NASCAR CEO on future business growth: All about partnerships

September 8, 2026 - 22:38

NASCAR's top executive says the racing series will lean heavily on collaborations to drive its next phase of expansion. Steve O'Donnell, who took over as CEO, sat down with Matt Hong, president of USA Sports, to talk about where the sport goes from here. The conversation, which aired on a recent business program, focused on keeping the momentum that NASCAR has built over the last few seasons.

O'Donnell made it clear that he does not view growth as a solo effort. Instead, he pointed to partnerships with broadcasters, tracks, teams, and even other sports leagues as the main engine for new opportunities. He noted that the sport has seen a fresh wave of interest, thanks in part to new venues and a younger audience tuning in. But to turn that interest into lasting gains, he argued, NASCAR needs to work hand-in-hand with outside groups who can bring in new ideas and new money.

Hong, who has worked with major sports properties, echoed that sentiment. He said that NASCAR's recent schedule changes, including more road courses and short tracks, have made the product more exciting. That, in turn, gives partners a better story to tell. The two also touched on how digital media and streaming deals are reshaping the way fans watch races, and how that opens up fresh revenue streams.

O'Donnell stressed that the sport is not just about the cars going in circles. It is about the communities around it, from local short tracks to big corporate sponsors. He said the goal is to build a model where everyone wins, from the driver in the garage to the fan in the stands. With that approach, he believes NASCAR can keep growing well into the next decade.