The Big Go: How to Turn Indy Weekend Into Year-Round Marketing
The Big Go: More Than Just a Race
The NHRA U.S. Nationals - better known as The Big Go - just wrapped up in Indianapolis.
For racers, it’s the one they all want to win.
For fans, it’s bucket-list territory.
For sponsors, it’s the most visible weekend of the season.
But here’s the thing: what happens at Indy shouldn’t stay at Indy.
If you’re a driver, team, or sponsor, this event is a content machine. And if you play it right, the buzz from this weekend can fuel your marketing for months.
1. Recap Content (Now)
Don’t wait - your audience wants to know what happened.
Post a race recap with highlights, results, and takeaways
Share a “photo dump” carousel of your best Indy moments
Publish a Reel with clips from the pits, the burnout box, and the stands
Pro Tip: Include sponsor tags in every recap. It extends their reach and proves ROI.
2. Evergreen Storytelling (Next 30 Days)
Indy produces stories - both wins and lessons learned. Turn those into content:
“What racing at Indy taught us this year”
“Behind the scenes: a day in the pits at The Big Go”
“Our favorite fan moment from Indy”
These posts keep you relevant long after the last pair went down the track.
3. Sponsor Reports & ROI Packages
The Big Go is the perfect event to show sponsors their investment in action.
Create a post-race sponsor report with:
Logo visibility photos
Social impressions and engagement numbers
Any media shoutouts or fan interactions
Personal thank-you notes
This shows you’re not just racing - you’re delivering value.
4. Content Bank for the Off-Season
Don’t burn through all your Indy content in one week. Save it.
Stockpile fan photos and pit shots for winter throwbacks
Save video clips to repurpose in highlight reels
Hold onto behind-the-scenes moments for storytelling later
That way, your feed stays alive even when the track is quiet.
5. Relationship Fuel
The conversations you had at Indy - fans, sponsors, fellow racers - don’t end there.
Follow up with sponsors you met in person
Reconnect with fans who tagged you in their content
Reach out to potential partners while the weekend is still fresh in their mind
The energy from Indy is the best icebreaker you’ll ever have.
Final Take: Indy Is the Big Go…and the Big Opportunity
The U.S. Nationals only happen once a year. But the impact of Indy can last all season - if you use the material wisely.
Recap it. Repurpose it. Report it. Reconnect.
That’s how you turn a weekend at The Big Go into long-term growth for your brand, your sponsors, and your fanbase.
Want help turning your race weekend into a 30-day content calendar?
JW Brands builds race-ready marketing systems that make sure every pass, photo, and fan moment works for you - long after the burnout smoke clears.
