Wisconsin International Raceway, Inc

What Wisconsin International Raceway, Inc does

Wisconsin International Raceway, Inc. (WIR) operates a motorsports entertainment complex in Kaukauna, Wisconsin that has run continuously since 1964. The facility combines a 1/4-mile drag strip with an oval track, and it serves regional motorsports participants, spectators, and touring series organizations across Wisconsin and the broader Midwest. Programming spans recurring weekly series, marquee touring series stops, demolition-style events, vintage exhibitions, street-style drag sessions, and oval practice/test nights across the spring-through-fall season.

The venue's product surface is calendar-based rather than technology-based. Core products include Thursday Night Thunder (operated in partnership with Fox River Racing Club), the Spring Classic, Eve of Destruction, Red White Blue, Vintage Drags, Street Drags, TUNDRA Super Late Models events, ASA Midwest Tour and ASA Stars National Tour stock car races (including the Gandrud Auto Group 250), and themed nights such as Hi-Viz Night, Tribute to Hank, and Christmas in July. Jet Shows have been relocated to Friday Nights in 2026, expanding the weekend mix.

WIR's business model is consumer live-event ticketing supplemented by named-event sponsorships. Revenue sources include general admission ticket sales (typically a low double-digit dollar figure per adult), pit passes, sponsorship inventory sold at the per-event level (Busch Light as title sponsor of Eve of Destruction; Gandrud Auto Group on the headline ASA race; numerous local automotive and consumer brand sponsors on individual nights), and ancillary concession and merchandise. Customer segments are individual race fans and amateur competitors in the Wisconsin/Fox Valley region, with no enterprise software or recurring-contract revenue model.

Name

Wisconsin International Raceway, Inc

Legal name

Wisconsin International Raceway, Inc.

Website

https://wirmotorsports.com

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

1–10 employees

Short description

Wisconsin International Raceway, Inc. operates a combined 1/4-mile drag strip and oval track in Kaukauna, Wisconsin, hosting weekly and touring-series motorsports events for regional race fans and amateur competitors since 1964.

Ownership category

akta.pro rank

Product category

Motorsports Entertainment Venue

NAICS

Racetracks (711212), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Tracks & Racing Facilities (MPAKAEAC)

akta.pro secondary industry

Race Tracks, Circuits & Motorsport Venues (MPAKAGAE)

Keywords

• Motorsports entertainment venue
• Stock car racing
• Drag racing events
• Oval track racing
• Live racing events

Headquarters

HQ city

Kaukauna

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Ticketing: The primary revenue stream comes from selling general admission tickets and pit passes for racing events. Tickets are sold both online in advance and at the gate for most events. Special events like the Eve of Destruction command premium pricing.
2. Track Rentals: Private drag strip and track rentals are available for teams and organizations seeking exclusive use of the facilities.
3. Sponsorships and Partnerships: Local businesses and national brands sponsor specific racing events, nights, and series, providing revenue and marketing support for the venue.
4. Concessions and Merchandise: Food, beverages, and merchandise sales at events contribute to venue revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Wisconsin International Raceway, Inc. operates a multi-format motorsports entertainment venue in Kaukauna, Wisconsin, featuring a 1/2-mile and 1/4-mile asphalt oval, a Figure-8 track, and a 1/4-mile drag strip. The venue hosts weekly Thursday stock car racing across multiple divisions, Friday night street drags and Test & Tune sessions, and signature annual events including the Busch Light Eve of Destruction, Spring Classic, Red/White/Blue State Championship Series, Vintage Drags, and Jet Car exhibitions. Tickets are sold to spectators at the gate and online in advance.

