NASCAR’s presence in Illinois has been more than just about racing. From the streets of Chicago to the oval at World Wide Technology Raceway, the sport has drawn fans, tourists, and millions in state funding. While Chicago loses its street race for now, the Enjoy Illinois 300 remains a centerpiece of the state’s tourism push. Behind the roar of engines lies a calculated strategy: turning the energy of NASCAR into dollars, visitors, and brand visibility for Illinois.
Key Highlights
Illinois has spent nearly $7 million on NASCAR since 2022, including sponsorship of the Enjoy Illinois 300.
Chicago’s Street Race generated $128 million in 2024 but faced rain issues and lost state funding for 2025.
The Enjoy Illinois 300 in Madison has sold out each year since 2022 and returns September 7 as a Playoff race.
NASCAR’s events boost tourism visibility through TV ads, signage, radio, and fan engagement under state contracts.
Illinois reported a record $48.5 billion in visitor spending in 2024, with 113 million people visiting the state.
The Investment in NASCAR
Illinois’ partnership with NASCAR has been deliberate and well-funded. Since 2022, the state has committed nearly $7 million to host or sponsor the sport, channeling that money into races that attract national attention. The Enjoy Illinois 300, run at World Wide Technology Raceway in Madison, has been a consistent beneficiary of these dollars. State records show about $2.2 million has gone into sponsoring the Metro East race since its return, with $795,000 directed to this year’s edition alone.
The support is not limited to direct race sponsorship. NASCAR’s Chicago Street Race was heavily backed during its three-year run. In 2023, the state allocated $2 million to help build and remove the temporary course, adding $2.5 million more in 2024. These grants covered everything from labor to logistics and allowed the Enjoy Illinois brand to be placed front and center across the event.
“The event generates significant economic impact through attendee spending on hotels, restaurants, retail, and at other local businesses.” – Jordan Troy
Chicago Street Race Leaves, but Impact Remains
While NASCAR shifts its road show to San Diego, the effects of the Chicago Street Race remain significant. State reports show the 2024 event generated $128 million in economic impact, an increase from $109 million in 2023. Despite two rain-affected Cup Series races, the Street Race still delivered. In addition, the 2024 edition produced $9.6 million in state and local tax revenue, with TV ratings peaking at 4.8 million viewers the year before.
State contracts required NASCAR to integrate Enjoy Illinois branding throughout Grant Park, ensuring Illinois’ tourism campaign reached fans at the track and viewers across the country. Signage, on-air mentions, and branded experiences tied NASCAR’s first-ever street race directly to Illinois’ tourism identity.
“While the scope and use of those funds were determined by the legislature and the grantee, the state’s involvement provided a valuable opportunity to integrate the Enjoy Illinois brand throughout the race venue.” – Jordan Troy
Gateway Becomes a Tourism Showcase
With Chicago off the schedule, World Wide Technology Raceway now carries Illinois’ NASCAR torch. The Enjoy Illinois 300, which has sold out every year since 2022, generated $60 million in economic activity for the Metro East region. The race also posted strong national exposure, with 2.5 million viewers watching last year’s broadcast.
This weekend’s Playoff race comes with an aggressive tourism package. Enjoy Illinois’ contract includes three 30-second TV ads during the USA Network broadcast, a live radio interview with an executive, and nine promotional radio mentions leading into the race. Fans on-site will see video board commercials, signage, and fan engagement activities promoting Illinois. Social media partnerships and even the Illinois tourism webpage featured on the track’s website extend the message further.
“National cable partnerships like this offer high-impact visibility. Requiring brand mentions and signage ensures that our tourism message reaches millions of potential travelers in a compelling way.” – Jordan Troy
Enjoy Illinois’ involvement stretches beyond advertising. The sponsorship contract gives the agency rights to select the green flag starter, provide the grand marshal, present the trophy in victory lane, and place officials in pre-race ceremonies. These roles link the state’s tourism campaign directly with NASCAR’s most visible moments.
Broader Tourism Growth
Illinois’ tourism agency, the Department of Commerce and Economic Opportunity, has treated NASCAR as a core piece of its marketing. With a $44 million budget for fiscal year 2026, Enjoy Illinois has expanded its reach with national campaigns like the $30 million “middle of everything” ads featuring Jane Lynch. The NASCAR partnership aligns with that goal by projecting Illinois onto the national stage through motorsports.
The results, according to state officials, speak for themselves. Illinois welcomed 113 million visitors in 2024, setting a new record. Visitor spending climbed to $48.5 billion, up $1.3 billion from the previous year. Chicago alone saw a 7.7% rise in overnight visitors. Officials estimate the state’s tourism push directly attracted an additional 2 million visitors.
NASCAR’s return to Chicagoland Speedway in Joliet next July offers another opportunity to build on those numbers. It will be the first Cup Series event there since 2019, further cementing the sport’s role in Illinois’ tourism and economic growth.
News in Brief: NASCAR’s Illinois Stop Brings Millions in Tourism
Illinois has spent nearly $7 million supporting NASCAR since 2022, sponsoring races like the Enjoy Illinois 300 in Madison and the now-departed Chicago Street Race. While Chicago exits the schedule, the Street Race generated $128 million in 2024, and Gateway’s annual race continues to sell out, producing $60 million for the Metro East region. State tourism officials highlight NASCAR as part of a broader strategy that helped Illinois draw 113 million visitors and $48.5 billion in spending in 2024.
ALSO READ: How to Watch the NASCAR Cup Series Enjoy Illinois 300
