Content creator changes marketing athletes in 2026. Based on data on MXLink’s production of content in the first 6 months of this year, stats confirm that viewer’s engage with content which gives an understanding on how an athlete sets and achieves goals, how they deal with success and disappointment, how they push through challenges even when they seem too hard – all the while remaining grounded knowing where they came from at the beginning of their racing career’s.
Hunter Lawrence sharing his thoughts on racing Australia’s Junior MX Nationals to racing AMA Supercross Championship in 2026. Film: MXLink at AMA SMX Round 2 in San Diego.
The decision to switch from covering rider’s racing in Europe to gauge production of content on America’s SMX World Championship was a game changer. With the main objective in mind – to continue development and evolvement of Media work – plans were set to capture experiences of rider’s pre-during-and post racing in relation to their respective career journey’s. Drilled down even further, production of content aimed to attract viewer’s who wanted to learn more about how each rider had carved their career pathways – specifically from growing up and racing in Australia and New Zealand – to competing in America’s premier SX and MX classes.
Tapping into 10 plus years of producing written and visual content on rider’s racing at home, in Europe, and the USA – which included covering multi-disciplines – stories were shared in real-time complimented by words and visuals of peers who had raced years gone by. Most certainly, interviewing Hunter Lawrence – 9 years on from filming him on debut at MXGP of Qatar – was super special for all watching. So to was asking Eli Tomac if he remembered racing FIM Junior MX World Championship at Taupo, NZ in 2009 – which he replied ‘yes, it was a great track’ – which sent recalls of watching him race to viewer’s around the world.
Eli Tomac on what it takes to become a AMA SX/MX Champion. Film: MXLink at SMX World Championship Round at Anaheim 11.
The move towards capturing NZ’s Cole Davies racing SX250 East Championship was based on sharing his experiences on race day under the lights, hype, and adrenalin fueled atmosphere of racing inside America’s fan packed stadiums. Coupled with the fact that Cole was the only NZ rider to continue the legacy set by Ben Townley – winning SX250 East Championship in 2007 – the storylines were rich in content to share. For sure, being there at ground zero, filming moments of Cole’s preparations, and posting content to build anticipation prior to the Main was a goal achieved. Bonus, the 18 year old kiwi delivered way more than ever witnessed, pushing through the pressure of producing winning results – in the mud, rain, and re-start to take the overall title victory.
Noting that the win would go down in Motorsport history, the unfolding of Cole’s story gelled with viewer’s. MXLink has peaked at 101,000 unique viewer’s in the first 6 months of 2026. That is the same number of new viewer’s for http://www.mxlink.co.nz in the whole of 2025. For sure, key take-outs has always been – continually re-assess what content needs to be produced and why, and make sure each piece resonates with viewer’s seeking to understand how these athletes can perform at such an ultra high level from one weekend to the next.
Cole Davies winning AMA SX250 East Championship 2026 Film: MXLink at Philadelphia.
Header photo: Pro MX Championship Round 2 at Hangtown Image: Star Yamaha Racing Team.
Words: Sharon Cox.
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