The Challenge

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 Zag

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. 

We land this internally, we developed the strategic motto “Make Dirt Fly”. “Make” which speaks to World Supercross being the driving force evolving and progressing supercross into a globally inclusive modern fan-first experience. “2Dirt” which celebrates the individuality, identity and subcultures which Supercross touches, nodding to the untamed terrain and diverse landscapes which the World Supercross inhabits across the globe. And “Fly” which emphasizes the globality to the brand, the connection and the reach, reminding viewers and investors that the World Supercross is about defying limits and creating visceral, adrenaline-filled experiences.