Fan experience at AMA SMX World Championships vs fan watching GP’s in Europe from the past to the present day. The differences are huge – not because America’s SMX World Championship is a totally different discipline raced inside a stadium compared to MXGP World Championship raced outdoors – but because one delivers greater fan engagement with racing over the other offering a marketing package of entertainment which is value for money and appeals to a broader audience.
MXGP of France at Ernee in 2017 practice was about to get underway Film: MXLink.
Having covered MXGP, WMX, WSBK, and Enduro World Championships in Europe for the past 10+ years, then produced Media content at AMA SMX Round 2 at San Diego, Round 3 at Anaheim 2, and Round 7 at Arlington – standout strategies to promote the World Championships warrants further examination. Go back to 2017 at MXGP of France at Ernee – where MXoN will be held this year – fans enjoyed 2 days of racing seated on the banks of the venue which gave great views of the track from start to finish. Add in the passionate cheers from fans supporting their home rider’s – especially WMX Livia Lancelot – and all you could hear were horns hooting, chainsaws revving and the crowd standing on their feet even before any rider’s hit the track.
Then, covering MXGP of the Netherlands at Assen TT circuit in 2016 – where MXoN will be hosted in 2027 – fans crowded into the venue to watch racing on the sand built track which was long and narrow with deep ruts forming to the boards at ground level. For certain, the stadium like seating provided covered and uncovered options – which was just as well as the heavens opened up just before racing. Team set-ups in the paddock on tarmac and easy access to eateries added to the easy-going vibe considering WMX were racing their Final Round of ‘016.
MXGP of Netherlands at Assen TT circuit 2016 Film: MXlink.
Moving forward to covering MXGP of Maggoira, Italy in 2024 and MXGP of Turkey in 2025 – noticeable difference was the disconnect between fans scattered around the track venues missing out on closeness to track action – as rider’s make preparations on the start-line, to racing, passing, and celebrating victory at the finish line. Given the amazing natural terrain track at Maggoira with huge uphills and downhills, the best viewing was limited so to was parking. Fans wanting a slice of the action at Afyonkarahiser gain more from watching MXGP TV Live coverage with interviews pre and post racing on screens from a track with man-made jumps on dirt which tacks up nicely.
In contrast, AMA SMX World Championship Rounds deliver a show, building levels of anticipation on who will take top spot in qualifying, who will win Heat Races, and who will claim ultimate victory in the Mains. Yes, for certain the stadium venues add a special aura and atmosphere for fans to feel the excitement of what’s to come with up-close and personal viewing from anywhere in the oval setting, including displays and replays of track moments on giant screens overhead. The variety of the programme keeps fans engaged no matter when they arrive, and the slots between racing provides an opportunity to walk out to Fan Fest and get a glimpse of SX450 and SX250 Team/rider set-ups.
AMA SMX Round 7 Arlington Highlights Film: MXLink.
Finally, the real game-changer is the change in mood from day-to-night racing. #1 the opening ceremony, intro of rider’s, and fireworks display just seems that much more dazzling under lights, with or without a stadium roof. #2 fans have settled in their seats, ready to relax and watch the whole event play out. #3 even if fans have their favourite rider to support, great racing battles bring out gasps, clapping, and deep breaths of watching sheer awesomeness unfold in SX250 Main and SX450 Main. The confirmation of fans getting value for money on each ticket purchased is when you see people still sitting in their seats, watching the pack-up of track begin, even when the queues to get out have dwindled down. A memorable experience for sure.
Header photo: Eli Tomac in the Opening Ceremony at AMA SMX Round 7 at Arlington. Image: MXLink.
Words: Sharon Cox.
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