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Daniel Suárez winning the third-closest NASCAR race in history. Shane van Gisbergen becoming the first driver to win on their Cup Series debut in 60 years. Ross Chastain stealing a place in the Championship 4 with his rulebook-bending wall ride at Martinsville.

Three of the most viral, genre-defying moments in recent NASCAR history, all tied together by one common thread: all were accomplished by drivers for Trackhouse Racing.

The team founded by Justin Marks and co-owned by Pitbull has a knack for making headlines, either by winning races (only NASCAR behemoths Hendrick Motorsports, Joe Gibbs Racing and Team Penske have more victories in the past three-plus seasons than Trackhouse’s seven), by employing drivers who make any given event must-see TV (see: van Gisbergen’s win on the streets of Chicago last summer or 2007 Formula One world champion Kimi Räikkönen contesting rounds at Watkins Glen and Circuit of the Americas), or by having its Grammy-winning co-owner headline concerts corresponding with major dates on the NASCAR calendar.

Trackhouse is a marketer’s dream, boasting a unique combination of on-track success with off-track intrigue. The team’s headquarters in Concord, North Carolina is filled to the brim with knowledge of the American racing landscape.

“[Marks] is an exceptionally open-minded person. He’s always looking for opportunities, but not opportunities to do things like other people do them, for opportunities for him to do things the way he wants to do them,” former NASCAR Cup Series race winner and Marks’ CARS Tour co-owner Jeff Burton said to ESPN. “He’s very innovative, creative. Over there in the Cup team, they talk about being disruptive and trying to do things differently, and that’s the experience that I’ve had.”

You can understand, then, why Trackhouse would be attractive to MotoGP, whose teams are all owned by outfits based in Western Europe and Japan. While F1 continues to enjoy its boom in popularity in the U.S. and NASCAR continues to deliver dependable ratings (even if they aren’t what they were during stock car racing’s height of popularity 25 years ago), the two-wheeled equivalent of Formula One is still waiting for its “Drive to Survive” moment, the pop-culture crossover from niche audience to water-cooler conversation.

When the sport announced in November that it was not selecting CryptoData RNF Aprilia to participate in the 2024 championship, it didn’t take long for confirmation to arrive that Trackhouse would take its places on the grid.

“There is probably some pressure on us to deliver some value for MotoGP in the North American market, but I think it’s something that we’re uniquely positioned to be able to do just because of the voice that we already have in motorsports in North America,” Marks told ESPN. “There’s a lot of people that are already paying attention to us because of Project 91 (the operation that brought Räikkönen and Van Gisbergen to the Cup Series), because of the moments that we’ve had in NASCAR, because of Pitbull and all the things that we do. So we’ve already got a voice, and being able to introduce MotoGP into that conversation, I think we’ve got endemic followers and fans that are going to automatically maybe tune into MotoGP because Trackhouse is there.”

Converting even a fraction of those Trackhouse fans would be a boon for motorcycle grand prix racing. While the series enjoyed record in-person attendance in 2023, up 17% from the previous year, that hasn’t necessarily translated to success in the United States. Live broadcasts for the Saturday Sprint and Sunday grand prix from the second round in Portugal last month were seen by 182,000 American viewers, while the NASCAR Cup Series circulated Circuit of the Americas that same weekend in front of a television audience of 3.31 million.

MotoGP’s new broadcast rights deal in the U.S. with Warner Brothers Discovery will undoubtedly help, with 30 GPs and Sprints airing live in 2024 compared with zero last season, but Trackhouse’s ability to tap into an existing audience of American race fans holds enormous potential for the sport.

How will Marks’ team do that? For starters, cross-promotion.

Trackhouse brought one of its Aprilia RS-GP show bikes to Daytona International Speedway in February, on display for everyone wandering through the hospitality area of the Daytona 500. Marks helped organize a NASCAR demonstration lap when MotoGP visits Circuit of the Americas in Austin this weekend. Ahead of Trackhouse Aprilia’s arrival in the Texas capital, it stopped in North Carolina to visit the NASCAR shop, where riders Miguel Oliveira and Raúl Fernández got behind the wheel of a stock car.

