Even NASCAR is admitting it after a tumultuous year down in Charlotte - the sport deserted its fanbase.
As the 2026 season gets into full swing the brass in North Carolina is now making a concerted effort to win back the friends it has so clearly lost in recent years.
From the hated playoff system to the perceived lack of power in the Next Gen cars, there was little to like for hardcore fans about the sport’s trajectory in 2025. Throw in that high-profile lawsuit pitting the France dynasty vs team owner Michael Jordan, it was a pretty ugly landscape.
In recent years NASCAR has made a real bid to attract new fans to the sport, seeking growth both on and off track. The only problem was, it started to lose the existing fanbase.
Now President Steve O’Donnell admits mistakes have been made, and claims NASCAR feels way more comfortable about going back to its roots and what built its huge popularity.
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O'Donnell makes NASCAR admission
He told Sports Business Journal: “We probably chased a few too many things trying to be like other sports. We assumed that our hardcore fans would stay with us and newer fans would jump in. ... Instead of new fans coming in, they did not understand it.”
“We deserted our fan base,” O’Donnell added. “So now what you’re seeing us do is ... yes, we can introduce the sport to new fans, but here’s how we got here.”
The NASCAR world after the MJ court battle
O’Donnell also spoke about NASCAR’s relationships with its teams with that acrimonious court battle in Charlotte now in the rear view mirror.
“We had a difficult 18 months. We came out of that in a good place ... the opportunity now is we’re going into this season really with no contractual obligations out in front of us, no lawsuits, no COVID. We can just talk about how cool NASCAR racing is.”
As well as the fans, O’Donnell openly admits NASCAR must rebuild relationships with the people within the industry - the teams, sponsors and media partners.
Getting the industry back
As FOX Sports supremo Eric Shanks told him: “Your job is simple. You got to get the industry back".
Clearly there are green shoots of that starting to happen, with evergreen charters for teams now a thing thanks to the court battle with Jordan’s 23XI Racing and Front
Row Motorsports.
The end of the hated playoff system - and the return of the Chase - also brought praise from most quarters. And now the Next Gen cars will have increased horsepower at certain tracks.
It might be too soon to say the future is bright, but at least some of the dark clouds are starting to disappear.
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