MX Sports Pro Racing and Alli Sports, a division of the NBC Sports Group, announced today that Lucas Oil will continue its commitment to the sport of motocross as title sponsor of the Pro Motocross Championship with a multi-year deal. The 2012 season of the Lucas Oil Pro Motocross Championship, sanctioned by AMA Pro Racing, will kick off in May from Hangtown, in Sacramento, Calif., with a 17-week, 12-round series spanning the United States.
Since emerging on the motocross landscape in 2009, Lucas Oil has quickly become an integral partner and driving force in the growth of the series and the sport. In three short years, the Lucas Oil Pro Motocross Championship has generated its largest audiences to date – onsite, online and on-air. The growth has been fueled by the strategic partnership between MX Sports Pro Racing and Alli Sports, providing an unparalleled broadcast platform. With television broadcasts produced by Lucas Oil’s production arm, the world-class shows have reached a greater audience year-after-year. For the 2012 season, that trend will continue, generating an even greater reach with over 58 hours of original race programming airing across NBC and NBC Sports Network, including 10 hours of live racing.
“The decision to renew our commitment to the Pro Motocross Championship was fairly easy to make,” said Lucas Oil Executive Vice President Bob Patison. “Lucas Oil has seen significant growth in its motorcycle product category over the last three years, and we believe the nationals have played an important role in fueling this growth. MX Sports Pro Racing and Alli Sports have proven to be good marketing partners and we look forward to continuing on with this relationship.”
“Lucas Oil believes in this championship more than ever and they are showing it by extending their support and adding even more resources to the nationals,” added Davey Coombs, President of MX Sports Pro Racing. “The marketing expertise and brand recognition they bring to our series has helped us make great strides these past three seasons, with 2012 and beyond shaping up to be an even more exciting era for the Lucas Oil Pro Motocross Championship.”
Coinciding with Lucas Oil’s multi-year extension, Alli Sports and MX Sports are presenting a larger series rebranding effort, which includes new and updated series logos, and overall look. The new initiative will be seen throughout the entire season – at the races, on the web, and on-air.
“We’re excited to kick off Lucas Oil’s renewal with a new look that will excite the fans as we work together to bring the series and the Pro Motocross Championships experience to a wider audience,” said Mark Carter, GM Motocross, Alli Sports. “Lucas Oil has been a tremendous partner, and we’re looking forward to continue working together in the coming years as we build on the growth the series has seen since they came on the scene three years ago.”