Product overview

Wisconsin International Raceway, Inc operates as a motorsports entertainment venue offering two primary racing facilities: an Oval Track featuring weekly Thursday racing and major series events, and a Drag Strip hosting Friday Night Street Drags and Test & Tune sessions. The venue's product portfolio centers around live racing events including the annual Spring Classic Race Weekend, Red White and Blue State Championship Series, Busch Light EVE OF DESTRUCTION demolition event, Summer Nationals Jet Show, and Ghost Rods Vintage Drags. Additional offerings include private practice rentals, camping facilities, and ticket sales for events across multiple racing disciplines including Super Late Models, drag racing, Figure-8 racing, and monster truck shows. The venue has operated since 1964 and is celebrating 60 years of drag racing in 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Oval Track Racing Weekly and special-event stock car racing on WIR's half-mile and quarter-mile asphalt oval tracks, including the Red, White and Blue State Championship, TUNDRA Super Late Models, and Spring Classic events, aimed at race fans and competing teams.
• Drag Strip Racing Quarter-mile drag racing facility hosting Friday Night Street Drags, Test & Tune sessions, QUIK 8 Heads Up racing, bracket racing, jet exhibition runs, and the Vintage Drags, open to spectators and racing participants.
• Busch Light Eve of Destruction

Quantifiable outcome

• Free admission for children ages 12 and under at most events
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

26 partnerships are on record, tiered minor and core.

• Folds of Honor WisconsinminorStrategic or Co-development Partner · 11 June 2026Folds of Honor Wisconsin is a charitable partner supported through Budweiser sales at the Red, White and Blue State Championship Series RED Race on June 11, 2026. The partnership supports military and first responder families.
• Hank and Karen's Pub and GrillminorGTM or Marketing PartnerLocal restaurant presenting sponsor for the May 21 event, Tribute to Hank. Provides community connection and local marketing support.
• L&S ElectricminorGTM or Marketing PartnerPresenting sponsor for Hi-Viz Night on June 4, recognizing Construction & Trade Workers. Adults wearing high-visibility clothing eligible to win $250 prize.
• A&W Towing and RepairminorGTM or Marketing PartnerPresenting sponsor for the 2026 Red, White and Blue State Championship Series RED Race on June 11.
• Bergstrom Chevrolet CadillacminorGTM or Marketing PartnerPresenting sponsor for the 2026 Red, White and Blue State Championship Series RED Race on June 11.
• Infinity Machine & Engineering CorpminorGTM or Marketing PartnerPresenting sponsor for June 18 event featuring the Rob Vandermoss Sport Truck Memorial Race.
• L&W SupplyminorGTM or Marketing PartnerPresenting sponsor for Active Military & Veterans Night at the Races on June 25, offering free general admission with valid military ID.
• Kurz Industrial SolutionsminorGTM or Marketing PartnerPresenting sponsor for the 2026 Red, White and Blue State Championship Series WHITE Race on July 9.
• Anglers Bar & Grill and CampgroundminorGTM or Marketing PartnerPresenting sponsor for the 2026 Red, White and Blue State Championship Series WHITE Race on July 9.
• Vanderloop EquipmentminorGTM or Marketing PartnerPresenting sponsor for Pro Late Model Special on July 16 featuring the Duke of WIR event.
• Berstrom Victory Lane ImportsminorGTM or Marketing PartnerPresenting sponsor for Terry Van Roy Memorial Night on July 30.
• ProAmpacminorGTM or Marketing PartnerPresenting sponsor for Farm Rescue Night on August 6, saluting the farming community with support for Protecting Family Farms through Gertrude's Ice Cream sales.
• Gertrude's Ice CreamminorGTM or Marketing PartnerSponsor for multiple events including the Spring Classic Friday event and Farm Rescue Night. Gertrude's Ice Cream bars are sold at the track to support charitable causes.
• Appleton Breakfast Rotary ClubminorGTM or Marketing PartnerPresenting sponsor for the 2026 Red, White and Blue State Championship Series BLUE Race on August 20.
• Valley GasketminorGTM or Marketing PartnerPresenting sponsor for the 2026 Red, White and Blue State Championship Series BLUE Race on August 20.
• Al Huss AutominorGTM or Marketing PartnerPresenting sponsor for the 2026 Red, White and Blue State Championship Series BLUE Race on August 20.
