Nascar Welcomes Numerous New Partners As Racing Blossoms Again

Forbes

a day ago

LONG POND, PA - JUNE 22: Denny Hamlin (#11 Joe Gibbs Racing Progressive Toyota) drives during the ... More NASCAR Cup Series The Great American Getaway 400 on June 22, 2025 at Pocono Raceway in Long Pond, Pennsylvania. (Photo by Rich Graessle/Icon Sportswire via Getty Images)
Formula 1 may have a hit Netflix series and a movie that debuted this June, but it is nowhere close to Nascar in terms of popularity in America.
With a trio of American events, Formula 1's potential is limited (no other country hosts multiple F1 events), while Nascar is using the newfound interest in racing to grow its own brand. Stock car racing – after a decade-long decline in ratings, attendance and sponsorship – is back with a vengeance since the debut of the Next Gen car.
'Nascar is authentic and quintessential Americana,' Nascar's SVP and Chief Commercial Officer Craig Stimmel, said. "While fandom of our sport continues to grow and expand beyond our borders, we continue to have the most passionate fanbase in the United States in terms of brand loyalty, and that's where our focus is. As Steve Phelps mentioned recently, F1 and Nascar are different products with very different fan bases. As the popularity of motorsports continues to rise, it's a good thing for us - especially being by far the number one motorsport in the United States.
A new racecar beginning in 2022 – the Next Gen – reenergized fans and partners alike. Along with the new look, Nascar's leadership has also evolved to modernize the sport in fresh ways, with Commissioner Steve Phelps, President Steve O'Donnell, and Senior Vice President of Racing Development and Strategy Ben Kennedy leading the charge.
Nascar is walking the tight rope throughout the reemergence as not only the leading American motor sport, but also as the landing place for brands searching for growth.
'More than anything, I think you're seeing these brands realize the momentum Nascar is carrying and the exposure to a massive fanbase that our sport offers," Stimmel said. "Look no further than the consistent audience we've seen across our broadcast partners FOX, Prime Video and TNT this season alone, around 3 million average viewers for every Nascar Cup Series race so far this season, with the NBC season upcoming. Then, you have another million or so on average on The CW for the Xfinity Series. And that's just on TV, and that's a number we deliver for 10 months out of the year!'
Through the Amazon Prime portion of the schedule, the Cup Series averaged 2.16 million viewers per race, with the Xfinity Series on The CW averaging 1.1 million viewers, a 19% increase from 2024.
On the digital side, Nascar said its digital platforms have increased by 7% over 2024. Additionally, Nascar's cross-platform follower count (FB, IG, X, TikTok, YouTube) is at 17.5 million followers, up by 1.3 million since the start of 2025.
With these increases, Nascar has inked 15 new official partnerships between major companies and the sanctioning body, with firms like National Debt Relief, Dave & Buster's, Jack Link's, Ticketmaster, Arby's, Liquid Death, amongst others.
'We're super bullish of the extraordinary brand value, exposure, and opportunities we've been able to create at all levels of the sport," Stimmel said. "The Nascar industry is one of the most uniquely sponsor-friendly sports in the world and we are confident in our proven ability to deliver exceptional value to brands of all sizes and on a variety of terms. With owning 14 tracks and working with our other track partners, as well, we are in a unique position as a league to work with our teams to deliver a message that moves product for brands.
'It's no secret that sponsorship strategies are always evolving and partnerships will inevitably change because of that – especially now with so many ways for brands – both on the legacy side and challenger brands: to promote and activate, whether it be through on-site activation, IP adjacency or social and digital promotion. With that said, we are focused on delivering bespoke solutions based on brand briefs versus just a standard league sponsorship model. With these expanding and quickly evolving options inherently comes a wide variation in how long brands choose to partner. It's truly on a case-by-case basis depending on what a brand's goals are.'
Not only has Nascar benefitted from its own return to American glory, but so have teams. Dollar Tree just inked a major multiyear extension with Jimmie Johnson's Legacy Motor Club. National Debt Relief joined Denny Hamlin's Joe Gibbs Racing No. 11 team ahead of the 2025 season, as did King's Hawaiian (moved from RFK Racing), Progressive Insurance and Bob's Discount Furniture.
New partnerships are not the only ones that Nascar is thrilled about. Red Bull, for example, returned to Nascar after a 14-year hiatus, partnering with Trackhouse Racing, as did Wendy's. Carvana continues to sponsor Johnson, and others like Chipotle are backing drivers (Ryan Blaney in this case through a public endorsement) with partnerships and activations. Aaron's, a longtime Michael Waltrip Racing partner, returned to the Cup Series with Front Row Motorsports this year.
Stimmel concluded: 'The success we've been able to experience across all our media partners at this juncture in the season has had a very positive impact on the interest we're seeing in our sport. This is a new Nascar, and the proof is there in the metrics we continue to experience on a weekly basis.'