Music City Grand Prix

What Music City Grand Prix does

Music City Grand Prix is operated by Nashville Event Management LLC, a private LLC incorporated in Indiana and headquartered in Indianapolis. The company promotes an annual NTT INDYCAR SERIES race, branded the Music City Grand Prix, which since 2024 has been held at Nashville Superspeedway in Lebanon, Tennessee, after relocating from a downtown Nashville street circuit, and currently serves as the series' season finale. The event draws on Nashville's music and entertainment identity as its core product differentiator, anchored by category sponsors including Honda and Firestone and, for the 2026 edition, presented by OnlyBulls and supported by a Borchetta Bourbon activation.

The business generates revenue through a multi-stream model: ticketing across a wide price ladder (general admission starting at $40 up to premium hospitality packages around $2,800), corporate sponsorships across presenting and category tiers, ancillary on-site experiences and merchandise, and ancillary programming such as headliner concerts and co-branded watch parties. Distribution is amplified by a national FOX Sports broadcast and, for 2026, by a Gray Line Tennessee shuttle partnership that mitigates the venue's distance from downtown Nashville. The customer base is split between a long tail of individual ticket buyers — including military (GOVX) and college segments — and a narrow set of high-value corporate sponsors. The company does not operate its own venue, does not publish revenue or headcount trend data, and does not disclose AI/ML capabilities; its competitive position rests on event IP, INDYCAR sanctioning, venue partnership, and a growing sponsorship and co-marketing ecosystem.

Name

Music City Grand Prix

Legal name

Nashville Event Management LLC

Website

https://musiccitygp.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

251–500 employees

Short description

Music City Grand Prix, operated by Nashville Event Management LLC, promotes the annual NTT INDYCAR SERIES season finale race at Nashville Superspeedway, monetizing ticketing, corporate sponsorships, merchandise, and ancillary entertainment programming for individual fans and corporate partners.

Ownership category

akta.pro rank

Product category

Motorsport Event Entertainment

NAICS

Racetracks (711212), Spectator Sports (7112)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC)

akta.pro secondary industries

Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD), Motorsports Series & Championships (Sanctioned Racing Calendars) (MPAKAGAA), Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI)

Keywords

• Motorsport event management
• INDYCAR racing series
• Premium hospitality experiences
• Event ticketing services
• Festival entertainment programming

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Others

Revenue model

1. Ticket Sales: Primary revenue stream from grandstand tickets, camping passes, hospitality packages, and add-on experiences (garage passes, pit passes, reserved parking). Single-day tickets start at $40, with premium experiences ranging up to $2,800 for Champions Club weekend packages.
2. Corporate Sponsorships: Revenue from title sponsors (OnlyBulls as presenting sponsor), official sponsors (Honda, Firestone Racing), corporate branding opportunities (trackside billboards, pit signage, grandstand banners), and hospitality packages sold to business clients.
3. Add-On Experiences and Merchandise: Additional revenue from Ultimate Fan Pass ($500), Garage Passes ($70-$120), Pit Passes ($195), tailgate parking, shuttle services, and merchandise sold through the INDYCAR shop.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Music City Grand Prix organizes and operates an annual NTT INDYCAR SERIES race weekend at the Nashville Superspeedway in Lebanon, Tennessee. The core offering is a multi-day motorsport event that combines professional auto racing with fan zones, premium hospitality (suites and clubs), camping, and entertainment acts for individual race fans and corporate guests.

Product overview

The Borchetta Bourbon Music City Grand Prix is a major motorsports entertainment event featuring NTT INDYCAR SERIES racing at Nashville Superspeedway. The product portfolio centers on the core race event with multiple ticket tiers (Race Day, Qualifying, Weekend Pass), premium hospitality offerings (Borchetta Bourbon Champions Club, RPM Club), and diverse add-on experiences (Garage Pass, Pit Pass, Camping, Reserved Parking, Shuttle). The event uniquely combines racing with entertainment experiences including Concert Showcase at The Pub featuring live performances (deadmau5, Backbeat Troubadours) and Match Day at The Pub World Cup watch party. Additional products include ticket packages with Nashville SC, Country Music Hall of Fame, Ryman Auditorium, and special pricing programs for college students and GOVX-eligible individuals.

