Wissota Auto Racing
WISSOTA Auto Racing is a non-profit dirt-track racing sanctioning body founded in 1981, governing eight racing divisions across approximately 45-50 member tracks and 2,500+ licensed drivers in the Upper Midwest United States and Canada. It generates revenue from track sanctioning fees, driver licensing, flagship events, and a diversified marketing partner portfolio.
- Company typePrivate
- Founded1981
- HeadquartersSaint Cloud, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Wissota Auto Racing does
WISSOTA Auto Racing is a regional dirt-track racing sanctioning body founded in 1981 by eight track promoters in Wisconsin and Minnesota. It operates as a non-profit promoters association, owned collectively by approximately 45-50 member tracks that vote annually on rules and procedures. The organization governs eight racing divisions — Late Model, Modifieds, Super Stock, Midwest Mods, Street Stock, Mod Four, Pure Stock, and Hornet — and sanctions weekly racing programs across nine regions covering Minnesota, Wisconsin, North Dakota, South Dakota, Montana, Wyoming, Idaho, Ontario, and Manitoba.
The product portfolio is structured around the racing divisions themselves, two flagship annual events (the WISSOTA 100 and the Speedway Motors MPH Invitational), the WISSOTA Madness fan-voted bracket competition, and an ongoing Driver Spotlight editorial series. Underlying technology includes the WISSOTA.tv live streaming platform, a Promoters Dashboard and Drivers Dashboard for online management of events, points, and standings, online ticketing through MyRacePass, and a National Standings system tracking points across divisions, regions, and rookie categories. The technical footprint also includes an AWS API Gateway endpoint, though no AI/ML capabilities are disclosed.
The business model combines recurring track sanctioning fees and driver licensing fees with transaction-based event revenue (tickets and pay-per-view for major events) and advertising/sponsorship revenue from an extensive marketing partner portfolio (Speedway Motors, Hoosier Racing Tires, NAPA Racing, Chevrolet Performance, AFCO, Schaeffer Oil, Penske Racing Shocks, and others). Distribution is anchored by the regional sanctioned track network, supplemented by national television broadcast of the WISSOTA 100 through SPEED SPORT/MavTV, online ticketing, and social media (Facebook, Twitter). Pricing is not publicly disclosed. The organization is operated from Sauk Rapids/Saint Cloud, Minnesota, with 11-50 employees under Executive Director Terry Voeltz, Associate Executive Director Carson Gramm, and Technical Director Bill Engelstad.
Wissota Auto Racing firmographics
Firmographics- Name
- Wissota Auto Racing
- Legal name
- WISSOTA Auto Racing
- Website
- https://wissota.org
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- WISSOTA Auto Racing is a non-profit dirt-track racing sanctioning body founded in 1981, governing eight racing divisions across approximately 45-50 member tracks and 2,500+ licensed drivers in the Upper Midwest United States and Canada. It generates revenue from track sanctioning fees, driver licensing, flagship events, and a diversified marketing partner portfolio.
- Ownership category
- akta.pro rank
Wissota Auto Racing industry classification
Industry- Product category
- Motorsports Sanctioning
- NAICS
- Spectator Sports (71121)
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Motorsports Sanctioning Bodies & Governing Organizations (MPAKAGAD)
- akta.pro secondary industries
- Motorsports Series & Championships (Sanctioned Racing Calendars) (MPAKAGAA), Motorsport Event Promoters & Race Organizers (MPAKADAE), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)
Keywords
Where Wissota Auto Racing is headquartered
LocationHeadquarters
- HQ city
- Saint Cloud
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wissota Auto Racing business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Track Sanctioning Fees: WISSOTA members tracks pay for official sanctioning status, receiving uniform rules, administrative support, and participation in WISSOTA events
- Driver Licensing: Drivers pay licensing fees to compete in WISSOTA-sanctioned divisions across member tracks
- Event Revenue: Revenue from major events including WISSOTA 100, MPH Invitational, and other special events through ticket sales and spectator attendance
- Marketing Partnerships: Marketing partners sponsor WISSOTA events, divisions, and programs, providing sponsorship revenue in exchange for brand visibility and association with the racing organization
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Wissota Auto Racing product offering
Product offeringCore offering
WISSOTA Auto Racing is a non-profit promoters association that sanctions dirt track stock car racing across eight standardized divisions at approximately 45-50 member tracks in the Upper Midwest United States and Canada. The organization provides racing rules, driver licensing, event scheduling, regional and national points standings, and signature championship events for more than 2,500 licensed drivers.
