Having a great booth is a big part of any brand's success at the PRI Show—but the most successful exhibitors make sure buyers, media and customers know where to find you before the doors even open for the racing industry's premier trade event on December 10-12 in Indianapolis. (Don't yet have a space secured on the Show floor? Secure a booth here.)

Luckily for 2026 PRI Show exhibitors, there are a wide range of tools, opportunities and resources available to help amplify your presence at the PRI Show and increase booth traffic, brand exposure and generate real business before, during and after the Show.

To make the Show experience easier for exhibitors, PRI has put all of these tools and resources in one place: the Exhibitor Service Manual. You can access the Exhibitor Service Manual here, or see more details below.

Generating Buzz: PRI Show Public Relations Opportunities

With hundreds of journalists, content creators, influencers and other members of the motorsports media on-site at the PRI Show, it is a perfect venue to make big announcements, whether it's the launch of an innovative product launch, a sponsorship announcement, a new partnership or any other company news.

Found in the Marketing, Advertising and Sponsorships section of the Exhibitor Service Manual, brands can take advantage of several free resources to help connect with the media, including:

• Submit a Press Release: Upload a press release at no cost, making company new easily accessible to credentialed media before and during the Show. Submit your press release in the "Marketing, Advertising, and Sponsorship" section of the Exhibitor Service Manual here.
   
• Press Conferences: Companies unveiling significant news are encouraged to add their announcements to the official PRI Show Press Conference Schedule, available at no cost. For more information, including how to get your company added to the official schedule, contact Marissa Guajardo at marissag@sema.org.
   
• Downloads: Let your industry colleagues know you will be at the world's largest gathering of motorsports professionals with logos and graphics available here.

Increasing Your Visibility: PRI Show Sponsorship Opportunities

The PRI Show offers numerous sponsorship opportunities that place your brand in front of attendees throughout the Indiana Convention Center and Lucas Oil Stadium.

From carpet ads to digital sponsorships to upgraded floorplan listings, the opportunities to boost your brand's visibility are nearly endless.

Whether your goal is increasing booth traffic, reinforcing brand awareness or promoting a product launch, sponsorships allow exhibitors to reach attendees before they ever step onto the show floor. Complete sponsorship options are available in the Marketing, Advertising and Sponsorships section of the Exhibitor Service Manual.

Get More Exposure: The PRI Show Issue

While on-site opportunities are crucial (and plentiful), one of the most effective ways to expand your reach before the PRI Show is through advertising in PRI Magazine—distributed exclusively to motorsports professionals—with one of several traditional and premium print placement options.

One upcoming advertising opportunity is the "PRI Show Issue," PRI's special pre-Show publication designed to help attendees plan their experience before arriving in Indianapolis. Delivered to 27,000 subscribers ahead of the Show—plus bonus distribution at the 2026 SEMA Show in Las Vegas and on-site at the PRI Show—this highly anticipated issue highlights new products, Show features and industry trends, plus a PRI Show floorplan, exhibitor lists, event schedules, celebrity appearances and more.

For exhibitors seeking even more exposure, digital advertising opportunities offer another powerful way to connect with buyers. Advertising in PRI News, the email newsletter distributed to more than 80,000 industry contacts each morning of the event, provides a timely way to showcase new products, promote booth activities and stay top of mind with attendees throughout the week.

Not sure which option is the best fit for your company? Contact sales@performanceracing.com.