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IRVINE, Calif. – As the line between traditional journalism and user-generated content increasingly blends, RACER Media & Marketing has agreed to a strategic alliance with UK-based automotive digital community platform DriveTribe.com. 

Using their respective access to local markets, both parties will collaborate to diversify audience reach and revenue opportunities to bring authentic motorsport-related content opportunities to a non-endemic audience. DriveTribe, backed by Jeremy Clarkson, Richard Hammond and James May, the trio behind Amazon Originals, already has five million active users just two years after launching, and is poised for more gains having entered the Chinese market last July.

Under the agreement, RACER will take a lead role in supplying and curating motorsports content on DriveTribe, ensuring the broad-based community platform gains access to RACER’s renown journalism and behind the scenes industry access. They will also use their in-house content agency RACER Studio to create original written and video content marketing to integrate with enthusiast and motorsports communities across DriveTribe.

“We are excited to align with DriveTribe in a way that will extend the reach of our advertisers and partners to a new, global audience of enthusiastic and engaged automotive fanatics,” said Paul Pfanner, Founder and CEO of RACER Media & Marketing, Inc. “Moreover, we will be spreading our industry-leading content among this group that will potentially expose motorsports to new audience segments while also appealing to those already knowledgeable members that are looking for more authoritative and insightful content.”

In less than two-years since DriverTribe’s launch, amateur content producers have generated content and communities (Tribes) on every conceivable motorsport across the globe. All major franchises are covered in detail - from Formula 1 and NASCAR through to INDYCAR, IMSA and MotoGP alongside sizeable communities dedicated to grass-roots racing, drifting and drag racing.

“RACER is the preeminent and most authoritative voice in the US motorsports market. The combination of their in-depth insight and market-breaking access to news, will be lapped-up by our user base, no doubt sparking intense debate and opinion” added Jonathan Morris, CEO for DriveTribe. “With so many automotive manufacturers involved in motorsports, our alliance with RACER enables us to bridge an increasingly broad and socially diverse audience, from die-hard followers of established genres like NASCAR and Formula 1 to emerging amateur sports and local-community level karting.” 

Morris continues, “DriveTribe has a particularly global reach with significant access to established and emerging global markets. Our partnership with RACER enables us to extend the best motorsports content to highly receptive growth markets like India and China” 

RACER can be found on DriveTribe under the name RACER Magazine.

For more information on the RACER-DriveTribe alliance, please contact:

For RACER in the U.S. –

Paul Pfanner, CEO / paul.pfanner@racer.com / +1.949.417.6700

For RACER in the U.K. –

 John Chambers, Global Sales Director / motoring1@aol.com /+44 (0) 7770 643 749

For DriveTribe – 

Jim Murray Jones, CMO  / jim.murrayjones@drivetribe.com / +44 (0) 7747 008 386

About DriveTribe

DriveTribe is global automotive community platform launched in November 2016 by former Top Gear and current Amazon Original’s Grand Tour presenters, Jeremy Clarkson, Richard Hammond and James May. The platform offers motoring enthusiasts, entertainment seekers, vehicle owners and buyers alike, a place to share content and engage with like-minded individuals. Users can create or join Tribes to watch, read, comment or post content. Over 1,500 articles, videos and photos are uploaded every day by celebrities, influencers and the community at large. The platform reaches some 5m monthly active users as well as an extended reach of over 200m across DriveTribe owned and partner social media channels.