Product overview
WISSOTA Auto Racing is a dirt track racing sanctioning body founded in 1981 by eight track promoters in Wisconsin and Minnesota. The organization operates a platform of eight sanctioned racing divisions (Late Model, Modifieds, Midwest Mods, Super Stock, Street Stock, Mod Four, Pure Stock, Hornet) supported by approximately 50 member tracks across the upper Midwest and Canada. The product portfolio includes the flagship WISSOTA 100 championship event, the Speedway Motors MPH Invitational special event, the WISSOTA Madness fan engagement bracket competition, and the WISSOTA Driver Spotlight editorial program. Digital services include the WISSOTA.tv live streaming platform, Promoters Dashboard, Drivers Dashboard, and a National Standings system. The organization is partnered with MyRacePass for website and management infrastructure, and partners with major sponsors including Speedway Motors, Hoosier Racing Tires, NAPA Racing, and others for the WISSOTA 100 event which has been broadcast on SPEED SPORT and MavTV.
Differentiator
Problem solved
Functional benefit
Products and services
- WISSOTA Racing Divisions Eight sanctioned racing classes that drivers compete in across WISSOTA member tracks, each with standardized technical rules and a national points championship structure.
- WISSOTA 100 Annual national championship race event crowning champions across WISSOTA's sanctioned racing divisions.
- MPH Invitational Invitational racing event sanctioned by WISSOTA featuring select drivers and divisions.
- WISSOTA Madness Special event series within the WISSOTA racing calendar providing additional sanctioned competition opportunities.
- WISSOTA Driver Licensing Annual competition license issued to drivers (2,500+ active licensees) granting eligibility to compete at WISSOTA-sanctioned events and accumulate national points.
- WISSOTA Track Sanctioning Annual sanctioning membership for dirt track promoters (approximately 45-50 member tracks) authorizing them to host WISSOTA-branded racing events under standardized rules.
Companies that use Wissota Auto Racing
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles2 records
Wissota Auto Racing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Wissota Auto Racing partnerships and signals
Strategic signalPartnerships
30 partnerships are on record, tiered major, core and minor.
- Heartland Chevy DealersmajorRegional Chevy dealer group partnership for WISSOTA 100 television broadcast promotion
- SPEED SPORT / MavTVcoreNational television broadcast partnership producing one-hour programs featuring WISSOTA Late Models and Modifieds for Suzuki Presents SPEED SPORT on MavTV
- Hoosier Racing TirescorePremier tire manufacturer and major marketing partner providing tire sponsorship for WISSOTA racing divisions and events
- Speedway MotorscoreMajor marketing partner and title sponsor of WISSOTA 100 event
- MyRacePasscoreProvides racing website design, online ticketing, and race management platform for WISSOTA operations
- NAPA RacingcoreMajor auto parts retailer and marketing partner providing parts sponsorship and brand visibility
- AFCO Racing ProductsmajorRace of Champions title sponsor with shock and brake seminar programs at major events
- Wilwood RacingmajorBrake system manufacturer and marketing partner providing technical support and sponsorship
- Allstar PerformancemajorPerformance racing parts manufacturer and marketing partner
- Bassett WheelsmajorRacing wheel manufacturer and marketing partner
- Chevrolet PerformancecoreProvides sealed crate engines (CT525, GM 604, GM 602) for Late Models, Modifieds, Street Stocks, and Midwest Modifieds with incentive program based on national points
- Penske Racing ShocksmajorShock absorber manufacturer and marketing partner for WISSOTA events
- Schaeffer OilmajorOfficial Oil partner providing racing lubricants and oil products since partnership inception
- IntercompmajorDigital racing scales and tire management tools manufacturer, loyal supporter for 29 years
- Kirkey Racing FabricationmajorRacing seat and fabrication manufacturer, marketing partner
- ManleymajorPerformance engine components manufacturer and marketing partner
- Velocita RacewearmajorPremium motorsports apparel manufacturer and marketing partner
- Brodix HeadsmajorCylinder head manufacturer and marketing partner
- Icon PistonsmajorPiston manufacturer and marketing partner
- RaceCalsmajorRacing decals and graphics manufacturer, marketing partner
- RaceceivermajorTwo-way radio communication system for racing, marketing partner
- Engine QuestmajorEngine components manufacturer, marketing partner
- World ProductsmajorEngine components manufacturer, marketing partner
- Gondik LawmajorNamed sponsor of Gondik Law Speedway in Superior, WI, marketing partner
- FastthreadsminorOfficial Supporter providing products/services to WISSOTA community
- ManheimminorOfficial Supporter providing auction services to WISSOTA community
- DRC.tvminorOfficial Supporter - dirt track racing media coverage
- Engineshop.comminorOfficial Supporter - engine services provider
- Momentum Truck GroupminorOfficial Supporter - truck dealership/services
- Nyhus Family SalesminorOfficial Supporter - retail/products
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Wissota Auto Racing competitors and assessment
Company assessmentDirect peers
- World of Outlaws: World of Outlaws is a national touring dirt racing series for Sprint Cars and Late Models. While positioned as a premier series, it competes with WISSOTA for top Late Model and Modified talent and shares many of the same drivers, tracks, and sponsors.