Differentiator

Problem solved

Functional benefit

Products and services

• Race Day Tickets

Quantifiable outcome

• Track speed record: Scott Dixon qualifying lap at 206.211 mph, race lap by Sam Hornish Jr. at 203.757 mph
• +1 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

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

• Gray Line TennesseeminorGTM or Marketing Partner · 16 June 2026Trusted transportation leader in Middle Tennessee providing motorcoach shuttles between downtown Nashville and Nashville Superspeedway for $29.95 round-trip. Departures at 11am and 2pm with return one hour after checkered flag.
• OnlyBullscoreGTM or Marketing Partner · 1 June 2026OnlyBulls, an AI-powered digital wealth platform, serves as the presenting sponsor of the Borchetta Bourbon Music City Grand Prix presented by OnlyBulls. This is a flagship naming rights-level sponsorship positioning OnlyBulls as the primary brand associated with the 2026 event.
• Borchetta BourboncoreGTM or Marketing PartnerPremium Tennessee bourbon from Big Machine Distillery founded by Scott Borchetta. The brand represents family passion for high-quality spirits, motorsports, and Southern tradition. Borchetta Bourbon has won multiple awards including Double Platinum and 93-point rating from Fred Minnick.
• Big Machine RecordscoreGTM or Marketing PartnerRecord label led by Scott Borchetta, Founder, Chairman and CEO. Artist roster includes Riley Green, Tim McGraw, Rascal Flatts, Lady A, and others. Big Machine is an industry leader in artist rights and record label operations.
• HondamajorGTM or Marketing PartnerHonda serves as an official sponsor with significant U.S. manufacturing presence (64% of Honda/Acura vehicles sold in U.S. produced domestically). Engaged in INDYCAR high-performance racing programs including powertrain, chassis, electronics, and performance parts development.
• Firestone RacingcoreGTM or Marketing PartnerExclusive tire supplier of the NTT INDYCAR SERIES and INDY NXT by Firestone. Firestone Firehawk race tires are engineered for open-wheel racing demands. Uses racing as mobile lab for sustainable mobility technologies.
• INDYCARcoreStrategic or Co-development PartnerGoverning body for North America's premier open-wheel racing series (NTT INDYCAR SERIES) and developmental series (INDY NXT by Firestone). Owned by Penske Corporation. Features international drivers including Alex Palou, Scott Dixon, Josef Newgarden, and Will Power.
• FOX SportscoreStrategic or Co-development PartnerBroadcast partner for World Cup Final watch party (Match Day at The Pub) and NTT INDYCAR SERIES race coverage. FOX will transition directly from World Cup Final broadcast to INDYCAR green flag, creating unique programming moment.
• Nashville SuperspeedwaycoreOthersOwned by Speedway Motorsports. 1.33-mile D-shaped concrete oval with 14-degree banking, 25,000 permanent seating. Located in Lebanon, Tennessee. Hosted INDYCAR racing 2001-2008 and returned in 2024.
• Penske CorporationcoreStrategic or Co-development PartnerGlobal transportation, automotive and motorsports leader. Owner of NTT INDYCAR SERIES, INDY NXT by Firestone, Indianapolis Motor Speedway, and IMS Productions.
• Andretti GlobalmajorOthersMajor INDYCAR racing team with drivers including Colton Herta. Team competes in NTT INDYCAR SERIES at Music City Grand Prix events.
• Chip Ganassi RacingmajorOthersMajor INDYCAR racing team with drivers including Alex Palou (four-time series champion). Team competes in NTT INDYCAR SERIES at Music City Grand Prix events.
• Team PenskemajorOthersINDYCAR racing team featuring Nashville native Josef Newgarden (two-time Indy 500 winner) and other top drivers.
• Arrow McLarenmajorOthersINDYCAR racing team competing in the NTT INDYCAR SERIES at Music City Grand Prix.
• deadmau5GTM or Marketing PartnerGRAMMY-nominated global electronic music superstar headlining the Sunday Race Day concert lineup. Has 15 million+ combined social media followers and multiple platinum certifications.
• Backbeat TroubadoursminorGTM or Marketing PartnerMusical collaboration between actor/musician Billy Bob Thornton and Nashville hitmaker Mark Collie, signed to Big Machine Records. Special appearance during race weekend.
• Newgarden Family FoundationminorOthersJosef Newgarden's family foundation supported by the Music City Grand Prix with annual fundraiser tied to race weekend.
• Playmakers NashvilleminorOthersNon-profit organization supporting women in sports throughout Music City. Impact partner of the Music City Grand Prix.
• Lebanon-Wilson County Public LibraryminorOthersPartnership for Summer Reading Program sponsorship launching in 2026, including ticket and merchandise giveaways for students who complete summer reading.
• Girl Scouts of Middle TennesseeminorOthersSTEM and automotive/engineering badge opportunities for Girl Scouts, plus race weekend opportunities including camping.
• Vanderbilt MotorsportsminorOthersVanderbilt University Formula SAE Program receives financial support for annual May competition, track visits, and virtual educational sessions.
• Nashville SCminorGTM or Marketing PartnerNashville Soccer Club partnership offering combined ticket packages including Nashville SC vs. Atlanta United match on Friday, July 17 and race weekend access.
• Sams ClubminorGTM or Marketing PartnerOfficial sponsor/vendor partner featured in sponsor bar on event website.
• United RentalsminorGTM or Marketing PartnerOfficial sponsor/vendor partner featured in sponsor bar on event website.
• TicketmastercoreTechnology or IntegrationOfficial ticketing platform provider for mobile-only tickets via Account Manager system. Also provides verified resale marketplace for fan-to-fan ticket sales.