All of it captured on camera, curated for social media. This is the second, and arguably biggest, tenet of Trackhouse’s ability to attract new fans.

The 2024 MotoGP season is just two races (and two preseason tests) old, but already the content that the Trackhouse Aprilia team has produced has stood out from its rivals. There is a polish to its video edits that is unrivaled in the paddock, fans are being introduced to the personalities behind Oliveira and Fernández, there is an attention to detail that comes from an organization dedicated to the craft.

“We’ve really leaned into that on the NASCAR side and built a very strong content team. It’s one of the strongest divisions in the company on the NASCAR side, and that’s something that we want to grow on the MotoGP side,” Marks said. “We want to be able to tell the stories of our riders and the stories of our executives and our mechanics going down the road and flying all over the world. Right now we basically have one content guy that goes around the world with the MotoGP team but has the support of our content team here in North America, but I think that we will grow that over time.

“The broadcast of the races, that’s really telling the story of what happens on the race track, but social media is where you tell all the ancillary stories around what happens on the race track. So that’s where we’ve made big investments and continue to make big investments, and I think we have a massive opportunity on the MotoGP side to really establish our voice and our personality and work to bring content and behind-the-scenes stories to the MotoGP fans that they haven’t seen yet.”

There’s much more to winning over the American audience and new fans of MotoGP, though. The production quality of the team’s content can be worthy of an Academy Award, but if Trackhouse Aprilia doesn’t deliver on track, it will count for little.

Talk to anyone who knows Marks, though, and, yes, they will rave about his creativity and his innovation and his vision, but they will also bring up how competitive he is.

“I don’t think [Marks is] in this to just show up,” Dan Rossomondo, chief commercial officer of Dorna Sports, the commercial rights holder of MotoGP, said to ESPN. “I think he’s in this to compete.

“I think that if you give them time, they’re going to invest in the right — when I say ‘invest,’ I just don’t mean money. I think they’re going to spend the right amount of time and the right amount of resources and the right amount of ideation on getting to the top of the grid.”

Trackhouse Racing was winless with Suárez in its first season in the NASCAR Cup Series. When it expanded to become a two-car operation in 2022, the team claimed three victories. Marks thinks it will take a year for his MotoGP operation, which largely absorbed the now-defunct CryptoData RNF team, to fully embrace the Trackhouse way of doing business. When it does, though, he has a clear vision for his outfit.

“What we really want, and this is where [former Yamaha, Suzuki and Alpine F1 boss and newly appointed Trackhouse Aprilia team principal Davide Brivio] is going to be very instrumental for us, is we want to be the strongest independent team in the sport,” Marks said.

In 2023, Pramac Ducati became the first independent team in the history of MotoGP to win the teams’ championship. If Trackhouse can replicate that feat in the years to come, you can bet that Marks’ team will have won over a few fans — in the U.S. and beyond — along the way.

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Coach Prime, son belittle CU transfer, FCS player

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Coach Prime, son belittle CU transfer, FCS player

Colorado coach Deion Sanders and his son, quarterback Shedeur Sanders, have gone on the offensive on social media after a story ran about how former Buffaloes players fared after many were run off following the arrival of “Coach Prime.”

Former Colorado safety Xavier Smith told the Athletic in a story published Monday that Deion Sanders “never even tried to get to know me,” and that he “was destroying guys’ confidence and belief in themselves.”

Shedeur Sanders posted to X, formerly Twitter, that he didn’t remember who Smith was.

“Bro had to be very mid at best,” Shedeur Sanders posted, insinuating Smith was only an average player.

Smith, who had injury trouble in his short time at Colorado, earned freshman All-America honors at FCS Austin Peay in 2023 and has since followed coach Scotty Walden to UTEP.

After Shedeur Sanders’ tweet, things escalated into a series of back-and-forth trash talk.

Colorado receiver Kaleb Mathis posted a video of himself getting the better of Smith in a practice last spring, to which Smith’s Austin Peay teammate, Jaheim Ward, noted that Mathis had just 38 receiving yards last season.

