What NASCAR does

NASCAR (National Association for Stock Car Auto Racing, LLC), founded in 1948 by Bill France Sr. and headquartered in Daytona Beach, Florida (legal entity in Charlotte, North Carolina), is the sanctioning body for stock car racing in North America. It operates three national touring series: the Cup Series (premier division with 36 championship races annually across ovals, road courses, and street circuits), the O'Reilly Auto Parts Series (developmental tier), and the Craftsman Truck Series (pickup-based competition). The organization sanctions events at iconic venues including Daytona International Speedway and Indianapolis Motor Speedway, and pioneered temporary street circuits on unconventional venues including Naval Base Coronado in San Diego (2026).

The core technology platform centers on the Next Gen car introduced in 2022, featuring advanced safety systems including SAFER barriers (a Christopher Bell crash at Michigan measured 63 Gs with both drivers walking away unharmed). Race operations are supported by the ABB NASCAR Grid Control — a first-ever glass-pod race control facility providing 11 live video feeds and data dashboards, powered at the San Diego event by a temporary microgrid combining Battery Energy Storage Systems with diesel generators. Broadcast production utilizes 40 cameras with ultra slow motion, drone coverage at multiple events, full 1080p HD, and in-car camera streaming on HBO Max. Digital products include NASCAR.com, the NASCAR Mobile App, Fantasy Live, NASCAR Fan Rewards loyalty program, eNASCAR esports, and the NASCAR Classics archive platform.

NASCAR's business model is a multi-revenue-stream sports franchise. Broadcasting and media rights represent a core revenue pillar through multi-year exclusive deals with Amazon Prime Video (5 Cup Series races), TNT Sports/WBD (5-race summer slate), and The CW Network (O'Reilly Series). Corporate sponsorships monetize the brand through approximately 35 partners per major event, including Anduril (Official Defense Partner), Ford, Suburban Propane (Official Propane), Mack Trucks (Official Hauler), and Ram. Direct consumer revenue comes from ticketing (36 Cup races; San Diego inaugural tickets started at $285; Daytona 500 draws 150,000 fans and has sold out for 11 consecutive years) and merchandise via NASCAR Shop. A fourth stream derives from licensing, including the NASCAR 26 video game developed by iRacing Studios. NASCAR is privately held by the France family and operates as a for-profit LLC with 5,001-10,000 employees.

Name

NASCAR

Legal name

National Association for Stock Car Auto Racing, LLC

Website

https://nascar.com

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

NASCAR is the sanctioning body for North America's premier stock car racing series, operating three national divisions (Cup, O'Reilly Auto Parts, Craftsman Truck) across 36+ annual events. It generates revenue through media rights with Amazon Prime Video, TNT Sports, and The CW Network, 35+ corporate sponsors per event, ticketing, and licensing.

Ownership category

akta.pro rank

Product category

Motorsports Entertainment

NAICS

Spectator Sports (71121), Promoters of Performing Arts, Sports, and Similar Events (7113), Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Leagues & Series (MPAKAAAH)

akta.pro secondary industries

Motorsports Series & Championships (Sanctioned Racing Calendars) (MPAKAGAA), Motorsports Media Rights & Broadcasting (Series-Owned/Controlled) (MPAKAGAF), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD), Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI)

Keywords

• Stock car racing
• Motorsports sanctioning
• Racing series broadcasting
• Sports sponsorship marketing
• Live event entertainment

Headquarters

HQ city

Daytona Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Broadcasting and Media Rights: NASCAR generates substantial revenue through multi-year broadcasting agreements with Amazon Prime Video (exclusive streaming of select races), TNT Sports/WBD (five-race summer schedule), and The CW Network (O'Reilly Series coverage). Prime Video's 2026 season averaged 2.29 million viewers with a 5% increase over previous year.
2. Corporate Sponsorships: NASCAR monetizes its brand through official partner programs including defense contractor Anduril (presenting sponsor of San Diego race, Official Defense Partner), Ford Motor Company (Veterans Day tribute campaign), Suburban Propane (Official Propane), Mack Trucks (Official Hauler), and approximately 35 corporate partners per major event.
3. Ticket Sales and Event Revenue: Direct consumer revenue from ticket sales across 36 annual Cup Series races, with premium events like San Diego (50,000 attendance, tickets from $285) and Daytona 500 (150,000 attendance, sold out 11 consecutive years) commanding significant ticket pricing.
4. Licensing and Gaming: Revenue from licensing agreements including NASCAR 26 video game developed by iRacing Studios (featuring Kyle Larson as cover driver, launching September), and licensing of brand marks for merchandise.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

NASCAR is the sanctioning body for stock car auto racing in the United States, operating three national touring series — the Cup Series (36 championship races), the O'Reilly Auto Parts Series, and the Craftsman Truck Series — and producing more than 100 live motorsports events annually at permanent speedways and temporary street circuits. The organization also distributes digital content and fan engagement products through NASCAR.com, the NASCAR Mobile App, Fantasy Live, eNASCAR, NASCAR Classics, and the licensed NASCAR 26 video game, while monetizing its audience through media rights and corporate sponsorship programs.

