As the Monster Energy AMA Supercross Championship concludes its 2025 season this weekend in Salt Lake City, there are signs it could be starting to rise back up the pecking order in racing. The Feld Entertainment-owned dirt bike series started its 17-race season in January on the West Coast before making its way across the country. The property in recent years has been adding more Northeast venues to its schedule, and it returned last month to Pittsburgh for the first time since 1983 -- showing its longevity as a sport.
Feld switched in 2019 from licensing to NBC Sports after being with Fox Sports, and it remains with the Comcast-owned company seven years later. Supercross used to be aired consistently on linear TV by Fox but then became one of the earliest properties in North American auto racing to largely go behind a streaming paywall not long after it switched to NBC. While that may have affected its exposure to the broader motorsports fan in some of the initial years after the pandemic, Supercross is now better positioned halfway through the decade with cord-cutting having continued to accelerate. According to NBC, the series has earned a 14% increase year-over-year on Peacock in total minutes watched heading into the finale, while up 12% in total unique viewers on the streaming platform. The series still appears on NBC’s linear channels but often tape delayed, typically getting low to mid six figures in viewership.
From an attendance perspective, the property reached five consecutive season opener sellouts with 45,500 people showing up to Angel Stadium in January. It says it also earned year-over-year increases in Indianapolis, Dallas, Arizona, Tampa and Seattle, along with around 60,000 at Acrisue Stadium in Pittsburgh, one of the top crowds of the 2025 campaign.
BETTER TOGETHER: Supercross took a big swing at elevating its series in 2023 when it worked with rival promoter MX Sports Pro Racing to form the SuperMotocross World Championship. That effectively linked Supercross with what used to be one of its competitors in the Lucas Oil Motocross Championship that runs during the late spring and summer after Supercross’ season ends. Now, not only is there a season-ending championship featuring the best riders from Supercross and Pro Motocross, but the sides actively promote the other. For example, both Supercross and Pro Motocross have the other’s schedule featured on their websites along with the three-round schedule of the SMX Playoffs, which are held in September. Peacock airs the Pro Motocross season as well, meaning dirt bike fans now just need one platform to watch all that the sport has to offer. “Having a final conclusion was huge for the sport; every major sport has a playoff series,” said Mike Muye, Supercross senior director of operations. “While we did crown champions at Supercross and Motocross, it was always well, ‘Who is the overall champion?’ … Now we have a consistent broadcast package across all 31 events, consistent operational elements across all 31 races, so I would say that’s the biggest win.”
DIGGING DEEGAN: Molding drivers into marketable stars is a goal of any racing property, and Supercross has a couple rising riders who are forming big fanbases on social media and at races. Jett Lawrence, a 21-year-old Aussie, has turned into one of the series’ foremost rising stars, underscored by how he was one of the few people in motorsports who attended the Met Gala this week alongside Lewis Hamilton. Lawrence competes in Supercross’ premier 450 Class, has 772,000 followers on Instagram and is getting into the fashion space. Haiden Deegan, the 19-year-old younger brother of former NASCAR driver Hailie Deegan, has 1.8 million followers on Instagram. Deegan competes in the 250 Class made up of younger riders and has one of the youngest and most passionate fanbases in the series. He’s regularly featured on “The Deegans” YouTube page, which has 1.4 million subscribers. Muye: “It would be hard to pinpoint one thing that I would attribute (Supercross’s momentum) to. I think over the past few years collectively as an industry, everyone has taken a focus on growing the sport and taking it to the next level. … Young stars such as Haiden Deegan and Jett Lawrence mixed with the more legendary stature of Eli Tomac, Ken Roczen and Chase Sexton has really developed a lot of storylines and there’s a lot of personalities that fans can attach to.” The season finale this weekend will be held at Rice-Eccles Stadium.
