Unlimited Racing Group

What Unlimited Racing Group does

Unlimited Racing Group LLC is a privately held hydroplane racing team founded in 2011 and based in Cle Elum, Washington. The company owns and campaigns the U-11 Unlimited Hydroplane in the H1 Unlimited Hydroplane Racing Series, competing at five major race venues annually across the United States: Madison (Indiana), Tri-Cities (Washington), Seattle (Washington), Detroit (Michigan), and San Diego (California). The boat is powered by a T-55 turbine engine and is driven by Jamie Nilsen, a 17-time APBA National Champion. The team is owned and operated by Scott and Shannon Raney and has accumulated six H1 Unlimited industry awards since founding.

The business operates two revenue streams. The primary stream is sponsorship, with FLAV-R-PAC (a Norpac food distribution brand) as the returning primary sponsor for 2026, supplemented by secondary partners including Pepsi, Norpac, Whispering Turbines, Central Welding, Primus/PCC AERO, Perkins Glass, J&Ds Metal Fabrication, BKC Contracting, CG Public House, and Briley's BBQ. The secondary stream is direct-to-consumer merchandise sold through the URG Store at u11racing.com, offering apparel ($27-$60), collectibles and accessories ($9.99-$24.95), hydroplane scale models and specialty items ($19.95-$75.00), and gift cards ($25 and $100). The team also runs a STEM Acceleration program, launched in October 2016, that uses hydroplane racing as a hands-on learning platform for grade school and high school students, representing a non-racing educational extension of the brand.

Marketing and fan engagement are driven through the company's website, an active Instagram account (@u11racing), and on-site presence at H1 Unlimited race events, where merchandise is sold directly to spectators. The sport's five major race venues collectively provide access to approximately 800,000 ticketed fans annually, which forms the audience base that the team monetizes through both sponsorship and merchandise channels.

Name

Unlimited Racing Group

Legal name

Unlimited Racing Group LLC

Website

https://u11racing.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Unlimited Racing Group is a private hydroplane racing team that campaigns the U-11 Unlimited Hydroplane in the H1 Unlimited Hydroplane Racing Series across five U.S. venues, generating revenue through sponsorships led by FLAV-R-PAC and direct-to-consumer merchandise sales.

Ownership category

akta.pro rank

Product category

Professional Motorsports Racing

SIC

Water Transportation (4400)

akta.pro primary industry

Extreme Water Thrill Experiences (Hydrospeed, Cliff Diving, Extreme Whitewater) (THAAAMAI)

akta.pro secondary industry

Water Sports Equipment Retail (Wake, Ski, Tow, Tubes) (CRAMAIAC)

Keywords

• Hydroplane racing
• Motorsport sponsorship
• Team merchandise
• STEM education
• Racing events

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Sponsorship Revenue: Primary sponsorship from FLAV-R-PAC and additional sponsors including Pepsi, Norpac, Whispering Turbines, Central Welding, and others provide funding and support for the racing team
2. Merchandise Sales: Direct-to-consumer sales of team merchandise including apparel, accessories, collectibles, and models through the URG Store e-commerce platform

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Unlimited Racing Group owns and campaigns the U-11 Unlimited Hydroplane in the H1 Unlimited Hydroplane Racing Series, competing at race venues across the United States with driver Jamie Nilsen. The company generates revenue through corporate sponsorships and direct-to-consumer merchandise sales, and operates a STEM Acceleration educational outreach program.

Product overview

Unlimited Racing Group operates as a single-product racing team competing in the H1 Unlimited Hydroplane Racing Series with the U-11 Unlimited Hydroplane. The company's primary activity is campaign the racing boat with driver Jamie Nilsen at venues across the United States. Secondary offerings include a merchandise store selling apparel, scale models, drinkware, and collectibles, plus the STEM Acceleration educational outreach program. The team has run various sponsor liveries including FLAV-R-PAC (primary sponsor returning for 2026), Mercurys Coffee, Legend Yacht Transport, Jokers Casino, and others. The boat is powered by a T-55 turbine engine sourced from Whispering Turbines.

