The 2024 FIM Motocross of Nations in Great Britain went well for Team USA, but it went even better for Yamaha’s bLU cRU kids.

WORDS: DAVEY COOMBS
PHOTOS: COURTESY YAMAHA

Brand-building is a big thing in our sport. Whether it’s your preferred motorcycle, favorite brand of gear, or even favorite rider on social, every entity invested in moto wants to keep its followers satisfied and happy. The Yamaha Motor Corporation is no different. We’ve seen the commitment Yamaha has made at the professional level with the Monster Energy/Yamaha Star Racing juggernaut that is led by multi-time champions Eli Tomac and Cooper Webb at the very top, with an even bigger 250 program led by Haiden Deegan. And waiting in the wings is a whole brigade of amateur prospects in the pipeline that includes Caden Dudney, Cole Davies, Carson Wood, and more. But there’s a rung in the ladder to the top that’s been missing, and it’s a vital one—the one where promising young riders and their families climb through the cutthroat ranks of youth racing. That’s a big part of the reason why Yamaha started its bLU cRU program, to support young racers all over the world, hoping to keep them on YZs throughout their racing journey. And not simply through paying contingencies, but across-the-board brand building.