RACER
RACER is the largest North American motorsports media platform, distributing live and on-demand racing content across cable TV, its RACER+ app, a FAST channel, and social streaming. It operates as part of F=ma, a unified 2026 platform combining media, live events, and automotive marketing.
- Company typePrivate
- Founded1990
- HeadquartersCambridge, Canada
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What RACER does
RACER is a motorsports media company that operates as the largest North American motorsports media platform, distributing content across five owned and partner surfaces: RACER Network (national cable television), the RACER+ mobile and streaming application, a FAST (free ad-supported streaming TV) channel, and free live streaming on YouTube and Facebook. The company produces and broadcasts live motorsports coverage, including a 120-hour commitment for the GRIDLIFE 2026 season across its platforms, with finale races airing live on cable on Sunday afternoons. RACER also covers high-profile automotive culture events such as Velocity Invitational, extending its editorial scope beyond traditional racing into broader car culture.
Since March 3, 2026, RACER has operated as a subsidiary of F=ma, a unified platform formed by combining RACER, GRIDLIFE (live motorsports events), and The ID Agency (automotive marketing) into a single ecosystem headquartered in Irvine, California. F=ma is led by CEO James Schiefer and was structured with Cascadia Capital as exclusive financial advisor. The platform is designed to connect automotive brands with enthusiast audiences through an integrated media, events, and marketing offering.
RACER generates revenue through two primary streams: subscription and recurring access fees via the RACER+ app, and advertising across RACER Network, the FAST channel, and social streaming surfaces. The customer base is split between automotive enthusiasts (a consumer segment spanning Gen Z, Millennials, and older demographics, with industry data cited indicating one in three U.S. adults and one third of Gen Z and Millennials have interest in or ownership of enthusiast cars) and automotive brands seeking to reach this audience through sponsorship and integrated marketing. No revenue figures, headcount, or funding amounts are disclosed in public sources.
RACER firmographics
Firmographics- Name
- RACER
- Legal name
- RACER
- Website
- https://racerinternational.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- RACER is the largest North American motorsports media platform, distributing live and on-demand racing content across cable TV, its RACER+ app, a FAST channel, and social streaming. It operates as part of F=ma, a unified 2026 platform combining media, live events, and automotive marketing.
- Ownership category
- akta.pro rank
RACER industry classification
Industry- Product category
- Motorsports Media Broadcasting
- NAICS
- Racetracks (711212)
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)
- akta.pro secondary industry
- Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI)
Keywords
Where RACER is headquartered
LocationHeadquarters
- HQ city
- Cambridge
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
RACER business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Others
Revenue model
- Media Broadcasting and Streaming: RACER generates revenue through broadcasting rights, streaming subscriptions/access, and advertising across its RACER Network, RACER+ app, and FAST channel platforms.
- Brand Marketing and Sponsorship: The F=ma platform (including RACER) serves as a marketing platform connecting brands with automotive enthusiasts through media and live events.
- Event Coverage and Content Licensing: Coverage of GRIDLIFE events and other motorsports content distributed across multiple channels including free ad-supported streaming.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
RACER product offering
Product offeringCore offering
RACER operates a multi-platform motorsports media business delivering 120 hours of live and on-demand racing and car-culture content through the RACER+ mobile app, the RACER Network cable television broadcast, and the RACER FAST free ad-supported streaming channel. As part of the F=ma unified platform combining RACER, GRIDLIFE, and The ID Agency, it integrates media distribution, live events, and automotive marketing to serve North American automotive enthusiasts and brand partners.
Product overview
RACER is the largest North American motorsports media platform that operates as a multi-platform media company. The company offers media content through its RACER+ app, RACER Network (television broadcast), and RACER FAST channel, providing 120 hours of live coverage. RACER functions as part of the F=ma unified platform (alongside GRIDLIFE and The ID Agency), combining media distribution, live events, and automotive marketing into an integrated ecosystem.
Differentiator
Problem solved
Functional benefit
Brands
- RACER+: Mobile application for motorsports content streaming and coverage
- RACER Network
- FAST Channel
Products and services
- RACER+ App Mobile and streaming application providing on-demand and live motorsports coverage, including 120 hours of broadcast programming, to automotive enthusiast consumers.
- RACER Network National television broadcast channel for motorsports content, airing live races on cable on Sunday afternoons as part of RACER's 120-hour coverage commitment to consumers and advertisers.
- RACER FAST Channel Free ad-supported streaming television channel offering motorsports coverage as part of RACER's multi-platform distribution strategy to reach consumers and monetize via advertising.
- F=ma Platform Unified automotive and motorsports media platform combining RACER, GRIDLIFE, and The ID Agency to serve the car culture and motorsports market through integrated media distribution, live events, and automotive marketing for brands and enthusiasts.
