— 01
NASCAR Cup Series
NASCAR's pinnacle — delivering maximum visibility, national reach, and elite competition against some of the best drivers in the world.
Three Teams · No. 7, 71, 77
Spire
Holdings
Building high-performance teams that inspire our communities.
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Everything we do, whether on the track, on the ice, in the office, or in the community is rooted in our most core value — respect.
— Who We Are
Respect the Grind
Built on the Grind.
Driven by Ascent.
Spire Holdings is an emerging sports property and agency stakeholder. Headquartered in Mooresville, N.C., we’re the parent company of Spire Sports + Entertainment, Spire Motorsports, and Spire Hockey — led by long-time NASCAR industry executives.
The Journey · 2010 — 2025
Launched Spire Sports + Entertainment
Spire is born in the trenches of motorsports marketing.
2010
Formed Spire Hockey
Acquired the Rapid City Rush.
2019
Acquired assets of Leavine Family Racing
2nd NASCAR charter and team.
2020
Acquired Trois-Rivières Lions
Continuing to scale the hockey portfolio.
2024
Launched Spire Ascent Program
Building the next generation of drivers from the ground up.
2025
2018
Spire Motorsports founded
1st NASCAR charter and team launched.
2020
Acquired Greenville Swamp Rabbits
Deepening the multi-team hockey platform.
2023
Acquired assets of Kyle Busch Motorsports
3rd charter and team from Live Fast Motorsports.
2024
Launched Athens Rock Lobsters
New franchise, new market, same grind.
2010
Launched Spire Sports + Entertainment
Spire is born in the trenches of motorsports marketing.
2018
Spire Motorsports founded
1st NASCAR charter and team launched.
2019
Formed Spire Hockey
Acquired the Rapid City Rush.
2020
Acquired Greenville Swamp Rabbits
Deepening the multi-team hockey platform.
2020
Acquired assets of Leavine Family Racing
2nd NASCAR charter and team.
2023
Acquired assets of Kyle Busch Motorsports
3rd charter and team from Live Fast Motorsports.
2024
Acquired Trois-Rivières Lions
Continuing to scale the hockey portfolio.
2024
Launched Athens Rock Lobsters
New franchise, new market, same grind.
2025
Launched Spire Ascent Program
Building the next generation of drivers from the ground up.
— Spire Motorsports
Established 2018
A premier NASCAR platform.
Built on the grind.
At Spire Motorsports, we approach partnerships a bit differently than traditional race teams.
Rather than focusing solely on logo placements, our goal is to act as an extension of a partner’s marketing team — building a platform that drives content, engagement, and measurable business outcomes.
— The Teams
— 02
NASCAR Craftsman Truck Series
A proving ground for rising talent, authentic storytelling, and brand-building rooted in grassroots racing culture.
Three Teams · No. 7, 71, 77
— 03
Spire Motorsports Ascent Program
A driver-development initiative launched in December 2025, placing talent in diverse racing series worldwide — focused on opportunities outside NASCAR. Spearheaded by Spire Motorsports co-owner Jeff Dickerson, the program currently fields drivers across dirt racing and ARCA competition.
— Spire Hockey
Established 2019
Building the game.
Coast to coast.
A multi-team platform focused on developing elite talent and expanding the game at the professional level. Built to identify, support, and scale high-performance hockey operations.
— The Teams
ECHLFlagship Acquisition
Rapid City Rush
Calgary Flames Affiliate · Rapid City, SD
The Monument
The Rapid City Rush are a professional ice hockey team in the ECHL based in Rapid City, South Dakota, and play their home games at The Monument. The Rush are currently an affiliate of the Calgary Wranglers (AHL) and Calgary Flames (NHL).
ECHLAcquired 2020
Greenville Swamp Rabbits
Los Angeles Kings Affiliate · Greenville, SC
Bon Secours Wellness Arena
The Greenville Swamp Rabbits are a professional ice hockey team located in Greenville, South Carolina. They play in the South Division of the ECHL's Eastern Conference and play their home games at the Bon Secours Wellness Arena in downtown Greenville. The Swamp Rabbits are a proud affiliate of the Los Angeles Kings (NHL) and Ontario Reign (AHL).
ECHLAcquired April 2024
Lions de Trois-Rivières
Montréal Canadiens Affiliate · Trois-Rivières, QC
Colisée Vidéotron
The Trois-Rivières Lions have emerged as a dominant ECHL force since joining in 2021. Following their 2024 acquisition by Spire Sports & Entertainment, they won their first Kelly Cup in 2025 before a record crowd. As affiliates of the Montreal Canadiens (NHL) and Laval Rocket (AHL), the Lions develop talent while serving their community.
SPHLFounded 2024
Athens Rock Lobsters
Athens, GA
Akins Ford Arena
The Athens Rock Lobsters are a professional hockey team competing in the Southern Professional Hockey League (SPHL), bringing fast-paced, high-energy hockey to Northeast Georgia. Founded in 2023 and debuting in 2024, the Rock Lobsters have quickly emerged as one of the Southeast's most exciting franchises, drawing over 125,611 fans in their second season after surpassing 104,000 in year one.
— Spire Sports + Entertainment
Established 2010
An agency-minded
approach.
Spire Sports + Entertainment provides value across three areas of motorsports: Talent Representation, Property Representation, and Brand Representation.
Where brands meet the moment.
Sponsorship SalesMarketing IdeationPRSocialEvent ActivationHospitalityLegal & Contract ConsultingCreativePresentation BuildingProgram NavigationSponsorship SalesMarketing IdeationPRSocialEvent ActivationHospitalityLegal & Contract ConsultingCreativePresentation BuildingProgram Navigation
— TWG Motorsports
Part of something bigger.
Spire Motorsports is part of TWG Motorsports — a division of TWG Global whose portfolio spans some of the world’s most iconic sports teams and properties.
— TWG Portfolio
— TWGM Portfolio
— TWG Portfolio
— TWGM Portfolio
— Sponsors & Partners
Our trusted partners.
— Spire Holdings