By Jayson Davis, Vice Chairman, NPDA
The motorcycle and powersports industry thrive on passion, performance, and community engagement. One of the most effective ways for dealerships and industry professionals to strengthen their presence and impact is by working with local racers. This collaboration is not only beneficial for the racers but also for businesses looking to build brand recognition, increase sales, and create lifelong customer relationships.
For dealerships, sponsoring or supporting local racers provides an organic way to showcase their products. Racers are often influencers in their communities, inspiring others to purchase bikes, ATVs, gear, and accessories. When a racer actively promotes a dealership or a brand, their endorsement carries weight among fellow riders and fans. Whether it's through word of mouth, social media shoutouts, or event presence, the dealership gains exposure in a highly engaged market.
Supporting local racers can translate into direct sales. Racers require ongoing maintenance, upgrades, and gear, which means they are frequent buyers. In turn, fans and fellow riders often look to racers for recommendations on where to buy bikes, parts, and accessories. Hosting racer meet-and-greet events, autograph sessions, or even race-day promotions can drive customers into dealerships, boosting revenue.
Dealerships that actively participate in local racing events create a stronger, more connected riding community. Whether it be at a motocross, road racing, or off-road event, involvement fosters a sense of camaraderie between riders and businesses.
When dealerships sponsor or support racers, they demonstrate a genuine commitment to the sport, making customers more likely to support them in return.
For racers, support from dealerships and industry professionals can make a huge difference in their careers. Racing is an expensive endeavor, with costs for entry fees, travel, maintenance, and gear (or physician fees!) quickly adding up. Sponsorships, discounts, or even access to parts and service can help racers perform at their best without additional financial strain. In exchange, racers provide valuable marketing by showcasing the dealership's products in real-world, high-performance conditions.
In today's digital age, racers often have strong social media followings. Partnering with them allows dealerships and brands to tap into these engaged audiences. Racers can showcase dealership products through social media posts, videos, and live race updates, providing authentic exposure that traditional advertising is unable yet to replicate. A simple tag, shoutout, or behind-the-scenes content featuring the dealership's brand can drive new customers to its doors.
Working with racers also helps attract new and younger riders to the sport. By promoting and supporting local racers, dealerships help inspire the next generation of riders who will eventually become customers. Hosting riding clinics, track days, and demo events in collaboration with racers makes the sport more accessible and inviting to newcomers.
The relationship between dealerships, the powersports industry, and local racers is a win-win partnership. Racers gain crucial support to continue competing, while businesses build brand loyalty, increase sales, and foster a strong community presence. Investing in local racers is more than just marketing — it's a commitment to the growth and future of the sport. By working together, the entire industry benefits, ensuring a thriving and passionate riding culture for years to come.
Jayson Davis is Dealer Principal at Powersports of Greenville in South Carolina.
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