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Motorcycle Racing Speeds into the National Spotlight.

From a once nearly extinct series to becoming the leading U.S. competition in motorcycle racing, our clients know the importance of reaching the right audiences to sustain growth. With the sports world already knowing and loving one particular brand, we revved up our engines to develop unique brand and athlete-focused storylines that resonate with mainstream audiences - help the sport, series and talent reach news heights.

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The Challenge

Driving into New Territory.

Since its fearless leader took the helm and saved the series from extinction in 2014, we worked with a team who had a history of building a strong brand in the motorsports world. It was an uphill battle to race into the hearts of mainstream Americans without the ESPN fanfare other sports receive. That’s where we came in. With little to no exposure in mainstream media, our partnership depended on our team kicking things into high gear to reach new talent, fans, partners and sponsors.

Services Provided
Proactive Media Relations

The Solution

Shining a Light on the Faces Under the Helmet.

Bolt developed a strategic media relations plan aimed at spotlighting the people driving the series forward to generate compelling media coverage that resonates with non-racing lovers. We dove in to uncover personal accounts of adversity, passion, success and failures among the series leaders and top athletes, finding old, rusty bolts and parts that hadn’t hit the pavement in years and building them into shiny new storylines. In addition to bringing these narratives to national and trade media in multiple relevant industries, we also targeted regional media with stories on how their local athletes are blazing a trail for the future of American riders in this international sport.

Media Coverage
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The Results

A Podium Topping Finish.

Through this strategy, we’ve secured hundreds of placements in local, regional, national and trade media spotlighting the success of the series and talent within. In just a few years, feature stories with publications including Inside Edition, The Washington Post, Forbes, CNN Deportes, Telemundo, Veteran on the Move and more, contributed to increased business growth for the client across the board: millions of global TV views, a 65% YOY increase in subscribers and 20% increase in fan attendance per race.

+650m
Media Impressions
20%
Increase in Attendence
5+
New TV Deals