Enquirer Consulting Group

Reachable Buyer Map

Prepared for Vincenzo Landino · Business of Speed · August 2026
Business of Speed is written for executives, investors, sponsors and operators. The awkward part of that audience is that most of them do not work at anything that calls itself a motorsport company. They sit inside brands, agencies, suppliers and funds. This map is where those readers actually are across the US, who they are by role, and roughly how many companies hold them. It describes the market rather than your business, and there is nothing to buy at the end of it.
Teams, series, promoters and circuits
The core of the paddock and the smallest group on this page. Everyone here already knows everyone, which makes it the right place to look for credibility and the wrong place to look for growth.
Who signs: commercial director, head of partnerships, team principal or owner, marketing director.
700 to 900
US employers registered as racetrack operators and spectator sports organizations
Performance, aftermarket and racing suppliers
Companies that buy attention in the paddock and sell to the same readers you already have. The largest genuinely countable segment here, and the one where a trade audience is the easiest argument to make.
Who signs: VP of marketing, brand director, motorsport program manager, and at the smaller end the founder.
3,000 to 3,600
US employers in vehicle parts manufacturing and specialty performance products
Sponsor brands from outside the sport
The banks, airlines, drinks brands, watchmakers and software companies that actually fund the sport. Stated plainly: no register anywhere lists companies that sponsor motorsport, which is precisely why this group gets worked by relationship and never by list.
Who signs: CMO, head of brand partnerships, sponsorship director, and the agency lead who holds the account.
No public register
identified one at a time from liveries, activation announcements and hiring signals; the difficulty is the reason the segment stays open
Sports and sponsorship agencies
The layer between the brand and the sport. They read trade press for a living, they carry several clients at once, and one relationship here reaches every brand on their roster.
Who signs: managing director, head of partnerships, group account director, strategy lead.
1,200 to 1,600
US advertising, sports marketing and event agencies carrying twenty or more people
Broadcast, timing, data and race technology
Suppliers whose customers are the teams and series, so they need to be read by the same people you are read by. A short cycle for a trade partnership and a long one for anything larger.
Who signs: head of marketing, commercial lead, head of partnerships, founder.
900 to 1,200
US employers across sports media production, data services and event technology
Owners, investors and holding groups
The audience most likely to pay for something they read and least likely to be found by a social post. Ownership structure is not recorded in any public register, so this group gets built by name rather than filtered from a list.
Who signs: partner, principal, operating partner, head of platform, family office director.
Roughly 300 to 500
US sports-focused funds, family offices and holding entities; a deliberately narrow, high-value list

Where the openings are

1
Your reader is a role, not a company. Head of partnerships, commercial director, CMO. Those seats turn over constantly in sport, and a new one rebuilds their reading list in the first month on the job. A channel built on named roles catches that week. A feed waits to be discovered.
2
The readers who fund the sport are the one group with no list. Nobody publishes the companies that fund motorsport, so the whole industry reaches them the same way: someone knows someone. Identifying them one at a time from liveries, activations and hires is mechanical, repeatable work, and it is the part a publication almost never has hands for.
3
Subscriptions and partnerships are not the same sale. A reader signs up alone in ninety seconds and needs no conversation. A brand, a team or an agency commits only after one. Most media businesses run a single channel, which serves the first sale well and starves the second.
4
Being read inside the paddock is not the same as being known to the money. The paddock is a few thousand people and word travels there on its own. The segments above run to six to eight thousand companies that have never heard the name, and they hold both the subscription revenue and the partner revenue. That is a distribution gap rather than a credibility one.
Built from public registries covering US employers and published facility listings, current to the most recent filing year. Counts are banded deliberately. Sites are not companies: a group can run many locations and file once, so the segments overlap at the edges. Owner-only and very small operators are not published in this data, and sector codes are self-reported.
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