With electric cars that have the fastest acceleration in the world (0-60 in 1.5 seconds, faster than the average car in F1 or NASCAR), action-packed courses and shorter races optimized for social content, and the youngest and fastest growing audience in motorsports, Nitrocross is poised to accelerate its established growth to new levels in the motorsports industry with the next generation of rally racing.
Nitrocross is made-for social motorsports for the next-gen fan, with race formats designed for modern audiences. With 41 million cumulative followers across owned social platforms and 81% of Thrill One’s social audience in that key 18-34 demo, they claim both the youngest and fastest-growing social audience in motorsports, delivering more total growth across Thrill One’s motorsports accounts on Instagram over the last year than Indycar, Formula E and Extreme E combined.
In a world where speed, excitement, and social media engagement reign supreme, Nitrocross is rapidly asserting its dominance in the motorsports industry. Combining blistering speeds, electrifying courses, and a format tailored for the digital age, Nitrocross is capturing the hearts and minds of the next generation of racing fans.
Created to appeal to a younger, tech-savvy audience, Nitrocross was designed with the understanding that today's fans crave more than just speed—they want innovation, excitement, and engagement.
Founded by motorsports legend Travis Pastrana, Nitrocross brings together the best elements of rally racing, motocross, and action sports. Its unique blend of high-octane action and social media integration makes it a perfect fit for the modern age. From its inception, Nitrocross aimed to redefine what it means to be a racing fan in the 21st century.
With a focus on sustainability and innovation, Nitrocross has also pioneered the use of electric vehicles in competitive racing. This not only reduces the environmental impact of motorsports but also showcases the incredible potential of electric technology in the pursuit of speed.
PHOTO: TYLER TATE/T SQUARED MEDIA HOUSE
Unmatched Acceleration and Speed
At the heart of Nitrocross's appeal is its fleet of electric cars, which boast the fastest acceleration in the world. These cutting-edge vehicles can go from 0 to 60 mph in a mind-blowing 1.5 seconds—faster than the average car in Formula 1 or NASCAR. This unprecedented speed ensures that every race is a spectacular display of power and precision.
Electric technology has advanced rapidly in recent years, and Nitrocross is at the forefront of this revolution. By leveraging the latest advancements in battery technology and electric motors, Nitrocross cars deliver performance that was once thought impossible. This not only makes for thrilling races but also demonstrates the viability of electric vehicles in high-performance settings.
The incredible acceleration of Nitrocross cars allows for shorter, more intense races that keep fans on the edge of their seats. This format is perfect for the social media age, where attention spans are shorter, and every second counts.
"Nitrocross is the series with the most under the hood," said Pastrana. "We have 300 more horsepower in our cars than any other competing series. We are going 0 to 60 and under 1.5 seconds. It's just absolutely amazing to watch. When Dana (White) came to me to discuss the partnership and growth, his mindset as always was to find the best. He is always looking for the best fighter in the ring and thats what Nitrocross provides. The best drivers, in an arena, fighting for the win. Fighting in cars that fly."
Nitrocross courses are designed to maximize excitement and engagement. Each track features a variety of challenging obstacles, jumps, and tight turns that test the limits of both driver and machine. These action-packed courses ensure that every race is a spectacle worthy of sharing and that is how the viewership of the race in consumed, up close and ready to share across all media platforms.
The design of Nitrocross tracks is inspired by the best elements of rally racing and motocross. By incorporating elements like dirt jumps, banked turns, and technical sections, Nitrocross creates a unique and exhilarating racing experience. This not only keeps drivers on their toes but also provides plenty of thrills for spectators.
"When 80% of the race is viewed through the lens of an FPV drone that flies right above the action so viewers can get an immersive reality of the sport where they get the be right on top of the action watching all the racing and everything that goes into a short course rally race up close, it bascially brings the viewer into the drivers seat and that's what we want," said Josh Tucker CMO of Thrill One Sports & Entertainment.
"You can then share those highlight racing moments from that perspective across all media platforms and it is so engaging that it is impossible to ignore and as a result our fan base grows," added Pastrana. "If you look at what this season offers in terms of an in person viewing experience, it speaks to our growth. We open at Richmond Raceway this weekend, then to Utah the home of Nitro, plus stops in Miami and Vegas. These are big time venues and speaks to the growth of the sport. And now this year adding top tier established brands as sponsors speaks to how we are seen as a viable series."
PHOTO: TYLER TATE/T SQUARED MEDIA HOUSE
New Growth
With an impressive 41 million cumulative followers across its social platforms, Nitrocross stands out as having the youngest and fastest-growing audience in motorsports. This achievement highlights Nitrocross's exceptional ability to engage with the next generation of fans. Notably, 81% of Thrill One's social audience falls within the key 18-34 demographic, showcasing their dominance in capturing and growing this vital segment. Over the past year, Nitrocross has driven more total growth across Thrill One’s motorsports accounts on Instagram than competitors like Indycar, Formula E, and Extreme E combined, underlining its unparalleled success in building a vibrant and youthful community.
