Tony Stewart’s SRX puts Middle East at the heart of its global expansion Strategy

SRX aims for Saudi Arabia and Qatar for its expansion, hinting at major cash inflow.

Tony Stewart’s SRX puts Middle East at the heart of its global expansion Strategy

Superstar Racing Experience (SRX) (Credits: ESPN News Room)

The Superstar Racing Experience (SRX), founded by Tony Stewart, Ray Evernham, Sandy Montag, and George Pyne, experienced a significant shift this year, moving from network TV to cable. While this transition led to a drop in viewership for the 2023 season, SRX remains undeterred and is gearing up for an even more ambitious future.

The SRX is a unique racing series that brings together drivers from NASCAR, IndyCar, and NHRA. With a blend of seasoned veterans and emerging talents, SRX offers a captivating format that keeps fans on the edge. The purpose-built cars, designed for speed and excitement, are powered by 700-horsepower Ilmor V8 engines

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This year, SRX made the bold move of shifting its race nights from Saturdays to Thursdays. This strategic change not only attracted more full-time drivers to participate but also drew in a younger demographic of viewers. The median age of the series’ average viewers decreased significantly, signaling a positive shift in its fan base.

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The series has set its sights on an international event, exploring the possibility of hosting a race in the Middle East, specifically in Saudi Arabia or Qatar. Don Hawk, CEO of SRX, speaking to SBJ, hinted, “I would say your oven is warm.” This international race could feature a diverse lineup of eight U.S. drivers, four from the host country, and four from around the world, making it a global spectacle.

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SRX plans to go international and set its eyes on the Middle East

SRX racing
SRX racing (Credits: Autoweek)

Furthermore, the series saw remarkable growth as the 2023 season progressed, with the final two races garnering the most attention, including nearly 600,000 viewers for the finale. This upward trajectory indicates that SRX is resonating with its audience and has the potential for even greater success. Sandy Montag, co-founder of SRX, proudly noted, “The only things that beat us were baseball, the ESPYs, or things of that nature.”

As SRX looks ahead to its future, it remains committed to providing fans with top-tier racing entertainment. With its unique format, purpose-built cars, and diverse driver lineup, the series has carved out a distinctive niche in motorsports. While there may be challenges along the way, SRX’s resilience and adaptability shine through, ensuring that it continues to rev up the excitement for racing enthusiasts worldwide. 

In the words of co-founder George Pyne, “For us, we want to focus on doing a good job on the core product, but eventually, it’s reasonable that you’ll see some brand extensions from SRX, just like any other IP owner would have.” Despite a viewership drop, the series remains optimistic and forward-thinking, with plans to expand its reach internationally. 

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