport International