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NASCAR’s Bold Gamble: Can International Stars and Streaming Deals Bring New Fans?

Miguel Cunha by Miguel Cunha
February 2, 2025
in Motorsports
Reading Time: 4 mins read
0
NASCAR’s Bold Gamble: Can International Stars and Streaming Deals Bring New Fans?

Feb 1, 2025; WInston-Salem, North Carolina, USA; NASCAR Cup Series driver Denny Hamlin (11) leads the start during the heat races for the Clash at Bowman Gray at Bowman Gray Stadium. Mandatory Credit: Peter Casey-Imagn Images

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NASCAR is reinventing itself, taking bold steps to attract new audiences—especially younger fans. From a Netflix-style docuseries to streaming on Amazon Prime and going international, the sport is finally stepping out of its comfort zone. But is it enough to bring in new eyeballs, or is the sport at risk of alienating its core fan base?


The Open Exemptional Provision: NASCAR’s F1-Style Global Play

One of the most controversial moves NASCAR has made is the introduction of the Open Exemptional Provision (OEP). This guarantees a starting spot in select Cup Series races for a world-class international driver.

Imagine Max Verstappen, Lewis Hamilton, or Fernando Alonso jumping into a stock car and going wheel-to-wheel with NASCAR’s best. That’s the vision behind the rule.

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Kyle Busch, notorious for speaking his mind, surprisingly backed NASCAR on this one:

“Whether Verstappen or Lewis, somebody like that who could come over here and do something like that… I think that would be something cool.”

But not everyone is on board. Denny Hamlin ripped into NASCAR, calling the move a short-term PR stunt:

“It reeks of desperation. It’s just reaching to do whatever you can to make a headline. It’s a short-term gain at a long-term loss.”

And many NASCAR purists are fuming. The biggest argument? Full-time Cup drivers have to fight their way into races like the Daytona 500, but an outsider gets a guaranteed pass?

Case in point:

  • Four-time Indy 500 winner Helio Castroneves is set to use the OEP to start the 2025 Daytona 500 in the No. 91 Trackhouse Chevy.
  • Meanwhile, former NASCAR champions Martin Truex Jr. and Jimmie Johnson could fail to qualify through the Duels.

Does that seem fair?

While the details are still being refined, NASCAR insists this is not a gimmick but rather a way to broaden the sport’s global appeal. The provision:

  • Cannot be used by full-time NASCAR drivers.
  • Teams must apply 90 days before the event.
  • Only one OEP will be awarded per race.

Is NASCAR’s Global Expansion the Right Move?

There’s no denying Formula 1’s boom in the U.S., fueled by Netflix’s “Drive to Survive” and a massive digital push. NASCAR is trying to capture that same energy with its own Netflix-style docuseries and streaming deals with Amazon Prime.

The biggest step yet?
A points-paying NASCAR Cup Series race on international soil.

This is a huge shift, as NASCAR has always been a homegrown, all-American series. While the Busch Clash has been used as an experimental race, the upcoming Mexico City race will actually count toward the championship.

It’s a risky move, but if successful, it could open the door to races in Europe or the Middle East—just like F1’s global expansion.


Will It Work? Or Is NASCAR Losing Its Identity?

NASCAR is clearly targeting younger fans and expanding its reach beyond the U.S.. But the hardcore fanbase, the ones who have been watching for decades, fear the sport is losing its roots.

The biggest concerns?

  • Is NASCAR focusing too much on “outsiders” rather than its own homegrown talent?
  • Will the push for international stars alienate the drivers who have dedicated their careers to stock car racing?
  • Does the sport risk becoming more about PR headlines than pure racing?

The 2025 season will be a litmus test for these changes. If NASCAR’s gamble pays off, we could see a new era of stock car racing—one that’s bigger, more global, and more accessible than ever before.

But if it backfires, NASCAR may find itself losing its core fans without successfully attracting new ones.

So, does NASCAR need to go global to survive, or should it double down on its American roots?

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