n its relentless pursuit of broader appeal, NASCAR has embarked on an experimental journey over the last decade. From revamping the points system to hosting adrenaline-pumping street races, the organization has aimed to reinvent its image and captivate a new audience. Among these ventures, the Chicago Street Race has undoubtedly been the crown jewel—but at what cost?
The Chicago Experiment: Hits, Misses, and Lessons
In 2023, NASCAR made history by signing a three-year deal with Chicago to host a street race in the iconic Grant Park area. The inaugural 2.2-mile circuit brought fans a dramatic race, with Shane van Gisbergen claiming victory in his Cup Series debut. The following year, Alex Bowman conquered the rain-drenched 2024 event, cementing the circuit’s place as a fan favorite despite operational challenges.
With the final year of the agreement approaching in 2025, NASCAR fans are eager to know what the future holds for this bold initiative. COO Steve O’Donnell recently addressed these concerns, shedding light on NASCAR’s approach to the upcoming season while remaining tight-lipped about a contract extension.
“For us, we’re just looking at 2025. It’ll be the third year of a three-year run, and each year we’ve wanted to build upon the momentum that we have,” O’Donnell told Sports Business Journal. “We’ve learned things each and every year—weather challenges, operational issues, and more. We’re concentrating on making the event as successful as it can be.”
A Rain-Soaked Challenge and Financial Struggles
The Chicago Street Race has faced significant hurdles, particularly in 2024 when inclement weather wreaked havoc on operations. Rain delays tested the patience of fans and the adaptability of broadcasters. Despite these difficulties, NASCAR views these challenges as lessons to refine future races.
However, the financial aspect of the Chicago experiment looms large. NASCAR’s $50 million investment in the event has yet to yield profits. President Steve Phelps acknowledged the financial strain earlier this month: “It cost $50 million to put that race on, and unfortunately, we didn’t sell $50 million worth of tickets and sponsorship. Was it a smart decision for us? I believe it was.”
This admission underscores the delicate balance between bold innovation and financial sustainability. While the race has drawn significant attention, it hasn’t translated into a profitable venture—at least not yet.
Expanding Horizons: San Diego and Beyond
As the Chicago race’s future remains uncertain, NASCAR is exploring other cities to host street races. San Diego has emerged as a potential candidate, with its scenic backdrop and urban appeal. When asked about California’s prospects, O’Donnell said, “We are certainly interested in California and the Southern California market, but nothing to confirm at this point.”
Currently, NASCAR’s only confirmed California event in 2025 is at Sonoma Raceway. Expanding to other urban markets like San Diego could provide the excitement and profitability NASCAR needs.
International Ambitions: Mexico and Saudi Arabia
Beyond U.S. borders, NASCAR is making strides toward international expansion. In 2025, the organization will host a points-paying Cup Series race in Mexico City, marking the first event of its kind outside the United States in 67 years. The move signals NASCAR’s intent to tap into global markets, with Mexico serving as a potential launchpad.
While rumors of a race in Saudi Arabia have circulated, O’Donnell tempered expectations: “I wouldn’t put it specifically on Saudi… It’ll be more around that Mexico model where we want to grow the overall sport and build it within the culture wherever we go.”
The Verdict on Chicago
As NASCAR enters the final year of its Chicago contract, the 2025 race will be pivotal in determining the future of street races within the sport. While the event has garnered attention and brought new energy to the series, the financial viability and logistical challenges leave its continuation in doubt. Cities like San Diego and international venues like Mexico City offer exciting alternatives, but Chicago remains the litmus test for NASCAR’s street-racing ambitions.
Will the $50 million gamble on Grant Park pay off, or will NASCAR pivot to new frontiers? One thing is clear: the stakes are higher than ever for the sport’s next chapter.
