During the NASCAR Cup Series debut at Autodromo Hermanos Rodriguez in Mexico City, Jeff Gordon called on the organization to carefully consider its current strategy. By emphasizing the complexity tied to an aggressive international push, Gordon voiced concerns about how such expansion might impact teams, highlighting the importance of a manageable schedule. The topic drew attention as the racing legend addressed these issues in a weekend when international interest was high and fan excitement soared.
NASCAR’s Global Aspirations Come With Challenges
The NASCAR Cup Series marked its entry into Mexico City for the first time with an event that excited fans and produced dynamic races featuring drivers like Daniel Saurez and Shane van Gisbergen. The atmosphere underscored the international potential of NASCAR, which has been building toward a broader global presence over recent years. With the development of the Next-Gen car, tailored to appeal to diverse tracks, NASCAR has signaled it is serious about exploring new markets, particularly across Europe and Asia.
However, stepping beyond borders involves substantial commitments. Efforts to add or shift the calendar for overseas events would necessitate changes to an already packed 38-race schedule. Not only does this require additional investment and logistical planning, but it also puts extra strain on racing teams and their staff, who currently have very limited downtime during the long season.
Jeff Gordon Warns of Burnout Amid Busy Schedules
Jeff Gordon, NASCAR Hall of Famer and now Hendrick Motorsports Vice President, made his position clear at the Mexico City media session. He expressed confidence that NASCAR can succeed in new international markets, but challenged the organization to address the demands placed on teams and crew members before pressing ahead with more international races.
“I want to go everywhere in the world that I think that NASCAR can make an impact, whether be England, Germany, South America, Australia — you name the list… But we have to figure out the schedule before we do too much of this. Right now, a 38-race schedule, this year we’ve had one weekend off for the entire year, we can’t do this.”
—Jeff Gordan, via Autodromo Hermanos Rodriguez Cup weekend media session.
He noted that expansion into neighboring countries like Mexico or Canada is relatively more practical, but taking NASCAR to farther destinations, such as Europe or Australia, involves much greater resource allocation and complex logistics. Unlike when NASCAR previously held exhibition races in Japan after the regular season, Gordon pointed out that teams today cannot afford more time away from their limited off-season.
“If we’re talking about really, truly going overseas, that’s a whole another discussion. When we went to Japan, that was in December. You’re not going to get a lot of popular votes of a long season of 38 races and then go into our off-season on top of that.”
—Jeff Gordon added.
He argued that pushing international events onto an already saturated calendar risks overtaxing personnel and undermining the competitive integrity teams rely on during brief rest periods.
Strategies to Attract a New Generation of NASCAR Fans
Speaking at the same weekend’s press conversation, Gordon addressed another major issue facing NASCAR: appealing to younger fans as its traditional base ages. NASCAR’s recent efforts include streaming races on Amazon Prime and increasing its social media presence. Gordon believes these digital changes, along with partnerships for new gaming experiences, can revitalize the sport’s image among younger demographics.
“We’re streaming. We’re on Amazon Prime. I think that’s another way that’s going to bring in more fans, younger fans — different fans that have never thought about NASCAR before…We’ve got new gaming software that’s coming out with iRacing.”
—Jeff Gordon said.
He recognized that evolving youth culture means fewer kids are growing up regularly working on or driving cars. As a result, getting young people to connect with the sport may depend on hands-on experiences, both on real tracks and through sophisticated simulations like iRacing, which let fans and aspiring drivers experience the excitement virtually before ever arriving at a race.
“Kids are not driving cars as much as they once did. They’re not working on cars like they once did. That’s why I think the experience of the track is so important — and in making sure that they’re there, having a good time playing corn hole or video games or getting on simulators, and then feeling the energy of the race.”
—Jeff Gordon added.
Bringing fans to the racetrack to experience the energy firsthand and using technology to bridge generational gaps are pivotal in NASCAR’s efforts to remain culturally relevant. Veteran drivers and industry leaders like Gordon see this as critical to maintaining the sport’s future popularity.
Weighing the Future: International Growth Versus Team Sustainability
While NASCAR’s Mexico City event highlighted the sport’s growing international appeal and its star drivers, it also brought attention to internal debates about the direction of future growth. The discussion among key decision-makers, such as Jeff Gordon, signals just how layered and complex NASCAR’s plans have become. Balancing competitive scheduling, resource management for teams, and fan engagement strategies, NASCAR faces significant questions as it considers further international expansion without compromising the health and effectiveness of its teams.
As enthusiasm builds globally and through younger audiences, NASCAR must carefully plan its path forward to ensure sustainability for the drivers, crew, and organizations that fuel its high-octane spectacle. Industry observers will be watching closely in the coming seasons to see if and how NASCAR addresses these challenges while maintaining its new momentum both at home and abroad.
