People Places & Racing News

Racing News: Holley Previews 2024 Event Season, ASCS Names Series, Competition Directors

By SEMA News Editors

Holley Performance Brands Previews 2024 Event Season
Holley Event

Holley Performance Brands has revealed its full schedule of experiential marketing events for 2024.

Launching in April, Holley's event season will showcase its various aftermarket verticals, the company said, including domestic musclecars, late-model truck and off-road, Euro and imports, and safety and racing.

This year's lineup features the return of flagship Holley events, including multiple Holley LS Fests, Holley Ford Festival and MoParty. Additionally, Holley is expanding its consumer engagement program to reach an even broader set of automotive enthusiasts through participation in more than 20 third-party events.

In addition to its flagship events, Holley experiences will be featured at events and trade shows throughout 2024, including a return to the SEMA Show, November 5-8, in Las Vegas, and the PRI Show in Indianapolis, December 12-14.

For more information, visit

ASCS Names Series, Competition Directors

The American Sprint Car Series (ASCS), the Concord, North Carolina-based series, has hired Lonnie Wheatley as its new series director and Cody Cordell as competition director and leader of the ASCS Sooner region.

Wheatley has been involved in the Tulsa Shootout and Chili Bowl Nationals for more than 20 years, assisting with media needs, developing the formats, covering the passing points, and managing the efficiency of the shows.

Cordell spent the last four years as crew chief and team leader for sprint car driver Noah Gass and previously served as race director for POWRi, the midget and sprint car sanctioning body.

For more information, visit

Toyota Gazoo Racing North America Launches GR Cup eSports League

Toyota Gazoo Racing North America (TGRNA) is partnering with SRO Motorsports Group America and iRacing to launch the Toyota Gazoo Racing GR Cup eSports League.

Managed and operated by the SRO Motorsports Group America, the GR Cup eSports League will be the official sim racing league of TGRNA. Forty sim racers will have the opportunity to compete virtually at the same race tracks the GR Cup will visit this season to win a share of more than $10,000 in purse and prizes by qualifying for and competing in the league.

Each race will be 60 minutes and broadcast live on the GT World YouTube channel and SRO Motorsports Twitch.

For more information, visit

Got racing industry news? Releasing a new product? Contact