IHRA Consolidates Market Position with Purchase of Two Historic Venues
Fairfield, Friday, 2 January 2026.
The International Hot Rod Association (IHRA) is pivoting toward vertical integration by acquiring Heartland Motorsports Park and Rockingham Speedway. This strategic consolidation allows the Fairfield-based body to move beyond sanctioning, securing the future of these historic tracks by reimagining them as diverse, year-round entertainment destinations.
Revitalizing Heartland’s Historic Legacy
The acquisition of Heartland Motorsports Park in Topeka, Kansas, announced on December 31, 2025, represents a cornerstone of this expansion strategy [4]. Originally opened in 1963 as Topeka Dragway, the facility has evolved over decades into a versatile complex hosting drag racing, road racing, karting, and motocross [1][4]. The IHRA intends to transform the property into a modern destination entertainment complex, integrating live music, concerts, and festival experiences alongside revitalized racing operations [1]. According to IHRA Owner Darryl Cuttell, the objective is to restore the facility with respect for its legacy while creating a footprint that serves the community for generations [1][4]. Renovation planning is set to commence immediately to upgrade racer and fan amenities [1].
Strategic Foothold in North Carolina
Following the Heartland deal, the IHRA announced the purchase of Rockingham Speedway on January 1, 2026 [2]. Known affectionately as “The Rock,” this venue in Richmond County holds a storied place in NASCAR history [2]. The acquisition aligns with a broader effort to boost tourism, with Meghann Lambeth, Executive Director of the Richmond County Tourism Development Authority, noting the track’s status as a celebrated tourism icon [2]. The IHRA plans to host an Easter weekend NASCAR O’Reilly Auto Parts Series event in 2026, featuring the NASCAR CRAFTSMAN Truck Series and ARCA Menards Series West, in collaboration with partners such as Bob Sargent and Track Enterprises [2]. This immediate scheduling underscores the operational readiness the IHRA aims to bring to its new assets.
Diversification and Economic Impact
These acquisitions reflect the IHRA’s “racer-first” philosophy, which emphasizes direct investment in infrastructure to strengthen grassroots ecosystems [1]. By controlling the venues, the Fairfield, Ohio-based organization can better dictate the quality of the racer and fan experience, moving beyond the traditional limitations of a sanctioning body [1][2]. This vertical integration is complemented by a diversification of motorsports disciplines; beyond drag racing and stock cars, the IHRA oversees offshore powerboating and snowmobiles [2]. Highlighting this breadth, the organization recently appointed Tommy Thomassie as Executive Vice President, Director of Powerboating, and released the 2026 Offshore Series National Championship schedule [3]. This multi-disciplinary approach positions the IHRA to capture a wider segment of the motorsports entertainment market.
Summary
The International Hot Rod Association’s consecutive acquisitions of Heartland Motorsports Park and Rockingham Speedway signal a decisive shift in its business model toward asset ownership and facility management. By securing these historic venues, the IHRA is not only preserving motorsports heritage but also actively cultivating year-round entertainment destinations that promise economic benefits for local communities in Kansas and North Carolina [1][2]. With renovation plans underway and major events already scheduled for 2026, the organization is rapidly executing its vision to integrate racing, entertainment, and community engagement [1][2].