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NASCAR Eyes Bold Expansion as Ben Kennedy Maps Future for Key Markets

Carl Harrison by Carl Harrison
December 12, 2024
in Motorsports
Reading Time: 3 mins read
0
NASCAR Eyes Bold Expansion as Ben Kennedy Maps Future for Key Markets

NASCAR Senior Vice President of Strategy and Innovation Ben Kennedy talks about the sport during an interview at NASCAR Headquarters in Daytona Beach, Tuesday, Feb.15, 2022. Daytona Kennedy03

NASCAR is plotting an ambitious path forward as it seeks to strengthen its presence in key regions across the United States. Executive Vice President Ben Kennedy, the driving force behind the sport’s growth strategy, recently unveiled plans to reinvigorate NASCAR’s footprint in Southern California, the Pacific Northwest, and the Northeast. With the 2023 season marking the end of racing at Southern California’s iconic Auto Club Speedway, Kennedy’s remarks signal NASCAR’s commitment to addressing gaps in its calendar and capturing untapped opportunities.


“Southern California: A Missed Opportunity or a Future Comeback?”

The shutdown and demolition of the Auto Club Speedway in Fontana, coupled with the relocation of The Clash from the LA Coliseum, has left NASCAR without a Southern California race for the foreseeable future. Kennedy acknowledged the void this creates in one of America’s largest and most lucrative markets.

“We’re not going to have a Southern California race on the schedule in 2025,” Kennedy admitted. “That’s a massive opportunity because it’s a massive market—a massive market for our partners, a massive market for fans. We need to find a way to have a presence in Southern California somehow.”

The region’s importance to NASCAR’s growth and its corporate partners is undeniable. While the redevelopment of Fontana remains stalled due to budget concerns, Kennedy’s comments suggest that NASCAR is actively exploring ways to reintroduce the sport to this critical market.


“Eyes on the Pacific Northwest”

In addition to Southern California, Kennedy highlighted the Pacific Northwest as another region ripe for expansion. While NASCAR’s Xfinity Series has successfully raced in Portland for the past few years, the Cup Series has yet to make its mark in the region.

“We’ve talked about the Pacific Northwest a lot,” Kennedy said. “That’s another market we’d eventually like to be in.”

The Pacific Northwest, with its passionate motorsport fanbase and untapped potential, offers NASCAR a chance to expand its reach into a region historically underserved by stock car racing.


“Reclaiming the Northeast”

Kennedy also emphasized the importance of revitalizing NASCAR’s presence in the Northeast, an area where the sport’s footprint has dwindled in recent years.

“If you look at the amount of racing we had four or five years ago in the Northeast relative to where we’re at today, we have a lot less inventory,” he noted.

As NASCAR seeks to balance tradition with innovation, the Northeast represents an opportunity to reconnect with fans in one of the sport’s original strongholds.


“A Nationwide Vision for NASCAR”

Kennedy’s comments reflect a broader strategy to ensure NASCAR’s relevance and accessibility across the country. While the loss of Southern California races represents a setback, it’s clear that NASCAR is not content to let key markets fade from the calendar. Instead, the organization is determined to explore new venues and expand its reach, ensuring the sport remains a fixture in every corner of the United States.


“When Will These Plans Take Shape?”

The timeline for these expansions remains uncertain, but Kennedy’s remarks make it clear that NASCAR is actively working to address its gaps. Whether through the redevelopment of Southern California’s Fontana site, a breakthrough in the Pacific Northwest, or an expanded presence in the Northeast, NASCAR’s vision for the future is bold and dynamic.

As fans and stakeholders await the next moves, one thing is clear: NASCAR’s growth strategy is just getting started.

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