AND THE NEW WINS COMPETITIVE PITCH FOR WORLD SUPERCROSS

AND THE NEW has won a competitive pitch against several agencies to lead the creative and strategic work for World Supercross and its new content media brand, World Dirt Collective, for the 2025 season and beyond.

It is a significant new business win for the agency, and an important one.

Not just because World Supercross is one of the most ambitious properties in global motorsport, but because the remit goes well beyond campaign support or race-week delivery. This is a mandate focused on audience growth, cultural relevance and building a year-round content platform for one of the most exciting fan communities in sport.

MORE THAN A CHAMPIONSHIP BRIEF

What made this brief stand out was its ambition.

World Supercross was not simply looking for more content. It was looking to create a true content platform: something fan-first, social-native and built to live all year round. The brief called for a partner capable of developing a full content strategy across platforms including Instagram, TikTok, YouTube, and Facebook, with programming spanning rider and team stories, event coverage, dirt bike culture, fan-led content, technology, training and a weekly podcast.

In other words, this was not about filling channels. It was about building a media brand.

That is exactly the kind of challenge AND THE NEW is built for.

BUILDING WORLD DIRT COLLECTIVE FOR 2025 AND BEYOND

As part of the win, AND THE NEW will support the creative and strategic direction of both World Supercross and World Dirt Collective, helping shape how the championship shows up in culture and how the new platform earns relevance with dirt bike fans around the world.

The opportunity with World Dirt Collective is especially compelling. In the proposal, AND THE NEW set out a vision for WDC as “the global content home for dirt bike culture,” designed to connect riders, fans and digital-native audiences through recurring content formats, platform-native storytelling and a more community-led approach to growth.

That thinking reflects a wider truth about modern sport. The most valuable properties are no longer only those with great live events. They are the ones that can create year-round attention, emotional connection and repeatable audience habits beyond the competition window.

For a championship like World Supercross, that opens up bigger possibilities: deeper fan connection, broader cultural relevance and more commercial value over time.

WHY THIS WIN MATTERS FOR AND THE NEW

This is a strong signal of where the agency now sits.

Winning a competitive pitch of this nature reinforces AND THE NEW’s position as a specialist partner for ambitious sports and entertainment properties that need more than content output. They need strategy, creative direction and a clear understanding of how fandom actually grows. That has become a defining part of the agency’s model.

From motorsport to team sport and challenger properties, AND THE NEW has built its reputation on helping clients create social-native systems that drive measurable growth, stronger engagement and more value from the moments they already own. This latest win with World Supercross and World Dirt Collective is another proof point that the agency can compete for and win high-level strategic briefs in global sport. The proposal itself positioned that approach clearly: audience-first, culturally aware, and focused on turning content into relevance, momentum and commercial opportunity.

It also adds to a growing body of work across premium rights holders and performance-led brands, including the likes of Aston Villa, the FIA, Mercedes F1 and E1 Series, and brands like SAP, MArriott Bonvoy and more.