Nitrocross has recently announced partnerships with Anheuser-Busch, Monster, and more to be announced this season.
“At Anheuser-Busch, our approach to partnerships is intentional and laser-focused on meeting fans where they already are,” said Anheuser-Busch VP of Partnerships Matthew Davis. “Nitro Circus and Nitrocross are booming in popularity, especially in key summer months. This partnership will allow us to integrate our brands into the sports they love and amplify the fan experience with unique access and meaningful community initiatives.”
“Anheuser-Busch is one of the biggest brands in the world, and I’m excited for Busch Light to join Thrill One Sports as an official sponsor,” said Dana White, Thrill One Co-Owner / UFC President & CEO. “Anheuser-Busch and I have had an incredible relationship over the years, and with the way we are aligned with our core values, we are going to continue to grow and bring our fans the most exciting experiences during our events.”
By focusing on innovation, excitement, and social engagement, Nitrocross has positioned itself as the motorsport of choice for Gen Z and Millennials. This demographic is highly sought after by brands and advertisers, making Nitrocross a valuable partner for companies looking to reach young consumers.
The rapid growth of Nitrocross's audience is also a reflection of the broader trends in sports consumption. Nitrocross's strategy of creating shareable, engaging content has allowed it to tap into this trend and build a loyal following.
Beyond the growth from a viewership standpoint, there is massive growth in the racing itself.
Nitrocross easily boasts some of the best rally drivers in the world that drive in the series and offer a variety of other supplemental races for drivers to get the experience through the Next Evo, SXS and for fun the Baja Bugs series.
"Anyone can come race," said Pastrana. "For $5000 a weekend, you can enter and drive and Baja Bug or a stock Can-Am. Every SXS racer has the same set up so if you have the ability to race it, you have the same advantages as everyone else in the lineup. My goal from the beginning when creating this series was to grow the sport in fun and unique ways. To do things bigger and better but in a more safe way. We are the only racing series that jumps cars and it is at the point now with the drivers that massive gap jumps are expected and not a novelty. But beyond that, Nitrocross is a platform to grow fan engagement and to provide a place for drivers to grow."
PHOTO: TYLER TATE/T SQUARED MEDIA HOUSE
The Impact of Technology
Technology plays a pivotal role in the evolution of Nitrocross, enhancing every aspect of the sport. From the high-performance electric vehicles designed for optimal speed and efficiency to advanced data analytics used to refine racing strategies, innovation drives the adrenaline-fueled experience. Cutting-edge telemetry systems allow teams to gather real-time performance metrics, ensuring that drivers can make informed decisions on the fly. Additionally, sophisticated broadcasting techniques deliver stunning visuals and immersive experiences for fans, transforming the way they engage with the races. This integration of technology not only elevates the competition but also paves the way for a more sustainable future in motorsports—making Nitrocross a benchmark for the industry and setting new standards for fan interaction and environmental responsibility.
"As a group, we are constantly talking about how we can use the technology out there and improve it through racing," said Tucker. "At it's core, racing is about the driver in the seat, but racing is about development too. Either from a tech standpoint or as an OEM finding ways to improve the engine or design, all of these findings eventually make their way to the consumer and we all benefit from it."
A Family Affair
Nitrocross provides an open paddock layout, immersing fans in an atmosphere where they can experience an exclusive behind-the-scenes view of their favorite drivers and cars. The event offers a full festival experience with various off-track entertainment options, including Nitro Circus freestyle motocross shows, live music, and an extensive activation space featuring a gaming zone, a concession area with diverse food trucks, car displays, crazy carts, free haircuts, and more. Moreover, Nitrocross includes autograph sessions open to all attendees, providing an opportunity for fans to meet the world’s top drivers in person.
But for this weekend, a unique head to head race will be happening that fans will not want to miss, Travis Pastrana vs. Lyn-z Pastrana in SXS racing.
When asked what was at stake for the race, Travis laughed and said "all that matters to me is making sure Lyn-z crosses the finish line safe. In the paddock, drivers are coming up with creative ways to fund a full season of racing for her so this becomes an every stop race battle. I find myself looking at the track a little different now. I see it as a racer trying to make the best race track as possible, but as a father and husband as well making extra sure that we have looked at all safety precautions. But once the race starts, the fun begins and may the best driver win."
Championship Stakes
The Nitrocross 2024-25 racing season includes 10 rounds of racing at different venues across North America, with unique tracks featuring a variety of terrains at each location. Richmond is the first stop on the new season’s schedule, so everyone will be looking to get off to the best possible start as they look to chase the Ken Block Championship Trophy over the coming months.
