ZAG’s World Supercross rebrand defies motorsport clichés with custom typography and tyre treads

When Bia Sports Group acquired the FIM World Supercross Championship in 2023, they inherited a sport with a chequered past and an unhappy fanbase. The brief to London-based growth consultancy ZAG was equal parts reputational repair and brand positioning. “The brief was as much about building credibility back into the Championship as it was to help it feel like a stand out brand in the category,” explains Head of Strategy Prash Yadave. “In a way, it wasn’t just a brand brief, but a reputational one as well.” ZAG’s discovery process extended far beyond the sports category. The team conducted a landscape review of 31 different brands, spoke with industry experts and investors, and analysed global data to understand what shapes modern fan behaviour. “Many sports brands, especially legacy assets, have become lazy – they have die hard fans who will support them no matter what, minimising any need for innovation or spark,” notes Strategy Director Anthony Mason. “This is why so much of our insight came from newer sports, or from the broader entertainment space, because this is where brands are truly catering to modern fans.” The research revealed key shifts in fan dynamics: short bursts of entertainment driving engagement, fans needing multiple ways to participate, and audiences resonating with athletes over teams and competitions. ZAG studied innovations in league formats designed for decreasing attention spans, the rise of creator-led leagues, and the future of broadcast content. This analysis informed both the product World Supercross needed to offer and the strategic pathway to deliver it.