Hammerking Productions Inc. - King of the Hammers

What Hammerking Productions Inc. - King of the Hammers does

Hammerking Productions, Inc. is a privately held California corporation that produces King of the Hammers, an annual off-road motorsport event held in Johnson Valley, California on Bureau of Land Management property. Founded in 2007 with 12 competing teams, the event has grown over 20 years into the world's self-proclaimed "toughest off-road race," combining high-speed desert racing with extreme technical rock crawling on a single course that is rebuilt every year. The 2026 (20th anniversary) event featured eight distinct race classes, 770 racing teams, 80,000 in-person attendees, and 2.5 million online viewers.

The company designs and builds the annual racecourse, produces live television and in-car camera broadcasts through partnerships with PCI Race Radios and Take It Live, and operates an in-house media production unit that has produced eight award-winning feature films. Its operations stack includes the temporary "Hammertown" city on Means Dry Lakebed, the KOH General Store on-site, the official online merchandise storefront (store.kingofthehammers.com), the KOH Ultimate YouTube subscription at $24.99/month, the Ultra4 Racing national qualifier series operating in the US, Europe, Australia, and New Zealand, and the Ultra4 Charter Program that locks committed competitors into long-term membership commitments.

Hammerking monetizes through nine primary streams: general admission and VIP ticket sales (via TIXR/Flicket.io, with active-duty military free and veterans 50% off), vendor booth rentals and percentage take rates (3% BLM fees plus HKP take rates on apparel and food sales), corporate sponsorship packages (with OPTIMA Batteries, Ford Racing, Can-Am, Monster Energy, Toyo Tires, WARN, King Shocks, and Sylvania as primary partners), branded merchandise, Ultra4 Charter memberships, on-site camping and power rentals, KOH Ultimate subscription revenue, fuel coordination with VP Racing Fuels, and post-event vendor compliance fees. Customers are segmented into four primary groups: off-road racing competitors, off-road enthusiast spectators, off-road industry vendors and exhibitors, and corporate brand partners. The company is privately held with no disclosed funding, M&A, or revenue figures.

Name

Hammerking Productions Inc. - King of the Hammers

Legal name

Hammerking Productions, Inc.

Website

https://kingofthehammers.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Hammerking Productions, Inc. produces King of the Hammers, the world's toughest off-road race, an annual multi-class motorsport event in Johnson Valley, California. It serves 770 racing teams, 80,000 attendees, 2.5 million online viewers, hundreds of vendors, and major brand sponsors including Ford, Can-Am, Monster Energy, and OPTIMA Batteries.

Ownership category

akta.pro rank

Product category

Off-Road Motorsports Event Production

akta.pro primary industry

Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC)

Keywords

• Off-road motorsport events
• Extreme rock crawling races
• Desert racing competitions
• Motorsport event production
• Off-road lifestyle media

Headquarters

HQ city

Temecula

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Direct-to-consumer event ticket sales for King of the Motos and King of the Hammers, available online via TIXR ticketing platform and at the event gate. Includes general admission, VIP wristbands (with bulk discount for 10+ purchases), military discounts (active duty free, veterans 50% off), and the $25 for Life program for prior participants.
2. Vendor Booth Fees: Vendor booth rentals in Hammertown (30x20, 30x40+ sizes), with associated admin fees, sales percentage pay-ins to HKP (apparel vendors pay 10%, food vendors pay a negotiated percentage exceeding booth value), and 3% BLM sales fees for food vendors. Booth confirmation and final payment are due in October with contracts due in November.
3. Sponsorship: Corporate sponsorship packages offering on-site exposure in Hammertown, year-round digital reach, brand integration, and naming rights. Primary sponsors include OPTIMA Batteries (power), Ford Racing, Can-Am, Monster Energy, Toyo Tires, WARN, King Shocks, and Sylvania.
4. Merchandise Sales: Official KOH merchandise sold through the online store (store.kingofthehammers.com) and the on-site KOH General Store. The KOH General Store also offers food, ice, apparel, hygiene products, camping supplies, and off-road supplies.
5. Ultra4 Charter Program: Annual charter purchases giving competitors exclusive benefits, race entry savings, and a long-term stakeholder position in Ultra4 Racing and King of the Hammers.
6. Camping & Facility Rentals: Premium and VIP vendor camping inside Hammertown ($75 standard, $500 premium, $10,000 VIP), $25 BLM camping passes, Hammertown Vehicle Passes ($30), power purchases through CES Power, RV rentals through El Monte RV, tent/carpet/furniture/heater rentals through Hundred House, and water/pump services through Diamond Environmental Services.
7. Media & Content: KOH Ultimate YouTube subscription ($24.99/month, cancelable monthly) providing premium exclusive content. Eight full-length feature films have been produced in-house chronicling King of the Hammers races.
8. Fuel Sales: VP Racing fuel pre-orders coordinated for King of the Hammers competitors through a direct pre-order form.
9. Post-Event Reporting & Fees: Vendors submit post-use reports with applicable sales-based payments (3% BLM fee, 10% apparel fee to HKP). Late submissions incur a $500 non-compliant fee. Health permit late fees of $500 also apply.

