NASCAR and IndyCar look to generate Formula One-type growth overseas

NASCAR and IndyCar are looking to add races outside their U.S. home bases, according to people familiar with the matter.

IndyCar has focused specifically on Barcelona, with the city not on Formula One’s 2027 calendar, according to one of the people who wasn’t authorized to speak publicly about the plans. NASCAR has been in talks with potential partners, including in Mexico and Canada, a person familiar said.

The US-based leagues have seen F1, owned by Liberty Media, expand more outside its European base in recent years, helping boost its popularity. That’s included adding races in the U.S. that have lured new fans and media attention. F1 revenue this year is projected by analysts to gain about 9% to $4.2 billion, nearly double from five years ago.

IndyCar and NASCAR are privately held entities and don’t regularly disclose results. But court filings showed Nascar’s revenue was $1.7 billion in 2024, according to BlackBook Motorsport.

“We’re talking to different potential partners globally,” said Adam Layton, senior vice president for NASCAR International. The scope of the search includes Europe and other parts of the world, he said. 

IndyCar is always evaluating new opportunities, a spokesperson for the circuit said, while declining to comment on specific destinations like Barcelona.

NASCAR Chief Executive Officer Steve O’Donnell, who took on the role in April, has talked about his desire to expand beyond the U.S. In August, he told the podcast Racin’ With the Boys that “plopping a race in Europe” is the next move. 

The time has come for the American-based racing competitions to ramp up internationally, according to Mark Howell, a motorsports historian and professor at Northwestern Michigan College.

“Europe would be the next big step,” Howell said. 

NASCAR does have a presence in other parts of the world through competitions such as the Euro Series and Canada Series. But the NASCAR Cup Series, its flagship competition, is held in the United States.

IndyCar tried to add Mexico City to its 2026 schedule, but it didn’t materialize because of timing conflicts with the men’s soccer World Cup. Plans for an exhibition event in Argentina in 2024 were also shelved.

Mark Miles, CEO of IndyCar parent Penske Entertainment, said in a 2024 interview with BlackBook Motorsport that while he was open to the idea of expanding further internationally, the core series would remain closer to home.

“IndyCar has and will continue to be a North American series,” he said.