Diggin’ The Dirt: Three steps to the top for World Supercross

SX Global, the powers behind FIM World Supercross, are entering their second term holding the reins of this spectacular discipline. We asked CEO Tom Burwell about three pertinent aspects of the sport and the series as the engines warm in Argentina: credibility, prospects and sustainability. Here is what the top man had to say.

1. Credibility: Making World Supercross a signature series

Burwell has helped marshal SX Global through a 2024 resurrection season, where the championship laid better foundations thanks to event stability and the presence of notable star names. The championship is now looking to bring more forward momentum with a fresh perspective.

“I think we were incredibly challenged for rider relevance, team and manufacturer support,” he says of the past. “We [as World Supercross] were going around the world saying ‘we’re a world championship…’ without being able to stand-up to that in terms of quality and a sporting integrity point of view. So, 2024 gave us the opportunity to show we were under new management and to be able to do what we said we were going to do and deliver the events.

“It gave us a foundation for the next months to put in place a plan for what a world-class championship should be. We would not have the possibility for Haiden [Deegan] and other athletes if it wasn’t for that ‘bridging’ season in 2024. We’re grateful for last year in order to make this year.”

We want to bring fans who are new to World Supercross; those that like the experience of being at the GP, the way the racing is framed, the way the content is fundamentally different.

Supercross is an amazingly vibrant spectator sport in a convenient setting. But World Supercross has to package and prepare it for international attention. Different locations offer unique opportunities and the way fans connect with supercross.

“We are fighting to be something that nobody has seen before,” Burwell says. “Once you have opened the door to people in terms of what you are delivering, which is a great fan experience, great digital presence, and all those ingredients modern sports need, then people may stay. But they will only go through the door if it’s for something different; like Haiden Deegan on a 450 for the first time this year.

“We want to bring fans who are new to World Supercross; those that like the experience of being at the GP, the way the racing is framed, the way the content is fundamentally different to the way, say, MXGP or the AMA guys make it. You are then on the way to being a sports entity with our own intellectual property.

“We now have five races in five continents and some of the best racers in the world. So 2025 will be the platform to look ahead to even more events and being a strong series that respects the calendar and in the most appropriate way across other championships like MXGP and what happens in the U.S. in the interests of the riders.” 

2. Prospects and growth: Maximising potential

SX Global is investing. As credibility hardens among racers, teams, manufacturers, brands and other stakeholders, the company wants to show it can elevate supercross as a sport that can creates curiosity across the continents, can whip up excitement in major cities and capture the interest or attentions of multiple generations of fans. 

“Supercross is a great sport, location-led with many ticket opportunities to watch a spectacular motorsport in a stadium environment,” says Burwell. “You can then make sure it’s televised in the right way and content is made accordingly, and that’s an exciting place to be.

“We have to be innovative and inventive. When you look at this season over the next few weeks, then you might think ‘wow, I haven’t seen dirtbiking produced in that way’. We want to be world-leading both digitally and physically and with the content production we are putting on the track. Whether that’s for digital eyeballs in Gen X, Gen A or Gen Z or endemic ‘legacy’ people who are used to consuming [racing] in a certain way.

We have to be innovative and inventive. When you look at this season over the next few weeks, then you might think ‘wow, I haven’t seen dirtbiking produced in that way’.

“We have to appreciate that the content being produced for 21-year-olds will be different to what we’ve seen traditionally. We have to recognise that we will also service partners in different ways and to look at financial opportunities as well.

“That’s not to say we are doing things better than anyone else, and I’m respectful of history and legacy, but if you set up as a world-class, mainstream sport – at least for the first verticals we have to service – that’s the standard we have to set. What you’ll see this season is our intent to achieve, and I think we are on the first step.”

Five continents is already a hefty scope but this, and more, is what it will take to bring supercross to the masses and to territories that have never sampled the live show before.

“We’ve done a lot of analysis for where the major markets are for the dirtbike world,” Burwell added, “and to have a calendar that moves efficiently around is really important both for a cost point of view but also for fan development.

“I’m transparent that this is not easy…but I also feel it is better if supercross is a global sport and not just a national one. It’s better for manufacturers – it sells more bikes – it’s better for distributors, better for media content, better for sponsors. It’s a sport with global interest and is not combative or conflictual with those [series] already in place.

“I think, for the first time in the history of world supercross, you can see a path to what it might look like in the future. People can see the intent: with the markets we have coming, the expertise now ‘in the building’, the IP and the endemic knowledge. It’s an exciting time.”

It is also clear that the ambition behind World Supercross means it will also not stop at five events over a season.

“Getting to eight world-class races is not actually that ambitious with a spread across late 2026,” Burwell says. “We’ll have a break in the calendar for the SMX season and the Motocross of Nations and then come back for our traditional window: that’s achievable. The telling point will be if it’s a sport that can move from eight to 12 races and being efficient and high-quality across that spread.”

3. Sustainability: Sticking around

Creating a World Supercross GP in one city, one country is a mammoth feat but to establish an annual trend is another task altogether. Retaining partners and building momentum while watching the ‘bottom line’ is another priority for World Supercross, especially if it wants to be successful and essential for years to come.

“The reality of any travelling ‘circus’ sport is that you cannot just appear in one market for one day or one event,” Burwell explains. “You cannot live on the traditional routes of ticket sales, merchandise and people coming through the door alone. If you look at the demographics and dynamics of the customers that are engaging with this, then they are not looking for a three or four day events.

Since 2024 we have returned to each market we’ve visited, so for sustainability we are on the mark, and being in those territories again is the only way to make true storytelling.

“This year there is a really nice balance. On Thursday in four of our five cities – Saturday in Cape Town – we have a mix of private and public events involving those cities, partners, ticket buyers, competition winners and all our riders. It shows there is more to the GP that just the races on the Saturday. We are also creating real and tangible content about those locations and regions while we are there because as a global sport you have to do that.

“All five of the race markets will remain and will grow with more in South America, Asia and Europe again for 2026. Since 2024 we have returned to each market we’ve visited, so for sustainability we are on the mark, and being in those territories again is the only way to make true storytelling.”

The formula, the ideas and the plan are geared to helping the championship grow and build a legacy but before that, the first instalment of 2025 kicks off in Buenos Aires this weekend. They are small, but nonetheless significant steps in reaching that top step of the podium.