Justin Marks Lays Down the Significance of Trackhouse Entertainments’ Penetration in MotoGP for Motorsports in North America

Published 12/08/2023, 1:59 PM EST

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One of the formidable names that is on the rise in the NASCAR community is Trackhouse Racing. The two-driver team headed by a visionary leader and former racer Justin Marks has not shown any signs of slowing down since its inception. Housing the only Mexican driver in the grid, Daniel Suarez, along with the Melon Man Ross Chastain in the Cup Series, the team is ready to foray outside the walls of stock car racing.

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What comes as one of the most unheralded news of the upcoming season, Trackhouse Entertainment, whose subsidiary is the NASCAR racing team, will also harbor riders for the MotoGP team, beginning from the 2024 season. This will make them the only American team to cross the Atlantic and anchor its roots in the European Series next year. However, was this move a pre-conceived move? And will it bear significance to the team? It seems that Justin Marks has a befitting answer regarding his new venture.

Justin Marks shares the reason for bringing MotoGP to America

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It was speculated for a long time, and the NASCAR community was teased with small glimpses regarding a potential expansion of Trackhouse Racing. However, a concrete answer was unavailable, until Tuesday, when Justin Marks and Pitbull-owned organization Trackhouse Racing announced the fielding of a MotoGP World Championship Team, beginning in the 2024 season.

Creating history as the only American team to be a part of the MotoGP class, Trackhouse Racing’s decision to foray into the world of two-wheeled racing was surely not in the nick of time, but a long calculated move. This was revealed by the owner himself in his conversation with Parker Kligerman, on his podcast. When asked about the whole timeline of the process, Marks expressed, “As a fan of motorsports somebody that’s really trying to educate myself on the global motorsports picture, I was a fan of MotoGP, but for a long time wanted to experience one of the events.

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“So, in August I went to the Austrian Grand Prix at the Red Bull Ring just for three days to absorb the event. See how they did fan engagement, how they hosted a hospitality and brand amplification. How they ran the series, meet with Dorna, met with some of the OEMs, some of the riders, just to absorb that event just for my own learning. I was blown away by the experience and so started asking questions about the business model, the economics and it became clear very quickly that I recognized Moto GP as one of the great values in motorsports on the planet.”

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But Marks was equally taken aback by the numbers boasted by MotoGP. And that was a huge selling point in itself.

MotoGP’s unparalleled viewership enthralls Trackhouse Racing owner

The MotoGP team would be managed by Trackhouse from the U.S. but would be operating out of Noale, Italy, after bagging an alliance with manufacturer Aprilia and Piaggio Group.

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Nevertheless, speaking on the significance behind the expansion, Marks continued, “The amount of reach that it has, the passion of fans of how global and international it is. I mean this is a sport that has got 432 million television viewers a year, the average 144,000 people an event, 22 races on four continents, it’s broadcast to 207 countries live feed.

“They just hired an American CCO Dan Rossomondo from the NBA. They are really looking at building a strategy around the resurgence of MotoGP in North America. Then I looked at the business model and the economics of it and immediately recognized, this is a massive massive opportunity, it’s an untapped resource and I think it’s like a perfect strategic exercise for Trackhouse to go through.”

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With the plans laid for the 2024 season with major lineups both in NASCAR and MotoGP, it will be interesting to see what lies in the fate of Trackhouse Racing. Will it be able to live up to the expectations and fire on both two and four wheels? 

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Written by:

Ayantika Maitra

687Articles

One take at a time

Had you asked an individual from the yesteryears, they would have easily asserted that motorsport is surely not a women?s forte. However, times have changed. And changing the narrative, here I am writing and analyzing the world of NASCAR, with over a corpus of 500 articles to my name.
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Edited by:

Abhishek Ramesh

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