The Illinois State Fairgrounds track, which is historically known for setting the world’s fastest flat track records, hosts two of the 18 events comprising the National Championship American Flat Track pro-racing circuit. The Springfield Mile 1 is held on Memorial Day weekend, with Springfield Mile 2 taking place over Labor Day weekend. A recent partnership with NASCAR and expanded coverage via TV and live-streaming have broadened the audience for the sport beyond small, often rural, Midwestern communities into a more general audience, including a growing number of women.
In 2015, Michael Lock presented a reorganization and growth plan to American Motorcyclist Association Pro-Racing. Now as CEO of its American Flat Track (AFT) racing division, Lock, who is a native of the UK, is leading the comeback of this truly homegrown American racing phenomenon.
With digital media audience share climbing and interest in Flat Track racing heritage and culture beginning to skyrocket, Lock and the industry are making a number of business decisions that are having some early results. In partnership with NASCAR, they have created an online streaming service called Fanschoice TV, which has been a game-changer, according to Lock.
judi slot online, daftar situs judi slot online terpercaya, game slot online, situs judi slot online, daftar situs judi slot online terpercaya 2020, situs slot online terbaik, casino slot online 888, situs slot online indonesia, nama nama situs judi slot online, situs slot online, online slot, daftar slot online, link slot online, slot game online indonesia, slot online indonesia, game slot online indonesia, slot online, slot jackpot online, judi online slot, judi slot online indonesia, judi mesin slot online, judi slot online android, slot judi online, agen slot online, games slot online, situs judi online slot, permainan slot online, bandar judi slot online, slot 88 online, agen judi slot online, judi slot online terpercaya, main slot online, game judi slot online, link judi slot online, bermain slot online, slot online 2021, daftar situs judi slot online, slot online casino
“The demographic that is comfortable with streaming through apps and YouTube necessarily tends to be younger, and there is less gender stereotyping,” he said. “Our typical audiences were concentrated at about 90% male and white for the last 30-40 years and were the mainstay of the sport.”
During the three years that AFT has been broadcast live on NBC Sports Network, those numbers have started to change. “We found that we get a lot of bleed from programming that is on before us, which has been traditionally male-dominated sports like NASCAR or INDYCAR. But on streaming, our split is 70%-30% (male to female viewers),” Lock explained.
Now, in addition to buying a ticket and watching it live, fans can watch every AFT race anywhere in the world, multiplying the marketing potential. The racers’ suits, equipment, tent awnings, helmets, boots and gear have become monetized brand canvasses.
It’s no accident that this sport, like others, has gone through some lean decades to make its comeback. Once centered around communities and families on racetracks with local sponsors, today’s flat track racing honors its traditional roots as it endeavors to embrace the new. According to Lock, dirt track racing survived because it was a locally based sport, never set up as a commercial industry.