Pricing tiers

Go-to-market motion1 record

Distribution channels9 records

Marketing channels8 records

Core offering

Hammerking Productions Inc. produces and operates King of the Hammers, an annual off-road motorsport event held on Bureau of Land Management property in Johnson Valley, California, combining high-speed desert racing with extreme rock crawling in a single-week format. The company also operates the companion King of the Motos motorcycle hard enduro race, the Ultra4 Racing national qualifying series, the Hammertown vendor show and on-site camping village, and monetizes the audience through tickets, vendor booth rentals, sponsorships, official merchandise, fuel pre-orders, the KOH Ultimate YouTube subscription, and the Ultra4 Charter competitor membership program.

Product overview

Hammerking Productions Inc. operates King of the Hammers as the world's toughest off-road race event, combining high-speed desert racing with extreme rock crawling in Johnson Valley, California. The company produces the main King of the Hammers event (featuring Race of Kings, Ultra4 Unlimited, UTV Hammers Championship, Every Man Challenge, and Toyo Tires Desert Challenge), the companion King of the Motos motorcycle race, and the Ultra4 Racing national series as qualifiers. Supporting offerings include the Hammertown Vendor Show, KOH Ultimate YouTube subscription, Ultra4 Charter membership program, and the KOH General Store. The event serves 8 races across 770 teams with 80,000 in-person attendees and 2.5 million online viewers.

Differentiator

Problem solved

Functional benefit

Products and services

• King of the Hammers The flagship annual week-long off-road race held in Johnson Valley, California, featuring 8 race classes, 770 racing teams, and 80,000 in-person attendees. Combines a freshly redesigned course of desert sections and technical rock trails for individual competitors and racing teams.
• King of the Motos Annual motorcycle hard enduro race event held during King of the Hammers week for individual motorcycle racers, featuring technical rock trails and desert riding sections.
• Ultra4 Racing Series National qualifying race series that feeds into King of the Hammers, with multiple vehicle classes (4400 Unlimited, 4600 Stock, 4500 Modified, 4800 Legend's, 4900 UTV, Electric Vehicle) and regional events worldwide.
• Race of Kings Premier Ultra4 race event at King of the Hammers featuring the top drivers from regional qualifiers in a grueling three-lap combination of desert and rock trail sections.
• Hammertown Vendor Show Large-scale annual vendor exhibition inside Hammertown featuring off-road industry vendors, apparel brands, food vendors, and product displays, open 24/7 during race week for 80,000+ attendees.
• Ultra4 Charter Program Annual competitor membership program offering committed Ultra4 racers exclusive benefits including race entry savings, VIP wristbands, priority garage assignments, and stakeholder status in the sport's growth.
• KOH Ultimate Premium YouTube subscription service priced at $24.99 per month, providing exclusive content, deeper access, and behind-the-scenes coverage of Hammertown and the races to off-road enthusiasts globally.
• KOH Official Merchandise Store Online and on-site official merchandise store selling King of the Hammers branded apparel, accessories, and event memorabilia to off-road enthusiasts globally.
• KOH General Store On-site convenience store in Hammertown offering food, ice, apparel, hygiene products, baby products, camping supplies, and off-road supplies to attendees during event dates.

