American Rally Association

What American Rally Association does

The American Rally Association (ARA) is a U.S.-based non-profit motorsports sanctioning body and the primary governing organization for stage rally competition in the United States. Founded in 2016 and operating a full national championship series since 2017, ARA is a wholly owned subsidiary of the United States Auto Club (USAC) and is promoted by Rally Forward. The organization is headquartered in Speedway, Indiana and runs a multi-tier championship structure: National Championship events featuring factory-backed teams such as Subaru Motorsports USA and Toyota Gazoo Racing WRC; Super Regional two-day events; and Basic Regional single-day rallies, organized across three regions (East, Central, West) covering the continental United States.

ARA's core products and services include event sanctioning, competitor licensing (via rallylicense.com), event entry administration (via enterrally.com), safety systems (RallySafe electronic tracking and Rally Trauma Kits), live stage timing and GPS tracking (ARA Live), contingency and sponsorship programs, the VIP spectator experience, the Learn to Rally educational initiative, and merchandise sales (ara-gear.com). The technology underpinning its operations combines competition management software, safety telemetry, and points administration to coordinate national and regional championship standings.

ARA's revenue model is event-based and member-driven. It generates income through sanctioning fees on roughly 19 annual events, licensing fees paid by competitors, entry fees, sponsorship and contingency arrangements with title sponsors (Kubota for 2025, DirtFish prior, AMSOIL historically) and category partners (Subaru, Ford Performance, Pirelli, Michelin, VP Racing Fuels, Hoosier, and others), VIP program revenue, and merchandise. GTM is event-driven, combining direct sanctioning of regional organizers, digital licensing/entry portals, and broad social/content marketing through its website and social channels.

Name

American Rally Association

Legal name

American Rally Association

Website

https://americanrallyassociation.org

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

The American Rally Association (ARA) is a U.S. non-profit motorsports sanctioning body and wholly owned USAC subsidiary that organizes the U.S. stage rally National Championship, Super Regional, and Basic Regional events across three regions, licensing competitors and serving factory teams, grassroots drivers, and automotive sponsors.

Ownership category

akta.pro rank

Product category

Motorsport Sanctioning Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Spectator Sports (71121)

SIC

Services-Racing, Including Track Operation (7948), Services-Membership Organizations (8600)

akta.pro primary industry

Motorsports Sanctioning Bodies & Governing Organizations (MPAKAGAD)

akta.pro secondary industries

Motorsports Series & Championships (Sanctioned Racing Calendars) (MPAKAGAA), Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC)

Keywords

• Stage rally sanctioning
• Motorsports event management
• Championship points administration
• Competitor licensing services
• Rally safety tracking

Headquarters

HQ city

Indiana

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Sanctioning & Licensing: ARA generates revenue through sanctioning rally events, licensing competitors, and organizing the national championship series. The organization also collects event entry fees and manages sponsorship and contingency programs for competitors.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

The American Rally Association sanctions and organizes stage rally championship competition across the United States, operating a national championship series alongside Super Regional and Basic Regional events in three regions (East, Central, West). ARA provides competitor licensing, rules and safety standards enforcement, championship points administration, contingency and sponsorship programs, and educational pathways from grassroots to professional competition for drivers, co-drivers, and event organizers.

Product overview

The American Rally Association operates as a multi-tiered motorsports sanctioning body offering stage rally competition at national, regional, and grassroots levels. The organization sanctions premier National Championship events featuring factory-backed teams and professional drivers, supported by Super Regional and Basic Regional events across three geographic regions (East, Central, and West). Beyond event sanctioning, ARA provides safety systems (RallySafe, Rally Trauma Kits), competitor licensing, the VIP experience program, Learn to Rally educational resources, and live timing/tracking services. The ARA National Series includes signature events such as Sno*Drift Rally, Rally in the 100 Acre Wood, Olympus Rally, Southern Ohio Forest Rally, and Lake Superior Performance Rally, while the Regional structure enables broad grassroots participation throughout the United States.

