Pfaff Motorsports

What Pfaff Motorsports does

Pfaff Motorsports is a professional motorsports racing team competing in the IMSA WeatherTech SportsCar Championship, headquartered in the Toronto/Concord, Ontario area of Canada and operating as a division of Pfaff Automotive Partners, a Canadian automotive retailer founded in 1964. The team campaigns GT3-class race cars, including McLaren 720S GT3 Evo and Porsche 911 GT3 R platforms, in the GTD and GTD Pro classes, and has accumulated seven championships, 34 race wins, and 36 pole positions across IMSA, SRO GT World Challenge America, and Porsche GT3 Cup Challenge Canada since joining the top tier of IMSA in 2019. The team's primary revenue comes from corporate sponsorship and partnership agreements, with Lithia & Driveway (NYSE: LAD) as primary title sponsor alongside Motul, XPEL, Canadian Tire owned brands (MotoMaster, Maximum, SIMONIZ, Pro Series), and Hagerty.

Beyond the racing program, Pfaff Motorsports operates three interconnected service lines: Driver Services (ladder programs from karting through professional GT3, race seat rentals, coaching, and mentorship), Car Support Services (race car maintenance, performance and setup development with data analysis, track support, transport, and custom race car builds via Pfaff Technologies), and Marketing Services (hospitality, corporate events, track day hosting, and content/video production for partners). Distribution is event-driven and partnership-driven, with the team activating across 12 IMSA races annually at North American circuits including Daytona, Sebring, Long Beach, Detroit, Watkins Glen, Road America, VIR, Indianapolis, and Road Atlanta. Branded merchandise is sold through TOMotorsports.com. Spire Sports + Entertainment represents the team for commercial outreach. The team employs approximately 9 corporate staff with a broader roster of 20+ drivers, engineers, mechanics, and support personnel, and is led by Chris Pfaff (President & CEO of parent Pfaff Automotive Partners) and Steve Bortolotti (General Manager).

Name

Pfaff Motorsports

Legal name

Pfaff Motorsports

Website

https://pfaffmotorsports.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Pfaff Motorsports is a privately held Canadian professional GT3 racing team competing in the IMSA WeatherTech SportsCar Championship, owned by Pfaff Automotive Partners and serving corporate sponsors (notably Lithia & Driveway), professional drivers, and motorsport fans across North America.

Ownership category

akta.pro rank

Product category

Motorsport Racing Services

NAICS

Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

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

Keywords

• Professional motorsport racing
• GT3 race team
• IMSA WeatherTech championship
• Race car preparation
• Driver development programs

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Sponsorship and Partnership Revenue: Primary revenue stream from corporate sponsorship agreements with automotive and consumer brands seeking exposure in motorsport racing. Partners receive on-car branding, hospitality experiences, social media promotion, and race weekend activations.
2. Merchandise Sales: Sale of branded Pfaff Motorsports merchandise through TOMotorsports.com platform
3. Driver and Racing Services: Services including driver development programs, race seat rentals, vehicle prep and transport, test days, driver coaching, mentorship, partnership promotions and event activations, corporate team events, and track day hosting experiences

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Pfaff Motorsports operates a professional GT3 racing program competing in the IMSA WeatherTech SportsCar Championship with McLaren 720S GT3 Evo and Porsche 911 GT3 R cars, delivering three interconnected service pillars: Driver Services (career development from karting to pro racing, seat rentals, coaching), Car Support Services (race car maintenance, performance engineering, fabrication via Pfaff Technologies), and Marketing Services (hospitality, corporate events, track-day hosting, content production) for corporate partners and sponsors.

Product overview

Pfaff Motorsports operates as a professional motorsports racing team offering a platform of services centered on racing competition and automotive experiences. The company's portfolio consists of three interconnected service pillars: (1) Driver Services providing career development from karting to pro racing, licensing support, seat rentals, and mentorship; (2) Car Support Services handling maintenance, performance optimization, track engineering, driver coaching, transport, and custom race car builds; and (3) Marketing Services delivering hospitality experiences, corporate events, track days, and content/video production for sponsors. The core offering is their IMSA WeatherTech SportsCar Championship GTD Pro racing program, currently running McLaren 720S GT3 Evo vehicles in professional sports car competition.

Differentiator

Problem solved

Functional benefit

Products and services

• Driver Development Services Career development services for racing drivers spanning karting through professional GT3 racing, including race seat rentals, licensing support, mentorship, and career strategy. Targeted at aspiring and professional drivers seeking structured support.
• Race Car Support Services Full-service race car maintenance, performance development, track support, driver coaching, and transport services, including custom race car builds and carbon-fibre fabrication through partnership with Pfaff Technologies. Targeted at race teams and owners requiring engineering support.
• Marketing & Hospitality Services Hospitality experiences, corporate team events, track-day hosting, content creation, and video production services for sponsors and partners. Targeted at brands seeking motorsport-driven marketing activations and customer engagement.
• IMSA WeatherTech SportsCar Championship GTD Pro Program Professional motorsports racing program competing in the IMSA WeatherTech SportsCar Championship with McLaren 720S GT3 Evo and Porsche 911 GT3 R vehicles, offering sponsors a championship-winning racing platform.
• Pfaff Motorsports Branded Merchandise Branded Pfaff Motorsports apparel and accessories sold through the TOMotorsports.com storefront, targeting motorsport fans and consumers.

