NHRA Accelerates Into a New Era: Brad Gerber Outlines Media Expansion and Gaming Growth
From record-breaking television ratings and a rapidly expanding digital audience to the launch of a groundbreaking behind-the-scenes docuseries and the addition of three new national markets, NHRA is entering 2026 with unprecedented strength across competition, media, sponsorship and fan engagement.
“Chasing Speed” Brings NHRA to a New Audience
One of the most anticipated announcements was the debut of “Chasing Speed,” a new six-part NHRA documentary series set to premiere January 21 on VICE Network. Produced with the support of the Vance Family Foundation, the series delivers unprecedented behind-the-scenes access into the lives of drivers, teams and the intense realities of professional drag racing.
Gerber emphasized that Chasing Speed captures not only the triumphs, but also the emotional highs and lows that define life in the pits and on the strip—mirroring the cultural impact that Drive to Survive had on Formula One.
“This is authentic NHRA,” Gerber said. “The pressure. The personalities. The heartbreak. The obsession with speed. It’s all there.”
A Growing Fan Base and Younger Demographics
Since the implementation of NHRA’s FOX Sports television deal in 2016, the organization has experienced extraordinary growth. The NHRA fan base has expanded from 28 million in 2018 to more than 40 million today, with strong upward trends in both total viewership and younger demographics.
In 2025 alone, NHRA television viewership finished the season up double digits, with the highly coveted 18–34 demographic increasing by 14%. The Stampede of Speed event set a modern-era drag racing record with over 2 million viewers, proving NHRA’s ability not only to attract a national audience—but to retain it.
NHRA 75: A Historic Anniversary Season in 2026
The organization now turns its focus to NHRA’s 75th Anniversary Season in 2026, which Gerber describes as a “blowout celebration” of drag racing’s legacy and future. Advanced ticket sales for 2026 are already tracking at high double-digit growth, signaling enormous fan anticipation.
Each event on the 2026 calendar will reflect the milestone with enhanced entertainment, special tributes, expanded fan zones, and immersive historical storytelling honoring NHRA’s roots as the backbone of American motorsport manufacturing and culture.
“Drag racing helped build this industry,” Gerber said. “NHRA, SEMA, PRI—we were all there at the beginning. This 75th season celebrates that legacy.”
Three New Markets Added for 2026
NHRA will expand its national footprint in 2026 with the addition of three landmark new markets:
- South Georgia Motorsports Park – marking NHRA’s return to Georgia
- The Potomac Nationals (Maryland) – bringing NHRA to the shadow of the nation’s capital
- Rockingham Dragway – returning to a legendary facility now fully revitalized with new infrastructure
All three venues have undergone major investment and facility upgrades in partnership with NHRA and local governments. The expansion brings NHRA to 20 national events across 19 markets, providing new sponsorship opportunities while unlocking fresh fan bases across strategic regions of the country.
Gaming and Fan Engagement Strategy Gains Momentum
Under Gerber’s leadership, NHRA officially entered regulated sports gaming and fan wagering—an initiative focused on younger fan acquisition, engagement growth and sponsorship expansion. The strategy has already delivered results, with gaming-driven partnerships such as Muckleshoot Casino and multiple venue-based activations across the NHRA national tour.
The organization has implemented ongoing education programs for racers and fans to ensure integrity while unlocking new commercial opportunities for teams and track operators.
Television Future and Production Control
NHRA remains under contract with FOX Sports through the 2026 season and is currently in active negotiations with multiple broadcast partners for its next long-term television rights agreement. One differentiating advantage is that NHRA produces its own world-feed content, providing complete editorial control and superior storytelling flexibility.
This structure allows NHRA to pivot in real time to breaking storylines, build deeper driver narratives and deliver consistent broadcast quality across all platforms.
Manufacturer Landscape and OEM Realignment
With Toyota concluding a 20-year factory partnership, NHRA has opened market opportunities for new original equipment manufacturers (OEMs) to enter the sport. Gerber made clear that multiple manufacturers are evaluating the opportunity, recognizing the proven brand-loyalty effect of motorsport sponsorship within the NHRA fan base.
A New Competitive Era on the Track
The 2026 season will also usher in sweeping competition storylines across every professional category:
- John Force Racing expanding to four cars
- Josh Hart joining JFR
- Tony Stewart and Leah Pruett leading TSR
- Ron Capps Motorsports expanding into Top Fuel
- Doug Kalitta and Alan Johnson returning as reigning champions
- Major driver market movement expected to be finalized at PRI
With technical innovation, rising young stars and expanding team ownership models, NHRA competition has never been deeper.
A Strong Commercial Ecosystem
NHRA continues to attract both endemic and non-endemic brand partners including Mission Foods, NAPA, Camping World, Gerber Collision, VP Racing Fuels, US Air Force, PEAK, Summit Racing Equipment and many more. These partnerships underscore NHRA’s ability to deliver measurable ROI across live attendance, broadcast, digital engagement and in-market retail promotions.
As NHRA accelerates into its 75th anniversary season, the combination of historic legacy, digital transformation, market expansion and media innovation positions the organization for one of the most significant growth periods in its history.
From the launch of Chasing Speed, to record television performance, the addition of new national markets and the commercial realignment of the OEM landscape, NHRA in 2026 will represent both a tribute to its roots—and a bold leap into the future of motorsports entertainment.
