Supercars Introduces Membership Model to Drive Revenue and Fan Engagement

Supercars has introduced its 2025 paid membership program, marking a significant shift in its commercial strategy to deepen fan engagement while expanding revenue opportunities beyond traditional sponsorships and ticket sales.

The MySupercars membership initiative offers two tiers— MySupercars+ and MySupercars Track+ —targeting both digital and live-event audiences. This move aligns with broader industry trends where direct-to-consumer experiences are becoming a key commercial driver in motorsport and other professional sports.

The MySupercars Track+ tier, now at a more competitive price point, provides priority event access, paddock privileges at selected events, early entry to the Repco Bathurst 1000, and a merchandise pack valued at $100. Additional benefits include discounts on general admission tickets and Supercars merchandise, alongside exclusive member-only experiences.

Meanwhile, MySupercars+ leverages digital engagement, offering enhanced RaceHQ timing and telemetry, exclusive Shotgun Cam viewing angles, and an ad-free experience across the Supercars app and website. Priced at $36 annually with automatic renewal, this model taps into the growing demand for premium digital content in motorsport.

From a business perspective, the membership model represents a strategic play by Supercars to foster brand loyalty while generating recurring revenue. By offering both digital and physical experiences, the initiative strengthens Supercars’ direct relationship with its fan base, mitigating reliance on fluctuating event attendance and external sponsorships.

This approach aligns Supercars with other major sporting organisations that have successfully implemented subscription-based models to enhance financial sustainability. Whether this initiative gains traction will depend on the perceived value proposition for members, especially in an increasingly competitive sports and entertainment landscape.

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