Wissota Auto Racing

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.

Name

Wissota Auto Racing

Legal name

WISSOTA Auto Racing

Website

https://wissota.org

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

1–10 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

Product category

Motorsports Sanctioning

NAICS

Spectator Sports (71121)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro industry

PRIMARYMPAKAGAD

Motorsports Sanctioning Bodies & Governing Organizations

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Motorsports Series, Teams & Promoters

SECONDARYMPAKAGAA

Motorsports Series & Championships (Sanctioned Racing Calendars)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Motorsports Series, Teams & Promoters

SECONDARYMPAKADAE

Motorsport Event Promoters & Race Organizers

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Event & Tournament Organizers (Tours, Championships, Meets)

SECONDARYMPAGAMAD

Motorsports Events (F1, NASCAR, Rally, Moto)

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Live Sports Events

Keywords

• Dirt track racing
• Motorsports sanctioning
• Short track racing
• Stock car racing
• Racing event promotion

Headquarters

HQ city

St. Augusta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Track Sanctioning Fees: WISSOTA members tracks pay for official sanctioning status, receiving uniform rules, administrative support, and participation in WISSOTA events
2. Driver Licensing: Drivers pay licensing fees to compete in WISSOTA-sanctioned divisions across member tracks
3. Event Revenue: Revenue from major events including WISSOTA 100, MPH Invitational, and other special events through ticket sales and spectator attendance
4. 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

Core 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.

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• Heartland Chevy DealersmajorGTM or Marketing Partner · 12 September 2018Regional Chevy dealer group partnership for WISSOTA 100 television broadcast promotion
• SPEED SPORT / MavTVcoreGTM or Marketing Partner · 24 August 2018National television broadcast partnership producing one-hour programs featuring WISSOTA Late Models and Modifieds for Suzuki Presents SPEED SPORT on MavTV
• Hoosier Racing TirescoreGTM or Marketing PartnerPremier tire manufacturer and major marketing partner providing tire sponsorship for WISSOTA racing divisions and events
• Speedway MotorscoreGTM or Marketing PartnerMajor marketing partner and title sponsor of WISSOTA 100 event
• MyRacePasscoreTechnology or IntegrationProvides racing website design, online ticketing, and race management platform for WISSOTA operations
• NAPA RacingcoreGTM or Marketing PartnerMajor auto parts retailer and marketing partner providing parts sponsorship and brand visibility
• AFCO Racing ProductsmajorGTM or Marketing PartnerRace of Champions title sponsor with shock and brake seminar programs at major events
• Wilwood RacingmajorGTM or Marketing PartnerBrake system manufacturer and marketing partner providing technical support and sponsorship
• Allstar PerformancemajorGTM or Marketing PartnerPerformance racing parts manufacturer and marketing partner
• Bassett WheelsmajorGTM or Marketing PartnerRacing wheel manufacturer and marketing partner
• Chevrolet PerformancecoreGTM or Marketing PartnerProvides 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 ShocksmajorGTM or Marketing PartnerShock absorber manufacturer and marketing partner for WISSOTA events
• Schaeffer OilmajorGTM or Marketing PartnerOfficial Oil partner providing racing lubricants and oil products since partnership inception
• IntercompmajorTechnology or IntegrationDigital racing scales and tire management tools manufacturer, loyal supporter for 29 years
• Kirkey Racing FabricationmajorGTM or Marketing PartnerRacing seat and fabrication manufacturer, marketing partner
• ManleymajorGTM or Marketing PartnerPerformance engine components manufacturer and marketing partner
• Velocita RacewearmajorGTM or Marketing PartnerPremium motorsports apparel manufacturer and marketing partner
• Brodix HeadsmajorGTM or Marketing PartnerCylinder head manufacturer and marketing partner
• Icon PistonsmajorGTM or Marketing PartnerPiston manufacturer and marketing partner
• RaceCalsmajorGTM or Marketing PartnerRacing decals and graphics manufacturer, marketing partner
• RaceceivermajorGTM or Marketing PartnerTwo-way radio communication system for racing, marketing partner
• Engine QuestmajorGTM or Marketing PartnerEngine components manufacturer, marketing partner
• World ProductsmajorGTM or Marketing PartnerEngine components manufacturer, marketing partner
• Gondik LawmajorGTM or Marketing PartnerNamed sponsor of Gondik Law Speedway in Superior, WI, marketing partner
• FastthreadsminorGTM or Marketing PartnerOfficial Supporter providing products/services to WISSOTA community
• ManheimminorGTM or Marketing PartnerOfficial Supporter providing auction services to WISSOTA community
• DRC.tvminorGTM or Marketing PartnerOfficial Supporter - dirt track racing media coverage
• Engineshop.comminorGTM or Marketing PartnerOfficial Supporter - engine services provider
• Momentum Truck GroupminorGTM or Marketing PartnerOfficial Supporter - truck dealership/services
• Nyhus Family SalesminorGTM or Marketing PartnerOfficial Supporter - retail/products

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct 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

• Xx.com/WissotaRacing
• Facebookfacebook.com/wissotaautoracing
• LinkedInlinkedin.com/company/wissota-auto-racing

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Wissota Auto Racing