Americana Hits The Road! First Stop, Mexico City!

When I first started watching and then covering NASCAR, it was easy to see the nostalgic Americana style that surrounds the lifestyle. To some, forget baseball, NASCAR is America’s favorite pastime. Given its roots ingrained in American Culture, could there be international opportunities? I was pretty shocked when they announced last year that they would be making the trek to Mexico City in season. But is this a bread crumb to a bigger conversation? Is there really global interest? Or are there specific folks in conversation who happen to have global interests? The primitive argument can be made that F1 has made a splash in the States. But NASCAR is not F1. The lifestyle and nature of F1 appeal to an international crowd, but I’m not quite convinced NASCAR can compete with that demographic. NASCAR focuses on stock cars and oval tracks, with races often lasting longer and featuring more contact.

In contrast, F1 uses open-wheel, high-tech prototype cars and runs on diverse road and street circuits, with shorter, precision-focused races. It peaks interest around innovation, big tech, and big money. It’s aspirational, where NASCAR is more conversational and down-home American fun. Does the rest of the world want to watch NASCAR? I’m not convinced.

So why Mexico City? According to Yahoo Sports, the first big billboard rising above the Mexico City airport is for Chevrolet. Low bar, but hey, it’s a start. Ben Kennedy said, “The partnership with Mexico City is a multi-year deal, and the expansion of the Cup Series’ footprint outside the United States borders marks the latest innovative step taken by NASCAR’s schedule makers in recent seasons—still no concrete answer as to why there's an international push. Can we get some details about “this innovation” he's talking about? I digress.

Well, the track has certainly garnered international attention. The famous massive grandstands that border Turns 11-14 — just a single portion of the track seat 30,000. The facility expects upwards of 80,000 people a day in full, for the three-day event. Yikes! Aside from Daytona, when has NASCAR had a packed crowd lately? From the looks of it on TV, the stands seem to be dwindling, take Bristol for example.

But back to Mexico City: Mexico City is becoming a growing destination for wealthy individuals, with some referring to it as a "billionaire's playground." While the city has always been home to high-net-worth individuals, it's seen an increase in interest from international investors and those seeking a blend of luxury and cultural experiences. 

Again, it still doesn’t make sense to haul the champagne from Michigan to Mexico City on a beer can budget. Weren't we having the conversation that no NASCAR team breaks even, let alone makes a profit? So, we're heading out on an international excursion? But I’m just a rookie.

The talk of international interest may be something bigger. NASCAR is rumored to be in talks to hold a race in Saudi Arabia at the end of the decade, according to the Sports Business Journal (SBJ).

The US stock car racing series could stage an event in Qiddiya, a mega-project for entertainment and tourism in Riyadh. The Saudi Automobile & Motorcycle Federation (SAMF) chair, Khalid Al-Faisal, was given a tour of the Qiddiya Speed Park Track construction on October 28th, sharing an image on social media that included a poster showing racing series that will or might compete there in the future. In addition to NASCAR, these included Formula One and Formula E, both of which already race in the country. Fans have also taken a humorous approach to the entire Saudi Arabia entry fiasco. Keeping in mind how much NASCAR fans love Denny Hamlin, one comment read, “We got a NASCAR race in Saudi Arabia before Denny Hamlin won a championship”. 

All it will take is a Saudi Arabian sponsor, and he can finally win a coveted championship.

Is this just a hoax? Are they planning an event? OR Could NASCAR be selling to a global entity? Maybe one in Saudi Arabia. Again, just a rookie making some observations here.

The global expansion doesn’t add up to me. Mexico City, maybe, makes sense, but it seems like a bigger play. A bigger gamble, on a global stage, perhaps proof of concept for a big play, or just a big pay day.