For decades, NASCAR was America’s crown jewel of motorsports, packing stadiums and commanding TV audiences rivaled only by the Super Bowl. But in the past decade, the stock car giant has faltered, with TV viewership dropping from 5.8 million per race in 2013 to just 2.83 million in 2024. Now, NASCAR is betting on an ambitious global expansion to recapture its lost glory—and it’s taking a page directly from Formula 1’s playbook.
“Racing Beyond Borders: The Mexico City Comeback”
In a groundbreaking move, NASCAR will return to Mexico City in 2025 for the first time in 66 years. Scheduled for June 15 at the iconic Autódromo Hermanos Rodríguez, this event marks a pivotal step in NASCAR’s global ambitions. Ben Kennedy, NASCAR’s strategic mastermind, heralded the decision as the start of a new era:
“This is a monumental moment for our sport… our first step of really taking the Cup Series internationally,” Kennedy declared.
This return to Mexico is just the beginning of a broader plan to introduce NASCAR to new audiences across the globe, with Mexico serving as the proving ground for its international strategy.
“The Streaming Revolution: NASCAR Goes Digital”
NASCAR’s revival isn’t limited to international races. In a bid to attract younger fans, NASCAR has embraced digital platforms, much like Formula 1’s success with F1TV and the Netflix series Drive to Survive.
Starting in 2025, five NASCAR Cup Series races will stream exclusively on Amazon Prime Video, a first in the sport’s history. Additionally, there are whispers of collaboration with Twitch streamers for co-broadcasts, mirroring successful models from the NFL’s “Thursday Night Football” on Prime. These moves signal NASCAR’s intent to dominate the digital space and tap into a global audience.
“Lights, Camera, Action: NASCAR’s Netflix Play”
Another step in NASCAR’s global strategy is its partnership with Netflix to produce NASCAR: Full Speed, a behind-the-scenes docuseries akin to Formula 1’s Drive to Survive. The F1 series brought a 106% surge in viewership, and NASCAR is banking on similar success. Early signs are promising, with the Netflix show already contributing to a 2% uptick in NASCAR’s 2024 viewership.
“Middle East Ambitions: A Saudi Arabian Partnership”
While Formula 1 has dominated the Middle Eastern motorsport scene with grand circuits in Qatar, Bahrain, and Saudi Arabia, NASCAR is now looking to enter the fray. Reports indicate advanced discussions with Saudi Arabia to bring NASCAR to the under-construction Riyadh Speed Park, a state-of-the-art facility designed to attract global racing events.
If successful, this partnership could inject significant funding into NASCAR while cementing its place as a serious contender in international motorsports.
“Revamping Europe: The NASCAR Euro Series”
NASCAR is also doubling down on its European presence. The NASCAR Euro Series, which has been running for over a decade, is undergoing a major overhaul. With new Gen 3 cars and a revamped race format for 2025, the series aims to develop European talent and integrate them into the U.S.-based Cup Series.
Jerome Galpin, President and CEO of NASCAR Europe, underscored the significance of this initiative:
“This new era for NASCAR in Europe is the result of the strategic plan we developed… fully dedicated to bringing NASCAR to the summit of racing in Europe.”
The goal is clear: nurture European drivers for global road course races while building NASCAR’s presence across the continent.
“Lessons from Formula 1: A Blueprint for Success”
NASCAR’s strategy closely mirrors Formula 1’s resurgence in the late 2010s. By embracing digital innovation, forming strategic partnerships, and expanding into untapped markets, F1 became a global phenomenon. NASCAR is now adopting a similar approach, hoping to reclaim its position as a motorsport powerhouse.
The plan is bold and far-reaching, aiming to bring NASCAR to all six continents. With Mexico City as the first step and potential ventures in Europe, Asia, and the Middle East, NASCAR is poised to rewrite its narrative.
“The Road Ahead”
The challenges are immense, but the ambition is clear. If NASCAR can successfully replicate Formula 1’s international appeal while retaining its uniquely American identity, it could usher in a new golden age for stock car racing. For now, all eyes are on Mexico City as NASCAR embarks on its journey to global prominence.