Quantifiable outcome

• 80,000 in-person attendees per event
• +5 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature6 records

Partnerships

24 partnerships are on record, tiered flagship, core and minor.

• OPTIMA BatteriesflagshipGTM or Marketing Partner · 1 January 2026OPTIMA Batteries is the power sponsor of the Griffin King of the Hammers event, holding the naming designation 'Griffin King of the Hammers Powered by OPTIMA Batteries.' The partnership provides battery technology for race operations and delivers brand exposure across all event channels.
• Ford RacingcoreGTM or Marketing PartnerFord Racing is a major sponsor of King of the Hammers. The Ford logo appears prominently on the website and at the event. Ford Racing vehicles and technology are featured in race coverage.
• Can-Am (BRP)coreGTM or Marketing PartnerCan-Am is a primary sponsor and the namesake of the Can-Am UTV Hammers Championship race event. Can-Am Court is a named location within the Hammertown vendor show, and the Can-Am Pavilion is a key sponsor activation area.
• Monster EnergycoreGTM or Marketing PartnerMonster Energy sponsors the Toyo Tires Desert Challenge presented by Monster Energy. Monster branding is featured across event materials and the sponsor pavilion.
• Toyo TirescoreGTM or Marketing PartnerToyo Tires is the title sponsor of the Toyo Tires Desert Challenge event (both Limited and Unlimited classes), one of the flagship racing events during King of the Hammers week. Toyo tires are featured on race vehicles throughout the event.
• WARNcoreGTM or Marketing PartnerWARN is a sponsor of King of the Hammers and sponsors the VIP Tent located on the west side of Can-Am Court inside the Hammertown vendor show.
• King ShockscoreGTM or Marketing PartnerKing Shocks is a sponsor of King of the Hammers, providing suspension technology featured on competitor vehicles and visibility through event branding.
• Sylvania AutomotivecoreGTM or Marketing PartnerSylvania Automotive sponsors the SYLVANIA Offroad Class 11 Showdown presented by Slowride Garage, with $5,000 paid to the winner and additional prizes. Sylvania is featured across event signage and Class 11 race branding.
• Ultra4USAflagshipStrategic or Co-development PartnerUltra4USA is the national race series that King of the Hammers is part of. Each Ultra4 national race is a qualifier for the King of the Hammers race. Ultra4USA manages regional race events across the US, Europe, Australia, and New Zealand. Hammerking Productions founded and manages the Ultra4 racing series.
• PCI Race RadioscoreTechnology or IntegrationPCI Race Radios provides GPS/race communication systems, course GPX files, and pre-running flags for King of the Hammers competitors. They also offer Starlink Wi-Fi equipment options to attendees. PCI Race Radios booth in Hammertown distributes course materials and race data.
• Yokohama TirecoreGTM or Marketing PartnerYokohama Tire sponsors the Yokohama Every Man Challenge, one of the central racing events of King of the Hammers week, supporting grassroots racers in the 4600 Stock, 4500 Modified, and 4800 Legend's car classes.
• Griffin ManufacturingcoreGTM or Marketing PartnerGriffin Manufacturing appears as part of the event naming rights 'Griffin King of the Hammers Powered by OPTIMA Batteries,' indicating a sponsorship or naming rights partnership for the flagship event.
• El Monte RVminorGTM or Marketing PartnerEl Monte RV is the official RV rental partner of King of the Hammers, offering exclusive deals for attendees needing RV/camper rentals for the event. Referenced on the participant FAQ and vendor FAQ pages.
• K&K InsuranceminorImplementation/ SI/ Consulting PartnerK&K Insurance is recommended to vendors who cannot obtain required insurance with additional insured entities (BLM, Department of Interior, US Marine Corps, etc.) through their existing insurance provider. Provides event-specific coverage for vendors.
• Diamond Environmental ServicesminorOthersDiamond Environmental Services provides water, pump service, and port-a-potty rentals/service for vendors and attendees inside and outside the Hammertown fence line. Referenced on the vendor FAQ and available through the KOH General Store.
• CES PowercoreOthersCES Power (KOH Electric Power Team) provides electrical power connections and rentals for vendor booths, camps, and event operations. Contact: Jason Thibodeau. Power must be purchased separately from booth rental.
• Hundred House (formerly A1 Party Rentals)minorOthersHundred House is the official tent, carpet, furniture, and heater rental provider for King of the Hammers. Vendors and racers can order equipment through an online form specific to the event.
• Rock and Turf MatminorOthersRock and Turf Mat provides artificial turf for racer garages and camps at King of the Hammers. Available for rental or purchase.
• Rocky Mountain IceminorOthersRocky Mountain Ice (Roque Moreira) is the official ice vendor at King of the Hammers, selling ice at Hammertown and accepting pre-orders. Contact: 323-371-7913.
• VP Racing FuelscoreOthersVP Racing Fuels coordinates pre-orders of racing fuel for King of the Hammers competitors through a dedicated pre-order form. They are the designated fuel provider for the event.
• TIXRcoreTechnology or IntegrationTIXR is the primary ticketing platform for King of the Hammers, handling online ticket sales, VIP upgrades, ticket transfers, and at-event ticket management. Hosted at kingofthehammers.flicket.io.
• Wheeler's Ship It ShopminorOthersShipping and freight receiving location approximately four miles from the event site. Accepts USPS, FedEx, UPS, and freight deliveries. Charge applies for pickup.
• The Ranch (Private Shipping Location)minorOthersPrivate shipping location approximately one mile from the event site for vendors and sponsors. Accepts FedEx, UPS, and freight deliveries. No charge for pickup. Requires prior approval from HKP Event Management.
• Slowride GarageminorGTM or Marketing PartnerSlowride Garage presents the SYLVANIA Offroad Class 11 Showdown, providing rolling chassis and parts prizes for competitors.

