NASCAR President Eyes Revival of Untapped U.S. Racing Markets
NASCAR continues to draw massive crowds and television audiences across the United States, but there are still regions where the sport has yet to fully establish a presence. According to President Steve O’Donnell, that could soon change as the organization evaluates new markets with a strategic lens.
How NASCAR Chooses New Venues
O’Donnell recently explained that sponsorship plays a pivotal role in determining where the sport races. Hypothetically staging an event in a faraway location like Africa might generate headlines, but if it doesn’t align with sponsors’ brand goals, it’s unlikely to move forward. Sponsors, he noted, need events that help expand their reach and visibility.
Instead, NASCAR is carefully assessing markets where it has limited activation and where partners see growth potential. One region drawing serious consideration is the Pacific Northwest — an area with a rich grassroots racing culture but no current Cup Series presence.
Despite well-known short tracks such as Evergreen Speedway and Yakima Speedway, the Northwest has yet to host a premier-level NASCAR event. While no immediate move has been announced, O’Donnell indicated the region is firmly on the radar.
That interest isn’t new. Ben Kennedy, a key executive within the organization, previously acknowledged the Pacific Northwest as a high-priority market for potential expansion, emphasizing NASCAR’s ongoing search for new territories to explore.
International Expansion Also in Play
While strengthening its domestic footprint remains important, NASCAR is also thinking globally. The organization recently expanded south into Mexico and could look even farther abroad in the coming years.
Kennedy has stressed that the ultimate objective is enhancing the fan experience — whether through esports initiatives or international events — and attracting viewers both at the track and on television.
Among the international venues floated as possibilities are Japan’s Fuji Speedway and England’s Brands Hatch. Both circuits would present significant logistical challenges, marking uncharted territory for the sport.
For now, however, no overseas expansion has been finalized. NASCAR is set to race at Naval Base Coronado this year, and the Charlotte Roval configuration has been discontinued, but broader changes remain speculative.
The key question moving forward: Will NASCAR first focus on strengthening overlooked U.S. regions like the Pacific Northwest, or take a bold leap into international markets?
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