Differentiator

Problem solved

Functional benefit

Products and services

• U-11 Unlimited Hydroplane Racing The company's primary offering: racing the U-11 Unlimited Hydroplane in the H1 Unlimited Hydroplane Racing Series across the United States with driver Jamie Nilsen. The team competes at venues including Madison (Indiana), Tri-Cities (Washington), Seattle (Seafair), and San Diego (Bayfair).
• URG Merchandise Store Online retail store selling team merchandise including apparel (t-shirts, hoodies, tank tops, hats), 1/25 scale hydroplane plastic models (with optional RC conversion kits), ceramic mugs, 2026 team wall calendar, pin sets, sticker sheets, posters, and gift cards in $25 and $100 denominations. Pricing ranges from $9.99 to $75.00.
• STEM Acceleration Program Educational outreach program providing hands-on STEM learning opportunities for grade school and high school students using hydroplane racing. The program connects STEM concepts to racing applications including speed generation science, energy conservation, troubleshooting technology, fabrication engineering, and mathematics of gear ratios and fuel usage.

Quantifiable outcome

• 3 podiums in 2025 season: 3rd place Madison Regatta, 2nd place Tri-Cities Waterfollies Gold Cup, 3rd place San Diego Bayfair

Segments2 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

Six partnerships are on record, tiered core and minor.

• FLAV-R-PACcoreGTM or Marketing Partner · 9 March 2026FLAV-R-PAC is the primary sponsor returning for the 2026 racing season. FLAV-R-PAC has been a phenomenal partner to the boat racing community and provides primary sponsorship funding for the U-11 Miss FLAV-R-PAC race boat.
• NorpacminorGTM or Marketing PartnerNorpac is a sponsor of the Unlimited Racing Group, featured in the partner section of the team website with logo placement on the hydroplane and promotional materials.
• PepsiminorGTM or Marketing PartnerPepsi is a sponsor of the Unlimited Racing Group, providing beverages and refreshments to the team and appearing at race events.
• BKC Contracting LLCminorGTM or Marketing PartnerBKC Contracting LLC is a sponsor of the Unlimited Racing Group, appearing in the partner section of the team website.
• CG Public House & CateringminorGTM or Marketing PartnerCG Public House and Catering is a sponsor providing catering services at race events for the team.
• Briley's BBQminorGTM or Marketing PartnerBriley's BBQ is a sponsor providing food services at race events for the team.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• 23XI Racing: NASCAR Cup Series team operating on title sponsorships and merchandise sales with a small core team. Shares Unlimited Racing Group's sponsorship-led, team-merchandise revenue structure, though at a much higher competitive tier.
• Andretti Autosport: IndyCar and Formula E racing operation with multiple technical partners and sponsors. Directly comparable to Unlimited Racing Group as a sponsor-funded, multi-season motorsport entity with brand-driven merchandise.
• Dale Coyne Racing: Smaller IndyCar team that competes with lean headcount and a sponsor-led revenue model. Closest scale analog to Unlimited Racing Group among open-wheel peers, sharing a small-team, sponsor-funded operating profile.
• Chip Ganassi Racing: Multi-series motorsport racing team competing in NASCAR Cup Series and IndyCar. Operates the same sponsorship-and-merchandise-driven revenue model as Unlimited Racing Group, making it directly comparable despite a much larger scale.
• AJ Foyt Enterprises: Long-running IndyCar team operating on a sponsorship-plus-merchandise model with a single team owner/operator structure. Comparable to Unlimited Racing Group as a founder-led, sponsor-dependent racing organization.
• Wood Brothers Racing: Heritage NASCAR Cup team with a small crew base and primary-sponsor-dependent revenue model. Comparable to Unlimited Racing Group as a long-running, small-footprint motorsport operation sustained by sponsor partnerships.
• Team Penske: Multi-series racing team across IndyCar and NASCAR with sponsorship-driven economics and team-branded merchandise. Comparable to Unlimited Racing Group through identical revenue mechanics (title sponsors + secondary partners + retail/merch).
• Rahal Letterman Lanigan Racing: IndyCar team funded through a roster of corporate sponsors with supporting merchandise activity. Directly comparable to Unlimited Racing Group's sponsorship-dependent racing economics at a similar mid-tier scale.
• Hendrick Motorsports: Premier NASCAR Cup Series team funded primarily through long-duration title sponsorships and a robust D2C merchandise business. Comparable to Unlimited Racing Group as a sponsorship-funded racing operation, though operating at substantially larger scale.

Broad incumbents

• McLaren Racing: Global motorsport operation competing in Formula 1 and IndyCar with a broad sponsorship portfolio and merchandise platform. Comparable business model to Unlimited Racing Group, but operates at significantly larger scale and across broader geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/u11racing
• Instagraminstagram.com/u11racing
• Facebookfacebook.com/U11RaceTeam
• LinkedInlinkedin.com/company/u-11-unlimited-racing-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Unlimited Racing Group