NASCAR Chicago Street Race

What NASCAR Chicago Street Race does

The NASCAR Chicago Street Race is a privately held annual sports and entertainment event operated by NASCAR (National Association for Stock Car Auto Racing) on a 2.2-mile, 12-turn temporary street course through downtown Chicago's Grant Park. The event features the Grant Park 165 (NASCAR Cup Series) and The Loop 110 (NASCAR Xfinity Series) races, paired with the Busch Light Summer Music Series headliner concerts to create a two-day racing-and-music festival. The Chicago Street Race was launched in 2023 as the first-ever Cup Series street race in NASCAR's 75-year history, and the company operates a year-round Chicago office of nearly 20 full-time employees led by President Julie Giese.

The core product surface is anchored by the live event and supported by the NASCAR Tracks mobile application, which provides ticket access, low-latency scanner audio, near real-time in-car camera views, live leaderboards, interactive venue maps, and fan rewards. Fan access is tiered across general admission grounds passes ($123.08 single-day), two-day general admission ($269) and reserved tickets (starting at $465), premier reserved grandstands, branded hospitality clubs (Jack Daniel's Turn 1 Club, Jose Cuervo Fountain Club, Liquid Death Turn 12 Club), luxury Harbor Suites, and the free NASCAR Village at Butler Field public festival area. Distribution runs through the official website, mobile app, phone hotline (888-629-7223), on-site box offices, and corporate partner channels.

The business model derives revenue from three primary streams: ticket sales across the tiered product structure, corporate sponsorships anchored by three founding partners (Blue Cross and Blue Shield of Illinois, XUMO, Arby's) and 15+ official partners spanning automotive OEMs (Ford, Chevrolet, Toyota), beverage brands, and consumer companies, plus on-site food, beverage, and merchandise sales. The event generated $128M in total Chicago economic impact in 2024 (up 17% from the inaugural $108.9M in 2023) and $43.5M in media value. Following three consecutive annual races, the company announced a 2026 pause to optimize operations with the City of Chicago, targeting a 2027 return.

Name

NASCAR Chicago Street Race

Legal name

Chicago Street Race

Website

https://nascarchicago.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Motorsports Live Event Entertainment

NAICS

Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Motorsport Event Promoters & Race Organizers (MPAKADAE)

akta.pro secondary industries

Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC), Race Tracks, Circuits & Motorsport Venues (MPAKAGAE), Motorsports Tracks & Racing Facilities (MPAKAEAC), Motorsports & Racing Experiences (THAJAFAF)

Keywords

• Motorsports event management
• Live sports entertainment
• Street racing events
• Festival event production
• Corporate sponsorship events

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Primary revenue stream from selling tickets to the two-day racing and music event, including grounds passes, reserved seating, and premium hospitality experiences.
2. Corporate Sponsorships: Revenue from official partners and founding partners including title sponsors, hospitality areas, and branded activations throughout the venue.
3. Food, Beverage, and Merchandise: Revenue from on-site food vendors, official merchandise stores, and partnerships with local Chicago restaurants.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

The company produces and operates the annual NASCAR Chicago Street Race, a two-day motorsports and music festival held on a 2.2-mile, 12-turn temporary street course through Grant Park in downtown Chicago. The event features the Grant Park 165 (NASCAR Cup Series) and The Loop 110 (NASCAR Xfinity Series) races, complemented by major music headliner performances, premium hospitality clubs, and free public fan festival areas. Revenue is generated primarily through ticket sales, corporate sponsorships, and on-site food, beverage, and merchandise.

Product overview

NASCAR Chicago Street Race is a sports and entertainment event company producing an annual two-day street racing festival in downtown Chicago. The core offering centers on the Grant Park 165 (NASCAR Cup Series) and The Loop 110 (NASCAR Xfinity Series) races on a 2.2-mile, 12-turn street course. The company operates the NASCAR Tracks App as its primary digital product for attendee experience, providing ticketing, live race tracking, scanner audio, in-car cameras, and interactive navigation. Fan access is tiered through general admission grounds passes, reserved bench seating, premier reserved grandstands, premium hospitality clubs (Jack Daniel's Turn 1 Club, Jose Cuervo Fountain Club, Liquid Death Turn 12 Club, Lakefront Club), and luxury Harbor Suites. The event also incorporates the free NASCAR Village at Butler Field public festival area and the Busch Light Summer Music Series stage entertainment. The PAM 3D Smart Map technology enables real-time venue navigation for attendees.