Product overview

NASCAR operates as a multi-series motorsports organization offering the NASCAR Cup Series (premier stock car competition), NASCAR O'Reilly Auto Parts Series (developmental series), and NASCAR Craftsman Truck Series (truck series). The digital product portfolio centers on NASCAR.com as the primary consumer platform, providing live race leaderboards with scanner audio, real-time odds, fantasy games (Fantasy Live, 36 For 36), news coverage, race schedules and results, driver standings, and entry lists. Additional digital offerings include the NASCAR Mobile App, Fan Rewards loyalty program, eNASCAR esports platform, and NASCAR Classics archive service.

Differentiator

Problem solved

Functional benefit

Brands

• NASCAR Cup Series: The premier NASCAR racing series featuring top-level stock car competition
• NASCAR O'Reilly Auto Parts Series
• NASCAR Craftsman Truck Series
• NASCAR IMPACT
• In-Season Challenge

Products and services

• NASCAR Cup Series The premier NASCAR national racing series featuring top-level stock car competition, with 36 championship races across various track types including ovals, road courses, and street circuits. Sold to fans as live event tickets and to media partners as broadcast rights.
• NASCAR O'Reilly Auto Parts Series NASCAR's second-tier national series serving as a developmental platform for future Cup Series drivers, featuring competitive stock car racing at venues across the country. Broadcast on The CW Network.
• NASCAR Craftsman Truck Series NASCAR's truck series featuring V8-powered pickups competing on short tracks, road courses, and superspeedways as a stepping stone for emerging racing talent.
• NASCAR.com The official digital hub for NASCAR content, providing live leaderboards, race schedules and results, driver and owner standings, news articles, entry lists, fantasy games, scanner audio, podcasts, and access to NASCAR Classics and eNASCAR content.
• NASCAR Mobile App Mobile application providing access to live leaderboards, live odds, scanner audio, Fantasy Live games, and 36 For 36 racing predictions on iOS and Android devices.
• NASCAR 26 Video Game Console and PC video game developed by iRacing Studios under license from NASCAR, featuring Kyle Larson as the cover driver and the Naval Base Coronado circuit; first major console NASCAR title in years.
• NASCAR Live Race Events (Ticketed) Live ticketed attendance at NASCAR-sanctioned races across 36 Cup Series events annually, sold direct via NASCAR.com and via Ticketmaster; pricing varies by venue (e.g., San Diego general admission from $285, Daytona 500 sold out 11 consecutive years).
• NASCAR Shop (Merchandise) Official e-commerce storefront at store.nascar.com selling driver merchandise, team apparel, collectibles, and exclusive collaborations including Rolling Stones co-branded merchandise.
• eNASCAR Esports Platform NASCAR's official esports platform featuring virtual racing competitions and partnerships with racing simulation games.
• NASCAR Classics Archive platform offering on-demand access to historic NASCAR races and memorable moments from the sport's history.

