Craton Posts Record Motorsports Merchandise Sales, Unprecedented Growth In 2023
2023 Portfolio Included Merchandise from Sanctioning Bodies Like IMSA and American Flat Track, Landmark Race Circuits and Events, Teams, Drivers and More
ATLANTA, Georgia (December 18, 2023) – Craton Inc’s 2023 was the largest on record for the merchandise and apparel company, with tremendous growth in its IMSA sales, a debut at the Acura Grand Prix of Long Beach, a significant contract renewal at Lime Rock Park and a new partnership with American Flat Track among the company’s many highlights.
Beginning with the Rolex 24 at Daytona back in January and through Motul Petit Le Mans at season’s end, Craton saw an increase in sales over the previous best from the 2022 business year. Craton’s ever-growing footprint on site at IMSA events was evident at IMSA’s Battle of the Bricks event at Indianapolis Motor Speedway in September, where Craton employees were visited by IMSA President John Doonan and other IMSA executives for a ribbon cutting ceremony for the largest on-site IMSA merchandise store to date.
At Michelin Raceway Road Atlanta, that explosive growth included three unique locations for merchandise throughout the property. An expanded merchandise tent in the Fan Zone was the largest hub for event, series, track and team swag, with satellite trailers at the most popular fan attractions and viewing areas on the property.
Included in each of those locations was the ever-expanding Team IMSA collection, which features merchandise from fan favorite teams Vasser Sullivan Racing, Wayne Taylor Racing with Andretti Autosport, Riley Motorsports and TMR Engineering, along with drivers Pipo Derani and Taylor Hagler and IMSA partner VP Fuels, among others.
“At Craton we can confirm the impressive growth of motorsports in all forms,” Craton Promotions CEO Charles Craton said. “Fan enthusiasm is at an all-time high, and that has carried through at the track and in on-line orders supporting their favorites. We’re looking forward to carrying that momentum over into the 2024 season, beginning in just a few weeks once again with the Rolex 24 At Daytona.”
Craton also launched their first partnership on two wheels in February, becoming the official Event Merchandise Vendor for Progressive American Flat Track (AFT). At its core, professional flat track racing is America’s Original Extreme Sport featuring custom-built and production-based motorcycles reaching top speeds of 140 mph on the straights and 90 mph in the corners, all piloted by world-class athletes. Craton and its merchandise was on-site at all 18 rounds of the 2023 Progressive American Flat Track calendar across 16 event weekends.
The success of Craton’s merchandise line expands beyond just sanctioning bodies. Lime Rock Park, in the midst of their own record-setting season, renewed a partnership with Craton as the track’s merchandise provider that will keep Craton-provided merchandise in the track stores for the coming years.
“Beyond the high-quality gear, Craton brings a remarkable dedication to capturing the essence of our racing community,” Lime Rock Park President Dicky Riegel said. “Their commitment to embodying the spirit of motorsport across their extensive range of offerings resonates with our ethos at Lime Rock Park of enhancing the fan experience.”
Also for the first time in 2023, Craton produced and sold the official merchandise of the Acura Grand Prix of Long Beach, the longest running street race in the United States. Craton’s partnership with the Acura Grand Prix of Long Beach meant that, with the Firestone Grand Prix of St. Petersburg, Honda Toronto Grand Prix, Honda Indy 200 at Mid-Ohio Sports Car Course and the Grand Prix of Portland, Craton was prominently featured at five of the most prestigious NTT IndyCar Series events outside of the Indianapolis 500.
“We’re proud of all of our track partners, but want to acknowledge the team at Lime Rock Park who joined up with us initially and renewed our relationship this season,” Craton said. “We have some exciting items building across the board for 2024 and are always expanding our Team IMSA program to include more and more teams and manufacturers, so we encourage everyone to check out the on-site shopping areas each and every time they visit the track.”
Other year-long highlights include the largest single store that Craton has ever installed during the Super Sebring weekend in February, and work with Women In Motorsports to raise funds for the non-profit through a merchandising program.
Craton’s first event of the upcoming 2024 season is during the season-opening Rolex 24 At Daytona, January 24-28, and the previous weekend’s Roar Before the 24 test days. Those unable to make it to their favorite venue can purchase branded merchandise from their favorite venues, teams or sanctioning bodies through links provided at www.shopcraton.com.
ABOUT CRATON, INC.: A long-standing and high-volume merchandise and apparel company, Craton, Inc. has served major firms for 35 years. Since refining its focus in 2015 strictly to motorsports-associated clients and audiences, Craton has raised the bar for its partners in revenue, reach and customer satisfaction. Serving major racing series, track facilities and event promoters, Craton is the official merchandising partner for the Acura Grand Prix of Long Beach, IMSA (International Motorsports Association), Michelin Raceway Road Atlanta, Sebring International Raceway, Mid-Ohio Sports Car Course, Green Savoree Racing Promotions, Lime Rock Park and many others. Learn more at www.shopcraton.com and visit Craton (#cratoninc) on its social channels at Facebook at www.facebook.com/attheevents and Instagram @cratoninc.