For decades, motorsport fans in the United States have been divided among NASCAR, IndyCar, and the increasingly popular Formula 1. But Roger Penske, the mastermind behind Team Penske and owner of the IndyCar Series, has ambitious plans to tilt the balance in favor of open-wheel racing. With innovative strategies, high-profile hires, and targeted promotions, Penske is determined to challenge NASCAR’s dominance and make IndyCar the premier motorsport in America.
IndyCar’s quiet revolution
Since acquiring Indianapolis Motor Speedway and the IndyCar Series in 2019, Penske has invested heavily to modernize and elevate the sport. From spending over $30 million upgrading the iconic “World’s Greatest Race Course” to adopting hybrid technology, Penske has ensured IndyCar remains relevant in the evolving automotive landscape.
But Penske’s ambitions extend beyond technical advancements. In 2025, IndyCar welcomed a significant addition to its broadcasting team: William Buxton, the iconic voice of Formula 1’s Drive to Survive series on Netflix. Buxton’s move to Fox’s IndyCar coverage signals a new era of media strategy aimed at attracting a broader audience.
“There’s no reason why IndyCar shouldn’t be the most popular form of motorsport here, and that means making it bigger than NASCAR,” Buxton declared.
Marketing IndyCar to the masses
Fox has wasted no time leveraging its platforms to promote IndyCar. Throughout the NFL and college football seasons, the network has aired high-energy commercials featuring IndyCar stars like Josef Newgarden and Alex Palou alongside NFL legend Tom Brady.
This innovative approach has earned praise from drivers like Pato O’Ward, who said, “What Fox and IndyCar are doing is freaking phenomenal. The commercial that just came out with Josef… It’s fun, it’s edgy, and it’s flirting with that line where people get engaged and say, ‘hey, this is different.’”
The Buxton-Diffey connection
William Buxton’s decision to join IndyCar was influenced by a motorsport veteran who straddled both NASCAR and IndyCar—Leigh Diffey. A longtime commentator for NBC Sports and a trusted voice for IndyCar’s Indianapolis 500 broadcasts, Diffey encouraged Buxton to take the plunge.
“Leigh was incredibly positive,” Buxton revealed. “He’s like a big brother to me and a tremendous guide. His faith that I could do it was a huge factor in me accepting it.”
Buxton’s arrival adds a touch of F1 glamour and storytelling expertise that has already proven transformative in driving U.S. interest in Formula 1.
The NASCAR challenge
Despite IndyCar’s promising momentum, NASCAR remains a formidable competitor. Penske’s own NASCAR program delivered its third consecutive Cup Series championship in 2024, courtesy of Joey Logano, proving that NASCAR’s appeal is deeply entrenched.
However, NASCAR’s perceived “monopolistic nature” has faced criticism, giving Penske an opportunity to position IndyCar as a fresh and dynamic alternative.
The road ahead for IndyCar
As the 2025 season begins, Penske’s vision for IndyCar will face its first real test. While the sport’s technical evolution and marketing push are creating buzz, sustained success will require consistent on-track action, compelling rivalries, and continued audience engagement.
Buxton summed it up best: “Will that take time? Absolutely. But that’s why they’ve assembled the group that they have.”
IndyCar’s rise may be a long-term endeavor, but with Roger Penske at the helm, the series is poised to challenge America’s motorsport hierarchy. Whether it can truly dethrone NASCAR remains to be seen, but one thing is certain: Penske’s IndyCar is ready to make some noise.