Differentiator

Problem solved

Functional benefit

Products and services

• ARA National Championship Series The premier stage rally championship sanctioning series in the United States, featuring multi-day National events with top-tier professional competitors and factory-backed teams such as Subaru Motorsports USA and Toyota Gazoo Racing. Championship standings determine annual National titles and prize money.
• ARA Super Regional Events Two-day regional championship events that run alongside National rounds, awarding points toward regional championships in ARA's East, Central, and West regions. Open to amateur, semi-professional, and professional competitors seeking progression toward the National level.
• ARA Basic Regional Rallies Single-day regional events with fewer competition miles than Super Regionals, designed for grassroots competitors and entry-level rally participants. Examples include Missouri Ozark Rally (40 competition miles) and Tour de Forest.
• RallySafe Safety Tracking System Electronic safety tracking and communication system deployed at ARA events to monitor competitor locations in real time and enable emergency response coordination for stage rally competition.
• Rally Trauma Kits Standardized emergency medical supply kits provided to competitors at rally events as part of ARA's safety equipment program.
• Competitor Licensing Official rally competition licenses issued to drivers and co-drivers through rallylicense.com, required for participation in ARA-sanctioned National, Super Regional, and Basic Regional events.
• VIP Program Premium spectator experience offering behind-the-scenes access, paddock tours, and exclusive viewing opportunities at ARA National events, with bookings available through ara-gear.com.
• ARA Live Stage Results and Tracking Real-time event results and competitor tracking service providing live stage times, championship standings, and GPS positioning data during rally events for competitors, teams, media, and spectators.
• Contingency and Sponsorship Program Financial incentive program connecting competitors with manufacturer sponsors based on finishing positions and championship standings. Examples include the Subaru For the Love of Rally Award ($1,000/$500/$250 for top three non-factory Subaru teams) and the Ken Block 43VER Award.

Named customers6 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

Feature1 record

Partnerships

23 partnerships are on record, tiered core, flagship and minor.

• United States Auto Club (USAC)coreStrategic or Co-development PartnerARA is a wholly owned subsidiary of USAC. USAC is the governing body for many motorsports disciplines in the United States and provides institutional backing, regulatory authority, and administrative support for ARA's stage rally operations.
• Rally ForwardcoreStrategic or Co-development PartnerRally Forward promotes ARA events and operations, working alongside USAC to deliver the championship series.
• KubotaflagshipGTM or Marketing PartnerTitle sponsor of the 2025 ARA National Championship presented by Kubota. Kubota is a major equipment manufacturer supporting the rally series.
• DirtFishflagshipGTM or Marketing PartnerTitle sponsor of the ARA National Championship presented by DirtFish. DirtFish is a rally school and motorsports company that also supports the DirtFish Women in Motorsport initiative.
• Subaru of AmericaflagshipGTM or Marketing PartnerMajor automotive sponsor with Subaru Motorsports USA factory team competing in ARA National Championship. Provides contingency programs for Subaru competitors.
• PirellicoreGTM or Marketing PartnerOfficial tire partner of ARA, providing tires for rally competition.
• VP Racing FuelscoreGTM or Marketing PartnerOfficial racing fuel partner of ARA.
• Hoosier Racing TirecoreGTM or Marketing PartnerRacing tire manufacturer partner of ARA.
• MichelincoreGTM or Marketing PartnerTire partner of ARA.
• University of Northwestern Ohio (UNOH)minorGTM or Marketing PartnerEducational partner of ARA.
• AO CoolersminorGTM or Marketing PartnerCooler manufacturer sponsor of ARA.
• Tire Streets X MRFminorGTM or Marketing PartnerTire manufacturer sponsor of ARA.
• Stellantis Rally Cup North AmericacoreGTM or Marketing PartnerStructured, prize-backed pathway into international rallying for Peugeot 208 Rally4 competitors. Runs in parallel with the Canadian Rally Championship and provides cash awards, development support, and potential pathway to FIA-level competition.
• Team FJminorImplementation/ SI/ Consulting PartnerProvides technical assistance, logistics, and arrive-and-drive opportunities for Stellantis Rally Cup competitors.
• Argonaut Motor ClubminorImplementation/ SI/ Consulting PartnerProvides technical support and arrive-and-drive opportunities for Stellantis Rally Cup competitors.
• FIA (International Automobile Federation)flagshipStrategic or Co-development PartnerARA, ACCUS, and FIA are coordinating a recruitment and training effort for volunteers for a proposed World Rally Championship (WRC) event in the United States in 2027.
• ACCUS (Automobile Competition Committee of the United States)coreStrategic or Co-development PartnerACCUS is working with ARA and FIA on WRC recruitment and planning efforts.
• AMSOILcoreGTM or Marketing PartnerTitle sponsor of earlier ARA National Championship seasons (presented by AMSOIL).
• Ford PerformancecoreGTM or Marketing PartnerFactory motorsports division supporting rally teams competing in ARA events.
• Maxxis TiresminorGTM or Marketing PartnerTire manufacturer sponsor of ARA.
• GrimmSpeedminorGTM or Marketing PartnerAutomotive parts manufacturer sponsor of ARA.
• Cooper TireminorGTM or Marketing PartnerTire manufacturer sponsor of ARA.
• Textron Off RoadminorGTM or Marketing PartnerOff-road vehicle manufacturer sponsor of ARA.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Regional players

