NASCAR continues emphasis on global expansion
With vendors selling NASCAR merchandise as far as the eye could see alongside the crowded roads leading into São Paulo, Brazil’s world-famous Interlagos racing circuit this August, Daniel Suárez knew it was going to be a significant day — for him as a competitor, for the tens of thousands of international fans eager for a day of stock car racing, and for NASCAR in general.
“I cannot remember the last time I was stuck in traffic for so long — hours — heading into the race track,” said a smiling Suárez, the Trackhouse Racing NASCAR Cup Series driver who spent one of his summer off-weeks racing in the NASCAR Brasil Series. “It was unbelievable; unbelievable in a good way.
“I only wish that every driver in the Cup Series and even the media had the opportunity to experience that because the amount of racing culture that is down there in Brazil is unbelievable.
“I feel like there is so much opportunity. The sport of NASCAR is very big and some people, I don’t think, have really realized that and I had the opportunity to see that in Brazil. I have known that for many years in Mexico. And I’m really excited; excited that NASCAR is thinking outside the box.”
NASCAR has been doing just that for years, and as the sport’s Vice President, Chief International Officer Chad Seigler promises, this is part of a continued emphasis on introducing and growing the stock car scene internationally. It’s been met with exactly the kind of reception Suárez describes with four major series — NASCAR Brasil Series, NASCAR México Series, NASCAR Canada Series and NASCAR Whelen Euro Series all thriving and growing — both internally and externally.
“We kind of look at our international focus from three silos,” Seigler explained. “We have the individual series and our philosophy has always been, we know we can’t take the Cup Series and have it travel around like Formula One does, so if we can go into a market and create local stars, local heroes, local team owners, local track infrastructure, that’s good for us.
“Focus number two is, if you have that driver that says, ‘although I love racing in Mexico, my dream is to go racing in the U.S.,’ then we’re providing a path,” he added, noting NASCAR’s upcoming race weekend in Mexico.
“And the third focus is taking one of the [NASCAR] national series outside the U.S.”
The 2000 NASCAR Cup Series champion Bobby Labonte competed multiple times in the NASCAR Whelen Euro Series in 2018 and, like Suárez, was duly impressed with the enthusiasm from the fans and his fellow competitors.
He recalls racing at England’s renowned Brands Hatch circuit and the festival-like scene that characterized the event — American flags, American muscle cars on display, track walks and even country music on the speakers — with tens of thousands of people typically showing up each summer for the NASCAR Whelen Euro Series events at the famed road circuit.
Labonte sees the potential of developing drivers from the various international series and thinks the popularity of NASCAR’s style of competition in the various markets – something he experienced first-hand — will prove a huge asset.
“It’s already very popular and they want it to get bigger and bigger and are sticking to it to have it grow — and I’m sure it will,” Labonte said. “NASCAR going to Mexico [for 2025 NASCAR Xfinity and NASCAR Cup Series points races] will grab more potential interest internationally, too. They are building a great overall foundation and it just has to get to the next level.”
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