If you thought stock car racing’s best days were behind it, 2026 says otherwise. NASCAR’s midseason numbers point to a sport that’s growing younger and drawing bigger crowds, and The Chase is back.
The numbers
Heading into the playoffs, NASCAR reported:
- Event admissions up 9% year over year, with 11 Cup Series sellouts.
- More than 39 million unique TV viewers for the Cup Series, with viewers aged 18–24 up 8%.
- Craftsman Truck Series viewership among 18–24-year-olds more than doubled.
- Trackside merchandise sales up 26.8%, the highest in at least a decade.
- 1.94 billion social impressions, up 31%, and more than 550 million video views.
The new San Diego street race was a standout. Two sellouts, and 67% of the crowd were at their first NASCAR event.
The Chase is back
For the first time since 2013, NASCAR is running The Chase presented by Mobil 1, a 10-race championship with 16 drivers that started at Darlington on September 6. NASCAR says four in five fans approve of the return, including 93% of avid fans aged 18–34.
Why it matters beyond the track
Younger fans are finding racing on their phones as much as on TV. Race-day social post views jumped 43%, and NASCAR’s world on Roblox has logged 180 million visits this year. Fans want personalities, stories and behind-the-scenes access, not just results.
That’s good news for car-care brands, parts makers, shops and dealers. Motorsports fans are loyal buyers, and they trust the people they follow. A spot from a familiar face in the hot rod world reaches that audience where it already spends its time.
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