MXLink moving forward means reaching goals to form fresh perspectives based on producing content for the present and future. Founding principles in 2014 were to provide readers insight on what it takes to race through creative stories on rider’s competing at National and later International level.
Always intent on setting step-by-step goals to meet objectives, MXLink pushed the paradigm out on traditional journalism by embracing new sources of inspiration to deliver readers behind-the-scenes peak on the personal and professional life of a Motorsport athlete.
First milestone reached was putting together photo-shoot with NZ’s upcoming rider, Hamish Dobbyn with iconic photographer Shayne Rice in 2014. The stunning venue of Poutu Point Lighthouse was real shot in the arm for displaying 2 pivotal players in Motorsport, followed by repeat photo-shoot with NZ’s multi-National MX Champion Cody Cooper in 2018.
MXLink embraced broadening the scope of content through production of films with objective to capture personal take on what it takes to race and compete in varying disciplines. The rather ambitious task of completing TV Series titled ‘Racing Dirt to Road’ which aired on TVNZ Duke Channel was year long project, traveling to Europe to film NZ’s riders Courtney Duncan racing WMX and Josiah Natzke competing in EMX 125cc Championship.
Gaining air time on NZ’s prime TV Network Sports News along with Sky Sport Speed show was next milestone achieved with funding sourced by Brand KTM and advertising included in 4 programmes within ‘Racing Dirt to Road’. Learning curves were steep with logistics of traveling to events to film, gaining Media Accreditation, delivering film MP4 files from overseas to Newsroom on spec, on time, and within budget challenging to say the least.
MXLink pushed the barriers to increase Women’s profile to mainstream public through production of content pre-during and post racing. Key elements to attract new viewers along with raising Women’s profile to global audience was gaining opportunity to film Italian Women Motocross World Champion 6x Kiara Fontanesi at her home in Parma, Italy in 2017 and 2018.
MXLink sustained forward momentum to expand fan engagement on Women in Motorsport through extending reach on covering women racing varying disciplines around the world. Working with women competing in The Dakar Rally, WSBK SSP, America’s AMA Pro Outdoors and SX, GNCC, along with latter F3 WSeries and Extreme E gave credence to what women were achieving on the track.
The push to cover women racing both FIA and FIM Motorsport disciplines was new and challenged conventional mind-sets that Media content focused solely on results within specific disciplines, not crossing over from road to off-road. MXLink begged to differ, presenting women racing on a bike, in a car, on tracks, and on circuits. All stories were equally compelling to the reader providing up-close-and personal takes on what each of these inspiring women went through just to be able to race.
MXLink moved forward to establish relations with Motorsport Brands, organizations, and promoters in Europe and America pitching increased exposure of Women content on high profile Media platforms. Challenges abound. Reasons being, female competitors held lesser profile in regards to fan engagement which meant MXLink doubled down push to elevate women status to global audience.
The first publication of Women in Motorsport Magazine was completed in 2021. Main objective was to provide hard copy on the world’s best Women driver’s, rider’s, and racers via stories, interviews and feature articles preserved in print. Certainly, broadening the scope to cover women competing in various disciplines from Rally, to WMX, to F3 WSeries extended market reach while at same time generated new levels of appreciation on what women were achieving in Motorsport.
Most recently, focus on Women in Motorsport based on nationalities has brokered new high on website statistics. A staggering 450K views over 3 days on article titled ‘America’s elite Women in Motorsport’ sent strong message to readers and MXLink that preconceived thoughts on what fans deem worthy of a click to open story remains ever changing narrative. MXLink continues apace for the next chapter of goals to be realized.
Words: Sharon Cox
Comments are closed.