World Racing Group Drives its Dirt Racing Circuit
onto ViewLift's Streaming Platform
SAN
DIEGO and CONCORD,
N.C., July 22, 2024 /PRNewswire/ -- Sports
business hits headlines regularly with rights deals and
athlete payouts equal to the budgets of decent-sized countries
– or with news of the latest disruption from edgy technology or
failed old business models. Often, those stories center on battles
between billionaires. Underdogs captivate us because they are
unexpected, surfacing basic emotions and recognized history. So it
is news when truly outlaw racing circuits reach a broader fan base
through the latest technology, not on the track, but on your phone
or in your living room. That's the premise of World Racing Group's
shift to the ViewLift streaming platform to deliver its thousands
of dirt track racing events directly to fans, on all OTT devices,
under the DIRTVision banner.
World Racing Group Drives its Dirt Racing
Circuit onto ViewLift's Streaming Platform.
The image and legacy of European motor racing is Formula 1,
sleek and topless missiles that cost $15M per car, and cap each racing team's
annual expenses at $135M. IndyCar is
similar, only with an American flair. NASCAR, the stock car cousin
to F1 and IndyCar, has graduated from its rougher roots to a
sponsorship juggernaut, with racing machines bearing the same model
nameplate as your neighbor's car, plus at least a half a million
dollars-worth of heavy modifications and technology, rendering them
closer to rocket ships than your family sedan. But American racing
roots come from Prohibition era moonshine runners, bootlegging with
their modified stock cars along rugged country dirt roads.
Those searching for racing that still delivers the sport's
outlaw traditions are best to turn to dirt racing, and the genre's
clear-cut leader — World Racing Group. WRG sanctions more than
5,000 racing events a year in North
America, including the iconic World of Outlaws series. The
most talented drivers in American motorsport history have tested
their skills on dirt, from 900-horsepower, fire-breathing World of
Outlaws Sprint Cars on historic speedways to popular specialized
Stock Cars and Modifieds on tracks that could be down the street
from your neighborhood. Ultimately, dirt racing drivers are pro
athletes with a definitive outsider swagger, at the wheels of cars
identifiable by any American.
To deliver a fast start, ViewLift migrated DIRTVision's customer
base and datasets to its platform in six weeks, in time for the
start of the dirt track season. The dozens of live races each week
throughout the US are reaching fans on the web, mobile devices and
home screens with broadcast-level quality. In addition to double
digit growth in terms of new fans coming to DIRTVision, fans are
also engaging with more content. Time spent viewing is nearly
double what it was a year ago.
Moving DIRTVision to ViewLift acted as a sort of technological
qualifying heat; future races will leverage the ViewLift platform's
advanced capabilities and suite of monetization and engagement
tools. The resulting personalized experience adapts seamlessly
across devices, bringing the thrill of dirt-track racing closer to
fans.
"The key factors behind our decision to partner with ViewLift
are the versatility of their platform, and the support they provide
to us," said Charlie Mellilo, Chief
Media & Marketing Officer at WRG. "By migrating to ViewLift, we
have been able to incorporate new features that greatly enhance the
customer viewing experience, and enables us to pursue untapped
avenues for new forms of monetization."
Rick Allen, ViewLift's CEO,
noted: "Much of the romance of motor racing grows out of the dirt –
dirt tracks are the closest to the outlaw days when drivers and
machines matched up and raced hard. WRG is focused on being the
best in dirt track racing, from the series, to drivers and tracks,
guaranteeing race fans will see top competition; ViewLift streams
that competition live to a fan's choice of viewing devices, in a
personalized experience that all but drops them behind the wheel.
We are proud to upgrade the fans' ride, and give the circuit new
ways to earn the revenue to fuel further growth."
DIRTVision races and companion content are available on the web;
iOS and Android mobile devices; Roku, Fire TV, and Apple TV; LG and
Android TV; and Xbox, with roll-outs on additional devices
expected.
About ViewLift:
ViewLift is a full-service digital content distribution platform
empowering sports leagues and clubs, entertainment companies, local
TV broadcasters, and others to monetize their content through
native branded apps on major OTT devices, including web, mobile,
TV-connected devices, Smart TVs, and gaming consoles. ViewLift
offers clients a range of monetization models on a proprietary
platform with advanced real-time analytics. ViewLift's clientele
includes the NHL, the Washington Capitals and Wizards, the Vegas
Golden Knights, LIV Golf, NBC Universal, TEGNA, and others. Visit
www.viewlift.com.
About DIRTVision:
DIRTVision is part of World Racing Group and is the premier dirt
racing broadcast provider. From LIVE race coverage to historical
races, it's a one-stop-shop for exclusive video and audio coverage
of the World of Outlaws NOS Energy Drink Sprint Car Series, the
World of Outlaws CASE Construction Equipment Late Model Series, the
Super DIRTcar Series Big Block Modifieds, Xtreme Outlaw Midget
Series presented by Toyota, American Sprint Car Series, the many
divisions of DIRTcar Racing, along with weekly racing from Attica
Raceway Park, Beaver Dam Raceway, Fremont Speedway, Huset's
Speedway, Jackson Motorplex, Knoxville Raceway, Jacksonville
Speedway, Land of Legends Raceway, Millbridge Speedway, Sharon
Speedway, Volusia Speedway Park, and Williams Grove Speedway. Visit
www.DIRTVision.com and www.WorldRacingGroup.com.
Media Contact:
Mahesh Kumar: maheshkumar@viewlift.com
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SOURCE ViewLift