What Brad Jones Racing does

Brad Jones Racing is a privately-held, family-owned motorsport racing team based in Albury, NSW, Australia, competing in the Repco Supercars Championship. Founded by brothers Brad and Kim Jones in 2000 and tracing racing roots to the 1980s, the team has accumulated over 30 years of competition history with 10 national championship wins across Supercars, Super2, Super Touring, NASCAR, AUSCAR, and production car categories. It is the only Supercars Championship team based in regional Australia. For the 2026 season, the team operates a three-car Toyota GR Supra entry (down from four Chevrolet Camaro ZL1 Gen3 vehicles in 2025), with drivers Andre Heimgartner (#8 R&J Batteries), Cameron Hill (#14), and Macauley Jones (#96).

The team's core products and services comprise four revenue streams: corporate sponsorship and naming rights (with anchor partners such as R&J Batteries, Summit Fleet, John West Logistics, Dormer HVAC, and Wrest Point Tasmania), merchandise sales through its online store (including limited edition 1:18 diecast models priced at A$255-279), a three-tier fan membership program (Bronze at A$80, Silver at A$170, and Platinum at A$1,500, all reported as sold out), and commercial hot lap ride experiences at race tracks. The team also competes in the Dunlop Super2 development series, functioning as a talent pipeline for emerging drivers. Marketing channels include the official website, Instagram, a members-only Facebook group, and trackside activations across 14 championship rounds in Australia and New Zealand.

The business model is sales-led, with sponsorship deals (both multi-year anchors and event-specific activations) forming the primary revenue backbone, supplemented by transactional consumer revenue from merchandise and ticketed experiences. The team is privately held with no disclosed institutional investors, no parent company, and no public funding rounds. Brad Jones Racing is operationally distinct as the only Supercars Championship team based outside a major metropolitan area, positioning it uniquely for sponsors targeting regional Australian consumer markets.

Name

Brad Jones Racing

Legal name

Brad Jones Racing PTY LTD

Website

https://bradjonesracing.com.au

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Brad Jones Racing is a privately-held Australian Supercars Championship racing team operating three Toyota GR Supras, generating revenue through corporate sponsorships, fan memberships, diecast merchandise, and trackside ride experiences for motorsport fans and enterprise partners.

Ownership category

akta.pro rank

Product category

Motorsport Racing Team Services

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Racing, Including Track Operation (7948), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.) (MPAKABAB)

akta.pro secondary industry

Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB)

Keywords

• Supercars racing team
• Motorsport sponsorship
• Fan membership program
• Diecast model cars
• Motorsport merchandise

Headquarters

HQ city

Albury

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Sponsorship & Naming Rights: Corporate sponsors pay for naming rights, car livery placement, and branding exposure across the Supercars Championship. Major sponsors include R&J Batteries (naming rights for car #8), John West Logistics, Dormer HVAC, FGI, Summit Fleet, and Pizza Hut. Partnerships range from multi-year agreements to one-off event sponsorships.
2. Merchandise Sales: Online merchandise store selling diecast model cars (1:18 and 1:64 scale), apparel, and memorabilia. Products include limited edition diecast models priced at $255-$279 for 1:18 scale models.
3. Fan Memberships: Three-tiered membership program (Bronze $80, Silver $170, Platinum $1500) offering exclusive experiences, merchandise discounts, workshop visits, hot lap rides, and driver interactions.
4. Ride Experience / Hot Laps: Commercial hot lap experiences for fans at race tracks, with participants paying for the opportunity to ride as a passenger in race cars driven by professional drivers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Brad Jones Racing operates a professional Supercars Championship motorsport team that competes in the Repco Supercars Championship with Toyota GR Supra race cars. The team generates revenue through corporate sponsorship and naming rights sales on its race cars, sells limited edition diecast models and merchandise through its online store, and offers tiered fan memberships (Bronze, Silver, Platinum) plus hot lap ride experiences to motorsport enthusiasts.

Product overview

Brad Jones Racing is a Supercars Championship racing team offering diecast model merchandise, fan memberships at three tiers (Platinum, Silver, Bronze), and hot lap experiences. The team competes in the Repco Supercars Championship with Toyota GR Supras driven by Andre Heimgartner, Cameron Hill, and Macauley Jones.

Differentiator

Problem solved

Functional benefit

Products and services

• Diecast Model Cars
• Bronze Membership
• Silver Membership
• Platinum Membership
• Hot Lap Ride Experiences
• Corporate Sponsorship and Naming Rights

Quantifiable outcome

• Race win at Tasmania Super 440 2026 - first win for BJR as Toyota team
• +1 more outcomes

Named customers10 records

Segments3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

13 partnerships are on record, tiered core, major and minor.

