NASCAR has expanded its footprint well beyond its traditional Southern roots in recent years, adding events in downtown Chicago, returning to Mexico City and continuing to explore new markets.
Now, NASCAR CEO Steve O’Donnell believes the sport’s next major milestone could take the Cup Series across the Atlantic.
During an appearance on the “Racin’ With The Boys” podcast, O’Donnell said he sees Europe as NASCAR’s next opportunity for international growth, pointing to the sport’s existing fan base overseas and the momentum created by NASCAR’s Garage 56 entry at the 24 Hours of Le Mans.
Steve O’Donnell says Europe is NASCAR’s next opportunity
When asked whether NASCAR could eventually race in Europe, O’Donnell made it clear the idea is more than wishful thinking.
“I think the next step for us is just plopping a race in Europe and saying, ‘This is how we race. This is what NASCAR racing is all about,'” O’Donnell said. “And I think fans will love it. And I think they’ll realize there’s more beatin’ and bangin’, there’s more personality.”
O’Donnell pointed to NASCAR’s existing European presence through the NASCAR Euro Series, which races at tracks including Brands Hatch in England.
“We have a NASCAR Europe Series. Really small,” O’Donnell said. “We race at Brands Hatch and there’s 50,000 people there. It’s crazy. And the whole race is around like, America. You’d go there and be like, ‘What is happening?’ There’s guys in football helmets, cheerleaders, they’re just celebrating everything about America.”
The CEO also referenced the success of NASCAR’s Garage 56 program at Le Mans in 2023 as further proof that international fans have embraced the stock car brand.
NASCAR continues looking beyond its traditional borders
NASCAR has aggressively expanded beyond its traditional schedule in recent years.
Chicago’s street race introduced the series to an urban audience, while the Cup Series returned to Mexico City this season for its first points-paying international race since 1958.
A European race would represent another significant step, though O’Donnell acknowledged NASCAR isn’t trying to compete directly with Formula 1’s global model.
“We’re not F1. That’s a different feel, different vibe, and they’ve got their own lane,” O’Donnell said. “F1’s that aspiration brand. To me, we’re the common person. Let’s go have some fun.”
No timeline or specific venue was announced, and O’Donnell did not indicate that formal plans are already underway.
Still, the comments offer perhaps the clearest indication yet that NASCAR leadership views Europe as the next frontier as the sanctioning body continues exploring ways to grow the Cup Series beyond North America.