Performance Racing Industry (PRI) will offer a range of educational opportunities at the 2026 PRI Show, Dec. 10-12, at the Indiana Convention Center and Lucas Oil Stadium in Indianapolis. The program will cover business strategies, motorsports engineering and career development, with sessions designed for professionals at different stages of their careers.

Friday, Dec. 11, will feature PRI Education sessions addressing key business and technical challenges facing motorsports, including:

Using Tribology to Find Extra Horsepower (9 a.m.): Peter Lee of Southwest Research Institute and Lake Speed Jr. of SPEEDiagnostix will explain how reducing friction can improve engine and drivetrain performance.
State of the Racing Market (11 a.m.): PRI Director of Market Research Gavin Knapp will discuss new research on industry performance, market conditions and business expectations.
How a Culture Can Cure Your Crew Needs (1 p.m.): Tom Shay of Profits Plus Solutions will share strategies for attracting employees, improving retention and building a stronger workplace culture.
Using AI for Sponsorships (3 p.m.): Alex Striler of SponsorshipTactics.com will explore how racers can use artificial intelligence to strengthen their sponsorship programs.

“Education is an important part of helping motorsports businesses adapt to changes in the industry and find new opportunities for growth,” said PRI Managing Director Doug Bresnahan. “The PRI Show brings together people with practical experience and expertise who can share ideas, address common challenges and help businesses prepare for what comes next.”

The inaugural PRI Motorsports Engineering Symposium will expand the PRI Show’s educational offerings Thursday, Dec. 10, with technical discussions on simulation, powertrain development, materials, manufacturing and workforce development. The program will feature experts from INDYCAR, Purdue University and Motor State Distributing and is open to all registered PRI Show attendees at no additional cost.

New for 2026, NextGen Connect presented by Carlyle Tools will help students and young adults explore motorsports careers through educational sessions, networking, resume reviews and career guidance. The program will also feature daily Lunch & Learn sessions covering professional branding, apprenticeships and internships, and career paths in motorsports. The NextGen Connect Breakfast on Saturday, Dec. 12, will feature a keynote address from Hendrick Motorsports Director of Technical Partnerships Alba Colon.

“The PRI Show offers opportunities for people at every stage of their careers to learn from industry experts and connect with others across motorsports,” said PRI Show Director Karin Davidson. “From business strategies and technical education to career development, these programs give attendees practical knowledge they can take back to their businesses and careers.”

Register for the 2026 PRI Show

The 2026 PRI Show takes place Dec. 10-12 at the Indiana Convention Center and Lucas Oil Stadium in Indianapolis, bringing together motorsports professionals from across the globe.

Register today to connect with more than 1,000 exhibiting companies, explore new products and technologies, attend education sessions, network with industry professionals and experience everything the PRI Show has to offer.

To register and learn more, visit PRI2026.com/Attend. PRI membership is no longer required to 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 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. According to the PRI Economic Impact Study, motorsports generates $69.2 billion in U.S. economic activity and supports more than 318,000 jobs nationwide. For more information, visit PerformanceRacing.com.

Tagged: Sponsorship Strategies

2026 PRI Show Education Program to Feature Expert Insights and Practical Solutions