NASCAR CEO Steve O’Donnell discusses how the company is leaning into what it does best to create more engaging and authentic fan experiences.
NASCAR has spent nearly 80 years growing into one of the biggest sporting events in the U.S. The 2026 season marks a return to its roots—reaffirming NASCAR’s heritage and identity and reigniting passion among longtime fans while drawing a new generation of enthusiasts.
NASCAR CEO Steve O’Donnell explains how the sport’s aggressive competition, high-speed action, and unmistakable engine noise continue to create an experience that resonates with fans. It’s why Fortune 500 brands remain invested in tapping into that deep loyalty and engagement of its fan base.
While NASCAR has long been defined by speed, intensity, and a uniquely American style of racing, the sport is adapting for the future.
Watch the video above to learn more.