Partnership Means Live Streaming Baja For All

New partnership means livestream broadcasts of NORRA events.

Hammerking Productions, the company behind the globally recognized King of the Hammers, today announced a three-year strategic partnership with NORRA (National Off-Road Racing Association) to produce and deliver a premium livestream broadcast of the upcoming NORRA Baja rally, taking place May 1 through May 8, one of the most iconic off-road rally events in North America.

The partnership brings together two of the most respected names in off-road motorsports, combining NORRA’s deeply-rooted Baja rally tradition with Hammerking’s advanced broadcast and digital media capabilities.

Fans around the world will be able to watch the rally live via the King of the Hammers YouTube channel, the NORRA TV YouTube channel, and through Hammerking’s DirtHub digital platform, which serves as a central fan destination, offering real-time GPS tracking, live video streams, and full rally coverage. Daily recap shows featuring curated highlights from each stage will also air on RACER Network.

“This collaboration represents a natural alignment between two organizations that share a deep commitment to competition, culture, and the evolution of off-road motorsports,” said Dave Cole, Chairman and Founder of Hammerking Productions. “NORRA’s Baja rally is one of the premier events in the sport, and we’re excited to bring our media platform and production capabilities to elevate how fans experience it globally over the coming years.”

The livestream will feature multi-camera coverage, in-stage storytelling, competitor tracking, and integrated digital experiences designed to bring fans closer to the action across the full rally.

“This is a big step forward for NORRA and for Baja rally racing,” said Robby Gordon. “The rally format is about endurance, navigation, and the full Baja experience. I want to thank Dave Cole and the entire Hammerking team for bringing their vision and capabilities to this partnership. Together, we’re going to share the full journey of Baja with a global audience in a way we’ve never done before.”

“We’re incredibly proud of what NORRA represents, a rally built on heritage, adventure, and the true spirit of Baja,” said Eliseo Garcia, Race Director of NORRA. “That’s why we’re excited to be partnering with Dave Cole and Hammerking, true pioneers in off-road livestreaming. Hammerking delivers the best off-road production in the world, and their state-of-the-art capabilities are going to take the rally to another level.”

The collaboration also creates new opportunities for sponsors and partners to integrate into both live and digital content, further strengthening the commercial ecosystem around off-road rally racing.