An online social media tracking brand called Hookit followed 96 supercross riders throughout the 18 week supercross series, and what they recorded was impressive. Over the course of the four months, these 96 riders gathered over 2 million new fans with over 20 million interactions on social media platforms including Twitter, Facebook and Instagram. What does this mean from a PR standpoint? It means that riders are connecting not only their personal brand, but the brands of their sponsors and endorsements with millions of new fans every year. This is awesome. Professional motorcycle racers are some of the baddest dudes on the planet, and every year they put on epic races for an ever-growing number of fans. Social media has only helped this industry grow and it’s thanks to riders connecting with consumers.
The top ten riders in terms of interactions accounted for nearly 20 million of the 22 million total interactions, and their follower counts rival some of the biggest and best athletes across the board. From a PR standpoint I see this as only helping the numerous sponsors that support the riders and their race teams. Every time these riders are on the track they are covered in more than 30 logos, both on the bike and on their riding gear. And with every fan interaction online, fans and potential consumers are associating their positive experience with all of a given riders sponsors and endorsements. As a brand, what more could you ask for from an employee? Kids and adults alike are buying gear, parts and clothing because their favorite riders run the same products.
As a die-hard motocross/ supercross fan, and self-proclaimed aficionado, these kinds of things excited me. The growth of our sport is ensuring the future will grow bigger and better, and there will be plenty of years to come.