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Motorsports

Illinois’ tourism push includes millions for NASCAR events

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NASCAR will not be returning to Chicago streets next summer as the racing series takes its road act to likely sunnier weather in San Diego following two rain-plagued races out of its three years in Chicago.

But while the innovative race leaves town for at least one year, the state’s fiscal year 2026 budget still contains several millions of dollars for NASCAR. State records obtained by Capitol News Illinois show the state has spent nearly $7 million hosting or sponsoring the sport since 2022.

That includes sponsorship of the Enjoy Illinois 300 scheduled for Sunday at World Wide Technology Raceway in Madison just across the river from St. Louis. The state-sponsored race is the second playoff race on the Cup Series schedule. It’s one of four NASCAR races scheduled to take place in Illinois this year.

Enjoy Illinois, the Department of Commerce and Economic Opportunity’s tourism marketing campaign, has been the title sponsor of the race since NASCAR returned to the Metro East track in 2022.

“The event generates significant economic impact through attendee spending on hotels, restaurants, retail, and at other local businesses,” DCEO spokesperson Jordan Troy said in an email. “With the race now part of the NASCAR Cup Series playoffs, the national exposure has grown even more in turn amplifying our brand visibility to attract new and returning visitors to explore all that Illinois has to offer.”

The state’s sponsorship of this weekend’s race is not its largest NASCAR line item, however.

By the numbers

Enjoy Illinois’ marketing efforts extend beyond the state, with TV ads and billboards promoting Illinois tourism across the nation and world. The state previously launched a $30 million post-pandemic advertising campaign with actress Jane Lynch proclaiming the state as the “middle of everything.”

Enjoy Illinois has a $44 million marketing budget in FY26.

The department has also directed $15 million over recent years to broaden the types of events Illinois holds, pointing to Rockford becoming the host city of an IRONMAN triathlon and the 2026 American Hockey League all-star game.

The state has spent about $2.2 million since 2022 to sponsor the Metro East NASCAR race, including $795,000 for this year’s race, according to state records obtained through an open records request.

State lawmakers separately allocate funding for grants administered by DCEO from various state funds. That’s how funding was provided for the Chicago Street Race, which was held in Grant Park for three years beginning in 2023. State records show NASCAR received a $2 million grant from DCEO in 2023 to build and tear down the track and another $2.5 million for the 2024 race.

The Chicago Street Race marked the first time NASCAR built a track through city streets, which is a more common form of racing for Formula 1 and IndyCar. Grant performance records show NASCAR used the funding to pay a variety of companies, including union laborers, to build and tear down the track and move equipment to and from Grant Park. The reports show the work was completed on time and met the state’s standards for NASCAR to receive funding.

“While the scope and use of those funds were determined by the legislature and the grantee, the state’s involvement provided a valuable opportunity to integrate the Enjoy Illinois brand throughout the race venue, creating national visibility for our tourism campaign,” Troy said, adding the grant funding helped make the race possible given the size of its footprint in Grant Park.

NASCAR did not receive any state funding for the 2025 race, according to DCEO.

The state’s fiscal year 2026 budget reappropriates $7 million in grant funding that went unspent in a previous fiscal year and gives DCEO authority to grant another $5 million to NASCAR for “operating expenses.” The funds will not be released by the state until NASCAR provides a budget for the grant with details on how the money will be used.

NASCAR will be back to the Metro East area in 2026 and DCEO’s contract with World Wide Technology Raceway shows Enjoy Illinois has the option to extend its sponsorship to next year’s race.

NASCAR will also be returning to Chicagoland Speedway in Joliet next July for the first time since 2019. A DCEO spokesperson said the department was not involved in any conversations about the sport returning to Joliet. Enjoy Illinois was the title sponsor of the NASCAR Truck Series’ 2013 race at Chicagoland Speedway.

Economic impact

DCEO says its marketing efforts are paying off, and the overarching tourism campaign has directly attracted 2 million additional visitors to the state. The department announced last week 113 million people visited Illinois in 2024 and spent a record $48.5 billion – $1.3 billion more than in 2023 with 500,000 more people visiting the state. Chicago saw a 7.7% increase in overnight visitors.

Enjoy Illinois’ contract for the Sept. 7 race in Madison includes several provisions designed to promote tourism in Illinois.

