New partner will allow Robby Gordon to further grow Stadium Super Truck series

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Just like its trucks do on race courses, Robby Gordon’s Stadium Super Truck series is growing by leaps and bounds.

The former NASCAR and IndyCar driver has become quite the entrepreneur with his truck series, now in its second season.

To allow the ever increasingly popular series to grow and expand even further to additional markets that are clamoring to be on the SST schedule, Gordon has taken on a partial investor that is no stranger to motorsports.

Cleveland-based Elevation Group, which is a heavyweight in the sports (including NASCAR) and entertainment worlds – specializing in sponsorship marketing, communications and event production – has acquired a stake in SST.

Officially known as the Speed Energy Formula Off-Road presented by Traxxas, trucks are raced in timed events in stadiums and city street courses featuring multiple jumps by competing vehicles and drivers. It’s been a support circuit for both the Verizon IndyCar Series and the X Games in Austin, Texas.

“I have been intrigued with Stadium Super Trucks since my son flipped out over them at a race earlier this year,” Elevation president Denny Young said in a media release. “When my business partner and I saw an ESPN poll in July that showed 78 percent of X Games viewers rated Stadium Super Trucks their favorite moment, we knew this was a business we wanted to be in.”

Gordon has known Young for more than 20 years, dating back to when Young previously worked at IMG and promoted several IndyCar events.

“I know first-hand that Denny, (Elevation managing partner) Steve Lindecke and their team understand how to stage and promote major market, nationally televised sports events,” Gordon said. “Additionally, they are experts in sponsorship marketing — both in terms of selling and delivering exceptional value to sponsors.

“That’s exactly what my series needs at this stage and that’s why I have taken them on as my partners.”

Gordon, along with teammate and IndyCar veteran EJ Viso, won the most recent SST event this past weekend in Coronado, California. Other large venues SST has competed at this season include associations with the Long Beach Grand Prix and Indianapolis Motor Speedway.

The 15-race SST season, which is televised on NBCSN, concludes in November in Las Vegas. The 2015 schedule is expected to be announced next month.

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Lewis Hamilton receives Daytona 500 invitation from Bubba Wallace

Lewis Hamilton Bubba Wallace
Rudy Carezzevoli/Getty Images
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Lewis Hamilton is a fan of the new NASCAR Cup Series team formed by Denny Hamlin and Michael Jordan to field a car for Bubba Wallace.

Will the six-time Formula One champion also be a fan in person at a NASCAR race in the near future?

Wallace is hoping so.

After Hamilton tweeted his support Tuesday morning about the news of a Hamlin-Jordan-Wallace team making its debut with the 2021 season, Wallace responded with a sly invitation to the Daytona 500.

Much would need to be worked out, starting with how much garage and grandstand access would be afforded for a 2021 season opener that likely would occur during a still ongoing novel coronavirus (COVID-19) pandemic.

But it would seem fitting given that Hamilton and Wallace have been two of the world’s most outspoken Black athletes about the quest for diversity and racial justice. Hamilton recently reaffirmed his commitment to activism after his donning a Breonna Taylor shirt sparked an FIA inquiry. Time just published a brief piece by Wallace saluting Hamilton as a trailblazer.

The idea of Hamilton attending the NASCAR season opener already had legs, too. The Mercedes AMG Petronas F1 driver has expressed a desire to race the Daytona 500 after he has retired from Formula One.

He was a spectator (with racing legend Mario Andretti) at four-time champion Jeff Gordon’s final Cup race as a full-time in the 2015 season finale at Homestead-Miami Speedway. In 2011, Hamilton swapped cars with three-time champion Tony Stewart at Watkins Glen International.

Having rubbed shoulders with other racing greats so often, it would seem right for Hamilton — who is one victory from tying Michael Schumacher’s career record and also could tie the F1 record with a seventh championship this season — to spend some time with the greatest basketball player of all time.

Jeff Gordon was flanked by Mario Andretti and Lewis Hamilton before the 2015 Cup season finale at Homestead-Miami Speedway (Jared C. Tilton/NASCAR via Getty Images).