Start with people.
Get to know the racer's goals, the business's audience, and what success should look like.
Built in Appalachia. Made for the racing community.
Building Better Connections BetweenRacing & Business.
We help grassroots racers become more marketable, help businesses create meaningful motorsports partnerships, and connect the people who make grassroots racing possible.
Drivers✳Teams✳Sponsors✳Businesses✳Tracks✳Media✳Fans
What is AMG?
We're building more than a marketing company.
Appalachian Motorsports Group was created around a simple idea: grassroots racing has more potential than most people realize.
Racers need better ways to tell their stories, build their brands and create relationships with businesses.
Businesses need better ways to understand what motorsports can do for them. AMG exists in the middle.
Explore the AMG approach →The AMG approach
Good partnerships
are built lap by lap.
We learn what matters to the racer and the business, then turn that shared fit into a plan people can see and partners can stand behind.
Make the story clear.
Shape the brand, content, and partnership idea around what both sides bring to the table.
Bring the right people together.
Find a natural fit and create meaningful ways to meet through racing and community.
Keep building.
Deliver on the plan, share what is working, and use each lap to make the next one stronger.
Dirt & asphalt short tracks
Racing is our language.
From clay ovals to paved bullrings, explore the cars and tracks that power grassroots motorsports.
Photo source ↗Dirt track
Sport Mod
Close, competitive clay-oval racing.
Photo source ↗Kart track
Karting
Close-quarters racing on asphalt.
Photo source ↗Asphalt track
Late Model
Door-to-door racing on pavement.
Photo source ↗Dirt track
Super Late Model
High-speed short-track action.
One team. More ways forward.
Built for the
whole picture.
From a racer's first brand plan to a business's next community partnership, AMG connects strategy with action.
Become More Marketable.
Get the tools, education, and support to build your brand, grow your audience, and create real sponsorship opportunities.
✓ Brand development
✓ Social media strategy
✓ Sponsorship development
✓ Content, education & analytics
Turn Racing Into Marketing.
Explore how motorsports can help your business reach new customers, create content, and become part of a passionate community.
✓ Brand exposure
✓ Customer engagement
✓ Racer partnerships
✓ Events and community
Where Appalachian Racing Comes Together.
A growing community for drivers, teams, businesses, sponsors, tracks, media, and fans.
✓ Racer directory
✓ Business directory
✓ Racing calendar
✓ News, resources & community
Sponsor Outreach
Find the right-fit businesses and start thoughtful, prepared conversations.
Partner Fulfillment
Plan activations, deliver commitments, and keep the relationship moving.
Media & Measurement
Use content insights and campaign reporting to understand progress and improve.
The AMG difference
Stop selling
stickers.
Start creating
value.
stickers.
Start creating
value.
A logo on a car can start a conversation. AMG helps make that conversation a real partnership—through people, stories, experiences, and follow-through.
01RacerFind the story. Build the brand.
02AudienceGrow the connection around it.
03BusinessMatch goals with genuine community.
04PartnershipCreate value people can see and share.
Featured racers
Meet the racers.
Caleb Ramsey
Dirt Kart · Super Stock · I-Racing
Read his story →Shawn Lile
Crown Vic · Open Wheel Modified
Read his story →Ryan Johnston
Econo Modifieds · #11J
Read his story →More Racers
New stories coming soon
Join the program →Featured racer
Meet Caleb Ramsey.
Get a closer look at #13R through Caleb's photos and race footage.
DIRT KART · #13R
Grassroots racing, from every angle.
From the driver's seat to the work around the car, Caleb's collection captures the people and persistence behind local racing.
Dirt Kart · Super Stock · iRacing
CALEB RAMSEY · #13R
Race footage 01
CALEB RAMSEY · #13R
Race footage 02
Featured racer
Meet Shawn Lile.
From Crown Vic action to the #16L modified, see Shawn's cars on the dirt.
CROWN VIC · #0
Two cars. One dirt-track story.
