NASCAR Eyes Global Expansion Amid Private Equity Investment Interest

DAYTONA BEACH, Fla. — NASCAR, the iconic American motorsport owned by the France family since its inception in 1948, is exploring private equity investments to fuel its ambitions for global expansion. With changing dynamics in the sports industry, NASCAR is poised to embrace new partnerships to broaden its reach.

NASCAR President Steve Phelps addressed the evolving landscape of the sport and the potential for private equity firms to play a significant role in its future. In a discussion highlighted by recent lawsuits from teams like 23XI Racing, which allege monopoly practices in the organization, Phelps emphasized the growing interest from investors.

“I have had many, many conversations myself with these PE firms who are looking to invest in race teams because they want to hear from someone who is out selling it, ‘Where do you see this sport going, what do you believe the future to be?’ And they’re buying what we’re selling, which is fantastic,” Phelps said. He believes that private equity could be a net positive for NASCAR. “I believe that PE is good for our sport because they bring money, they bring expertise and they bring sponsors in many cases, so those are all positive things for our sport,” he added.

Private equity’s influence is already becoming apparent in NASCAR, with teams like Legacy Motor Club recently announcing a partnership with Knighthood Capital Management. Phelps suggested that while it may be difficult to envision a NASCAR without the France family’s direct control, the winds of change are strong.

“Is the France family really going to let loose of some of its control over NASCAR? It is hard to imagine, but Phelps talks like it is inevitable,” noted sources familiar with the ongoing discussions.

2025 marks a milestone year for NASCAR, with the dawn of a new media rights deal bringing several new partners into the fold. The CW network will cover the entire Xfinity Series season, while FOX, FS1, and FS2 will continue to broadcast the Truck Series. The Cup Series has also welcomed TNT Sports and Amazon Prime Video as partners.

As NASCAR prepares for this transition, international expansion is on the agenda, with plans for a Cup/Xfinity weekend slated to occur in Mexico City later this year. This could open the door for a more substantial presence in both Mexico and Canada, potentially hosting races in these countries during the same season.

With trends in global sports shifting toward broader international engagement, NASCAR’s leadership is keen to explore international races similar to those implemented by the NFL and Formula One. The organization is reportedly contemplating the Clash moving to Brazil next year, where a NASCAR-sanctioned series is already in place.

The potential for NASCAR to establish a racing footprint beyond the traditional North American market is greater than ever. As discussions regarding investment and expansion continue, fans and stakeholders alike are eager to witness the future transformation of this storied motorsport.