• Action AutominorGTM or Marketing PartnerPresenting sponsor for the 2026 Red, White and Blue State Championship Series BLUE Race on August 20.
• Pierce ManufacturingminorGTM or Marketing PartnerPresenting sponsor for Night at the Races on August 27.
• Valley Liquor & Wisconsin DistributorsminorGTM or Marketing PartnerPresenting sponsor for Fan Appreciation Night on September 3, featuring a pit party after the races.
• Busch LightcoreGTM or Marketing PartnerBusch Light is the title sponsor for the Eve of Destruction event, the most significant annual event at Wisconsin International Raceway.
• Fox River Racing ClubcoreChannel Partner/ Reseller/ DistributorFox River Racing Club hosts Thursday Night Thunder class racing at WIR and operates as a racing series partner using the 1/4 mile track.
• TUNDRA Super Late ModelscoreStrategic or Co-development PartnerTUNDRA Super Late Models is a regional touring series that holds major events at WIR, including the Spring Classic Saturday race featuring top regional and national talent.
• Stars National Tour / ASA Midwest TourcoreStrategic or Co-development PartnerThe ASA Midwest Tour brings major stock car racing events to WIR, including the Gandrud Auto Group 250 on August 4, 2026, featuring NASCAR regional series competition.
• Dorsch Ford Lincoln KiaminorGTM or Marketing PartnerPresenting sponsor for Drag Racing Day on April 25, 2026, launching the 60th anniversary celebration of the drag strip.
• Safe Driving MattersminorStrategic or Co-development PartnerSafe Driving Matters is a charitable partner for the Concert & Car Show event on June 13, 2026, featuring live music and a burn out contest.
• Marine Corps Reserve Toys for TotsminorStrategic or Co-development PartnerToys for Tots is supported during Christmas in July event on July 23, 2026. Attendees can donate new unwrapped toys for a chance to win a $250 travel voucher.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Knoxville Raceway: Iowa-based motorsports complex featuring both a sprint car oval and drag strip, comparable to WIR's multi-format approach. Comparable asset mix (oval + drag) and Midwestern regional draw.
• Jefferson Speedway: Wisconsin short-track asphalt oval running weekly Saturday night racing with similar family-friendly pricing and regional fan base. Direct competitor for Wisconsin motorsports enthusiasts.
• Cordova Dragway Park: Regional drag strip in northwestern Illinois operating weekly Test & Tune and bracket racing events. Comparable to WIR's drag strip programming and Midwestern participant base.
• Slinger Speedway: Wisconsin-based high-banked asphalt oval hosting weekly short-track stock car racing. Operates in the same regional market with a comparable weekly-event business model targeting Upper Midwest race fans.
• Madison International Speedway: Wisconsin asphalt oval track hosting weekly late model and weekly racing series. Comparable in facility type, regional catchment, and weekly event programming to WIR's oval operations.
• Dells Raceway Park: Wisconsin-based asphalt oval hosting weekly stock car racing in the same regional Upper Midwest market as WIR, with overlapping touring series and event formats.

Regional players

• Angola Motor Speedway: Indiana-based asphalt oval hosting weekly stock car racing in a similar regional short-track model. Comparable format and event economics but serves a different geographic market than WIR.
• Heartland Motorsports Way (Topeka): NHRA-sanctioned drag strip in Topeka, Kansas hosting regional drag racing and Test & Tune events. Comparable to WIR's drag strip programming but operates in a different geography.

Broad incumbents

• Indianapolis Raceway Park (Lucas Oil Indianapolis Raceway Park): Multi-format facility with both an oval and NHRA drag strip operating at significantly larger scale. Comparable asset model (oval + drag) but serves a national touring series calendar and major-event clientele rather than weekly regional racing.
• Bristol Motor Speedway: Major NASCAR-owned short-track oval venue in Tennessee. Comparable motorsports venue format but operates at national scale with NASCAR Cup Series events, contrasting with WIR's regional short-track positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wirmotorsports

Revenue estimate

Valuation estimate

Number of profiles

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 Wisconsin International Raceway, Inc