Breaking Into the Mainstream {Part 3: Is Supercross the Right Move for the Sport?}

January 7th, 2009 • Breaking Into the Mainstream, My Thoughts

Note: Before reading this post, be sure to check out Part 1 and Part 2 of the series.

In the previous post in this series, I outlined the reasons why Supercross would allow our sport the growth it needs in order to go mainstream. In this post, I will talk about whether or not Supercross is right for our sport.

Supercross is the fancier, more dramatic, and “fluffier” version of Motocross. It wasn’t invented until years after motocross, and the truth is that it has become more of a show in recent years. The format is better suited to television, and it makes the industry much more money than Motocross does.

-Photo by Paul Buckley.

However, regardless of money, Motocross is the sport for the hard core fans. Professional Motocross events happen on the same tracks as amateur ones, and the events resemble the same one that hardcore fans participate in week in and week out. This allows amateur riders to personally connect with Motocross riders and events which is why Motocross races are a favorite among hard core fans of the sport.

Supercross Abandons the Fans

-Photo by Paul Buckley.

Supercross abandons the fans. I’m sure some of you right now are wondering what I am talking about. I listed several reasons in Part 2 why Supercross was better for the fans. The difference, however, is that Supercross is not friendly for the hard core fans who actually ride motocross. Supercross is a great way to bring new fans to the sport, but Motocross keeps them interested in the long term.

What keeps fans interested in outdoor Motocross in the long term? As I previously mentioned, it is the connection with which the fans can make to their favorite pros which keeps them loving the outdoor Motocross Nationals. Just like any good piece of literature, Motocross fans can identify with the struggles, triumphs, tragedies and emotions felt by pros while riding on an outdoor motocross track. This deep personal connection leaves them craving more races and is what leads them to battle the elements year in and year out to watch outdoor Motocross races.

Supercross simply cannot match this connection to the fans. Sure, there are some local Supercross tracks, and amateur Arenacross events allow riders to ride almost the same tracks which are used in Supercross. But, the truth is that most riders will never ride a professional caliber Supercross track, and if they do, they will not be able to carry any type of speed and rhythm. By nature, fans simply cannot connect with Supercross as well as they do with Motocross.

Amateurs Train for Motocross

-Photo by Paul Buckley.

Elite amateur riders train for years, from the time they are as young as 3 or 4 years old to go pro. However, they train almost entirely on outdoor, Motocross-style tracks. They might have some exposure to Supercross tracks in their later years, but they are obviously more acquainted with Motocross tracks by the time they reach the ripe age of 16.

As a result, having the Motocross Nationals is a crucial part of the transition phase for newly turned pros. While it is true that the transition to Supercross is made by some riders without a hitch, others have significant trouble and the comfort zone that is the Nationals is crucial in helping them stay sane in the hardest transition of their motocross career.

Without the Motocross Nationals, newly turned pros would face a never ending cycle of riding tracks not suited to their skills and having to ride above their comfort zone simply to compete. This would not be good for the sport at all, as it would seriously decreased the flow of fast amateur riders into the pro ranks, something that is necessary to keep our sport going.

Motocross Offers Advertisers a Very Targeted Audience

-Photo by Paul Buckley.

While Supercross may be better for advertisers in the sense that they offer more advertising spots, and more publicity, Motocross offers a much more targeted advertising audience. Due to the harsh weather conditions, long form races and sometimes low action motos, Motocross races are truly a spectator sport for the hardcore fan. Supercross races, on the other hand, are short, action packed and high energy and thus can keep almost anyone interested despite their level of knowledge in the sport as a whole.

Because of this, Motocross advertisers are presented a much more targeted audience with Motocross events. An advertiser at a Motocross National knows exactly who they are reaching with their ad. They know that the consumer obviously is high interested in motorcycles, and this allows them to tailor their ads as such. Supercross advertisers are not presented with the same luxury as their ad may reach anyone from a mid-40s soccer mom to a 3 year old toddler.

However, there is a downside to this fact. The targeted audience of Motocross races limits the scope of potential advertisers for motocross. Not every product is going to fit into the life of a Motocross fan. This is why more mainstream companies choose to advertise on Supercross races, because they potentially could be reaching a multitude of different age, and interest demographics.

Supercross and Motocross Need to Work in a Balance

-Photo by Bethany L King on Flickr.

In my last post, I talked about how Supercross was great, and Motocross not so great for gaining fans, then in this post I talked about how Motocross was great for fans and new pros, and Supercross not so great. So which way is the right direction for our sport?

The answer is, they both are. As an industry, we need a strong balance of the two extremely different types of racing. Supercross attracts and draws in new fans, while Motocross transforms new fans into active participants and hard core fans, while making the transition to pro easier for amateur riders. Without one of these disciplines, our sport would fall flat on its face, and fail to grow at all.

What’s Next?

So if a balance between motocross and supercross is what is needed to help our sport grow, then what should the industry do to speed the growth? That is what’s up next in Part 4 of Breaking Into the Mainstream, where I will discuss what our sport needs to grow slowly and controlled without sacrificing the perfect balance we have currently established between Supercross and Motocross.

Tags: advertisements, amateur, Breaking Into the Mainstream, James Stewart, John Dowd, My Thoughts, Paul Buckley, Phil Nicoletti, Supercross Motocross

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