Image: Foremost Media.

Longtime Australian Motocross Championship promoter Williams Event Management (WEM) has regained commercial rights of the series for 2027 and beyond, with the existing ‘ProMX’ brand expected to be dropped in favour of an all-new identity and direction.

Under the leadership of Kevin Williams, WEM’s return marks an extraordinary turnaround six years after the Victorian organisation exited the outdoor series, bringing an end to Motorcycling Australia’s (MA) period of promoting motocross.

Effective immediately, WEM will oversee all ‘operational, media, marketing, fixturing, and financial aspects’ of the championship after acquiring the commercial rights, with more detailed information due to be announced by the end of October.

WEM previously led the championship from 1997 until 2020 under the MX Nationals banner. A planned departure at the time was brought forward that June as COVID-19 restrictions and financial pressures made the series unviable, before MA introduced ProMX in 2021.

“We’re excited to be back to lead the next chapter of the Australian Motocross Championship,” Williams stated. “Motocross has always been a major part of WEM and, while I’ve spent less time at Australian motocross events in recent years, I’ve remained heavily involved through Australian Supercross, the FIM Motocross Commission and MXGP.

“Our focus is firmly on the future. A strong commercial model is critical to the long-term sustainability of the championship, and we’ll be focused on growing crowds and building the championship’s exposure globally. We’re already well advanced with our plans for 2027, with the championship direction and calendar to be announced in the first week of November.”

The ProMX era has been operationally sound under MA, however, its ability to realise the championship’s commercial potential has been in question behind closed doors – struggling to establish a distinct identity beyond the racing itself. A plug-and-play broadcast package has provided coverage, but broader promotion has fallen short in a bid to consistently engage the sport’s fanbase.

While today’s announcement has retained the ProMX moniker, it’s understood that Williams has a complete rebrand in the works, has been actively pursuing commercial partners and is considering a host of new venues to carry the championship into the future, while remaining sanctioned by MA.

Independent management will give motocross a dedicated focus beyond MA’s shared promotional structure that has placed ProMX alongside ASBK and AEC in recent years, recognising the different audiences and commercial requirements of each discipline. Not having to align with those series’ calendars could also strengthen motocross, but it won’t be without its challenges.

MotoOnline reported in June that the governing body was exploring private promoters for its flagship championships, with motocross the immediate priority. It was that initiative of MA CEO Peter Doyle – refuted by staff internally at the time – that is thought to have sparked immediate interest from Williams and ultimately led to this sudden takeover.

The revamped championship is expected to implement a more modern approach to the platform rather than electing to revive the MX Nationals, with WEM already preparing to make changes from the outset. How it complements the Boost Mobile AUSX Supercross Championship, and vice-versa, will be critical for the sport’s growth.

“WEM’s long history with the Australian Motocross Championship speaks for itself,” Doyle explained. “Over three decades, WEM worked tirelessly to elevate the stature of the championship to the extent that it was the envy of many other domestic series around the globe.

“That guile and experience counts for a lot, not only in terms of event management, but WEM will also be putting a magnifying glass over all aspects of the championship to make it the best possible product it can. A new era of ProMX has arrived, and I am excited to see it all play out in 2027 and beyond.”