- All Star Circuit of Champions: All Star Circuit of Champions is a 410 Sprint Car touring series. While focused on Sprint Cars rather than Late Models, it competes for the same dirt racing fans, drivers, sponsors, and tracks in the Midwest and nationally.
- IMCA (International Motor Contest Association): IMCA is a direct peer: a sanctioning body for dirt track racing across multiple U.S. states with similar standardized-rules approach, member-track structure, and tiered divisions. It competes with WISSOTA for tracks and drivers in overlapping Midwest and Plains geographies.
- UMP (United Midwestern Promoters): UMP sanctions dirt track racing with a member-track model similar to WISSOTA, primarily across the Midwest and Southern U.S. It is a direct competitor for tracks and drivers, though with somewhat different geographic emphasis.
- USRA (United States Racing Association): USRA sanctions dirt track and asphalt racing in the Midwest with a member-track model and standardized rules closely analogous to WISSOTA. It is a direct competitor for both sanctioned tracks and licensed drivers in overlapping divisions.
Others
- Speedway Motors: Speedway Motors is the title sponsor of WISSOTA's flagship event and a major performance parts retailer. It is an ecosystem partner rather than a direct competitor, but its sponsorship of competing sanctioning events (e.g., MPH Invitational naming) makes it a relevant comparable in motorsport sponsorship markets.
- MyRacePass: MyRacePass is WISSOTA's primary technology and operations partner, providing website, ticketing, and management infrastructure. It is included as an ecosystem enabler rather than a competitor; other sanctioning bodies it serves compete indirectly for the same technology partner's roadmap.
Broad incumbents
- DIRTcar Racing: DIRTcar Racing is a broader, more established sanctioning body for dirt track racing across North America with national touring series (Super DIRTcar Series). It overlaps WISSOTA in Late Models, Modifieds, and Sportsman divisions and represents a more national alternative for tracks and drivers.
- NASCAR Regional / ARCA Menards Series: ARCA (now ARCA Menards Series) is a broad stock car racing platform that serves as a developmental feeder series. It overlaps with WISSOTA's Modified and Late Model talent pool as drivers progress up the motorsport ladder.
Emerging players
- POWRi Racing: POWRi sanctions multiple dirt racing classes including midgets, micros, and late models. It is comparable as a regional sanctioning body with structured rules and member tracks, though focused more on open-wheel and smaller classes than WISSOTA's stock-car orientation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Wissota Auto Racing social profiles
Digital presenceWissota Auto Racing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wissota Auto Racing leadership team
Management profileNumber of profiles
Profiles4 records
Wissota Auto Racing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wissota Auto Racing 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 Wissota Auto Racing
What does Wissota Auto Racing do?
WISSOTA Auto Racing is a non-profit promoters association that sanctions dirt track stock car racing across eight standardized divisions at approximately 45-50 member tracks in the Upper Midwest United States and Canada. The organization provides racing rules, driver licensing, event scheduling, regional and national points standings, and signature championship events for more than 2,500 licensed drivers.
Is Wissota Auto Racing a public or private company?
Wissota Auto Racing is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Wissota Auto Racing founded?
Wissota Auto Racing was founded in 1981. It employs 11 to 50 people.
Where is Wissota Auto Racing based?
Wissota Auto Racing is headquartered in Saint Cloud, United States, in the North America region.
How does Wissota Auto Racing make money?
Four revenue lines are on record. Track Sanctioning Fees are the primary driver. The others are driver Licensing, event Revenue and marketing Partnerships.
Who are Wissota Auto Racing's main competitors?
Direct peers on record are World of Outlaws, All Star Circuit of Champions, IMCA (International Motor Contest Association), UMP (United Midwestern Promoters) and USRA (United States Racing Association). Others are Speedway Motors and MyRacePass. Broad incumbents are DIRTcar Racing and NASCAR Regional / ARCA Menards Series. POWRi Racing is listed as an emerging player.
Does Wissota Auto Racing have an API?
Yes. An API Access Settings link is available on the WISSOTA website, pointing to an AWS API Gateway endpoint (rvbvm0h9xk.execute-api.us-east-1.amazonaws.com/ProdStage). The specific API capabilities, endpoints, authentication methods, and developer documentation are not detailed on the accessible pages. Developer documentation is at rvbvm0h9xk.execute-api.us-east-1.amazonaws.com/ProdStage.
What industry is Wissota Auto Racing in?
Wissota Auto Racing's product category is Motorsports Sanctioning. Its primary akta.pro industry code is MPAKAGAD, Motorsports Sanctioning Bodies & Governing Organizations, with a secondary code of MPAKAGAA, Motorsports Series & Championships (Sanctioned Racing Calendars). Its NAICS code is 71121 and its SIC code is 7948.