For most motorsports, fans know exactly where to find the action.
Formula 1 races on world-famous circuits. NASCAR fills packed speedways. Rally racing is an entirely different genre.
The sport unfolds on logging roads, gravel tracks, and mountain terrain, typically in remote areas without reliable connectivity. This is what makes rally exciting to watch but nearly impossible to broadcast.
For DirtFish Rally School in Snoqualmie, Washington, solving the challenge of how to broadcast the sport became increasingly important as it expanded its DirtFish Women in Motorsport initiative.
DirtFish has spent more than 16 years teaching rally driving and helping grow the sport in North America. In 2022, it launched Women in Motorsport, creating opportunities for women to learn and compete as they pursue careers across every aspect of motorsport. The organization has since trained more than 200 women through its all-women rally programs and increased female participation in its co-ed programs by more than 30%.
At the center of this effort is the annual DirtFish Women in Motorsport Summit, where women learn directly from women across rally, co-driving, drifting, off-road, stunt driving, media, and the business of motorsport. As the event continued to grow, DirtFish turned to AT&T Global Video Solutions (GVS) and AT&T Proof of Concept (PoC) Labs ™ to explore how advanced connectivity could help reach new audiences around the world.
The Challenge: Bringing a Remote Sport to a Wider Audience
“While the technology inside our cars is cutting edge, our ability to share the sport hasn’t kept pace,” said Brenten Kelly, managing director at DirtFish Rally School. “Rally happens in some of the most remote places in the country, often without cellular service. If we couldn’t document it, we couldn’t share the sport beyond the people standing at the side of the road with us. The AT&T PoC Labs and GVS helped us prove that we could bring those experiences to a much larger audience and showed us what was possible for the future of rally racing.”
For years, DirtFish relied on workarounds to get content posted from remote rally environments. Teams recorded footage, drove miles until they found cellular service to upload the files, and returned to do it again. Attempts to use satellite connectivity were disrupted by dense tree cover. Livestreams that performed during testing sometimes failed when thousands of attendees arrived and placed additional demands on available connectivity.
Without a reliable way to broadcast from the field, fans could not experience what makes rally distinct.
The challenge became even more critical as the Women in Motorsport Summit gained momentum. Sponsors and participants needed a front-row seat to the experience. DirtFish also wanted to reach aspiring drivers and motorsport fans around the world.
The Solution: Advanced Connectivity Built for the Action
In 2025, DirtFish worked with GVS to test whether a private wireless network could deliver reliable, high-quality connectivity for the remote event. GVS then partnered with the AT&T PoC Labs to refine the solution.
The demo involved a six-camera live production covering a 330-acre facility, all carried over AT&T’s portable private wireless network and set up in less than 30 minutes. The stream was successfully broadcast from the remote rally course, proving the viability of low-latency, high-bandwidth live production in disconnected environments and demonstrating how advanced connectivity enables new experiences to work reliably.
The success of that demo led to the 2025 Women in Motorsport livestream that reached over 435,000 viewers globally, up from 7,500 the previous year. More importantly, it showed DirtFish new possibilities for how the Summit could evolve in the future.
In 2026, the event moved beyond its traditional stage-and-audience format. Instead of gathering participants in a single location, DirtFish transformed the Summit into a series of hands-on workshops and demonstrations across the property. That expansion created a richer experience and also a much more complex broadcast environment.
To help support the next phase of DirtFish’s vision, the AT&T PoC Labs and GVS refined and further advanced the Proof of Concept Kit, a portable private wireless solution first developed to make live production more mobile. Together, the teams evolved a setup that once required a 50-foot production bus and power trailer into a carry-on-sized suitcase that can be transported and deployed when and where it’s needed. The collaboration has also created new opportunities for AT&T to test advanced connectivity capabilities in the field.
The solution enabled mobile camera operators to move throughout the property and supported livestream coverage across multiple workshop locations. DirtFish was also able to introduce new viewing experiences, including live in-car camera feeds that brought audiences directly into the action. Instead of watching a largely stationary broadcast, viewers could experience the event from multiple perspectives and locations in real time.
The Impact: More Access, Visibility and Opportunity
“The rally world is still largely untapped, and the feeling of it can’t be replicated anywhere else,” said Josie Rimmer, Women in Motorsport coordinator at DirtFish. “AT&T gave us a way to share the exact experience we wanted people to have, without the barrier of physical presence. People could watch women driving rally cars, sharing their expertise, and leading across motorsport. That’s powerful because visibility helps inspire the next generation see what’s possible and believe they belong in the sport too.”
This year, the event drew 300 attendees onsite, showing how connectivity can create greater access and opportunity by removing geographic barriers and expanding access to the sport. The increased reach has helped DirtFish extend the Summit’s influence well beyond a single event, sparking hundreds of messages from prospective participants and sponsors. It also drew interest from people eager to contribute to future panels and workshops.
The potential of advanced connectivity extends beyond the Summit. DirtFish is exploring how live in-car video could support driver education, allowing instructors and students to review multiple vehicles in real time. Similar capabilities could eventually reshape the fan experience while enabling remote instruction and improving communication and safety.
Those possibilities are still being tested, but the direction is clear. AT&T is engineering the connected world with advanced connectivity that enables new experiences to work reliably at scale – ultimately helping DirtFish bring a remote sport closer to fans.
Learn more about the AT&T PoC Labs and connect with our team