Quantifiable outcome
- One in three U.S. adults have interest in or ownership of enthusiast cars
- +1 more outcomes
Companies that use RACER
Customer profileSegments2 records
Ideal customer profiles2 records
RACER technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
RACER partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- The ID AgencycoreThe ID Agency is one of three companies (along with RACER and GRIDLIFE) that formed F=ma, a unified automotive and motorsports media platform combining media distribution, live events, and automotive marketing.
- GRIDLIFEcoreGRIDLIFE and RACER announced live and free television coverage of GRIDLIFE's 2026 season through RACER's media platforms. RACER broadcasts 120 hours of coverage across RACER+ app and FAST channel, with final races airing live on cable on Sunday afternoons.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
RACER competitors and assessment
Company assessmentBroad incumbents
- ESPN: ESPN is a broad sports media incumbent with limited but meaningful motorsports coverage; it competes indirectly for sports advertising dollars that might otherwise flow to motorsports-specialist platforms like RACER.
- Fox Sports: Fox Sports holds major motorsports broadcast rights (NASCAR, F1) and is a broad incumbent that competes for the same cable and streaming motorsports audience, though motorsports is only one part of a much larger sports portfolio.
- NBC Sports: NBC Sports holds IndyCar and other motorsports rights and is a broad incumbent that monetizes motorsports content within a much larger sports media portfolio, creating indirect competition for RACER's TV and streaming inventory.
Others
- Revs Institute: Revs Institute is an automotive history and preservation organization that operates in the broader enthusiast automotive ecosystem. It is thematically adjacent to RACER's enthusiast audience rather than a direct media competitor.
Direct peers
- Motorsport Network: Motorsport Network operates a portfolio of motorsports media sites (Motorsport.com, Autosport, Motor1.com) and competes for the same global motorsports fan and advertiser base that RACER serves in North America.
- FloSports: FloSports is a subscription-based streaming platform that holds rights to numerous motorsports series and is a direct competitor for motorsports cord-cutting audiences that RACER+ targets.
- MotorTrend Group: MotorTrend operates a multi-platform automotive media business spanning cable TV, streaming, and digital. It is the closest direct competitor to RACER in monetizing enthusiast car and motorsports audiences across TV, app, and social.
- Hagerty Media: Hagerty operates a media and content division (including the Hagerty Drivers Club magazine and video) targeting the same collector and enthusiast car audience as RACER, with overlapping sponsorship and event monetization.
Emerging players
- Bring a Trailer: Bring a Trailer combines enthusiast car content with a leading online auction platform. It is an emerging player in the enthusiast automotive space that monetizes a partially overlapping audience through listings, subscriptions, and advertising.
- The Drive: The Drive is a digital-first enthusiast automotive media outlet that targets the same car-culture and motorsports-adjacent reader as RACER, though it lacks RACER's TV and FAST distribution.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
RACER social profiles
Digital presenceRACER financial estimates
Financial estimateRevenue estimate
Valuation estimate
RACER leadership team
Management profileNumber of profiles
Profiles1 record
RACER funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RACER M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about RACER
What does RACER do?
RACER operates a multi-platform motorsports media business delivering 120 hours of live and on-demand racing and car-culture content through the RACER+ mobile app, the RACER Network cable television broadcast, and the RACER FAST free ad-supported streaming channel. As part of the F=ma unified platform combining RACER, GRIDLIFE, and The ID Agency, it integrates media distribution, live events, and automotive marketing to serve North American automotive enthusiasts and brand partners.
Is RACER a public or private company?
RACER is a private company. It is classified as corporate owned and is currently operating.
When was RACER founded?
RACER was founded in 1990. It employs 11 to 50 people.
Where is RACER based?
RACER is headquartered in Cambridge, Canada, in the North America region.
How does RACER make money?
Three revenue lines are on record. Media Broadcasting and Streaming is the primary driver. The others are brand Marketing and Sponsorship and event Coverage and Content Licensing.
Who are RACER's main competitors?
Broad incumbents on record are ESPN, Fox Sports and NBC Sports. Revs Institute is listed as an others. Direct peers are Motorsport Network, FloSports, MotorTrend Group and Hagerty Media. Emerging players are Bring a Trailer and The Drive.
Does RACER have an API?
No public API is recorded for RACER.
What industry is RACER in?
RACER's product category is Motorsports Media Broadcasting. Its primary akta.pro industry code is MPAGAMAD, Motorsports Events (F1, NASCAR, Rally, Moto), with a secondary code of MPAKAGAI, Motorsports Fan Engagement & Membership Programs (Series/Team-Owned). Its NAICS code is 711212 and its SIC code is 7948.