Richmond International Raceway Selects St. John & Partners and PCG SportsDesk Media as New Agencies of Record

RIR Partners with Alliance Group & Madison+Main on Branding Project


RIR looks forward to the opportunity to work with some of the preeminent agencies in the state, region and nation.


Richmond International Raceway (RIR) announces it has named St. John & Partners (SJ&P) and PCG SportsDesk Media (PCG SportsDesk) as its two new agencies of record. SJ&P was selected as the creative and media buying agency of record and PCG SportsDesk will be the digital media agency of record. RIR also announces a partnership with the Richmond, VA-based Alliance Group and Madison+Main on a long-term branding project.

“SJ&P has a proven history in motorsports as the agency of record for Daytona International Speedway, and will bring that experience to work for Richmond International Raceway with our media strategy and creative,” said Mike Waddell, RIR Vice President of Marketing & Communications. “Likewise, PCG SportsDesk has been a proactive partner for several NASCAR teams with a keen focus on driving results in consumer and corporate sales based on pinpoint analytics.”

SJ&P and PCG SportsDesk have experience driving results in motorsports and professional sports marketing. SJ&P is a full-service, award-winning agency with offices in Jacksonville, Fla. and Greenville, S.C. The agency’s strategic focus is to help brands define meaning and deliver an experience to customers across points in time. In addition to Daytona International Speedway, SJ&P has worked with clients including the National Basketball Association, Under Armour, Ford, Marriott, and Zaxby’s.  

“Our team is proud we've earned the opportunity to support the marketing efforts of Richmond International Raceway,” said Jeff McCurry, President and COO for SJ&P. “We have a proven track record working with the team at Daytona International Speedway and we look forward to adding to that success at Richmond International Raceway."

PCG SportsDesk is a strategic marketing agency with offices in Chicago, Ill. and Dallas, Texas. The agency uses its digital expertise to provide a deeper understanding of online fans and customers to more effectively target and engage through digital media and content. The agency has led hundreds of ticket programs for numerous professional sports organizations and intercollegiate athletics programs. PCG SportsDesk has worked with clients including Hendrick Motorsports, Indianapolis Motor Speedway, National Collegiate Athletic Association, Ultimate Fighting Championship, IMG College, Cleveland Cavaliers, and Cleveland Browns.

“Our forward-thinking, fan-centric approach to digital strategies are a perfect match for Richmond International Raceway President Dennis Bickmeier’s passion for fan appreciation,” said Eric Fernandez, Co-Founder and Managing Partner of PCG SportsDesk Media. “We are honored to be a partner with RIR and look forward to using digital platforms to engage with existing and new fans.”

RIR’s long-term partnership with the Richmond, VA-based Alliance Group and Madison+Main will lead the future branding, communications and modernization of the property. The branding project will encompass future track developments including the Richmond Raceway Complex and The Classic Amphitheater.

“Madison & Main is the leading branding firm in Richmond, and when coupled with the Alliance Group, provides an outstanding one-two punch in establishing our brand and public relations engagements locally, regionally, and nationally,” said Waddell. “We look forward to being aligned with each of these organizations, including SJ&P and PCG SportsDesk, as RIR moves forward with a bold, new identity, focused on delivering the best in motorsports experiences to our NASCAR fans.”

“We look forward to working with RIR and collaborate with our partners at Madison+Main on this exciting branding project,” said Rob Jones, President and CEO of the Alliance Group. “RIR is an iconic member of the Richmond community, which has entertained generations of race fans throughout Central Virginia and across the Commonwealth. Our team looks forward to assisting RIR with its communications needs as it pursues new growth opportunities to build on its decades of local success.”

“I see a lot of great parallels in the direction that Richmond is moving, and the direction Richmond International Raceway is heading,” said Dave Saunders, President and Chief Idea Officer of Madison+Main. “We look forward to working with our friends at the Alliance Group again because we think that RIR will continue to be a big part of RVA and its future.”

NASCAR returns to Richmond April 28-30 and September 8-9 for two weekends of action. Season ticket renewals for the 2017 season are open at or by calling 866-455-RACE (7223). The renewal deadline is January 13. For more information, visit


About Richmond International Raceway
Richmond International Raceway (RIR) is America’s Premier Short Track annually hosting two NASCAR race weekends, featuring the NASCAR Premier Series and NASCAR XFINITY Series, on a ¾-mile D-shaped oval. RIR is a regional leader for events including sports, live music and consumer trade shows. The Richmond Raceway Complex’s 1,000 plus acre multipurpose facility hosts more than 200 live events annually including concerts with top national recording artists at The Classic Amphitheater. To learn more, visit and

About St. John & Partners

St. John & Partners is one of the largest independent agencies headquartered in Florida, with offices in Jacksonville and Greenville, SC. As a full-service, award-winning agency, St. John & Partners’ client list includes the Ad Council, American Health Care Association, Daytona International Speedway, E3 Spark Plugs, Florida Department of Citrus, Florida Prepaid, JEA, Marriott, Southeastern Grocers (BI-LO, Harveys and Winn-Dixie), TracFone Wireless and Zaxby’s. St. John & Partners is a member of the MAGNET Global Network, comprised of 50 independent advertising agencies in North and South America, Europe, Asia and the Pacific Rim. For more information on St. John & Partners, visit

About PCG SportsDesk Media
Founded in 2007 with offices in Chicago and Dallas, PCG SportsDesk is a global sports and entertainment company with a focus on digital, innovative and revenue-focused strategies. The firm’s portfolio of client partners span the globe and include the Big Ten Network, Chicago Cubs, Cleveland Cavaliers, Cricket Australia, Feld Entertainment, Minor League Baseball, Richmond International Raceway and Topgolf. More information can be found at

About the Alliance Group
A Richmond, VA-based firm, the Alliance Group has extensive experience in successfully developing and executing comprehensive, integrated campaigns to reach target audiences across the Mid-Atlantic. We create effective messaging that generates a strong voice for our clients. We understand the opportunities and challenges in communicating with the general public, niche groups, the media and government officials and agencies. To learn more, visit

About Madison+Main
Madison+Main is an award-winning brand communications firm and, simply put, we believe that Bold Brands Win. Clients include the Better Business Bureau, CowanGates, Cudas, Dale Carnegie Training, The Dragas Companies, FC Richmond, Guided Discoveries, Lightning Protection Institute, Marketplace Events, Mavalério, The National MS Society, New Kent Winery, Richmond International Raceway, Swift Creek Mill Theatre, Swaders Sports Park, Synalloy, Virginia's Office of the Attorney General, Virginia Energy Sense, Yard Works, and many others. The firm is based in Richmond, Virginia, with an additional office in Blacksburg, Virginia. Learn more at

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600 E Laburnum Ave
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