The National Auto Sport Association is excited to announce a new partnership with the full-service marketing agency, Riot, to lead NASA’s branding and marketing initiatives.
As part of the three-year agreement, the Utah-based Riot becomes the agency of record and a NASA Official partner. Members already know Riot’s work as the firm is currently working on the look and feel of the 2025 NASA National Championships set for the Ozarks International Raceway, Sept. 4-7.
“We’re excited to work with Riot to make the on-track experience even better for our members,” said NASA CEO Jeremy Croiset. “The partnership will bring many unique benefits for our NASA members that go beyond the track.”
Riot marketing was founded by Michael Shumway and Cailun Stewart in 2016. The company offers a range of services including digital marketing, video production, branding and design services while working in industries like automotive, fashion, healthcare and food and beverage.
Members know Shumway well as a racer in the NASA Utah Region or as the founder behind the Riot Motorsport race shop based at Burt Brothers Motorpark. Riot did the branding and video production for the 2024 NASA National Championship held at the track outside of Salt Lake City.
Riot is also the marketing agency behind LVRY, a premium motorsports safety equipment brand. LVRY will be offering a contingency program as part of the partnership with NASA.
“The partnership lets NASA focus on what they do and that’s running the organization and putting on great events for their members,” Shumway said. “We’ll focus on what we’re good at, focusing on the customer touchpoints that make people want to be part of NASA even more.”
Riot is offering its business and marketing services to NASA members. As an exclusive benefit, Riot will conduct a complimentary brand audit for racers who manage their own businesses.
“This is the marketing agency’s version of a contingency program,” Shumway said. “The perk for NASA members is they have access to a professional marketing agency looking at their business and finding ways to help.”
LVRY Contingency Program
As part of the broader partnership, LVRY (pronounced “livery’ is offering a contingency program for racers to buy new racing apparel and gear. NASA members who race with a LVRY decal on their car will receive a $25 purchase credit to the LVRY store for every event they participate in.
A NASA member who runs a full schedule will have more buying power in the LVRY store to buy a new DRVR racing suit, CRRY duffle bag, or a pair of GT1 shoes. The American motorsports brand, founded in 2020, offers full driving kit, luggage, pit equipment and racing journals.
“LVRY wanted to offer a contingency to NASA members that was irrelevant to finish position and more based on participation,” Shumway said. “We don’t care if you’re first or fifteenth, we just want you to be part of what we’re doing.”
Being a NASA member helps grassroots racers to stretch their racing dollars, Croiset said.
“As an Official Partner, Riot and LVRY share the same passion for racing as our members,” Croiset said. “Their expertise and enthusiasm are a perfect fit to elevate the NASA experience.”
Members can visit Riot marketing or LVRY websites to learn more about their products and services or visit NASA’s Member Benefits program.
