World of Outlaws CEO Brian Carter Discusses the Growth of Dirt Racing and Future Innovations at EPARTRADE’s 5th Annual Race Industry Week
Brian Carter, CEO of the World of Outlaws and the World Racing Group (WRG), shared insights into the evolution of dirt racing during his appearance at EPARTRADE’s 5th Annual Race Industry Week. Highlighting the challenges and successes of the 2024 season, Carter painted an exciting picture of growth, innovation, and resilience in the world of dirt racing.
2024: A Year of Growth and Challenges
Reflecting on the past season, Carter acknowledged the hurdles presented by weather disruptions and competition but emphasized the resilience of the sport.
“Rain remains a constant challenge for racing promoters, but the passion of our teams, fans, and partners ensured another incredible year,” Carter said. “We also expanded our portfolio by acquiring the American Sprint Car Series (ASCS), strengthening regional sprint car racing and supporting its long-term growth.”
Adapting to Industry Changes and Competition
The rise of High Limit Racing brought new dynamics to the sprint car landscape, presenting opportunities for learning and adaptation.
“Competition sharpens our decision-making and provides additional avenues to grow the sport,” Carter noted. “While managing our schedules alongside other touring series, we remain focused on entertaining fans, supporting tracks, and ensuring the health of dirt racing at every level.”
Leveraging Media and Digital Platforms
Carter highlighted WRG’s strategic investments in digital engagement, particularly through DIRTVision, the group’s proprietary streaming platform.
“DIRTVision has transformed how we engage with fans,” Carter explained. “What began as a production company now allows us to deliver live streaming, archived content, and interactive features. It’s a revenue source and a tool for long-term growth.”
Looking ahead, Carter expressed enthusiasm for emerging technologies, including fast channels and digital betting, to enhance fan engagement.
“Our focus is on creating new revenue streams while bringing fans closer to the action, whether through live-streamed events or innovative in-app experiences,” he said.
Gambling: Engaging Fans and Generating Revenue
Acknowledging the evolving role of sports betting, Carter highlighted its potential to deepen fan engagement.
“Our goal is to use betting as a way to bring fans closer to the sport,” Carter said. “If fans are betting, they’re watching, and if they’re watching, we hope to see them at the track. It’s all about creating more touchpoints for engagement.”
Expanding the WRG Portfolio
The acquisition of ASCS and the growth of the Extreme Midget Series have created a natural development ladder for drivers within WRG properties.
“Supporting grassroots racing and providing a pathway for drivers to progress to the World of Outlaws is essential for the sport’s health,” Carter said. “These additions enable us to cultivate the next generation of racers while strengthening regional and national competition.”
Looking Ahead to 2025
With a packed schedule and exciting developments, Carter outlined WRG’s plans for the upcoming year, including a return to Canada and continued enhancements to iconic events like the Knoxville Nationals and World Finals.
“Our goal remains the same: to deliver unforgettable experiences for fans, grow the sport, and support our racing community,” Carter concluded. “We’re excited to continue innovating and driving the future of dirt racing.”
To watch The 5th Annual RACE INDUSTRY WEEK, please CLICK HERE
For more information, please visit: www.epartrade.com
To watch The 5th Annual RACE INDUSTRY WEEK, please CLICK HERE
For more information, please visit: www.epartrade.com