Differentiator

Problem solved

Functional benefit

Brands

• NASCAR Village at Butler Field: Free-to-the-public festival area featuring local partners, entertainment, and official NASCAR merchandise. Located in Butler Field within Grant Park.
• Grant Park 165
• The Loop 110

Products and services

• NASCAR Chicago Street Race Weekend
• Grant Park 165
• The Loop 110
• NASCAR Tracks Mobile App Mobile application for race attendees providing ticket access and management, low-latency scanner audio, near real-time in-car camera views, live leaderboard with position updates and stage tracking, interactive maps, weekend schedules, and NASCAR Fan Rewards check-in with exclusive perks. Available on iOS and Android.
• NASCAR Village at Butler Field
• Hospitality Clubs (Jack Daniel's Turn 1 Club, Jose Cuervo Fountain Club, Liquid Death Turn 12 Club, Lakefront Club)
• Harbor Suites
• Premier Reserved Seating (Frontstretch, Turn 1, Turn 12, Fountain, Lakefront, Balbo)
• Reserved Bench Seating (Michigan Reserved, Congress Reserved, Turn 8 Reserved, Carbliss Corner)
• Busch Light Summer Music Series Stage

Quantifiable outcome

• More than $128 million in economic impact for Chicago in 2024, up 17% from inaugural year
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

41 partnerships are on record, tiered founding partner, official partner and community partner.

• Blue Cross Blue Shield of Illinoisfounding partnerStrategic or Co-development Partner · 1 November 2022Founding partner of the NASCAR Chicago Street Race. The partnership supports health access, mental and behavioral health services, workforce development, and neighborhood-based community initiatives.
• XUMOfounding partnerStrategic or Co-development Partner · 1 November 2022Founding partner of the NASCAR Chicago Street Race, providing streaming and media platform partnership.
• Arby'sfounding partnerStrategic or Co-development Partner · 1 November 2022Founding partner of the NASCAR Chicago Street Race.
• AdventHealthofficial partnerGTM or Marketing PartnerOfficial partner of the NASCAR Chicago Street Race.
• Buschofficial partnerGTM or Marketing PartnerOfficial partner with branding presence including the Busch Light Summer Music Series Stage.
• Jose Cuervoofficial partnerGTM or Marketing PartnerOfficial partner with the Jose Cuervo Fountain Club hospitality area and Devil's Turn Viewing Area.
• Jack Daniel'sofficial partnerGTM or Marketing PartnerOfficial partner with the Jack Daniel's Turn 1 Club hospitality experience.
• Liquid Deathofficial partnerGTM or Marketing PartnerOfficial partner with the Liquid Death Turn 12 Club hospitality area.
• Xfinityofficial partnerGTM or Marketing PartnerOfficial partner of the NASCAR Chicago Street Race.
• Fordofficial partnerGTM or Marketing PartnerOfficial partner providing automotive sponsorship.
• Chevroletofficial partnerGTM or Marketing PartnerOfficial partner providing automotive sponsorship.
• Toyotaofficial partnerGTM or Marketing PartnerOfficial partner providing automotive sponsorship and youth activities.
• Monster Energyofficial partnerGTM or Marketing PartnerOfficial partner of the NASCAR Chicago Street Race.
• DraftKingsofficial partnerGTM or Marketing PartnerOfficial partner of the NASCAR Chicago Street Race.
• Mobil 1official partnerGTM or Marketing PartnerOfficial partner of the NASCAR Chicago Street Race.
• United Rentalsofficial partnerGTM or Marketing PartnerOfficial partner of the NASCAR Chicago Street Race.
• Safety Kleenofficial partnerGTM or Marketing PartnerOfficial partner of the NASCAR Chicago Street Race.
• Chicago Department of Aviationofficial partnerGTM or Marketing PartnerOfficial partner for airport and transportation information.
• Carblissofficial partnerGTM or Marketing PartnerOfficial partner with Carbliss Flavor Pit Stop activation.
• Regeneronofficial partnerGTM or Marketing PartnerOfficial partner with Lets Get Real campaign for skin cancer awareness.
• Garrett Popcorn Shopsofficial partnerGTM or Marketing PartnerLocal Chicago exclusive partner featured in the resource guide for local dining.
• Lou Malnati's Pizzeriaofficial partnerGTM or Marketing PartnerLocal Chicago exclusive partner featured in the resource guide for local dining.
• Wendella Tours & Cruisesofficial partnerGTM or Marketing PartnerLocal Chicago exclusive partner for boat tours and cruises.
• Special Olympics of Illinoiscommunity partnerStrategic or Co-development PartnerPartner for 50/50 Raffle during the second Chicago Street Race with proceeds benefiting Special Olympics Illinois. Active in community engagement initiatives.
• Boys & Girls Clubs of Chicagocommunity partnerStrategic or Co-development PartnerYear-round community partner. NASCAR team participated in IMPACT Day service at Little Village Boys & Girls Club, providing meals and activities.
• Chicago Public Schoolscommunity partnerStrategic or Co-development PartnerMajor community partner for STEAM Fest Design Challenge. Over 22,000 K-12 CPS students participated in classroom design competition. Students rewarded with free tickets based on academic performance.
• Chicago Park Districtcommunity partnerStrategic or Co-development PartnerKey partner for event operations and community engagement including Pit Stop visits at local parks.
• Field Museumcommunity partnerStrategic or Co-development PartnerHost venue for annual STEAM Fest Design Challenge with over 550 students from 45 CPS STEM schools.
• Museum of Science and Industrycommunity partnerStrategic or Co-development PartnerPartnership through 2026 for exhibit featuring custom-painted NASCAR Chicago Street Race show car in Entry Hall.
• Art Institute of Chicagocommunity partnerStrategic or Co-development PartnerStrong advocate and tourism partner since race inception. Co-branded pace car displayed at Chicago Auto Show.
• Adler Planetariumcommunity partnerStrategic or Co-development PartnerLong-term sponsorship of Adler at Night weekly evening events. NASCAR team engages with visitors of all ages.
• After School Matterscommunity partnerStrategic or Co-development PartnerPartnership for youth programs including a 200-foot mural displayed at the race created by Advanced Painting teens.
• All Kids Bikecommunity partnerStrategic or Co-development PartnerCommunity partner for youth programming and bike education initiatives.
• La Rabida Children's Hospitalcommunity partnerStrategic or Co-development Partner2023 DAYTONA 500 Champion Ricky Stenhouse Jr. visited patients and families. Recipient of teddy bear donations.
• Greater Chicago Food Depositorycommunity partnerStrategic or Co-development PartnerPartner for 'Fueling the Fight to End Hunger' exclusive fundraising dinner to support food security initiatives.
• NASCAR Foundationcommunity partnerStrategic or Co-development PartnerNational foundation supporting local Chicago initiatives including National Teddy Bear Day delivery to five children's hospitals with $10,000 donation.
• YMCA of Metropolitan Chicagocommunity partnerStrategic or Co-development PartnerHost of 'Gear Up for Good' charity dinner supporting YMCA's mission of eliminating racism and empowering women.
• Big Brothers Big Sisterscommunity partnerStrategic or Co-development PartnerCommunity partner for youth career path presentations about NASCAR opportunities.
• DuSable Black History Museum and Education Centercommunity partnerStrategic or Co-development PartnerHost of first-ever 'Speed and Sound Fest' pre-race event in Washington Park neighborhood featuring music, games, food trucks, and NASCAR drivers.
• Chicago History Museumcommunity partnerStrategic or Co-development PartnerPartner for special exhibit showcasing long history of motorsports in Chicago from America's first auto race in 1895 to Next Gen NASCAR show car.
• Chicago Latino Networkcommunity partnerStrategic or Co-development PartnerFeatured at Schmoozefest, Chicago's signature Latino business gathering, with Fireside Chat featuring Race President Julie Giese.

