And that coverage--delivering a national and international viewership--also has legitimized Supercross as a mainstream sport, says Patrick Schutte, spokesman for PACE Motor Sports, the Illinois-based promoter of the annual Supercross circuit. The cable station says the viewer is similar to that of the much-hyped extreme sports Olympics called the X Games: a young, white, reasonably affluent and suburban male.
The girls line up all over the place. They love to race. Yeah, they make money, but they love the competition. And fans can go right up to them and talk in the pit, get an autograph. Try that with Michael Jordan. Its airborne stunts and affordable prices have attracted fans to Supercross since its debut when, motorcycle lore has it, the idea was first drawn up on a cocktail napkin.
Yet, promoters say, TV and other media have sniffed at Supercross and its audience. Rednecks in fanny packs.
Not exactly their coveted ad market. But times and tastes change. The s advertiser who coveted the Baby Boomer buying a BMW is now chasing Generation X and buyers of pickup trucks and sport-utility vehicles, say marketing managers for Toyota and Mazda. Where once motorcycle manufacturers were the primary sponsors of the national circuit, corporations outside the sport such as Toyota and Mazda are now underwriting some of the ride.
Toyota is a sponsor for the circuit. Mazda also has produced a special series model pickup truck designed by cutting-edge motocross designer Troy Lee, whose flashy helmets are on most Supercross riders.
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