As the 2026 NASCAR season approaches its kickoff at Daytona, veteran driver and team owner Denny Hamlin is calling for a bold new strategy to restore the sport’s long-term growth. Following the settlement of the antitrust lawsuit involving 23XI Racing and Front Row Motorsports that secured permanent charters for Cup Series teams, Hamlin warns that NASCAR now faces deeper challenges beyond legal victories. He urges the sport’s leadership to adopt a transformative investment approach similar to what Formula 1 experienced under Liberty Media’s ownership.
Legal Victory Secures Stability but Doesn’t Solve NASCAR’s Bigger Issues
The resolution of the antitrust case brought a meaningful benefit to all NASCAR chartered teams by guaranteeing permanent participation rights, a move that strengthens financial stability and makes ownership more appealing to external investors. Hamlin, co-owner of 23XI Racing with Michael Jordan, emphasized that their legal fight was undertaken for the broader benefit of the racing community rather than for exclusive personal gain. He noted that the length of the dispute reflected their commitment to a common cause.
However, Hamlin cautioned that the new stability offered by permanent charters, while necessary, will not alone reverse the overall decline in fans and broadcast viewership that NASCAR has experienced in recent years. The Cup Series saw a 14% drop in television ratings year-over-year, partly due to shifts towards streaming platforms, but signaling a larger pattern of eroding audience engagement.
Formula 1’s Model Offers a Guide for NASCAR’s Revitalization
According to Hamlin, to reverse this trend, NASCAR must embrace heavy investment similar to what Liberty Media injected into Formula 1 after acquiring the series in 2017. Liberty Media’s focus on marketing, digital storytelling, and international growth transformed F1 into a rapidly expanding global sports property. Hamlin pointed out,
“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, That’s just the way it works nowadays.”
The driver stressed the importance of large-scale promotions and enhancements across all facets of the sport to achieve a lasting upward trajectory.
“We need someone to come in and invest like billions into heavy promotion, heavy upgrades on everything,”
“While it might come at a short-term loss, it will certainly have long-term gain.”
Current Efforts Are Encouraging but Insufficient for a Rebound
Hamlin acknowledged the sanctioning body’s recent marketing initiatives, including the edgier Hell Yeah campaign and improved digital outreach, viewing them as positive steps that reflect the right tone. However, he believes these efforts lack the scale required to truly revive NASCAR’s growth.
He allowed,
“We can tread water. We can do that. But I think it’s going to take a significant amount to really grow this thing.”
Although facility upgrades at venues like Daytona and Phoenix and the entrance of private equity into team ownership mark progress, Hamlin argues that infrastructure improvements alone won’t jumpstart a resurgence. He suggests that returning NASCAR to a period of sustained growth may take a decade or even longer, mirroring the gradual decline that occurred over many years.
Future Growth Depends on NASCAR’s Willingness to Invest Aggressively
Despite challenges, Hamlin remains confident that there is still a genuine passion for racing across the United States. The critical question, he says, is how NASCAR plans to reengage that enthusiasm and what resources it is prepared to allocate toward achieving a substantial turnaround. Without a willingness to invest on the level of billions of dollars in strategic promotion and upgrades, he fears the sport may continue to struggle to regain its former prominence.