Enjoy Illinois will get three 30-second advertisements during the TV broadcast on the USA Network, a live interview with an Enjoy Illinois executive on the Motor Racing Network radio broadcast and nine promotional mentions on partner radio stations leading up to the race.

The track has also promised Enjoy Illinois at least three media interviews during the week before the race; sponsorship of fan engagement activities; video board commercials, public address announcements and social media ads; Enjoy Illinois signage around the track; and an Illinois tourism page on the track’s website.

“National cable partnerships like this offer high-impact visibility,” Troy said. “Requiring brand mentions and signage ensures that our tourism message reaches millions of potential travelers in a compelling way.”

NASCAR, the track and Enjoy Illinois also work together to promote the race on various platforms, Troy said.

Other parts of the contract give Enjoy Illinois the right to name a person to wave the green flag at the beginning of the race, the grand marshal, guests to participate in pre-race ride-alongs, and have an Office of Tourism official participate in pre-race and winner’s circle ceremonies, including presenting the trophy to the race winner.

The Enjoy Illinois 300 has sold out each year since it returned in 2022 and generated $60 million of economic activity for the Metro East region, according to DECO. Last year, 2.5 million people watched the race on TV.

The Chicago Street Race had a $128 million economic impact in 2024, according to state contracts – up from $109 million in 2023. Cup Series races both years were delayed and shortened by rain. The 2024 race also generated $9.6 million in state and local tax revenue, according to the Chicago Sports Commission. TV viewership peaked at 4.8 million people in 2023.

 

Capitol News Illinois is a nonprofit, nonpartisan news service that distributes state government coverage to hundreds of news outlets statewide. It is funded primarily by the Illinois Press Foundation and the Robert R. McCormick Foundation.

This article first appeared on Capitol News Illinois and is republished here under a Creative Commons Attribution-NoDerivatives 4.0 International License.



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Motorsports

Audi F1 chief Jonathan Wheatley admits team principal role felt “completely unattainable”

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Audi Formula 1 team chief Jonathan Wheatley has revealed that he never planned on becoming a team principal after beginning his motorsport career as a junior mechanic at Benetton in the early 1990s.

Having joined Sauber as team principal in 2025, the Briton now heads into 2026 as the outfit transitions to Audi for the upcoming F1 season. The 58-year-old has reflected on his career to date and how he rose through the ranks, starting as a junior mechanic at Benetton before serving as chief mechanic at the same team and Renault, and as team manager and sporting director at Red Bull.

“This would be the least successful career in the world if I had, because it’s taken me 34 years to get here,” he told Motorsport Week when asked if he had always planned on becoming a team principal.

“No, back then, team principals were Ron Dennis, Flavio Briatore, Luca di Montezemolo. I mean, just to even think for a second that you could be a team principal was completely unattainable, because I generally have been happy working in a team environment.

“I never really saw myself doing the next step or the next step. I’ve just enjoyed every day in Formula 1. And like I said, I’ve been very lucky that people have identified me as maybe somebody who could take the next step. And then I think sometimes in your career, you get a significant phone call, and this was one of those.”

Jonathan Wheatley, Team Principal of Stake F1 Team Kick Sauber

Jonathan Wheatley, Team Principal of Stake F1 Team Kick Sauber

Photo by: Guido De Bortoli / LAT Images via Getty Images

He added: “And I’ve just been tremendously privileged to have been, at no point in my career, massively career motivated. I’ve just enjoyed working with whatever team, and I’ve been offered opportunities, and I sit here today as a Team Principal of what’s going to be the Audi Formula 1 project, which is one of the most exciting things I can believe I can say in a sentence.”

Audi will enter the F1 grid in 2026 with the same driver line-up as Sauber in 2025 – Nico Hulkenberg and Gabriel Bortoleto – but will now be under the new Audi branding as a works team.

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Jeff Gordon ‘excited’ for big Hendrick addition tipped for huge impact – Motorsport – Sports

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Jeff Gordon has expressed his excitement with Hendrick Motorsports’ new partner tipped to make a big impact behind the scenes. 

