Alliance Racing
- Company typePrivate
- Founded2022
- HeadquartersNorthampton, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
Alliance Racing firmographics
Firmographics- Name
- Alliance Racing
- Website
- https://alliance-racing.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Alliance Racing industry classification
Industry- Product category
- Professional Motorsports / Touring Car Racing
- NAICS
- Sports Teams and Clubs (711211)
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB)
- akta.pro secondary industries
- Motorsport Driver Training Schools & Racing Academies (MPAKAJAJ), Motorsports Support & Feeder Series (Developmental Championships) (MPAKAGAH)
Keywords
Where Alliance Racing is headquartered
LocationHeadquarters
- HQ city
- Northampton
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Alliance Racing business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Alliance Racing product offering
Product offeringCore offering
Alliance Racing runs touring car and MINI Challenge race programs in the UK, fielding Mercedes-AMG A35 saloons built by RML under the Plato Racing brand in the British Touring Car Championship (BTCC). The company also operates a driver development academy that supports karting and junior racers progressing into professional touring car competition. Drivers Dan Rowbottom and Adam Morgan race for the team in the BTCC.
Product overview
Alliance Racing operates Plato Racing, a BTCC racing team. The company commissions RML to build Mercedes-AMG A35 saloons for competition. Key drivers include Dan Rowbottom (founding partner backed by Cataclean) and Adam Morgan. The racing operations are focused on competing in the British Touring Car Championship season.
Differentiator
Problem solved
Functional benefit
Products and services
- BTCC Race Program (Plato Racing) British Touring Car Championship race program under the Plato Racing brand, competing with Mercedes-AMG A35 saloons built by RML. Drivers include Dan Rowbottom and Adam Morgan, with Jason Plato as team owner.
- MINI Challenge Race Program MINI Challenge racing program operated by Alliance Racing as part of its portfolio of touring car and single-make race series activities.
- Driver Development Academy Alliance Racing's driver development academy for karting and junior racers, providing a structured progression pathway toward professional touring car competition.
Companies that use Alliance Racing
Customer profileIdeal customer profiles2 records
Alliance Racing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Alliance Racing partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- RML (Ray Mallock Ltd)coreRML was commissioned to build Mercedes-AMG A35 saloons for Plato Racing. Additionally, RML supplies suspension parts to the entire BTCC grid under NGTC regulations, creating a unique competitive intelligence advantage for the team since they can leverage insights from RML's work across the championship.
Recent moves4 records
Expansion highlights3 records
Alliance Racing competitors and assessment
Company assessmentDirect peers
- Power Maxed Racing: Independent BTCC team operating Vauxhall Astra entries. Power Maxed Racing is a comparable independent, sponsor-driven BTCC operation that competes directly in the same grid as Alliance Racing's Plato Racing entry.
- JHR Developments: Independent racing team that has competed in BTCC-supporting categories including MINI Challenge. JHR is comparable as a UK-based independent outfit running both junior development programs and main-grid touring car entries, mirroring Alliance Racing's multi-program structure.
- Motorbase Performance: BTCC team operating Ford Focus ST entries. Motorbase is a direct championship competitor and comparable independent team structure with manufacturer technical support and a multi-driver roster.
- MB Motorsport: BTCC team led by Mark Blundell. MB Motorsport competes directly in the BTCC with a similar small-team, sponsor-funded operating model and pursues comparable driver-commercial partnerships.
- Speedworks Motorsport: BTCC team operating Toyota Corolla entries. Speedworks is a directly comparable independent team in the BTCC paddock, running a manufacturer-aligned chassis with multiple drivers and a sponsorship-led commercial model.
- Carlube Triple R Racing: BTCC team competing with Infiniti/Q50 entries. Triple R Racing is a directly comparable independent BTCC operation of similar scale, pursuing sponsorship-driven revenue and running multi-driver championship campaigns.
- Team Dynamics: BTCC team running Honda Civic Type R entries with a multi-driver lineup. Team Dynamics competes in the same championship under similar NGTC technical rules and pursues an identical manufacturer-affiliated strategy as Alliance Racing.
- West Surrey Racing (WSR): Long-standing BTCC team operating BMW 330e M Sport entries. WSR is the most direct competitor to Alliance Racing on-track, competing under the same NGTC regulations with a manufacturer-aligned car and multi-driver lineup.
- Excelr8 Motorsport: BTCC team that has previously operated Hyundai and MINI entries, and is closely tied to the MINI Challenge ecosystem that Alliance Racing also competes in. Excelr8 offers a direct comparison on multi-program team structure within the same championship.
Emerging players
- RML (Ray Mallock Ltd): Engineering services company that builds Alliance Racing's Mercedes-AMG A35 chassis and supplies suspension components to the wider BTCC grid. RML is both a strategic partner and a comparable high-end motorsport engineering business operating in the same technical and competitive ecosystem.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Alliance Racing social profiles
Digital presenceAlliance Racing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alliance Racing leadership team
Management profileNumber of profiles
Profiles3 records
Alliance Racing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alliance 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 Alliance Racing
What does Alliance Racing do?
Alliance Racing runs touring car and MINI Challenge race programs in the UK, fielding Mercedes-AMG A35 saloons built by RML under the Plato Racing brand in the British Touring Car Championship (BTCC). The company also operates a driver development academy that supports karting and junior racers progressing into professional touring car competition. Drivers Dan Rowbottom and Adam Morgan race for the team in the BTCC.
Is Alliance Racing a public or private company?
Alliance Racing is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Alliance Racing founded?
Alliance Racing was founded in 2022. It employs 11 to 50 people.
Where is Alliance Racing based?
Alliance Racing is headquartered in Northampton, United Kingdom, in the Europe region.
Who are Alliance Racing's main competitors?
Direct peers on record are Power Maxed Racing, JHR Developments, Motorbase Performance, MB Motorsport, Speedworks Motorsport, Carlube Triple R Racing, Team Dynamics, West Surrey Racing (WSR) and Excelr8 Motorsport. RML (Ray Mallock Ltd) is listed as an emerging player.
Does Alliance Racing have an API?
No public API is recorded for Alliance Racing.
What industry is Alliance Racing in?
Alliance Racing's product category is Professional Motorsports / Touring Car Racing. Its primary akta.pro industry code is MPAKAGAB, Motorsports Teams & Entrants (Factory & Independent), with a secondary code of MPAKAJAJ, Motorsport Driver Training Schools & Racing Academies. Its NAICS code is 711211 and its SIC code is 7948.