Shawn's photos show two sides of grassroots racing: his #0 Crown Vic and his #16L Open Wheel Modified.
Crown Vic · Open Wheel Modified
Featured racer
Meet Ryan Johnston.
Follow Ryan's #11J Econo Modified from the pit area to the track.
ECONO MODIFIED · #11J
Ryan Johnston, on track.
These photos follow Ryan from the pits to dirt-track action behind the wheel of his #11J Econo Modified.
Econo Modifieds · #11J
For racers
You bring
the passion.
We help you build the platform behind it. Whether you're starting out or chasing the next level, treat your racing like the brand and business it can become.
- Shape a clear racer identity
- Plan content fans want to follow
- Build sponsor-ready opportunities
- Grow relationships and deliver value
For businesses
Your brand
belongs here.
Grassroots motorsports brings businesses close to the racers, families, and fans who make the community special. Let's build a partnership with a purpose.
- Connect with local and regional fans
- Find a racer who fits your goals
- Bring your brand into the story
- Plan activations beyond race day
The AMG founding racer pilot
6 racers. 90 days.
Building something from the ground up.
A hands-on program designed to help selected racers build their brand, grow their audience, and create a real foundation for sponsorship opportunities.
AMG develops the process alongside racers—turning what works into a stronger path for the whole community.
Learn More →A working foundation
Make the work
count.
Practical brand and partnership development, shaped around each racer's goals and stage of growth.
BuildBrand & story
ConnectRight-fit partners
LearnMeasure & improve
Program participation and availability are confirmed directly with applicants.
A community
that moves
together.
that moves
together.
The AMG network
More than
a starting line.
AMG is building a connected home for racers, businesses, and fans across grassroots motorsports. We start with relationships and useful services, then grow alongside the community.
As the network takes shape, it can open new ways to discover racers, meet local businesses, share knowledge, and find the next opportunity—one meaningful connection at a time.
Racer storiesBusiness partnersCommunity eventsResources & connections
Our compass
People. Passion.
Progress.
Appalachian roots. A racing-first perspective. A belief that the best partnerships help the whole community move forward.
People
Racers, families, fans, and businesses are the heart of every racing community.
Passion
We care about the sport and the people putting in the work behind every lap.
Progress
Make a plan, learn from the results, and keep building toward something stronger.
The people behind the racing
Meet the
drivers.
AMG's racer roster is taking shape. Soon, meet the drivers, follow their seasons, and discover the stories that bring our community together.
AMG Racer Network · Coming into focus
Every driver has a story worth knowing.
Racer profiles, season updates, and partner stories will live here as the AMG network grows.
Join the network ↗Ideas for the racing community
AMG resources.
Practical stories and guidance for racers and businesses. More resources are on the way.
Stop asking for sponsors. Start building relationships.
Explore AMG resources →Why your story matters more than your results.
Explore AMG resources →How local businesses can benefit from motorsports.
Explore AMG resources →AMG Marketplace · Shops from the paddock
Rep your
racing roots.
A home for the gear made by the racers, teams, and tracks you follow. Discover local apparel, merch, decals, and race-day goods—all connected to the people behind them.
First community shops are being lined up
01 · Racer shopsDriver
gearRACE
gearRACE
Wear your favorite driver's colors
Racer shops.
Driver apparel, hats, and personal merch from the racers fans cheer for.
02 · Team shopsTeam
gearCREW
gearCREW
Back the whole crew
Team shops.
Team apparel, decals, and garage gear made for race day and every day.
03 · Track shopsTrack
goodsHOME
goodsHOME
Take home a piece of race night
Track shops.
Track-branded merch, event keepsakes, and local racing favorites.
Marketplace listings and checkout are still being developed. No products are currently available to purchase.
Good partnerships move everyone forwardRacersBusinessesFansCommunity
Your story starts here
Let's make a
connection.
Racers can apply to the AMG Founding Racer Program. Businesses can email us to explore a marketing partnership.
Or email AMG at appalachianmotorsports@gmail.com