PRI partners with Hammerking Productions to deliver an immersive off-road racing experience featuring top brands, vehicles, and technology

The Performance Racing Industry (PRI) Show, the motorsports industry’s premier trade event, will introduce a new feature for 2025: Hammertown at PRI, a dedicated exhibit spotlighting the innovation, technology, and business of off-road racing.

Developed in partnership with Hammerking Productions, the producers of the King of the Hammers and Ultra4 Racing Series, this immersive experience will debut at the PRI Show, Dec. 11-13, at the Indiana Convention Center and Lucas Oil Stadium in Indianapolis.

For over 35 years, the PRI Show has been the central marketplace where racing professionals across all disciplines -- drag, oval, road course, and off-road -- connect to advance the sport. Hammertown at PRI expands that mission by bringing the competitive energy and commercial ecosystem of off-road racing directly to the Show floor.

“Off-road racing is one of the most innovative and passionate segments of motorsports,” said PRI President Michael Good. “By bringing Hammertown to the PRI Show, we’re not just showcasing vehicles and technology, we’re creating a space where off-road businesses can connect, collaborate, and grow alongside the broader racing industry.”

Located in the Green Hall lobby near the Westin connector, Hammertown at PRI will feature:

Exclusive off-road race vehicle displays
Direct access to off-road teams and leading brands
An insider’s look at the parts and products powering extreme off-road machines

“Show attendees will step into the heart of off-road racing,” said PRI Show Director Karin Davidson. “From championship-winning vehicles to the teams and technologies behind them, Hammertown at PRI offers a hands-on experience that captures the energy, ingenuity, and commercial impact of the off-road world.”

Confirmed Exhibitors Include:

Currie Enterprises
Dana Inc.
Dynatrac
Edelbrock Group
Horizon Hobby LLC
King of the Hammers
Radflo Suspension Technology
Rusoh
Yukon Gear & Axle

The PRI Show hosts more than 1,000 exhibiting companies showcasing cutting-edge products, services, and technologies, from race parts and machinery to simulation tools and trailers. It is the ultimate destination for motorsports professionals seeking to stay competitive.

Motorsports is a powerful economic engine. According to the recently released PRI Motorsports Economic Impact Study, the industry contributes over $69.2 billion annually to the U.S. economy, supports more than 318,000 jobs, and generates over $22.1 billion in wages and benefits.

The PRI Show plays a vital role in sustaining this momentum. It serves as a central hub where businesses across the motorsports ecosystem come together to showcase innovation, forge partnerships, and strengthen the industry’s economic foundation.

Attendees from all 50 states and around the world, including race teams, retailers, engine builders, fabricators, media, and more, will gather in Indianapolis. To register, book hotel accommodations, and learn more about the 2025 PRI Show, visit https://PRI2025.com/Attend.

About Performance Racing Industry

Performance Racing Industry fuels the passion for motorsports by building, promoting, and protecting the worldwide racing community. PRI supports the interests of racers, enthusiasts, builders, tracks, sanctioning bodies and businesses through legislative action and advocacy, its monthly business magazine Performance Racing Industry, and the world's premier motorsports trade show, the PRI Show. PRI also supports businesses by providing market research, education and best practices in motorsports business and racing technology. For more information, visit PerformanceRacing.com.

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Hammertown Off-Road Exhibit to Debut at 2025 PRI Show