You never know who you’ll see at PRI. Ex-MX Champ and current truck racer/event promoter Ricky Johnson, left, was at the Alpinestars booth talking strategy with team owner Steve Barlow, center. Steve owns 2 Red Bull/KMC/Bosch sponsored CORR trucks, drives Pro 4 while RJ handles the Pro 2 truck.

It’s no secret that marketing budgets have been slashed and with them the lifeblood of direct sponsored motor and powersports rides. Broadcast and print budgets have also been hung out to dry. What happens next is anyone’s guess: much will hinge on how quickly new from the ground up marketing models are created.