ABOUT

In 2023, the promoters of the FIM World Supercross Championship was acquired by a new sports investment firm - Bia Sports Group. Up until that point, the Championship had a chequered past of mismanagement and a less than happy fanbase. We were brought in to help support in multiple different areas: 1) helping to define the business strategy & investment thesis for Bia Sports, 2) creating a new global brand & business strategy for World Supercross & 3) creating a new visual identity for this most exciting of sports. All in the aim of creating a sports brand that is fit for purpose in a world of modern fan dynamics and one that can become a catalyst for commercial growth & fan engagement for years to come.

THE APPROACH:
We created a brand & business strategy for World Supercross which sought to invert the traditional sports model. We didn’t want to create a global platform which caters to mass sports fans. Instead we wanted to delve deeper into the subculture of dirt biking which is proudly subversive and deeply authentic - and create a brand & experience around them. Our strategy centered on fusing the “global subcultures of dirtbiking” with the “best two hours of sport” - a reflection of the audience World Supercross wanted to build the sport around and an ambition to build the most incredible experience across sports and entertainment.