Restart Racing
Restart Racing is a UK-based private motor racing team that builds, prepares, and races two Hyundai i30 Fastback N cars in the Kwik Fit British Touring Car Championship, serving motorsport fans and commercial sponsors across ten UK race weekends per season.
- Company typePrivate
- Founded2020
- HeadquartersAntrim, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Restart Racing does
Restart Racing is a privately-held UK motor racing team headquartered in Norwich, England, that builds, prepares, and races touring and GT-class race cars in the Kwik Fit British Touring Car Championship (BTCC) and previously in TCR UK. The team's core technical asset is two Hyundai i30 Fastback N cars prepared to BTCC technical specifications, driven by Chris Smiley and James Dorlin in the 2026 season, with Max Edmundson serving as Development Driver; prior TCR UK campaigns used JAS Motorsport-built Honda Civic Type R TCR cars. Operations are supported by a technical partner ecosystem including Ravenol (lubricants), AIRTEC Motorsport (performance parts), Halo By Orthene (brake fluids), GEDORE Torque (tools), and Harlequin Teamwear, with the team holding two TOCA BTCC Licences (TBLs) required to compete in the series.
The business model combines event-driven sponsorship revenue as the primary income stream, supplemented by consumer-facing merchandise (polo shirts, fleeces, gilets, raincoats priced GBP 37.50-85) sold through partner Torq Racewear, and race ticket sales for ten BTCC race weekends across UK circuits. Go-to-market is built around BTCC's free-to-air ITV4 coverage, YouTube streaming, and physical race weekend attendance, which the team monetises through a 'Partner With Us' sponsorship programme and a free fan club offering VIP ticket access, partner discounts, and exclusive content. The primary customer base is UK motorsport fans, with commercial partners (vehicle finance, lubricants, performance parts, apparel, fan engagement) as the second customer tier.
The team's competitive trajectory includes winning the 2022 TCR UK Championship with Chris Smiley, representing the UK at the 2022 FIA Motorsport Games, debuting in BTCC in 2024, and winning the 2025 BTCC Independent Teams' Championship. Restart Racing operates independently under Team Principal Bert Taylor without disclosed institutional investment or parent company ownership.
Restart Racing firmographics
Firmographics- Name
- Restart Racing
- Legal name
- Restart Racing
- Website
- https://restartracing.co.uk
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Restart Racing is a UK-based private motor racing team that builds, prepares, and races two Hyundai i30 Fastback N cars in the Kwik Fit British Touring Car Championship, serving motorsport fans and commercial sponsors across ten UK race weekends per season.
- Ownership category
- akta.pro rank
Restart Racing industry classification
Industry- Product category
- Motorsport Racing Team
- NAICS
- Sports Teams and Clubs (711211)
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.) (MPAKABAB)
- akta.pro secondary industries
- Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)
Keywords
Where Restart Racing is headquartered
LocationHeadquarters
- HQ city
- Antrim
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Restart Racing business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Commercial Sponsorship: Primary revenue stream through commercial partnerships with multiple companies across various categories including technical partners (Ravenol lubricants, AIRTEC Motorsport), performance suppliers (Halo By Orthene brake fluids, GEDORE Torque tools), teamwear (Harlequin Teamwear), and other sponsors. Sponsors receive branding exposure on cars, driver suits, and throughout the BTCC paddock.
- Merchandise Sales: Sale of Restart Racing branded merchandise including apparel (polo shirts, fleeces, gilets, raincoats) priced between £37.50-£85.00, sold via the team's website and Torq Racewear. Fan club memberships with exclusive benefits.
- Race Ticket Sales: Tickets sold for BTCC race weekends at 10 circuits across the UK season, including Donington Park, Brands Hatch, Snetterton, Oulton Park, Thruxton, Knockhill, Croft, and Silverstone.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | RESTART RACING 1/4 ZIP FLEECE - £65.00 |
| Unit Pricing | Pay-as-you-go | RESTART RACING RAINCOAT - £85.00 |
| Unit Pricing | Pay-as-you-go | RESTART RACING PADDED GILET - £65.00 |
| Unit Pricing | Pay-as-you-go | RESTART RACING POLO SHIRT - £37.50 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Restart Racing product offering
Product offeringCore offering
Restart Racing is a UK-based professional motor racing team that builds, prepares, and campaigns two Hyundai i30 Fastback N race cars in the Kwik Fit British Touring Car Championship (BTCC). The team's commercial activities include corporate sponsorship packages, sale of branded merchandise and apparel, race weekend ticket distribution, and a free fan club program offering VIP benefits and partner discounts.
