NASCAR’s Project 2032 and Plans for Growth

NASCAR CEO Steve O’Donnell discusses Project 2032 and the league’s approach to attracting younger fans while supporting teams, tracks, and existing audiences. The conversation uses examples from media partnerships, motorsports personalities, and high-profile supporters to explain the strategy; it focuses on the sport’s direction rather than race rules or technical analysis.

■ Project 2032 and the sport’s business
- Collaboration across NASCAR, teams, tracks, and sponsors
- Goals for growth and the role of media distribution
■ Reaching new audiences
- Streaming and broadcast partners, lessons from Formula 1, and driver and pit-crew visibility
- The upcoming Days of Thunder film and Michael Jordan’s involvement

For viewers interested in NASCAR’s business, media strategy, or fan engagement, this discussion offers an overview of the priorities O’Donnell identifies and examples of how the league is pursuing them.