That tweet led to Ward’s career stats at the FCS school (36 tackles over the past three seasons) getting posted, prompting Coach Sanders to weigh in Wednesday, stating “Lawd Jesus” above a screenshot of Ward’s stats.

Deion Sanders’ tweet taking aim at the relatively anonymous FCS player was viewed more than 12 million times since it was posted. He also clapped back at another X user who took issue with Shedeur’s social media behavior and pointed out Colorado’s 4-8 record last year.

“He will be a top 5 pick,” Deion Sanders said of his son. “Where yo son going ? Lololol I got time today. Lololol.”

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Big 12 boss: 2028 ‘look-in’ eases CFP concerns

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Big 12 boss: 2028 'look-in' eases CFP concerns

SCOTTSDALE, Ariz. — Big 12 commissioner Brett Yormark said he “wasn’t happy” with the league’s recently negotiated revenue distribution plan from the College Football Playoff, but he remains confident in the future of the conference while recognizing the football teams have to perform at a higher level.

In mid-March, all nine FBS conferences and Notre Dame leadership agreed to the next CFP contract, which will begin in 2026 and further separate the Big Ten and the SEC financially from the other leagues. Big Ten and SEC schools will each be making more than $21 million annually. ACC schools will get more than $13 million annually, while Big 12 schools will get more than $12 million annually.

Yormark said he pushed for a “look-in” in 2028, which is halfway through the six-year deal and gives the FBS commissioners an opportunity to reevaluate the economics and “see whether or not anything should be modified or adjusted.”

“Having that look-in made sense for a lot of different reasons,” said Yormark, who spoke to a small group of reporters Wednesday at the annual Fiesta Spring Summitt. “I certainly wasn’t happy with the distribution. I guess you could say in some respects I was satisfied. It was fine. But certainly not happy about it. And I don’t think our ADs or our coaches are either, but we’re going to continue to invest for the right reasons.

“We’re going to continue to build football. It’s at the core of what we do, and I’m excited about the future.”

Yormark said he doesn’t wake up every morning thinking about other conferences, and that the narrative about the growing power and separation of the SEC and Big Ten has been “overstated.” Those two conferences have the bulk of control over the future format, but the other leagues surrendered that in exchange for iron-clad guarantees.

“We spend a lot of time talking strategically about the direction of collegiate athletics and what’s in the best interest of everyone,” Yormark said. “Does the SEC and Big Ten break away from that from time to time and strategize together? I’m sure they do, but I will tell you the chemistry and culture amongst the four commissioners is extremely positive and, even though I’m relatively new in my job, I’d venture to say it’s the best its ever been.”

The CFP will unveil a 12-team format this season and next, but Yormark and the other commissioners on the CFP management committee haven’t determined what the sport’s postseason will look like in 2026 and beyond. There is strong momentum within the room for a 14-team field, and the commissioners did agree that there would be at least 12 teams in the future.

Yormark said more access for student-athletes is “a great thing,” but there is no timeline for deciding the future format and doesn’t expect any decisions “in the foreseeable future.”

“If we end up going to 14 and we can further enhance the championship experience for more teams and more student-athletes, that’s great,” Yormark said, “and I’m going to continue to bet on the Big 12 that we’re going to take some of those at-large spots. In theory, more is more. More is good, but the proof is in the details and I’m excited to see how this year plays out at 12.”

Yormark said he’d like to see the pros and cons of the 12-team format first before trying to modify it.

“It wouldn’t be a bad thing to just play it out this year, but I’m just one of many,” he said. “… We’ll collectively make that decision.”

This week’s spring meetings marked the first time all 16 schools were represented in league meetings following a sweeping conference expansion that added Arizona, Arizona State, Colorado and Utah. Yormark said the league also discussed more access in the NCAA basketball tournament and the coaches “in theory” are for expansion. While he said he hasn’t thought about the number, Yormark said he’s “open to 76.”

“The tournament is one of the greatest spectacles in sports,” Yormark said. “It captivates hard-core fans and casual fans for all the right reasons and you don’t want to mess with something that’s great, but if there’s chances to modify it a bit … We owe it to ourselves to do that.”