Product overview
Restart Racing is a motor racing team competing in the Kwik Fit British Touring Car Championship (BTCC). The company's product/service portfolio consists of its professional racing team (operational core), supplemented by consumer offerings including official race tickets to BTCC events at UK circuits, branded merchandise/apparel (polo shirts, gilets, raincoats, fleeces), a free fan club membership with VIP benefits, and live timing services via TSL Timing. The business model combines team participation in BTCC with merchandise sales, ticket sales, sponsorship partnerships, and fan engagement.
Differentiator
Problem solved
Functional benefit
Products and services
- BTCC Racing Team Professional motor racing team competing in the Kwik Fit British Touring Car Championship (BTCC) with drivers Chris Smiley and James Dorlin in Hyundai i30 Fastback race cars. The service delivers on-track competition, brand exposure through ITV4 broadcasting, and event participation at 10 UK circuits annually.
- Race Tickets Official race tickets for Kwik Fit British Touring Car Championship events at 10 UK circuits including Donington Park, Brands Hatch, Snetterton, Oulton Park, Thruxton, Knockhill, Croft, and Silverstone. Distributed through the team's website with links to MSV, TicketCo, and Knockhill ticketing platforms.
- Merchandise and Apparel Official Restart Racing branded merchandise including polo shirts (£37.50), padded gilets (£65.00), raincoats (£85.00), and 1/4 zip fleeces (£65.00). Sold via the team's website with fulfillment handled by Torq Racewear.
- Fan Club Membership Free fan club membership offering exclusive benefits including VIP ticket access, partner discounts, exclusive offers, and giveaways for BTCC motorsport supporters.
- Sponsorship and Partnership Packages
Companies that use Restart Racing
Customer profileSegments1 record
Ideal customer profiles2 records
Restart Racing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Restart Racing partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- RavenolcoreTechnical partnership with Ravenol, a premier global manufacturer of high-performance automotive lubricants. This pivotal collaboration supports Restart Racing's debut in the 2024 BTCC season with specialized lubricants for the Hyundai i30 Fastback N race cars.
- Third MillenniumminorThird Millennium has been a partner of Restart Racing, with Pete Jones taking on expanded responsibility within the team for 2024 BTCC season.
- JAS MotorsportcoreJAS Motorsport is Honda's specialist preparation company in Italy that builds and prepares Honda Civic Type R TCR cars. Restart Racing ran JAS-prepared Honda TCR cars and Scott Sumpton is part of the JAS Motorsport Driver Development Programme.
- AIRTEC MotorsportcorePerformance partnership with AIRTEC Motorsport, a leading supplier of performance automotive parts. AIRTEC provides high-quality components including intercoolers, piping kits, and other performance parts.
- Halo By OrthenecoreTechnical partnership providing specialized brake fluids for the 2024 BTCC season. Halo By Orthene is a leading manufacturer of high-quality brake fluids.
- Harlequin TeamwearcoreOfficial teamwear and merchandise supplier for the 2024 BTCC season. Harlequin Teamwear provides apparel and merchandise for the team and fans.
- OwatrolminorPartnership with Owatrol, a leading provider of rust protection, wood care, and maintenance products, designed to enhance brand awareness within the BTCC environment.
- Torq RacewearcoreOfficial merchandise partner for Restart Racing branded apparel including polo shirts, fleeces, gilets, and raincoats. Torq Racewear handles fulfillment of all official merchandise.
- First Response FinanceminorFounded in 1998, First Response Finance is a leading UK vehicle finance company. Partner supporting Restart Racing's commercial program.
