SCORE International Delivers Record Growth, Global Reach & Historic Expansion Plans for Baja Racing
During Race Industry Week, Jim Ryan, Vice President of Marketing & Sales for SCORE International, provided an in-depth look into the continued growth, technological evolution, and global impact of the world’s most iconic off-road racing organization. Following an electrifying 2025 season capped by the 58th running of the legendary Baja 1000, SCORE continues to solidify its position as the premier endurance proving ground for off-road racing worldwide.
A Landmark 2025 Season Fueled by Technology and Global Participation
The 2025 SCORE season delivered record growth across multiple fronts, highlighted by massive gains in live streaming, audience reach, and international participation. With advanced tracking systems, network-level production control, and a newly integrated media infrastructure based in El Cajon, California, SCORE successfully overcame the extreme connectivity challenges presented by Baja’s remote terrain.
The results were undeniable. Live coverage improved dramatically at each event, culminating in a landmark Baja 1000 broadcast that reached fans around the world in real time. Entries for the 2025 Baja 1000 came from 35 U.S. states and 18 countries, underscoring the global allure of SCORE’s four-race championship.
“These four races keep us busy year-round,” said Ryan. “From the heritage of the Baja 1000 to the growth of our newer events, the world is watching what happens in Baja.”
Baja Proven: The World’s Ultimate Product Endurance Laboratory
SCORE’s reputation as the definitive product endurance laboratory continues to grow. From vehicles and drivetrains to tires, suspension, lighting, hydration, and safety systems, the tagline “Baja Proven” remains the ultimate validation standard for off-road performance.
2025 saw an unprecedented factory presence, led by Ford Performance’s massive multi-platform Raptor program at the Baja 1000. Ford fielded multiple stock-based platforms including the Raptor R, Ranger Raptor, and Bronco Raptor in direct competition, reinforcing SCORE’s unmatched credibility in real-world durability testing.
“Manufacturers come to Baja to prove their products under the harshest conditions on earth,” Ryan explained. “There is no greater validation than finishing a SCORE race.”
Explosion of UTV and Trophy Truck Technology
Off-road racing continues to evolve rapidly, with Trophy Trucks and UTVs leading the innovation charge. SCORE now sanctions nearly 50 vehicle classes, with approximately 28 active classes per event, ranging from elite Trophy Trucks to motorcycles, buggies, and factory-backed UTV programs.
All-wheel-drive Trophy Trucks have now matured into a “bulletproof” drivetrain era, dramatically increasing finisher rates while reshaping competitive balance. Manufacturers are already developing next-generation AWD platforms for 2026 and beyond.
Meanwhile, the explosive growth of UTV racing has created fierce factory battles among Can-Am, Polaris, Yamaha, Speed UTV, and newly entering manufacturers — establishing UTV competition as one of the most hotly contested categories in professional motorsports.
Demographic Growth & Multi-Generational Racing Culture
SCORE continues to thrive as a uniquely multi-generational sport. Deep racing family legacies coexist with a surging younger demographic fueled by social media, live streaming, and digital storytelling. New stars are rising through the ranks as veteran champions pass the torch.
“SCORE has always been defined by family, heritage, and heart,” Ryan noted. “Now we’re also attracting the next generation of racers and fans at a pace we’ve never seen before.”
Historic 2026 Announcement: Baja 1000 Moves Entirely to Baja Sur
In a historic announcement, Ryan confirmed that for the first time ever, the 2026 Baja 1000 will run entirely within Baja California Sur, forming a full loop course based out of the Cabo San Lucas region. Traditionally a peninsula-spanning race, this marks a major evolutionary step for the iconic event.
Baja Sur’s strong local motorsports community and long-standing desire to host a full SCORE race make the 2026 Baja 1000 a landmark moment for the southern region.
Government Partnerships & Global Tourism Impact
SCORE’s relationship with Mexican federal, state, and municipal authorities remains a cornerstone of its operations. With permanent race operations based in Ensenada, SCORE coordinates year-round with tourism boards, border agencies, federal police, and regional governments.
Today, SCORE is recognized by the Mexican federal government as an official national motorsports tourism partner alongside Formula One — a testament to its massive economic and cultural impact. SCORE events now represent the largest single tourism revenue driver in the Baja Peninsula annually.
Media Expansion, Docu-Series Growth & Racer Network Partnership
SCORE continues to expand beyond traditional motorsports media through its award-winning docu-series Surviving Baja, now entering its third season and available globally on Tubi, Roku, and Apple TV.
Additionally, SCORE announced its new partnership with Racer Network, significantly expanding live stream distribution and motorsports fan outreach for future events.
“We own the bullseye with core enthusiasts — now we’re reaching the outer rings of the mainstream audience,” Ryan said.
Looking Ahead: Controlled Growth with Authenticity
As SCORE approaches its 60th anniversary, expansion conversations continue internationally, while leadership remains focused on preserving the soul of Baja racing. Staffing growth, media integration, and global exposure are all progressing in parallel with competitive evolution.
“Our mission is growth with integrity,” Ryan concluded. “We are embracing technology, storytelling, and global exposure — while staying true to the heart of Baja racing.”
