Breaking Into the Mainstream {Part 2: The Three Pillars of a Mainstream Sport}

December 26th, 2008 • Breaking Into the Mainstream, My Thoughts

Before reading this post, be sure to check out Part 1: Introduction to find out more about this five part mini-series.

Motocross is at an important part in our history where we must decide whether or not to break into the mainstream, or continue to grow slowly and maintain the strong core fan base which we have built.

Before we can truly examine the effects which the transition to the mainstream will have on the sport, it is important to analyze the three pillars of support which are present in every mainstream sport in America and throughout the world.

Going mainstream will require 3 pillars of support for our sport. First of all, more fans are needed. While the motocross community is currently of a healthy size, we are no where near the size of football, baseball, or even soccer. In addition, motocross will need more advertising money to fund the sport as it grows, and a better television deal to get the sport out to more telelvision viewers.

The only way for the sport to build these three pillars is to move away from outdoor motocross and focus on Supercross. While this transition will provide newer fans with a more enjoyable experience, mainstream companies with more advertising options, and a more feasible live TV setup, it will also leave the hardcore fans in the dust.

Supercross Will Attract New Fans

-Photo by Paul Buckley.

For new fans, supercross provides a much more enjoyable experience. The events are held inside, where climates are controlled, food and bathrooms readily available. Furthermore, supercross events are generally held near or in large cities. Meaning that a weekend trip to watch a supercross can be incorporated into a larger excursion. Motocross, on the other had, is held outside, and fans are susceptible to the harsh summer weather. At almost all of the outdoor professional motocros events I have attended, it has either been scorching hot, or heavily raining. Neither of which are prime environments for newer fans. For the dedicated hardcore motocross fan who is already a fan of the sport, braving the elements in order to see a race. However, for newer fans, the harsh weather conditions at outdoor motocross races will quickly drive them away from the sport. If you are not intensely interested in motocross as a sport, than going to watch an outdoor motocross race is simply not worth it.

Weather is not the only way that Supercross provides a much more enjoyable experience to new fans. Supercross guarantees a specific seat. You can come when you want, leave when you want, and your seat is still yours. Finding a good spot to watch Motocross, on the other hand, can entail climbing hills, pushing through large crowds of people and holding on to your foot on the fence for dear life, because, if you leave, there are more than enough people to fill the gap instantly. Once again, for hard core fans, this is not a problem at all. In fact, this is one of the joys of going to the nationals. For newer fans, finding a spot to watch at an outdoor motocross race is simply not worth the trouble.

As a result of these stark differences between Supercross and motocross, Supercross is the “gateway” drug of motocross in that it attracts new fans to the sport. Conversely, in order to go mainstream, motocross needs to attract (many) new fans. This can only be accomplished by putting more of our industry’s effort and industry behind the sport of Supercross.

Supercross Will Attract New Sponsors

-Photo by Paul Buckley.

In order for our sport to go mainstream, new sponsors will be needed. The current industry just cannot sustain itself at a larger scale, and we desperately need more outside sponsors from different industrys to help pump more cashflow into our sport as a whole. Unfortunately, outdoor Motocross nationals do not even come close to matching Supercross when it comes to advertising.

Supercross provides a number of advertising arenas not available to outdoor Motocross. In a Supercross stadium there are countless ad spots for banners, hay bales, and large signs. The true beauty of advertising at a supercross event for companies is that advertisements can be seen much more frequently over the course of a single race when compared to motocross. Because Supercross events are held in small stadiums, and less cameras are used, the viewers see the same parts of the stadium more often than on a wide open motocross track. In addition, Supercross events are usually watched by more people, both in person and on television.

As a result, when new advertisers look at our sport as a whole, they automatically will see the value in advertising in Supercross as opposed to Motocross. Because the sport needs advertisers in order to go mainstream, it is easy to see why Supercross is the way of the future if motocross is to go mainstream.

Supercross Will Allow For Better Television Deals

-Photo by ralphbijker on Flickr.

The third and final pillar for going mainstream is a strong, live television deal. Once again, this will be easier and more cost effective to implement in Supercross. Supercross requires less cameras due to its size and many television studios are already experienced with filming events in the same exact stadium for baseball events. Motocross, on the other hand, is like a traveling circus. Each venue is unique and will require more cameras, more men, and more planning than filming a Supercross event.

Another crucially important aspect of a mainstream television package is live filming. With the internet and the rapid spread of news, without live television broadcasts, watching motocross is a second rate experience and done only by the hardcore fans who really want to see the race play by play. For newer, less engaged fans, watching a race on television becomes next to useless is they already know the outcome.

The format of Supercross is set up almost perfectly for a live television broadcast. The heats are short enough to be fit in between commercial breaks and the main event could be split up with a single commercial break in the middle. Outdoor motocross, on the other hand, is a terrible format for a live television broadcast. Both motos are too long to be split up by one, or even two commercials, and the viewers would simply miss too much action over the course of a commercial. While love Motocross seems like a great idea, it really isn’t feasible in the current format.

In order for motocross to go mainstream, a live television deal is a must. Look at every large mainstream sport. They all have live television and as a result, have grown tremendously and gained numerous new fans who get caught up in the excitement of watching the events on television.

In fact, this transition is already begining to happen. CBS recently announced that it will be hosting a hour long pre-season show before the 2009 Supercross season. This move is unprecedented, and I believe that it will be many years before this moves to the outdoor national side of the sport.

The Three Pillars Tell Us One Thing

-Photo by wez pics on Flickr.

After looking at the three pillars of what is needed for motocross to go mainstream, they all point in the same direction - Supercross is the only way for our sport to burst into the mainstream. From new fans, to new sponsors and better television deals, Supercross is the only avenue for the sport of motocross to go mainstream. Stay tuned for more posts in this series to find out what that means for our sport’s mainstream ambitions.

Remember, throughout the Breaking Into the Mainstream series, I would love your opinions on the topic. Please reply to any of the posts, or Email me with your opinions.

Tags: Breaking Into the Mainstrem, motocross, My Thoughts, supercross, television, three pillars

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