In a significant move for off-road racing media, Hammerking Productions has announced a three-year strategic partnership with the National Off-Road Racing Association (NORRA). According to the announcement reported by UTVGuide.net, this collaboration aims to transform the viewing experience of the NORRA Baja rally by leveraging Hammerking’s proven broadcast expertise.
Hammerking Productions, widely known for their work on the King of the Hammers, will begin delivering premium livestream coverage starting with the 2026 NORRA Baja rally, scheduled for May 1 through May 8. This partnership represents a union between NORRA’s historical influence in Baja and Hammerking’s modern digital media infrastructure.
Fans will have multiple ways to engage with the race. The production team plans to broadcast live content via the King of the Hammers YouTube channel and the dedicated NORRA TV YouTube channel. Additionally, Hammerking’s DirtHub platform will serve as a comprehensive hub, providing viewers with real-time GPS tracking, video streams, and extensive event coverage.
Dave Cole, Chairman and Founder of Hammerking Productions, noted that this collaboration is a natural progression for both organizations. By combining their resources, they intend to elevate the global perception and accessibility of the Baja rally. The broadcast will feature multi-camera setups and in-stage storytelling to ensure viewers feel immersed in the desert racing environment.
Beyond the live action, the partnership includes daily recap shows featuring curated highlights, which will be distributed via the RACER Network. This multifaceted approach is designed to cater to both die-hard enthusiasts following the race in real-time and casual fans looking for condensed, high-action summaries of each stage.