Scale indicators7 records

Recent moves6 records

Expansion highlights2 records

Broad incumbents

• Daytona 500 / Daytona International Speedway: NASCAR's flagship annual race and its home speedway. Direct sister property under the same parent (NASCAR) and the most analogous high-profile NASCAR Cup Series event for comparison on attendance, sponsorship scale, and broadcast value.

Direct peers

• Indianapolis 500 (IndyCar): Largest annual single-day sporting event in the world and the marquee race of IndyCar. Closest comparable in scale, economic impact, and brand cachet for a flagship American motorsports race weekend.
• Circuit of the Americas (Formula 1 US Grand Prix): Purpose-built motorsports facility in Austin that hosts the U.S. round of Formula 1 alongside MotoGP and other series. Comparable in hosting premier international racing events in a U.S. market with significant tourism and economic impact.
• Miami Grand Prix (Formula 1): Modern urban street-circuit Formula 1 race in a major U.S. city. Highly comparable in format (purpose-built street layout in a downtown/tourist area), sponsorship monetization model, and premium-ticket pricing architecture.
• Detroit Grand Prix (IndyCar): Recently relocated street race returning to downtown Detroit. Comparable urban street-course format with festival entertainment and a mid-sized American-market footprint analogous to Chicago.
• Las Vegas Grand Prix (Formula 1): Another recent U.S. urban F1 street race that combines racing with a festival-style entertainment experience. Comparable in marrying premium hospitality, music, and a destination-city racing weekend.
• Acura Grand Prix of Long Beach (IndyCar): Long-running American street-circuit race combining IndyCar with music, lifestyle activations, and festival elements. A direct functional peer in the urban street-race category.

Emerging players

• Austin City Limits Music Festival: Major destination festival combining live music with on-site brand activations and premium hospitality in a major U.S. city. Comparable in fusing ticketed entertainment with corporate sponsorship monetization rather than as a direct motorsports competitor.
• Lollapalooza Chicago: Iconic multi-day music festival held in Grant Park, Chicago, directly overlapping with the NASCAR Chicago Street Race footprint. Comparable as a Chicago-based, ticket-driven, festival-format live experience competing for the same summer entertainment dollar.

Regional players

• Chicagoland Speedway: NASCAR-owned oval track in the Chicago region (Joliet). Sister NASCAR property in the same metro and a clear point of comparison for Chicago-market motorsports economics, though oval-format rather than street-circuit.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/NASCARChicago
• YouTubeyoutube.com/nascar
• Facebookfacebook.com/NASCARChicago
• Instagraminstagram.com/nascarchicago
• TikToktiktok.com/@nascar
• LinkedInlinkedin.com/company/nascar-chicago

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about NASCAR Chicago Street Race