• Canadian Rally Championship: The Canadian Rally Championship is the parallel national rally series in Canada. It is highly comparable as a fellow national stage rally sanctioning series and even runs alongside the Stellantis Rally Cup that ARA supports.

Emerging players

• NASA Rally Sport: NASA Rally Sport (the rally-specific arm of NASA) is a grassroots rally event organizer that historically operated before ARA's formation. It remains an adjacent player in the US rally ecosystem and an alternative sanctioning pathway for grassroots competitors.
• DirtFish Rally School: DirtFish is a rally school and title sponsor of ARA. It is comparable as a rally-focused motorsport services business, sits in ARA's ecosystem, and supports the DirtFish Women in Motorsport initiative.

Direct peers

• United States Auto Club (USAC): USAC is the parent organization of ARA and the sanctioning body for many other US motorsport disciplines including sprint cars, midgets, and silver crown. It is the closest comparable as it operates the same sanctioning body model for different racing categories.
• National Auto Sport Association (NASA): NASA runs sanctioned road racing, time trial, and rallysport events in the US. It overlaps with ARA in grassroots motorsport sanctioning and competes for amateur drivers, organizers, and regional sponsorship.
• Rally Promoter / WRC Promoter GmbH: WRC Promoter commercializes the World Rally Championship globally. It is the closest international peer to ARA's national sanctioning role, and both organizations are coordinating on the proposed 2027 US WRC round.
• Sports Car Club of America (SCCA): SCCA is a major US motorsport sanctioning body running road racing, rallycross, and autocross championships. It directly competes with ARA for amateur motorsport participants, event organizers, and sponsorship dollars in the broader US motorsport ecosystem.

Broad incumbents

• SRO Motorsports Group America: SRO sanctions GT World Challenge America and other GT racing series in the US. It is a competitor for premium motorsport sponsorship dollars, particularly from automotive OEMs and tire brands that also partner with ARA.
• FIA (Fédération Internationale de l'Automobile): FIA is the global motorsport governing body that sanctions the World Rally Championship. It is the upper-tier umbrella organization for ARA via ACCUS and is the relevant peer for international standards, homologation, and the WRC ecosystem.
• IMSA (International Motor Sports Association): IMSA sanctions premier US sports car racing including the WeatherTech Championship. It is a broad incumbent competitor for OEM motorsport marketing budgets and shares the same sanctioning-body business model as ARA.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ara_rally
• YouTubeyoutube.com/channel/UCxEEivORLl9PYtkkvuQOEAg/feed
• Facebookfacebook.com/AmericanRallyAssociation
• Instagraminstagram.com/ara_rally

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 American Rally Association