Feld Entertainment Sees Record Attendance and Licensing Growth in 2026

Monster Jam and SuperMotorcross brands drive expansion across categories

Apr. 2, 2026 at 3:00pm

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Feld Entertainment, the parent company behind popular live entertainment brands like Monster Jam and Ringling, is reporting a strong start to 2026 with record-breaking attendance at events and a surge in new licensing partnerships. The company is focused on expanding its licensing programs to capitalize on growing fan demand for branded products across apparel, toys, publishing, and more.

Why it matters

As a major player in the live entertainment and licensing industries, Feld Entertainment's performance and strategy provide insights into broader trends shaping the sector. The company's ability to drive fan engagement and translate that into successful licensing deals highlights the value of building strong brand identities and cultivating passionate fanbases.

The details

According to Janet Krug, a Feld Entertainment executive, the company has seen over 200,000 fans attend its events in Anaheim earlier this year, setting new attendance records. The Ringling tour is also performing well nationwide, while the 2026 SuperMotorcross (SMX) season kicked off with sold-out crowds, including a capacity crowd at Angel Stadium. Feld has also signed a record number of new licensing partners, with new product lines launching in the coming months.

  • Feld Entertainment events in Anaheim earlier this year saw over 200,000 fans in attendance.
  • The 2026 SuperMotorcross (SMX) season began with sold-out crowds, including a capacity crowd at Angel Stadium.
  • Feld Entertainment is looking to expand its licensing programs at Licensing Expo 2026, which takes place May 19-21, 2026 in Las Vegas.

The players

Feld Entertainment

The parent company behind popular live entertainment brands like Monster Jam and Ringling, known for producing over 350 events each year and building strong fan engagement.

Janet Krug

An executive at Feld Entertainment who discussed the company's progress and licensing strategy.

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What they’re saying

“We are smashing attendance records at our events (more than 200,000 fans attended our events in Anaheim earlier this year); Ringling is touring nationwide and the 2026 SuperMotorcross (SMX) season began with sold-out crowds, including a capacity crowd at Angel Stadium. We've also signed a record number of licensing partners with new product lines launching in the coming months.”

— Janet Krug, Feld Entertainment Executive

What’s next

Feld Entertainment is looking to build out its licensing program for Ringling and SMX across all categories, as well as expand on the success of its Monster Jam brand at Licensing Expo 2026 in May.

The takeaway

Feld Entertainment's strong performance in 2026, with record-breaking attendance and a surge in new licensing partnerships, highlights the value of building passionate fanbases and translating that engagement into successful branded product lines across multiple categories.