SRX vs. NASCAR: NASCAR roared into the global racing spotlight in 2022 with the Garage 56 Project, introducing a modified Chevrolet Camaro from Hendrick Motorsports into the prestigious 24-hour Le Mans. The venture marked a serious push for international expansion, showcasing two cars, the primary and backup, after clocking over 7500 miles in France.
However, in the quest for global prominence, Tony Stewart’s Superstar Racing Experience (SRX) seems to be surging ahead. The three-time Cup Series winner’s SRX league has upped the ante, challenging NASCAR’s international position.
Earlier in 2023, SRX took an unexpected turn, moving from network to cable TV and switching race nights from Saturdays to Thursdays, causing a staggering 56% viewership decline. Yet, the league drew attention from the 18-49 age group, averaging 148,000 viewers, thanks to big names like Marco Andretti, Hailie Deegan, Bobby Labonte, Tony Stewart, Brad Keselowski, and others.
During the Race Industry Week Seminar, SRX Racing CEO Don Hawk hinted at expanding the league, revealing plans for four pavement tracks and two dirt tracks, one possibly in Canada. Hawk’s discussions with a Canadian television network signify an imminent international foray for SRX, with ESPN already onboard for the United States and global broadcasts.
SRX’s proactive stance under Don Hawk’s leadership contrasts with NASCAR’s cautious approach to international expansion, evident in President Steve Phelps’ comments. While NASCAR experimented with the Chicago Street Race in 2023, Phelps revealed hesitations about a full-scale international venture, citing the challenges of a 38-week schedule. The prospect of exhibition races remains open but lacks the fervor seen in SRX’s push.
As privately owned short-track racing formats like SRX gain traction, NASCAR’s response to boost its global reach appears measured, potentially creating a shifting landscape in motorsports.
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