MX Sports — Raycin Kyler National Media Push
Overview / Challenge
A historic moment for the sport of motocross saw a female capture an “open” class title for the first time at the legendary AMA Amateur National Motocross Championship, also known as Loretta Lynn’s. The single-largest motocross event on the planet is a spectacle unto itself, but the triumph by 11-year-old Floridian Raycin Kyler signified a groundbreaking opportunity not only in the scope of the sport, but also the continued rise of female athletes.
The challenge: generate national media attention for this landmark achievement, bringing exposure to the niche sport of motocross and an up-and-coming youth athlete poised to continue breaking barriers.
Approach / Solution
Wrote and distributed a breaking news press release to both endemic and national media contacts announcing Kyler’s historic achievement in addition to the successes achieved by other female athletes at the event.
Made a national media push to coordinate any opportunities to bring attention to Kyler’s historic feat, with a focus on broadcast and online/print exposure.
Coordinated with personnel at Loretta Lynn’s to ensure availability with the Kyler family for any confirmed opportunities as well as organized logistics for any remote television opportunities by enlisting the services of on-site media companies.
Coordinated a strategic social media push for increased exposure and engagement with the sport’s fanbase.
Results / Impact
The press release garnered exposure from various endemic media publications, including Racer X, as well as national outlets like NBC Sports and local publications such as Tampa Bay 28.
The video highlight of Kyler’s winning moment was included as part of SportsCenter’s daily “Top 10" feature that saw exposure expand across numerous airings of the country’s #1 sports news program.
The Kyler family was featured as special guests on FOX News’ FOX & Friends Weekend show, discussing the impact of this achievement and the sacrifices they made as a family to pursue their dream.
