A Once-Popular Motorcycle League Seeks A Multi-Million Dollar Resurgence

A 65-year-old sports league that’s fallen into obscurity is funneling millions of dollars into rebuilding its loyal and lucrative fan following.

American Flat Track, the series that features competitors sliding their motorcycles upwards of 140 mph around a dirt oval, opened its third season in Daytona, Fla., on Thursday with hopes of creating a household name.

“We will do whatever we need to do to expand the footprint, to expand the reach, of the sport,” CEO Michael Lock told Fortune.


Latest Discounts
  • Generate a steady full-time income today and scale up fast as big as you want
  • This file can easily help increase the sales and profits from letters in just minutes.
  • Day Job Destroyer Learn how to make money online - passive income secrets.
  • Million dollar copywriter reveals how you can control thoughts and behaviors of others.
  • Get the powerful tool to make over 20 million dollar from your own home improvement business
  • Learn how to become a freight broker or freight agent in less than 30 days
  • The Web's best resource for Ivy League applicants.
  • Discover How To Dominate Ranked, Carry Noobs, and Escape Elo Hell Now
  • 24 Videos About Mind Power and Business Acumen Plus 5 Mega Bonuses To Help You Create Your Mdpd.
  • Play popular music without years of effort in your own unique style.
  • Choose the best, most popular Sherwin Williams paint colors. Proven, tried and tested.
  • Rapidly Turn Any Idea Into A Million-dollar Business In 12 Short Months...
  • Learn to buy video games dirt cheap for hobby or resale.
  • Learn How To Build A Million Dollar Medical Transportation Company
  • Put small animated peel image at the top corner right or left on webpage
  • How To Influence The Mind Of Anyone To Your Way Of Thinking..... Guaranteed.
  • Are you frustrated that your expensive karoke player does not let you play.
  • Learn How To Attract the Man of Your Dreams And Receive A Marriage Proposal In Few Months
  • Learn about the solar systems largest planet jupiter predict great red spot transit times
  • Clickbank Ads
     

    Interest the series, which began in 1954 under the name AMA Pro Racing, waned over the last several decades with the rise of other styles of motorcycle racing.

    Lock, a former Ducati chief executive, rebranded the series as American Flat Track in 2016 and began implementing measures to resurrect the sport, from raising ticket prices to providing a play area for children.

    The efforts seem to be working: revenue from ticket sales has increased at a double-digit clip since the rebranding project began. In 2017, 9,500 people turned out for a single race, more than the roughly 4,000 anticipated. Last year, crowds surpassed 10,000-strong twice.

    Meanwhile, Lock is playing up the sport’s grassroots appeal, emphasizing flat track’s drama and the skill and bravado of its competitors. One flat track racer, Johnny Lewis, compared the bikes’ thrilling lack of grip and balance to “ballet on dirt.”

    “There’s not enough money in the sport yet for the athletes to become cynical,” Lock said. “They run like old-fashioned athletes.”

    To build an audience, American Flat Track is going upscale, peddling perks including reserved seating, preferred parking and concessions delivered to the stands. “The early adopters buy the most expensive tickets,” he said.

    The competition for consumers’ attention and wallets is fierce, especially for a single-day event.


     

    “It’s not that difficult to convince people to do something that’s short and finite for a couple of hours, or longer like a two- or three-day music festival,” Lock said, “but to say ‘Come and do something for a day, or three-quarters of a day,’ is to get murdered.”

    Meanwhile, the series must also figure out how to attract home viewers who could livestream the races.

    “There’s a compelling case to do that,” Lock said. “Sometimes more compelling than to go to an event two, three, four hours away.”

    American Flat Track also began airing tape-delayed broadcasts on NBC but needs at least half a million viewers to sign blue chip sponsors like Coke or M&M’s. “I don’t think we can get there on a tape-delayed show,” he said. Reaching an audience 500,000-strong would “change our world.”

    He also considered putting the series’ content behind a paywall, but “everyone I’ve spoken to who’s done that says you will lose 75% of your audience.”


    Latest Discounts
  • This file can easily help increase the sales and profits from letters in just minutes.
  • Generate a steady full-time income today and scale up fast as big as you want
  • Day Job Destroyer Learn how to make money online - passive income secrets.
  • The Web's best resource for Ivy League applicants.
  • Put small animated peel image at the top corner right or left on webpage
  • Discover How To Dominate Ranked, Carry Noobs, and Escape Elo Hell Now
  • How To Influence The Mind Of Anyone To Your Way Of Thinking..... Guaranteed.
  • Learn to buy video games dirt cheap for hobby or resale.
  • Learn how to become a freight broker or freight agent in less than 30 days
  • 24 Videos About Mind Power and Business Acumen Plus 5 Mega Bonuses To Help You Create Your Mdpd.
  • Choose the best, most popular Sherwin Williams paint colors. Proven, tried and tested.
  • Rapidly Turn Any Idea Into A Million-dollar Business In 12 Short Months...
  • Are you frustrated that your expensive karoke player does not let you play.
  • Get the powerful tool to make over 20 million dollar from your own home improvement business
  • Learn How To Build A Million Dollar Medical Transportation Company
  • Million dollar copywriter reveals how you can control thoughts and behaviors of others.
  • Play popular music without years of effort in your own unique style.
  • Build a free viral email list on autopilot and make thousands of others do it for you.
  • Clickbank Ads
     

    Meanwhile, Lock is exploring how to raise the sport’s profile internationally, where he thinks it could resonate with viewers and sponsors such as American motorcycle-makers looking to grow beyond the U.S.

    “Motorcycles are universal, whether you’re in Bangkok or London,” he said. “We’ve got a product that is quite packageable.”

    Lock said American Flat Track could employ a strategy similar to the NFL, which hosted exhibitions in London before adding regular-season games that may test the climate for a local franchise.

    Said Lock, “They’re developing a fan base for something that 20 or 30 years ago was inconceivable.”

    Read more: fortune.com

     


    RELATED PRODUCTS
  • This file can easily help increase the sales and profits from letters in just minutes.
  • Generate a steady full-time income today and scale up fast as big as you want
  • Day Job Destroyer Learn how to make money online - passive income secrets.
  • Learn how to become a freight broker or freight agent in less than 30 days
  • Learn to buy video games dirt cheap for hobby or resale.
  • Put small animated peel image at the top corner right or left on webpage
  • Learn How To Build A Million Dollar Medical Transportation Company
  • The Web's best resource for Ivy League applicants.
  • How To Influence The Mind Of Anyone To Your Way Of Thinking..... Guaranteed.
  • Million dollar copywriter reveals how you can control thoughts and behaviors of others.
  • Play popular music without years of effort in your own unique style.
  • Choose the best, most popular Sherwin Williams paint colors. Proven, tried and tested.
  • Discover How To Dominate Ranked, Carry Noobs, and Escape Elo Hell Now
  • Are you frustrated that your expensive karoke player does not let you play.
  • Get the powerful tool to make over 20 million dollar from your own home improvement business
  • Clickbank Ads