Keanu Reeves partnership seeks to boost interest in MotoAmerica racing
MotoAmerica’s new distribution partner gets excited for the future thanks to a deal with Keanu Reeves.
Modern renaissance man Keanu Reeves is putting a little more weight behind MotoAmerica, signing a docu-series deal with the US racing organisation’s new global distributor, V10 Entertainment.
Reeves and his ARCH Motorcycle Company partner, Gard Hollinger, have been fielding a team in this year’s MotoAmerica Super Hooligan National Championship Series, running two bikes that have drawn all kinds of attention and admiration.
The docu-series aims to increase that attention by chronicling the ARCH team’s trials and tribulations as they seek to - in the words of Arch Motorcycles’ Data and Electronics Engineer Michael Bassani - “learn as they go.”
A V10 Entertainment media release promises a series “blending raw and unfiltered access with premium storytelling.”
Meanwhile, V10’s deal with MotoAmerica will seek to give audiences “106-plus live races across eight premier classes - Superbike, Supersport, Stock 1000, King Of The Baggers, Twins Cup, Royal Enfield Build.Train.Race., Super Hooligan National Championship, and the newly launched Talent Cup.”
The group is showing up a little late in the game for this year. MotoAmerica’s 12-race season got underway back in March. Including this coming weekend (15-17 August), there are just three race weekends left on the schedule (12-14 September, and 26-28 September). Presumably, though, V10’s will stick around for 2026.
“MotoAmerica is purpose-built for today’s sport viewer - fast-paced, emotionally charged, and powered by fierce fandom,” V10 President Carter Skeath is quoted as saying in the media release. “Every race delivers a high-impact moment, engineered for live consumption and digital virality. It’s commercially explosive and culturally magnetic.”
Use of the phrase “engineered for live consumption and digital virality” kinda makes you wonder if anyone at V10 actually has an interest in or understanding of motorcycle racing, but there we are.
Meanwhile, V10 says MotoAmerica is experiencing one of its best seasons in a long while, “with a surge in linear TV viewership, as well as over 2.5 million digital video views and 4.7 million social impressions.”
“MotoAmerica’s been on an incredible run over the past few years,” says V10 Head of Global Distribution Samantha Cooper. “We’re witnessing a resurgence in motorcycle road racing with MotoAmerica’s popularity - one that echoes its 1980s heyday, when American motorcycle racing first took center stage.”
For its part, MotoAmerica seems equally pleased with the partnership.
“Partnering with V10 Entertainment is a significant milestone for MotoAmerica as we grow our sport, increasing the visibility of American motorcycle road racing,” said Chuck Aksland, COO of MotoAmerica. “The momentum is real, fan attendance is up, digital viewership keeps growing... Expanding our partnership with V10 will help us reach an even wider audience around the world.”
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Chris Cope is a fourth-generation journalist, originally from Texas. He has lived in the UK for roughly two decades and has been writing about motorcycles for most of that time. He has written for dozens of publications and websites in the UK, US, Canada, and Australia.