Scale indicators10 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• GNCC Racing (Grand National Cross Country): Premier off-road racing series in the eastern US for ATVs, UTVs, dirt bikes, and eMTBs. Comparable event-franchise model with multi-class competition, sponsor activation, and a manufacturer-supported qualifying ecosystem.
• WORCS Racing: World Off-Road Championship Series featuring short-course off-road racing for UTVs, trucks, and motorcycles. Competes in a similar enthusiast segment with overlapping OEM sponsors and comparable event-day experience format.
• AMSOIL Championship Snocross: Premier snowmobile racing series with multi-class competition, national tour, and similar sponsor-led activation model. Highly comparable operating playbook for a niche motorsport event franchise.
• The Mint 400: Annual desert off-road race held near Las Vegas with comparable vehicle classes, vendor village, sponsor activation model, and consumer-racer crossover audience. Operated by Mad Media as a comparable boutique off-road event brand.
• SCORE International: Sanctioning body for the Baja 1000 and the premier organizer of long-distance off-road desert racing in North America. Most directly comparable to KOH in combining high-speed desert competition with massive audience scale and similar sponsor ecosystem.
• Best in the Desert: Sanctioning body and promoter of off-road desert racing series across the US Southwest. Overlaps with KOH on vehicle classes, sponsor ecosystem, and rider community, though its courses are primarily high-speed desert rather than rock-crawling hybrids.

Broad incumbents

• Feld Entertainment - Monster Energy AMA Supercross: Feld operates Monster Energy AMA Supercross, a stadium-based off-road motorcycle racing series. Comparable as a large-scale motorsport event franchise with major brand sponsorships, premium ticketing, and recurring national tour.
• Amaury Sport Organisation (ASO) - Dakar Rally: ASO organizes the Dakar Rally, the world's largest cross-country rally raid. Comparable to KOH as a global off-road endurance motorsport event franchise with massive broadcast reach, multi-class vehicle participation, and tier-1 sponsor portfolio.

Regional players

• Goodwood Festival of Speed: Annual UK-based automotive and motorsport culture event combining hill climbs, vendor villages, and lifestyle brand activations. Comparable as a premium motorsport cultural festival, though geographically outside KOH's core market.

Others

• SEMA Show: Annual automotive aftermarket trade show with massive exhibitor base and industry sponsor overlap (OPTIMA, WARN, Toyo, etc.). Comparable as a venue where KOH's vendor and sponsor partners activate, and adjacent in the off-road/aftermarket ecosystem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@kingofthehammers_official
• LinkedInlinkedin.com/company/hammerking-productions-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Hammerking Productions Inc. - King of the Hammers