Race Team Alliance

What Race Team Alliance does

Race Team Alliance, Inc. (RTA) is a private coalition formed in the summer of 2014 by racing industry leaders to collectively preserve, promote, and grow the sport of stock car racing. Its membership comprises all 15 NASCAR Cup Series teams, which together field 36 full-time cars in the premier stock car racing series. The organization functions as a forum for industry dialogue, a unified voice in negotiations with NASCAR and commercial partners, and a structural architect of the charter system, which has now become permanent and is credited with lifting charter values from approximately $2 million to roughly $100 million.

RTA operates through two primary entities: the alliance itself, which handles collective representation, industry advocacy, and governance; and RTA Promotions, LLC, a wholly-owned subsidiary that facilitates team-wide licensing programs covering select team names, logos, race car numbers, car images, likenesses, and related intellectual property. Revenue mechanics are anchored to licensing royalties generated through this subsidiary. Distribution occurs through direct engagement with enterprises seeking series-wide commercial access, most visibly via Gallagher as a named partner on the alliance's website.

The organization is led by Chairman Torrey Galida (elected June 2026, succeeding Rob Kauffman) and Executive Director Jonathan Marshall, with a board that includes principals from member teams such as Hendrick Motorsports, Joe Gibbs Racing, Team Penske, Richard Childress Racing, and 23XI Racing. With 1-10 employees, RTA functions as a lean coordinating body rather than an operating business, and its recent strategic posture emphasizes expanding revenue streams (including parimutuel betting, shared hospitality, and new manufacturer and sponsor categories) alongside operational efficiencies for its members.

Name

Race Team Alliance

Legal name

Race Team Alliance, Inc.

Website

https://www.raceteamalliance.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Race Team Alliance is a Charlotte-based coalition of all 15 NASCAR Cup Series teams, founded in 2014 to collectively represent members, negotiate with sanctioning bodies, and run team-wide licensing programs through its RTA Promotions subsidiary.

Ownership category

akta.pro rank

Product category

Motorsports Industry Coalition

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

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

akta.pro secondary industry

Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB)

Keywords

• NASCAR team coalition
• Motorsports industry alliance
• Stock car racing association
• Racing team licensing
• NASCAR charter system

Headquarters

HQ city

Charlotte

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Licensing Programs: RTA Promotions, LLC facilitates promotional and commercial licensing opportunities between member teams and third-party business entities. This includes team-wide licensing programs involving select team names, logos, race car numbers, car images, likenesses, and other related intellectual property.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Race Team Alliance (RTA) is a coalition of 15 NASCAR Cup Series racing teams that collectively field 36 full-time cars in the premier stock car racing series. The organization provides a forum for open dialogue among race team members, serves as a single point of contact for third-party businesses seeking to engage with the teams collectively, and enables teams to speak with a unified voice on industry issues. Through its subsidiary RTA Promotions, LLC, it facilitates promotional and commercial licensing opportunities involving team names, logos, race car numbers, car images, likenesses, and related intellectual property.

Product overview

Race Team Alliance is a coalition of 15 NASCAR Cup Series racing teams that collectively field 36 full-time cars in the sport's premier stock car racing series. The organization operates through two main entities: the RTA itself serves as a forum for industry dialogue and a unified voice for teams on business matters, while its subsidiary RTA Promotions handles commercial licensing and promotional opportunities with third-party brands. The RTA was formed in summer 2014 and works collaboratively to create value for members and grow the sport.

Differentiator

Problem solved

Functional benefit

Brands

• RTA Promotions: A promotional and commercial entity formed by RTA members to facilitate licensing programs and business relationships with third-party entities involving team names, logos, race car numbers, car images, and likenesses

Products and services

• Race Team Alliance (RTA) Coalition A coalition of 15 NASCAR Cup Series racing teams that provides a forum for open dialogue, serves as a point of contact for third-party business engagement, and enables teams to speak with a unified voice on common interests. It collectively preserves, promotes, and grows the sport of stock car racing.
• RTA Promotions, LLC A wholly-owned subsidiary of RTA members that facilitates promotional and commercial opportunities between member teams and third-party business entities. It manages team-wide licensing programs involving select team names, logos, race car numbers, car images, likenesses, and other related intellectual property.

Quantifiable outcome

• Charter values increased from ~$2 million to ~$100 million
• +1 more outcomes

Named customers15 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• GallaghercoreGTM or Marketing PartnerGallagher is shown as a partner on the RTA website with their logo prominently displayed in the Partners & Initiatives section. The partnership appears to involve sponsorship and support of the alliance's activities.
• Stronach GroupminorStrategic or Co-development PartnerNASCAR held a New Business Committee meeting with teams during Daytona 500 weekend, focusing on new revenue streams including parimutuel betting with the Stronach Group and shared hospitality units at racetracks.
• Proximo Spirits (Cuervo)minorStrategic or Co-development PartnerNASCAR secured Cuervo as its new official tequila, with parent Proximo Spirits exploring team sponsorships. This represents a potential new revenue stream and partnership opportunity for RTA member teams.
• Stellantis (Ram)minorStrategic or Co-development PartnerStellantis' Ram trucks brand returned to NASCAR after a 13-year hiatus, with CEO Tim Kuniskis indicating the company is evaluating whether to join the premier Cup Series as soon as next year or in 2028. This represents potential new manufacturer partnerships for RTA member teams.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Hendrick Motorsports: Largest NASCAR Cup Series team and RTA member. Directly comparable as a charter-owning, multi-car Cup operation that benefits from and shapes RTA's collective bargaining and licensing agenda.
• Team Penske: Premier multi-series motorsport operation including NASCAR Cup and a founding RTA member. Comparable as a charter-holding Cup team whose economic outcomes are directly tied to RTA's collective negotiation outcomes.
• Joe Gibbs Racing: Top-tier NASCAR Cup team and RTA board-represented member. Directly comparable as a multi-car charter owner whose commercial strategy and OEM relationships are shaped by RTA's unified voice.
• 23XI Racing: NASCAR Cup team co-owned by Denny Hamlin and Michael Jordan and an RTA member. Comparable as a high-profile charter-holding Cup team with active representation on the RTA board.
• RFK Racing: NASCAR Cup Series team and RTA member. Directly comparable as a multi-car charter-holding operation whose owner (Brad Keselowski) and management participate in RTA's collective decision-making.

Broad incumbents

• NASCAR: The sanctioning body and commercial rights-holder for the Cup Series. Operates as the principal counterparty to RTA in charter, media-rights, and sanctioning-fee negotiations, making it the most consequential counterpart.
• FIA: International motorsport governing body overseeing F1, WRC, and other series. Comparable as the global peer to NASCAR's regulatory and standards-setting role and as a structural model for RTA's charter-style franchise frameworks.
• Formula 1: Premier global open-wheel motorsport series. Comparable as the international benchmark for franchise-style commercial structures and a competitor for OEM and sponsor dollars that RTA seeks to capture for NASCAR.
• IndyCar Series: Primary US-based open-wheel motorsport series competing for the same OEMs, sponsors, and fan attention as NASCAR. Comparable as a US motorsport property whose commercial trajectory influences RTA's negotiating leverage with NASCAR.
• IMSA: Sanctioning body for North American sports car racing. Comparable as a US motorsport governing organization that interfaces with the same OEMs, teams, and sponsors that RTA member teams interact with.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/raceteamallianc
• Facebookfacebook.com/raceteamalliance

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

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 Race Team Alliance