NASCAR is betting on video games and streaming to bring new fans into the fold as traditional television viewership stays flat. The sanctioning body is using digital platforms like iRacing and the NASCAR Channel on FAST services to reach younger audiences and global viewers who might not watch a live broadcast.
Gaming serves as a primary strategy for the sport. NASCAR executives view video games as the “tip of the spear in terms of a youth marketing strategy” for the sport. The official NASCAR game from iRacing Studios has become the best-selling title in the series’ history over the last decade. Beyond that, the organization licenses its brand to popular titles like Microsoft’s Forza Motorsport and Epic Games’ Rocket League and Fortnite.
Esports continues to show growth, with the eNASCAR Coca-Cola iRacing Series viewership up more than 18% compared to last year. The NASCAR World experience on Roblox has attracted 180 million visits in 2026. A significant portion of these users are under the age of 18, with 80% of visitors residing outside North America. This digital footprint allows the sport to engage with a global audience without the logistical constraints of international race scheduling.
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Tim Clark, NASCAR’s EVP and chief brand officer, noted that while it is easy to talk about international strategies in terms of race locations, reaching young people and international fans often happens through gaming first. The organization has diversified its portfolio by meeting fans where they spend their time, whether that is on a console or a social media feed.
Streaming and storytelling
While television remains a major revenue source through multi-billion dollar contracts that run through 2031, NASCAR is moving beyond relying on linear broadcasts. The NASCAR Channel launched in 2025 as a 24/7 FAST platform available on Tubi, Prime Video, the Roku Channel, and Xumo Play. This move aligns with the industry trend toward FAST channels, even if the topic is not always “sexy.”
Clark reported that the consumption rates on the platform have continued to grow at an unexpected pace. NASCAR is now producing specific content for this digital audience, in addition to airing archival footage and adding live events from FloRacing. The sport has also increased spending on storytelling and documentaries. The “Full Speed” docuseries moved from Netflix to Prime Video this season, following the success of the “Earnhardt” documentary on the same platform.
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Clark admitted that the sports documentary space is tricky. The organization must balance telling stories from its 78-year history with focusing on current characters to avoid wearing out fans. However, the brand believes the right pieces are in place to succeed in this space, as there are still compelling narratives to uncover.
Expanding through entertainment
The sport is looking for its next major entertainment project. The highly anticipated “Days of Thunder” sequel is set for a 2028 release. Tom Cruise formally announced the project on social media, and the response has been “overwhelmingly positive.” Clark stated that entertainment projects serve as a powerful front door to the sport.
NASCAR plans to be a great partner for the sequel by providing access and focusing on authenticity. The organization intends to involve its drivers, partners, and teams in the production. This strategy suggests that NASCAR views blockbuster entertainment not just as a product to sell, but as a way to introduce the sport to a massive new audience through mainstream culture.