NASCAR riding wave of momentum

CEO Steve O'Donnell says the racing league has seen strong growth after challenging years, crediting new media deals and younger fan engagement through digital platforms.

“The media partners are just the foundation of the sport [that] help us grow”

Seven-year media rights worth 7.7 billion

NASCAR races are now available across Fox, NBC, USA Network, TNT Sports, Amazon Prime Video, and The CW through seven-year deals, giving fans multiple entry points to watch.

“how many front doors can we give to a fan to come through and experience NASCAR”

Days of Thunder 2 coming summer 2028

Tom Cruise is reprising his role as Cole Trickle in the Paramount sequel, with Anne Hathaway co-starring. O'Donnell says Cruise visited NASCAR headquarters and is enthusiastic about bringing new audiences to the sport.

“You got to be ready because I'm going to put people on, and they're going to know what NASCAR's about”

Formula 1 shows the Hollywood playbook

Formula 1 grew its fanbase through Netflix's Drive to Survive and Apple's F1 movie, which became Apple's highest-grossing film. Ford v Ferrari also proved racing films can be blockbusters.

International expansion on the table

NASCAR currently races only in the U.S. and Mexico but is weighing additional international locations. O'Donnell says the league must build brand awareness first before expanding globally.

“I don't want to just export a race and plop it somewhere”

Building NASCAR culture abroad

O'Donnell emphasizes that international expansion requires more than just hosting races. The goal is to create the full NASCAR experience and culture in new markets like Europe.

“We want to build the culture so that when you go to a race, if we're in Europe, you know, hey, that's the NASCAR experience”

O'Donnell leads first non-family CEO era

O'Donnell was named CEO in April, replacing Jim France and becoming NASCAR's first CEO outside the founding family. He's now steering the league's growth and international strategy.