Scale indicators5 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Sonoma Raceway: California motorsports venue that has hosted NTT INDYCAR SERIES events; comparable as a road-course INDYCAR venue operator with similar premium hospitality, camping, and corporate activation revenue streams.
• Indianapolis Motor Speedway: Owned by Penske Corporation, Indianapolis Motor Speedway operates the Indianapolis 500 and other NTT INDYCAR SERIES events, making it the most directly comparable U.S. INDYCAR race promoter with similar series dependency and event-driven revenue model.
• Grand Prix of Long Beach: An NTT INDYCAR SERIES street race promoter operating one of the longest-running U.S. open-wheel events; comparable as a single-event motorsports promoter selling tickets, hospitality, and corporate sponsorships around a marquee INDYCAR weekend.
• Grand Prix of St. Petersburg: Long-running NTT INDYCAR SERIES street race promoter in Florida; comparable INDYCAR event operator with similar ticket, hospitality, and sponsorship revenue streams anchored to a single annual race weekend.
• Laguna Seca Raceway: Iconic Northern California motorsports venue that has hosted IndyCar, MotoGP, and IMSA events; comparable as a destination motorsports facility operator with similar spectator-event revenue model.
• Detroit Grand Prix: Operates the NTT INDYCAR SERIES Detroit Grand Prix with hybrid street/circuit format; directly comparable as an INDYCAR event promoter with similar corporate hospitality, sponsorship, and ticket revenue mix.
• Circuit of the Americas (COTA): Texas-based motorsports venue and event operator that hosts Formula 1 United States Grand Prix and MotoGP; comparable as a destination motorsports event promoter with similar premium hospitality, ticketing, and major-sponsor economics.

Regional players

• Texas Motor Speedway: Speedway Motorsports-owned 1.5-mile intermediate oval similar in configuration to Nashville Superspeedway; comparable as a motorsports oval venue that hosts NASCAR Cup and other racing series, though it does not directly compete with the Music City Grand Prix weekend.
• Charlotte Motor Speedway: Speedway Motorsports-owned flagship oval that hosts NASCAR's Coca-Cola 600 and other major events; relevant comparable for oval-track motorsports event economics, hospitality packages, and corporate sponsorship structures.

Others

• Speedway Motorsports: Owns Nashville Superspeedway and seven other major U.S. motorsports venues; serves as the venue landlord and infrastructure provider for Music City Grand Prix, and operates its own portfolio of NASCAR events including the Coca-Cola 600 and Southern 500.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/musiccitygp
• Facebookfacebook.com/musiccitygp
• Instagraminstagram.com/musiccitygp/#
• TikToktiktok.com/@musiccitygp

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 Music City Grand Prix