June 7, 2026; Brooklyn, Michigan, USA; The cars right before the green flag at the FireKeepers Casino 400 NASCAR Cup Series race at Michigan International Speedway. Mandatory Credit: Paul Barnick-Imagn Images
June 7, 2026; Brooklyn, Michigan, USA; The cars right before the green flag at the FireKeepers Casino 400 NASCAR Cup Series race at Michigan International Speedway. Mandatory Credit: Paul Barnick-Imagn Images
While NASCAR is quite popular in the United States, they are yet to reach the same spot globally. Even though the sport has fans all over the world, it is far less popular than its competitors, such as Formula 1 and MotoGP, among many others.
As a result, NASCAR has devised a plan to go global and reach all the nooks and corners. According to a recent report, NASCAR is set to partner with Motorsport Network, one of the most popular digital media companies globally.
The governing body announced the deal on Thursday via a press release. Motorsport Network Global CCO Dan Owen shared his thoughts on this and said "we’ll be delivering value well beyond traditional media."
Jun 21, 2026; San Diego, California, USA; Kaulig Racing driver AJ Allmendinger (16) during the Anduril 250 at San Diego Street Course. Mandatory Credit: Gary A. Vasquez-Imagn Images
Jun 21, 2026; San Diego, California, USA; Kaulig Racing driver AJ Allmendinger (16) during the Anduril 250 at San Diego Street Course. Mandatory Credit: Gary A. Vasquez-Imagn Images
As reported by Sports Business Journal, the press release mentions that Motorsport Network has 5.6 million monthly users and receives 38 million unique visitors every month.
It also publishes in 14 languages and has a vast reader base around the globe, including Europe, where Motorsport has a big chunk of fans. Motorsport Network has several subsidiaries, such as Motorsport.com, Autosport, InsideEVs, Motor1, RideApart, among several others.
This partnership will also see the two organizations collaborate on the NASCAR Studios' "Inside The Race" series. Thanks to the deal, NASCAR will now use Motorsport Network's vast media foothold for various content opportunities, which they previously lacked.
The governing body previously tried managing the media and public relations on its own, but it did not show much improvement and failed to penetrate the global market.
When compared to Formula 1's global reach and how they recently used social media to be more popular than ever, NASCAR has to learn one or two things, and the collaboration is sure to bring fruit.
How NASCAR can learn from Liberty Media's F1 example
While NASCAR struggled to find its footing in the international market, Liberty Media, with Formula 1, has been a pioneer. Ever since the company took over, they increased the revenue by $2 billion in over eight years, more than double what it was previously.
As per The New York Times, F1's revenue was $1.83 billion, and at the end of December 31, 2025, it shot to $3.87 billion. All of this has taken place since they took over as the owner in 2017.
They also witnessed exponential growth on social media, breaking all previous records. The Netflix docu-series Drive to Survive also added to the sport's popularity.
Going forward, the American company also set its sights on better market penetration in the US, and has three races at Miami, Austin, and Las Vegas on the calendar now.
Off the success with the pinnacle of motorsport, they set their sights on MotoGP and acquired it from Dorna Sports in a €4.2 billion (~$4.8 billion) deal in July 2025.
With that said, it will be interesting to see how Motorsports Network, another American digital company, helps NASCAR to reach global heights.
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Written by
Arundhoti Palit
Edited by
Arundhoti Palit