MXLink in 2025. 12 months of planning and executing goals has achieved more than expected in terms of diversifying production of Media content with Motorsport athletes across varying ages, gender, and disciplines. From showcasing the depth of knowledge of NZ’s Motocross legend – Darryll King – to highlighting the talents of kiwi’s racing overseas, to producing a film story on NZ’s Formula One driver who raced for Ferrari – Chris Amon – at Ferrari museum’s, to filming interviews with rider’s racing WMX at MXGP of Turkey and World WCR at Jerez, Spain – the results have consolidated 10 years of work reaching an expanding global audience.
MXLink in 2025 – composition of Media content produced over the past 12 months.
The key factors of achieving market growth are based on analysis of what type of visual and written content would create curiosity from viewer’s keen to follow-up on stories produced pre-during and post racing. Tapping into audiences who want to know how to improve their riding skills, to fans gaining insight on how athletes face and overcome challenges to race, to viewer’s taking on different perspectives on why rider’s pursue Motorsport careers which are so physically, technically, and mentally demanding – broadens awareness on those who race.
For 2025, MXLink planned how content would continue to build viewer’s interest, starting with NZ MX Nationals footage from previous years which shared highlights of Kiwi Champions in the making to younger and older audiences. Follow-up films provided inspiration on how NZ rider’s had carved out their racing careers, competing in grass-roots racing before heading overseas to race. Notable rider’s racing 2025 season achieved successful results – Brodie Connolly winning Australia’s ProMX2 Championship, Cole Davies taking P3 in America’s AMA SX West 250, Hamish MacDonald claiming World Enduro 3 Championship, Rachael Archer taking P2 overall in GNCC WXC, Jagger Townley winning Junior MX World Championship 85cc, Avalon Lewis finishing P8 in World WCR, and Cormac Buchanan completing Moto3 in 20th place.
Film produced on NZ’s F1 driver – Chris Amon filmed at Ferrari museums at Modena and Maranello by MXLink.
With the opening of Europe’s season from March, MXLink changed tack and delved into the story on NZ’s F1 driver – Chris Amon – filming images and archive material at Ferrari’s museum’s at Modena and Maranello. The main principle of thought was to capture unique aspects on how Chris pursued his racing career in Formula One between the years 1967 – 1969 racing with Ferrari, to share with a smart, savvy audience in the present day. Although the unknown elements of – will there be enough content to create a film story which would appeal to viewer’s was a challenge to overcome – the inspirational effect of visiting both museum’s was more than enough to capture the true essence on what it would have been like to race for the Italian Brand.
The up-shot of producing the story on Amon confirmed a number of points. #1 trust your judgement on what would make a good story #2 maintain principles of thought on creating content of value for viewer’s to watch #3 push boundaries on what type of content broadens audience reach. Such insights formed the base of filming WMX Champion 6x – Kiara Fontanesi – during training at motoclub_parma and at her parents home nearby. Speaking with Kiara on her stellar results of the season – taking back-to-back GP wins in Spain and Germany – the film story displayed the natural characteristics of Kiara – driven, determined, and focused on winning as seen in her amazing display of trophies, Red Plates, and memorabilia captured on film.
Film produced with WMX Champion 6x – Kiara Fontanesi – at Motocross-club Parma and at her parents home in Parma. Film: MXLink.
To sustain production of inspirational stories, the opportunity to film Italian rider – Roberta Ponziani – training for competing in World WCR followed by a peak at her place of work at the family’s bakery – Bocconotto Reale – was not to be missed. Full credit goes to Roberta for trusting MXLink to plan, execute, and produce a visual story representative of Roberta’s achievements in her racing career, along with providing viewer’s insight on Roberta – as a person, athlete, partner, and family member – in her home environment near Teramo, Italy.
The experience was exceptional on many levels. #1 developing trust with rider’s through actioning plans which bring benefits of visual promotion to world-wide audience enhances sustainability of production of content. #2 pitching an idea which is based on knowing the result will be worth the time, effort, and expense requires courage from both MXLink and the rider – who ultimately is giving up their time to be filmed. #3 embracing new approaches to creating content on Motorsport athletes has the effect of prompting analysis on how to improve content creation heading into the new season.
Film produced on Maria Herrera competing in World WCR at the Final Round in Jerez, Spain. Film: MXLink
The final initiative of 2025 was to complete production of visual and written content on rider’s competing in World WCR Final Round at Jerez, Spain. Key aspects of building anticipation on who will actually win the Championship started with filming interviews with rider’s: Maria Herrera, Avalon Lewis, and Roberta Ponziani along with capturing photos on riders’ preparations in World WCR camp. Utilizing 10 years of developing work strategies to attract viewer’s pre-during and post racing, smart and quick thinking on what comments and clips to select for editing and final publication gained successful views through-out the race weekend.
MXLink in 2025 has achieved the first ever statistic of attracting 100,321 Unique Views on http://www.mxlink.co.nz Year-on-year numbers of new viewer’s reading articles and watching films has grown – from 3,708 in 2014, to 15,144 in 2017, to 37,898 in 2019, to 45,674 in 2023, to 47,201 in 2024, to the present day stat surpassing 100K. Such data re-affirms the fact that the production of Media requires continual assessment on what type of content viewer’s demand. No doubt, a challenge in itself, but one worthy of careful thought on what comes next.
Header photo: motoclub_parma Image: MXLink
Words: Sharon Cox.
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