Sports marketing

All Fields Sports Marketing partners with Lime Rock Park

With more than twenty years of experience in the sport
and the entertainment industry, All Fields Sports Marketing (AFS) has been tapped by Lime Rock Park to lead the sponsorship and partnership efforts of the venerable race track.

“AFS was a natural fit for us as we entered the second year of the new ownership and management team here at the park,” said Lime Rock Park President and CEO Dicky Riegel. “The relationships they have developed over their many years in the industry are second to none and will help propel the experience at Lime Rock for our fans and attendees as we plan for the next 65 years of this legendary venue. “

Since purchasing Lime Rock in the spring of 2021, Lime Rock Group LLC, of ​​which Riegel is a general partner, has expanded the schedule of events, made substantial investments in capital improvements, and brought in a variety of new partners and sponsors.

AFS is a California-based revenue development agency with a deep passion for all areas in which “sport” takes place. With its early roots in minor league baseball, AFS quickly expanded into the motorsports arena. As an outside contractor for WeatherTech Raceway Laguna Seca since July 2000, AFS secured first Mazda, then WeatherTech, as the naming rights to the world famous track. And, over the years, AFS has initiated and maintained strong relationships with Rolex, Hagerty, Lexus, VP Racing Fuels, Motul, Michelin and many more.

Since 2018, AFS has doubled revenue on behalf of Monterey County-owned WeatherTech Raceway while overseeing business strategies, sales and fulfillment of corporate sponsorships, hospitality and business segments supplier exhibitions.

“We are excited about the future of Lime Rock Park with the new management team and look forward to stepping in and helping the events generate sustainable revenue and increased attendance,” said Steve Fields, president of Lime Rock Park. ‘AFS.

For more information on upcoming Lime Rock Park events – GRIDLIFE: Circuit Legends (August 19-20) or the 40th Anniversary Historic Festival (September 1-5) – visit

For partnership, sponsorship or supplier opportunities at Lime Rock, please contact AFS at [email protected]


All Fields Sports Marketing (AFS) specializes in uniting global brands with all levels of sports properties, teams, athletes and events. Clients include the American Historic Racing Motorcycle Association (AHRMA), MotoAmerica, San Jose Giants, Weather Tech Raceway Laguna Seca, and now, Lime Rock Park.