NASCAR draws roughly half the television audiences it once attracted a decade ago, just as Formula 1 has surged in popularity among American motorsports fans. In response to both pressures, the homegrown racing league has been quietly retuning to its consumer brand and sponsorship operations simultaneously.To refresh its image and appeal, NASCAR launched a brand campaign in late spring promoting the opening of the season. Behind the scenes, NASCAR has also been investing in its commercial operation to better attract sponsors and commercial partners.
The league expanded its commercial sales team by 25%, and over the last 12 months, welcomed 17 fresh sponsors to the winner’s circle, according to chief commercial officer Craig Stimmel. While some, like O’Reilly Auto Parts, are endemic to the automotive/aftermarket category, companies like Airbnb and defense tech company Anduril hail from without.
According to Jess Smith, vp of brand content, a former Under Armor and Stewart-Haas F1 team exec who joined in 2024, NASCAR’s campaign is built around a hero film featuring fighter jets, beer pong, muscle cars and Lynyrd Skynyrd. It’s meant to “reintroduce” viewers to the “fun, visceral, bold experience” of watching the sport, she said.