Yormark said he understands the conference “didn’t perform probably as well” as others in the past decade of the CFP, but “history doesn’t always repeat itself.”

“There’s a lot to sell here, and I’m pretty good at selling,” Yormark said. “I’m going to continue to push the narrative for all the right reasons while we get better. … Now, we have to perform, don’t get me wrong. It all comes back to performance, and the coaches know that and the ADs know that. But my job is, as we continue to perform at a higher level, to create the narrative behind it.”

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Bowl leaders hope for CBA to help lower opt-outs

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Bowl leaders hope for CBA to help lower opt-outs

SCOTTSDALE, Ariz. — As revenue sharing with college athletes becomes a growing possibility, some bowl leaders are already hoping for a collective bargaining agreement with the players that would help significantly lower the number of postseason opt-outs.

Nick Carparelli, executive director of Bowl Season, told ESPN at the Fiesta Bowl Spring Summit this week that his understanding from speaking with conference commissioners and NCAA president Charlie Baker is that NIL collectives are destined to be brought in-house and there have been discussions about contracts in exchange for NIL payments.

“If you sign a contract and receive compensation, you’re obligated to perform certain duties — in this case, play 12 regular-season games and a bowl game or a bowl game and the playoff,” he said. “That’s logical to expect. It’s the way the rest of us working folks operate.”

Fiesta Bowl executive director and CEO Erik Moses agreed, adding that he isn’t insensitive to the risks the players and agents might take.

“Think about the industry that we’re in,” Moses told ESPN. “We put on live events. You come to see the talent. If the main talent isn’t there — you go see the Stones and Mick Jagger’s not playing, are you really seeing the Stones? We want the best talent to be involved in those matchups and those games and those events. That’s what people are paying to see.

“Yes, they care about the name on the front of the jersey probably more than the name on the back; that’s the special thing about college sports and college football,” he said. “But you want to see the best guys play, and I think the only way we get to that is through a collective bargaining agreement and employment contracts that require you to play in the postseason if you’re healthy.”

Carparelli said Bowl Season doesn’t officially track the number of opt-outs, but he estimated it has been about eight players per team who choose not to play in their bowl game because of the transfer portal, NFL draft or any other reason.

Moses said he expects the new 12-team College Football Playoff to help lower the number of opt-outs this fall because more teams will be playing for the national title — not just another postseason win.

“… You want to see the best guys play, and I think the only way we get to that is through a collective bargaining agreement and employment contracts that require you to play in the postseason if you’re healthy.”

Fiesta Bowl executive director and CEO Erik Moses

“You’re not just coming to the Fiesta Bowl to win the Fiesta Bowl and that’s it,” he said. “Now, you’re going to abandon your brothers, your teammates when you have a chance to win the national championship? That’s something those guys remember for the rest of their lives. You’re a part of history at that point.”

Carparelli said the 12-team format won’t require the elimination of any bowls currently in operation, but he noted that if the CFP eventually expands to 14 teams in 2026 and beyond, one might be cut. Bowl Season includes a total of 44 games, including 35 “traditional” bowls, the New Year’s Six bowls, the national title game, the Celebration Bowl and the East-West Shrine Bowl.

“That’ll be interesting to see,” he said. “Certainly, with two extra teams going to the playoff, that may mean one less bowl game involved.”

The Vrbo Fiesta Bowl will host a CFP quarterfinal game this year on Dec. 31 in the debut of the 12-team playoff. For the 2025 season, the Fiesta Bowl will host a semifinal on Jan. 8, 2026.

Moses said he has no reason to believe the New Year’s Six bowls won’t be included in future iterations of the CFP in 2026 and beyond.

“I think that we are at a point right now where we are challenging tradition of this sport in almost every way possible,” he said. “And the tradition of college football and college athletics, in my mind, is a key element to the affinity that people have for the sport, and I think we need to look for commonsense ways to preserve as much of that tradition as we can while also giving ourselves the latitude to innovate. I think the expansion of the playoff is a great innovation. I think the inclusion of the bowls as the kind of the meat of those playoffs is a great compromise between the consistency of tradition, while still innovating, and in my mind, that’s the sweet spot.”

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