World RX of Sweden: Aurora’s Matt Beal on Taking Up the Broadcast Reins Alongside the FIA

The World Rallycross Championship is embarking on a pivotal new chapter, with the Federation Internationale de l’Automobile (FIA) stepping into the role of promoter and forging a significant partnership with Aurora Media Worldwide as the new host broadcaster. This strategic realignment follows the previous promoter’s decision not to renew its contract, prompting the FIA to take direct custodianship of the series. The move underscores a profound commitment to not only preserve but actively reinvigorate and expand the global reach of rallycross, a sport celebrated for its high-octane action and intense competition. As the World RX of Sweden approaches, all eyes are on how this bold new vision will unfold on the track and for audiences worldwide.

Driving this revitalization is the FIA’s staunch belief in rallycross’s inherent value and its place on the international motorsport stage. James Nixon, the FIA’s sporting manager for World Rallycross, encapsulated this sentiment, declaring, “World RX is back. It was up, then it was down, then it dipped even further… but the decision was made: we brought it back, stronger, better, and with the passion it deserves!” This declaration highlights a concerted effort by the FIA Road Sport Department, led by Emilia Abel, to foster a united front and rebuild the championship from its foundations, ensuring its long-term viability and growth within the competitive motorsport landscape.

Central to this ambitious comeback is the collaboration with Aurora Media Worldwide, tasked with elevating the broadcast production. Matt Beal, Aurora’s Director of Broadcast, emphasizes that their primary mandate is to dismantle barriers to entry for both aspiring athletes and the existing, passionate fanbase, as well as attracting new enthusiasts. He views the FIA’s decision to bring World RX in-house as a crucial step to “save the World Championship and the sport,” reinforcing the FIA’s role as a dedicated custodian committed to nurturing the sport’s ecosystem and ensuring its continued evolution and accessibility.

A truly groundbreaking aspect of this new era for World Rallycross is the FIA’s brave decision to forgo traditional paywalls. Instead, live coverage of every competitive race will be freely accessible via the FIA’s official YouTube and Facebook channels, complemented by strategic international broadcast deals. Beal articulates this accessibility-first approach as fundamental to fostering grassroots development, asserting, “if you look after the grassroots, the world top end will grow because you’re feeding the base.” This strategy reflects a long-term vision to organically expand the sport’s reach and cultivate a robust foundation of talent and viewership, ensuring a healthy future for the World RX championship.

The strategic partnership between the FIA and Aurora is further characterized by a shared philosophy of “progressive realism.” Beal notes his collaborative synergy with James Nixon, highlighting their ability to simultaneously navigate the operational aspects of production and the critical commercial realities of the entertainment industry. This dual focus ensures that while delivering high-quality, engaging broadcast content, the commercial viability of the World Rallycross Championship remains paramount. It’s a delicate balance that both organizations recognize as essential for sustainable success in today’s dynamic sports broadcasting environment, striving to create a product that is both entertaining and economically sound.

Aurora’s commitment to fan engagement is evident in their comprehensive coverage plan. Beal confirms that every single competitive race across a weekend will be broadcast live, totaling an impressive 42 races per event. This exhaustive approach ensures that fans miss none of the thrilling action, reinforcing the mandate to “look after the sport and look after the fans.” Following a successful season opener in Portugal, anticipation is now building for the World RX of Sweden, set to ignite the Höljes Motorstadion from July 5-6, promising another weekend of intense rallycross spectacle under this renewed leadership.