This week Williams Event Management (WEM) announced a number of changes to the 2012 MX National championship that includes a three-year deal with Tag Heuer as the official Watch and Timing Partner for the series, modified race formats and a sponsorship changeover. We gave WEM's Managing Director, Kevin Williams, a call to find out what it all means for the upcoming motocross season.

Transmoto: Hi Kev. What are the advantages of the new Tag Heuer timing system over MyLaps, which has been previously used?
Kevin Williams: It provides a lot more detailed information for the riders post-race. The transponders and the timing system is now linked to our entry and data system and each rider will make their own profile when they enter the series. This will allow them to look up their own individual results, lap times and do in-depth analysis. The MyLaps system only allowed them to look at their results and lap chart. The other advantage includes live timing so team managers and mechanics can views the lap times from their iPad if they want. The track intelligence and timing system will all link together to be a seamless management system for riders.

Does that mean tracks will need to upgrade their technology when hosting an MX National round?
No. We provide all the hardware for national rounds, including timing loops and transponders, so there are no additional costs for the venue.

Where will you be able to view the live timing?
The tracking software will be integrated into MXNationals.com.au and you'll be able to view the results and timing from there. Riders will also be able to enter and view their profile.

Along with a new timing partner, WEM changed the race formats. How will it work for 2012?
The formats on race day have been slightly modified. The Pro Lites will run first, followed by Pro Opens and then the Under 19s. The idea is to have the Opens class a little bit earlier in the afternoon for the crowd. Predominately at all rounds riders will do two motos in the morning and then a longer race in the afternoon. We've elected to run races by laps rather than times this year. You look at Formula 1, V8 Supercars and Supercross and you'll see it's all done on time. When you do things based on time, it can blow out schedules on the day and it can also confuse the crowd. So we've looked at what a race distance should be, taking in consideration the privateers and pro competitors, and with a back-to-back format and a longer race in the afternoon we think we're delivering something that both the crowd and competitors will enjoy.

There are some new venues this year. Tell us about them.
We've got WA back on the calendar. We return to Conondale, Qld, for the opening round, which we haven't been to for a number of years. Wonthaggi, Vic, makes a return while we hope the other Victorian venue will be Barrabool, but we're still working with Motorcycling Australia to get it locked in. We'll be announcing the two TBA rounds in Victoria and Queensland in the next two weeks.

There's a new logo this year and we noticed long-term naming sponsor, Rockstar Energy Drink, doesn't seem to have come on board for 2012...
Our partnership with Rockstar has finished. They're taking a different direction with their marketing strategy and unfortunately we couldn't come to an agreement. Following our meetings we opted to go it alone. We're still in negotiations with a number of other parties and we may or may not have a naming sponsor this year, but we didn't have one in 2009 either. The next few weeks are going to be an important time for us.

Will there be TV coverage again?
That's unconfirmed at this stage. We're talking to a multinational that has an interest in the sport but is looking at pushing support in 2013. At this stage we're looking at putting together a three-hour package for the final round but there are other behind-the-scenes works going on at the moment to create a TV series. Our focus is more on creating a better experience at the track and working with our sponsors, partners and the industry to get more bums on seats.

What other measures are you doing to bring in a bigger crowd?
At this stage I think we have an unbelievable rider lineup in both the Opens and the Lites class. We're looking at creating some different advertising strategies in the local regional areas we go, have more press days and more opportunities for the public to meet riders. There are a number of different things that will be announced in the lead up to the championship, too.

Thanks Kev.
No problem.