• R&J BatteriescoreGTM or Marketing PartnerLong-standing naming rights sponsor entering 6th year of partnership in 2026. Primary sponsor of #8 Toyota GR Supra driven by Andre Heimgartner. Australian-owned battery company celebrating 30 years in business in 2025. Partnership includes full car livery and multi-year commitment.
• John West LogisticscoreGTM or Marketing PartnerLong-term partner with over 25 years of experience in logistics. Naming rights sponsor for #96 GR Supra at New Zealand double-header (Taupo and Christchurch). Branding will appear at additional events including Ipswich Super 440 and Sandown 500.
• Dormer HVAC ServicesmajorGTM or Marketing PartnerFamily-owned HVAC business expanded partnership with naming rights for #96 GR Supra at Darwin Triple Crown Indigenous Round. Previously supported BJR's Super2 program in 2025. Specializes in bespoke air conditioning and ventilation systems for Sydney's prestigious homes.
• FGIminorGTM or Marketing PartnerAustralian-owned civil construction company specializing in bulk earthworks, mining, and agricultural contracting. One-off naming rights sponsor for #14 GR Supra at Darwin Triple Crown. Based in Cairns with operations in Northern Territory.
• Summit Fleet Leasing and ManagementcoreGTM or Marketing PartnerFleet leasing and management company celebrating 20-year partnership with BJR in 2026. Part of Sumitomo Mitsui Auto Service with over 1.1 million vehicles globally. Naming rights sponsor for #96 GR Supra at Tasmania Super 440.
• Wrest Point and Country Club TasmaniamajorGTM or Marketing PartnerTasmanian resort destinations serving as naming rights sponsor for #14 GR Supra at Tasmania Super 440. Located near Launceston featuring 4.5-star accommodation, casino, and upcoming Championship Golf Course.
• SCT MotorsportmajorGTM or Marketing PartnerSponsorship arrangement on #4 and #12 Chevrolet Camaros including special Bathurst 1000 liveries. Partnership concluded at end of 2025 season.
• AlphaThetamajorGTM or Marketing PartnerDJ technology company (formerly Pioneer DJ) sponsoring #14 Camaro with NASCAR-style livery at The Bend 500. Part of broader motorsport presence including Trans Am entries. Distributed in Australia by Jands.
• Electro VoiceminorGTM or Marketing PartnerPremium sound systems provider supplying audio equipment to BJR and sponsoring #14 GR Supra at New Zealand double-header with tribute livery for Jason Richards. Supplied by Jands in Australia and New Zealand.
• Mungabareena Aboriginal CorporationcoreStrategic or Co-development PartnerFour-year partnership celebrating Indigenous culture and community. Artwork created by MAC employees featured on cars for Supercars Indigenous Round. Aboriginal Community Controlled Organisation supporting Ovens Murray area for over 30 years.
• Precision InternationalminorGTM or Marketing PartnerSponsor of Brad Vaughan's #80 ZB Commodore in Dunlop Super2 Series.
• Kangan InstituteminorGTM or Marketing PartnerVocational education provider sponsoring Matt Hillyer's #2 ZB Commodore in Dunlop Super2 Series.
• Dare Iced CoffeeminorGTM or Marketing PartnerBeverage sponsor for Brad Vaughan's Super2 program including Dormer HVAC Series car #80.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Tickford Racing: Multi-car Supercars team competing in the same championship rounds as BJR, with similar commercial sponsorship structures and merchandise programmes.
• Erebus Motorsport: Private Supercars Championship team operating multiple Chevrolet entries and competing directly with BJR on track and for the same sponsor and fan wallet.
• Blanchard Racing Team: Privately-held Supercars Championship entrant and direct BJR rival, founded by a family ownership group in a similar ownership and operational mould.
• Grove Racing: Family-influenced Supercars team that is a direct on-track rival of BJR and operates a comparable combination of championship entries plus development programmes.
• Dick Johnson Racing: Historic Supercars team and direct BJR competitor running multiple Ford entries in the same championship, with a very similar sponsorship, merchandise and fan-membership operating model and is reportedly a comparable-scale private team.
• Matt Stone Racing: Family-owned Supercars entrant (also active in Super2), a direct competitor to BJR on both the championship and development grids and a comparable scale private motorsport business.
• Triple Eight Race Engineering: Triple Eight is the most successful Supercars Championship team and BJR's most direct competitor, fielding multiple entries in the same races under the same category rules, with comparable sponsorship, membership and merchandise business models.
• Team 18: Australian Supercars entrant running Chevrolet entries in the same championship as BJR, with equivalent sponsorship-driven revenue model and head-to-head competition.
• Kelly Racing: Multi-car Supercars entrant and direct on-track competitor to BJR, with similar family-ownership DNA, sponsorship model and merchandise business.
• Walkinshaw Andretti United: Multi-car Supercars team competing head-to-head with BJR in every round, with parallel corporate sponsorship structures, fan engagement and merchandise sales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/bradjonesracing
• Xx.com/bjrsupercars
• Facebookfacebook.com/bjrsupercars

Compliance1 record

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 Brad Jones Racing