Young crowds, large spectacles and California-flair are just a few of the things that set Supercross events apart from other sports. The sport, whose season starts early and ends early, is greatly influenced by its west coast beginnings. Kids become fans at the young age of five or six, dressing in head-to-toe in Supercross gear and following their favorite drivers closely throughout the season.
Feld Motor Sports Inc. produces Monster Jam, Disney on Ice and Ringling Bros. Circus in addition to Supercross. Each Supercross race gives fans access to drivers, the pit crew, interactive displays and VIP hospitality with an emphasis on fan entertainment from the minute they enter the stadium. The pre-show spectacle replicates a rock concert with large pyrotechnics, constant fireworks, massive flame throwers and heavy rock music, all of which requires intricate logistics to execute correctly.
SPEED is the home of Supercross. In 2012, SPEED enlisted long-time partner JHE to create an on-site presence for the brand to support the sport with a rapidly growing fan base and consistently sold-out shows. The display has already traveled to Anaheim, Calif., Atlanta, Ga. and Indianapolis, Ind. with one more destination in 2013: Las Vegas, Nev.
This year’s interactive marketing display includes a 45-foot jumbotron screen that provides fans a sneak peek inside the stadium during practice as well as live coverage. SPEED Road Tour Team members, like Heather DeBeaux, are on-site to pump up the crowd and generate excitement. Additionally, Supercross has secured the largest TV presence in the history of the sport for 2013 with all events featuring live coverage. Approximately 80 percent of Supercross coverage will live on the SPEED channel, including live broadcast from the JHE-produced mobile display with the channels personalities such as Rutledge Woods.
The opportunities continue to grow within Supercross as SPEED demonstrates to the fans the TV side of the sports business and JHE creates new dialogue with a new client base.