For the first time in its 76-year history, NASCAR could see an equity stake sold to outside investors. NASCAR President Steve Phelps recently revealed that the sanctioning body, which has been privately owned by the France family since 1948, is considering the move in the coming years as part of a broader strategy to drive the sport’s growth.
Exploring an Equity Sale
Phelps acknowledged that while NASCAR remains under full control of the France family, selling an equity stake could bring in new investment and opportunities to strengthen the sport’s long-term future.
“We’re looking at different ways to grow NASCAR, and bringing in outside capital is something that we’re open to,” Phelps said. “It’s about ensuring the health of the sport for the next generation.”
The discussion comes at a time when private equity investment in sports has become more common, with leagues like Formula 1, the NBA, and MLB all seeing significant outside financial involvement. While NASCAR remains financially stable, an infusion of new capital could help fund technological advancements, international expansion, and new marketing initiatives.
Pushing for Global Expansion
Beyond financial considerations, Phelps emphasized the need for faster global expansion, reinforcing NASCAR’s ambitions beyond North America. The sport has already taken steps internationally with the NASCAR Mexico Series, NASCAR Canada Series, and NASCAR Whelen Euro Series, but Phelps believes more can be done.
“We need to pick up the pace on global expansion,” he said. “We’ve seen success with our international series, but there’s still plenty of opportunity to grow the NASCAR brand in new markets.”
Rumors have swirled about the potential for international Cup Series races, with Canada, Mexico, and even the United Kingdom mentioned as possible destinations in the future. NASCAR has also explored partnerships with foreign motorsports organizations, opening the door for talent and teams from outside the U.S. to get more involved in stock car racing.
A New Era for NASCAR?
If NASCAR does sell an equity stake, it would mark a historic shift in the business model of a sport that has been carefully controlled by the France family since its inception. With global expansion also becoming a bigger priority, NASCAR is clearly positioning itself for a new era—one that could look very different from the past.
While no firm decisions have been made, these potential changes signal that NASCAR leadership is thinking big. Whether through private investment, international races, or new business strategies, the sport seems poised for a significant transformation in the coming years.