Quantifiable outcome

• 67% first-time attendees at San Diego street race
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• The Rolling StonescoreGTM or Marketing Partner · 25 June 2026NASCAR and The Rolling Stones announced a multi-faceted collaboration ahead of the July 10 album release Foreign Tongues, featuring co-branded merchandise, limited-edition collector vinyl, and original content. A custom NASCAR show car transformed into a Rolling Stones listening lounge will travel to key Chicago locations leading into the Chicagoland race weekend. The hero film features drivers Jesse Love, Connor Zilisch, Carson Hocevar, and Cleetus McFarland reimagined as a touring rock band.
• AndurilflagshipStrategic or Co-development Partner · 19 June 2026Defense contractor Anduril is presenting sponsor of the Anduril 250 at Naval Base Coronado and NASCAR's Official Defense Partner under a multi-season arrangement. Anduril branding covers the track, cars, and Prime Video telecast. The partnership represents a unique military-industrial collaboration, with Anduril's involvement in NASCAR's first-ever race on an active military base.
• Ford Motor CompanycoreStrategic or Co-development Partner · 18 June 2026Ford and NASCAR partnered to create the Proud to Honor Veterans Day Classic exhibition race on November 11, 2026, featuring six drivers racing Ford Mustang Dark Horse Rs representing each branch of the U.S. military. The partnership was announced aboard the USS Midway in San Diego and includes limited-edition Super Duty Proud to Honor truck packages with proceeds benefiting Blue Star Families.
• Mack TruckscoreGTM or Marketing PartnerMack Trucks is NASCAR's Official Hauler, supporting the annual NASCAR Salutes campaign honoring U.S. military members, veterans, and families. Mack unveiled specially wrapped Mack Pioneer trucks featuring patriotic designs selected by fan vote (nearly 2,400 participants) with emblems of all six U.S. military branches.
• Amazon Prime VideoflagshipChannel Partner/ Reseller/ DistributorAmazon Prime Video is NASCAR's exclusive streaming partner for five Cup Series races in 2026, including the San Diego inaugural event. The partnership brings NASCAR to Amazon's streaming platform with enhanced production features including 40 cameras, drone coverage, and in-car cameras on HBO Max. Prime Video's NASCAR coverage is averaging 2.29 million viewers with a 5% increase over prior year.
• TNT Sports (Warner Bros. Discovery)flagshipChannel Partner/ Reseller/ DistributorTNT Sports broadcasts five NASCAR Cup Series races as part of the summer schedule, launching its second coverage campaign at Sonoma Raceway. TNT Sports brings technology upgrades including 40 cameras with ultra slow motion, expanded drone usage, and full 1080p HD availability, with in-car cameras on HBO Max and start of the In-Season Challenge.
• The CW NetworkcoreChannel Partner/ Reseller/ DistributorThe CW Network broadcasts the O'Reilly Auto Parts Series coverage, providing traditional television distribution alongside streaming options for NASCAR's secondary national series.
• Ram (Stellantis)minorGTM or Marketing PartnerRam 1500 Rumble Bee SRT was selected as the official pace truck for the Navy 250 NASCAR street race at Naval Base Coronado - Ram's return to pacing a NASCAR event after a 20-year hiatus. The high-performance truck features a supercharged 6.2-liter Hellcat HEMI V8 producing 777 horsepower.
• Legacy Motor ClubminorStrategic or Co-development PartnerLegacy Motor Club announced Guy Fieri as a strategic partner for the team ownership group, adding celebrity chef influence to the racing organization co-owned by Wayne and Jimmie Johnson.
• Blue Star FamiliesminorGTM or Marketing PartnerFord partnership includes donation of portion of proceeds from limited-edition Super Duty Proud to Honor truck packages to Blue Star Families, supporting military service families.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• ARCA Menards Series: Stock car developmental series owned by NASCAR. Operates within NASCAR's ecosystem as the primary feeder to the O'Reilly Auto Parts Series, sharing calendar infrastructure, officials and fans.
• Formula 1: The premier global open-wheel racing series and the most direct international comparable to NASCAR. Both are sanctioning bodies monetizing media rights, sponsorships, race promotion and licensing at a global scale.
• World Rally Championship (WRC): FIA-sanctioned global rally series. Direct motorsports comparable in venue diversity (street, mixed-surface) and media-rights-driven business model.
• IMSA: Sanctioning body for North American sports car racing. Comparable in structure as a multi-series sanctioning body with strong OEM participation and an event-based revenue model.
• IndyCar: The leading American open-wheel racing series and NASCAR's most direct domestic motorsports rival. Competes for the same U.S. fan base, OEM sponsorships, and broadcast windows.
• Formula E: Electric single-seater racing series owned by Liberty Media. A direct motorsports peer pursuing younger, urban fans and OEM electrification narratives that increasingly overlap with NASCAR's strategic roadmap.
• NHRA: Sanctioning body for professional drag racing in the U.S. Operates a national touring series with comparable revenue mix of tickets, sponsorships, and media rights in the American motorsports market.
• MotoGP: Premier global motorcycle racing series owned by Liberty Media. Comparable in operating model (sanctioning body, media-rights-driven, international calendar, OEM involvement) to NASCAR's Cup Series.

Broad incumbents

• FIA: Global motorsport governing body that sanctions F1, WRC and other series. Not a direct commercial competitor, but the highest-level rulemaker whose technical and safety frameworks shape all peer series including NASCAR.
• Liberty Media: Publicly traded owner of Formula 1, MotoGP and other sports assets. A capital-markets-empowered strategic peer whose investment playbook in F1 (streaming, U.S. expansion, sponsorships) is directly comparable to NASCAR's growth agenda.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/nascar
• YouTubeyoutube.com/nascar
• Facebookfacebook.com/NASCAR
• Instagraminstagram.com/nascar
• TikToknas.cr/TikTok
• LinkedInlinkedin.com/company/15531

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NASCAR