Could NASCAR be on the verge of taking its show on the road?
There is perhaps, no more American sports series than that of NASCAR.
But the iconic series has been in search of ways to grow its brand for a number of years now. Especially with the emergence of Formula 1 in the United States thanks to the Drive to Survive Netflix series.
NASCAR dipped its toe into the water in a pretty significant way recently when it fielded a car in the legendary 24 Hours of Le Mans.
It did so as part of Le Mans’ “Garage 56” program which gives a spot in the race to concept cars meant to test no racing technology.
The car was prepared by NASCAR team Hendrick Motorsports and drivers included seven-time NASCAR Cup Series champion Jimmie Johnson and former Formula 1 champion Jenson Button.
But what comes next?
NASCAR Exploring Potential Expansion Into India, Brazil And More
Adam Stern of Sports Business Journal reports that the sport could now expand internationally. NASCAR currently operates series’ in Canada, Mexico and Europe in addition to its top-flight series’ in the US.
But more countries could soon be added to that list.
— Adam Stern (@A_S12) June 20, 2023
“It’s unlikely that the Garage 56 entry would be enough to convince a new carmaker to join, but NASCAR feels the race showcased the international viability of its product,” Stern states. “It’s also been working on international expansion plans, adding a new series in Brazil this year, talking with Montreal about adding a Cup race next year and holding discussions with entities in the Middle East and India, among other developments. SBJ understands that the abundantly positive reception of the Garage 56 program has now advanced some of those talks just within the last week.”
NASCAR may never again reach the heights of popularity that it did in the late 90s and early 2000s. But reaching into the international market could go a long way toward coming close.