Quantifiable outcome

• 2022 IMSA GTD Pro Champions and 24H GTD Pro Daytona Champions
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Lithia & Driveway (LAD)coreGTM or Marketing Partner · 7 March 2022Primary title sponsor with Driveway.com branding on the No. 9 Porsche 911 GT3 R. Lithia & Driveway (NYSE: LAD) is one of the largest automotive retailers in the U.S. and Fortune 500 (#140 in 2024). Partnership includes on-car branding, hospitality experiences, and digital marketing activations. This is Lithia & Driveway's first racing partnership.
• MotulcoreGTM or Marketing PartnerFrench lubricants manufacturer providing high-performance lubricants for all race vehicles and haulers. Founded in 1853, Motul supplies 300V motor oil, RBF 700 brake fluid, and other critical lubricants. Pfaff uses Motul products on all race vehicles and haulers.
• XPELcoreGTM or Marketing PartnerLeading provider of protective films and coatings (paint protection film, ceramic coatings) in automotive, architectural, and marine industries. Publicly traded on Nasdaq (XPEL). Partnership announced for 2026 IMSA program with new GTD PRO class entry.
• Canadian Tire Corporation (MotoMaster, Maximum, SIMONIZ, Pro Series)coreGTM or Marketing PartnerMajor Canadian retailer providing automotive accessories, tools, cleaning products, and parts exclusively through Canadian Tire stores. MotoMaster provides garage accessories; Maximum provides branded tools; SIMONIZ provides cleaning products; Pro Series provides auto parts.
• HagertyminorGTM or Marketing PartnerInsurance partner returning to the team. Hagerty provides insurance products for collectible and exotic vehicles offered by Pfaff dealerships. Enthusiast-focused content and events partnership.
• Pfaff Porsche and Porsche Markham DealershipscoreStrategic or Co-development PartnerLong-time partnership with Pfaff Porsche and Porsche Markham dealerships as talent pool for team members and steady brand partnership.
• Orlando CorporationminorGTM or Marketing PartnerLong-time partner of Pfaff Motorsports, details of partnership arrangement not specified.
• Spire Sports + EntertainmentcoreStrategic or Co-development PartnerMarketing, strategic brand consulting, and business development agency representing Pfaff Motorsports. SS+E leads commercial outreach and partnership marketing programming. First venture into IMSA WeatherTech SportsCar Championship for SS+E.
• Technica MiningcoreGTM or Marketing PartnerPrimary sponsor for McLaren 570S GT4 entry in FEL Motorsports Sports Car Championship Canada. Based in Lively, Ontario. First formal motorsports partnership for Technica Mining.
• McLaren TorontominorGTM or Marketing PartnerPartner for McLaren 570S GT4 entry in Sports Car Championship Canada series.
• FEL MotorsportsminorChannel Partner/ Reseller/ DistributorProfessional racing platform for Canadian motorsports development. Pfaff Motorsports entered McLaren 570S GT4 in the Sports Car Championship Canada presented by Michelin.
• Pfaff TechnologiescoreStrategic or Co-development PartnerPartnership for race car build and fabrication needs, including custom carbon-fibre work for race car builds.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Vasser Sullivan Racing: Lexus-backed IMSA GTD competitor operating in the same championship class with a similar multi-driver, sponsor-driven business model.
• AO Racing: Porsche customer racing team competing in IMSA GTD classes, directly comparable in car platform, sponsorship model, and racing category.
• BMW M Team RLL: BMW factory-supported IMSA WeatherTech SportsCar Championship GTD/GTP team competing against Pfaff in the same series, with comparable sponsorship-driven business model.
• Corvette Racing by Pratt Miller Motorsports: Factory Chevrolet Corvette Z06 GT3.R program in IMSA GTD Pro, a direct competitor in the same championship class with significant manufacturer backing.
• Heart of Racing Team: Aston Martin-backed IMSA WeatherTech GTD competitor with a similar sponsorship-driven, multi-manufacturer-relationship operating model in the same championship.
• Action Express Racing: IMSA WeatherTech SportsCar Championship team fielding GTP/GTD entries, comparable as a professional North American sports car racing team competing in the same championship.
• Wayne Taylor Racing: Acura-backed IMSA WeatherTech SportsCar Championship competitor in the GTD Pro class, directly competing against Pfaff Motorsports in the same series and category with factory support.
• Meyer Shank Racing: IMSA WeatherTech SportsCar Championship team competing in GTD Pro with Acura/BMW platforms, directly rivaling Pfaff on track and in the North American sports car sponsorship market.

Broad incumbents

• Chip Ganassi Racing: Major multi-series motorsport team with IMSA GTP/GTD involvement; competes in the same IMSA paddock with a substantially larger factory-supported operation.
• Andretti Autosport: Large multi-series motorsport organization with broader IMSA and IndyCar presence; comparable as a sponsorship-driven professional racing operation but at materially larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PfaffMotorsport
• Facebookfacebook.com/pfaffmotorsports
• Instagraminstagram.com/pfaffmotorsports
• TikToktiktok.com/@pfaffmotorsports
• LinkedInlinkedin.com/company/pfaff-motorsports

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Pfaff Motorsports