- 1066 CompetitionsminorFan engagement partner for the 2024 BTCC season, focusing on fan interaction and promotional activities.
- TOCAcoreTOCA (Touring Car Organisation) is the organizer of the British Touring Car Championship. Manages series regulations, broadcasting (ITV4), and championship operations. Restart Racing holds a TBL (TOCA BTCC Licence) to participate.
- ITVcoreITV4 broadcasts BTCC race days with all-day-live free-to-air television coverage. The partnership provides extensive brand exposure for teams and sponsors.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Restart Racing competitors and assessment
Company assessmentDirect peers
- Speedworks Motorsport / Toyota GAZOO Racing UK: BTCC team operating Toyota Corolla machinery; Factory-affiliated entrant showing how independent teams evolve to OEM partnerships - a relevant comparable for Restart Racing's Hyundai programme.
- WSR (West Surrey Racing): Long-standing BTCC team running BMW 3 Series entries; competes head-to-head against Restart Racing in the same Kwik Fit British Touring Car Championship with multiple cars.
- Team Dynamics: Established BTCC team operating Honda Civic Type R entries; direct competitor to Restart Racing within the same championship, sharing Hyundai/Honda/JAS-prepared vehicle ecosystem ties.
- One Motorsport: BTCC entrant operating Ford Focus ST-line machines; direct competitor in the same touring car championship with comparable two-car team structure and sponsor-led revenue model.
- Team HARD: Multi-car BTCC team; comparable scale and independent entrant model within the same championship as Restart Racing.
- Excelr8 Motorsport: Another multi-car BTCC entrant that has previously run Hyundai machinery; competes in the same championship with similar sponsorship-driven business model and UK racing fan target audience.
- Power Maxed Racing: Independent BTCC team with sponsor-branded livery model; directly comparable as a smaller entrant competing alongside Restart Racing in the championship.
- Laser Tools Racing: BTCC entrant with a commercial partnership-led brand identity similar to Restart Racing; competes for sponsorships targeting the same UK touring car audience.
Others
- TOCA (Touring Car Organisation): Organiser of the BTCC championship itself; governs licensing, regulations, and broadcast rights under which Restart Racing competes.
- MotorSport Vision (MSV): UK motorsport venue operator running Donington Park, Brands Hatch, Snetterton, Oulton Park, and Silverstone - the exact circuits BTCC visits and where Restart sells tickets; a key ecosystem partner rather than competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Restart Racing social profiles
Digital presenceRestart Racing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Restart Racing leadership team
Management profileNumber of profiles
Profiles4 records
Restart Racing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Restart 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 Restart Racing
What does Restart Racing do?
Restart Racing is a UK-based professional motor racing team that builds, prepares, and campaigns two Hyundai i30 Fastback N race cars in the Kwik Fit British Touring Car Championship (BTCC). The team's commercial activities include corporate sponsorship packages, sale of branded merchandise and apparel, race weekend ticket distribution, and a free fan club program offering VIP benefits and partner discounts.
Is Restart Racing a public or private company?
Restart Racing is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Restart Racing founded?
Restart Racing was founded in 2020. It employs 11 to 50 people.
Where is Restart Racing based?
Restart Racing is headquartered in Antrim, United Kingdom, in the Europe region.
How does Restart Racing make money?
Three revenue lines are on record. Commercial Sponsorship is the primary driver. The others are merchandise Sales and race Ticket Sales.
Who are Restart Racing's main competitors?
Direct peers on record are Speedworks Motorsport / Toyota GAZOO Racing UK, WSR (West Surrey Racing), Team Dynamics, One Motorsport, Team HARD, Excelr8 Motorsport, Power Maxed Racing and Laser Tools Racing. Others are TOCA (Touring Car Organisation) and MotorSport Vision (MSV).
Does Restart Racing have an API?
No public API is recorded for Restart Racing.
What industry is Restart Racing in?
Restart Racing's product category is Motorsport Racing Team. Its primary akta.pro industry code is MPAKABAB, Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.), with a secondary code of MPAKAGAB, Motorsports Teams & Entrants (Factory & Independent). Its NAICS code is 711211 and its SIC code is 7948.