Denny Hamlin, NASCAR’s eldest full-time driver and accomplished team owner, has outlined a transformative NASCAR growth strategy modeled after Formula 1’s resurgence, as the 2026 season approaches its launch at Daytona. Fresh off the 23XI Racing and Front Row Motorsports settlement with NASCAR, Hamlin urges the sanctioning body to embrace F1’s method of expansion and investment to secure the sport’s future.
Legal Settlement Paves Way for a New Vision
The recent settlement in the antitrust case—brought by 23XI Racing, which Hamlin co-owns with Michael Jordan, and Front Row Motorsports—resulted in NASCAR issuing permanent charters to Cup Series teams. While this deal offers enhanced stability for team owners, Hamlin maintains the legal campaign was never just about individual advantage, but rather, about making NASCAR team ownership more appealing and secure for all organizations involved. This new charter system encourages private equity interest by providing long-term assurance to investors, but Hamlin believes the task of reviving the sport runs much deeper.
Declining Ratings Reveal the Magnitude of NASCAR’s Challenge
Despite the security provided by permanent charters, NASCAR’s Cup Series has endured a 14% drop in broadcast ratings year-over-year. Some blame schedule adjustments and a move toward streaming platforms, yet Hamlin argues that this decline reflects a broader concern for the sport’s reach and relevance. Incremental changes, in Hamlin’s view, will not suffice to address these underlying problems.
Hamlin Advocates for Major Investment and F1’s Playbook
Drawing inspiration from Formula 1’s explosive growth after its acquisition by Liberty Media in 2017, Hamlin is adamant that NASCAR’s revival requires a similarly aggressive approach to marketing and expansion. He calls for a substantial financial commitment into promoting the series, upgrading fan experiences, and enlarging NASCAR’s global footprint.
“We need someone to come in and invest like billions into heavy promotion, heavy upgrades on everything,”
Hamlin emphasized.
“While it might come at a short-term loss, it will certainly have long-term gain.”
— Denny Hamlin, Team Owner and Driver.
The overhaul in Formula One, fueled by Liberty Media’s focus on digital campaigns, immersive storytelling, and international events, serves as a model for Hamlin’s vision. As he explained,
“We saw what happened with Liberty Media, what they did with Formula 1, and influxed a lot of money into the sport and it took off,”
continuing,
“That’s just the way it works nowadays.”
— Denny Hamlin, Team Owner and Driver.
Assessing NASCAR’s Current Promotional Efforts
Hamlin acknowledged NASCAR’s increased promotional efforts, citing the edgier “Hell Yeah” campaign and a stronger digital presence. These moves have, in his opinion, established the right tone, but he warns that the current level of investment is insufficient to spark the robust revival the sport needs.
“We can tread water. We can do that. But I think it’s going to take a significant amount to really grow this thing.”
— Denny Hamlin, Team Owner and Driver.
Future Growth Hinges on Bold Decisions
NASCAR’s efforts to upgrade landmark venues like Daytona and Phoenix illustrate the organization’s commitment to infrastructure improvements. However, Hamlin stands firm that real, enduring growth will result only from bold financial and creative leaps. He suggests that it may take a decade or more for NASCAR to reclaim its former momentum—a similar span to that which led to the present decline.
With enthusiasm for motorsports still palpable nationwide, Hamlin believes the core challenge is for NASCAR’s leaders to determine what resources they are prepared to dedicate to reigniting widespread interest. The path ahead, influenced by the lessons of F1, could reshape the future for teams, drivers, organizations, and fans alike, propelling NASCAR back onto the world stage.