Heading into the 2026 NASCAR season, Hendrick will have a new partner to aid them in their quest to maintain their status as one of the top teams in the sport. On Thursday, Gordon and Hendrick announced that the team has partnered with Atrium Health on a new facility meant to aid the team’s drivers, such as Kyle Larson.

The 35,000-square-foot facility, called the Atrium Health Athletic Center, is set to open in late January and will feature amenities aimed at helping the drivers remain in top shape. The announcement comes after Hendrick Motorsports made a $14.2M piurchase after Rick Hendrick’s $1 billion admission.. 

“Excited to welcome @AtriumHealth to the team! Here’s a first look at the partnership in action,” Gordon’s post on X read, which showed renderings of what the new facility would look like, featuring photos of a spa area, weight room, and fully furnished locker rooms, among other amenities. 

Furthermore, Gordon elaborated on the benefits of having a facility with Atrium Health for the drivers, particularly since NASCAR differs from other motorsports, which he claimed would have an “impact where it matters most.” He also elaborated on the partnership in a release from Hendrick Motorsports, which was issued in conjunction with the social media posts. 

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“The demands of NASCAR are different from any other sport – the schedule is relentless, the margins are extremely tight, and performance is about preparation as much as it is execution,” the four-time Cup Series champion’s statement began.

“This new facility allows our coaches and staff to work side by side with Atrium Health clinicians, ensuring every aspect of training, recovery and readiness is aligned. Everything in this space is designed around our athletes and our teammates.

“At the end of the day, it always comes back to people, and this new partnership reflects a shared commitment to supporting them the right way every day.”

Dr. Claude T. Moorman, the President of Atrium Health Musculoskeletal Institute, explained they were “proud” to team up with Hendrick in creating a facility that integrates “sports medicine, performance services and clinical care.” 

“Our focus will be on supporting athlete fitness, injury prevention, treatment and rehabilitation, as well as optimizing performance throughout the NASCAR season, which is the longest season in professional sports,” his statement read.

“This partnership allows us to deliver high-level care in a purpose-built environment that meets the needs of both elite athletes and the broader workforce of the Hendrick organization.”

With Hendrick getting a new facility, it certainly can aid Larson’s, one of the team’s stars, quest to win another championship. In the 2025 season, Larson edged out Denny Hamlin in overtime to win his second Cup Series title, Hendrick’s 15th overall, the most in the sport. 



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Hendrick Motorsports and Atrium Team Up for Health

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Atrium Health has joined 15-time NASCAR Cup Series champions Hendrick Motorsports in an innovative partnership that includes naming rights to the new 35,000-square-foot Atrium Health Motorsports Athletic Center located on the team’s campus in Concord.

The agreement establishes Atrium Health as both a brand partner of Hendrick Motorsports and a long-term provider in athlete and employee wellness.

Atrium Health has joined 15-time NASCAR Cup Series champions Hendrick Motorsports in an innovative partnership that includes naming rights to the new 35,000-square-foot Atrium Health Motorsports Athletic Center located on the team’s campus in Concord. Image supplied

Atrium Health is home to the region’s largest sports medicine outreach program and is nationally ranked for orthopedic care by U.S. News & World Report. The organization supports more than 20 professional and collegiate teams and over 100 high schools across North Carolina and South Carolina.

Set to officially open later this month, the Atrium Health Motorsports Athletic Center at Hendrick Motorsports will provide integrated medical, wellness and sports performance resources for the team’s more than 50 pit crew athletes, while also supporting the health needs of Hendrick Motorsports’ Charlotte-area employees. Atrium Health clinicians will staff the facility.

The Atrium Health Motorsports Athletic Center includes a high-performance gym with the latest training equipment, modern locker rooms, a team operations center for race-day competition operations, a nutrition area, athletic meeting and film rooms, and dedicated spaces for physical therapy, hydrotherapy and recovery. The facility also features a dedicated space for sports science research, and a closed-loop pit stop practice circuit that can accommodate two teams concurrently.

Beginning with the 2026 NASCAR season, Atrium Health will have a significant presence across all Hendrick Motorsports-fielded teams, including logo placement on driver fire suits, crew apparel, athletic training gear and track equipment.

Atrium Health has actively supported the NASCAR industry through initiatives like the NASCAR Day Giveathon and by providing sports medicine coverage at major events such as the Coca-Cola 600 at Charlotte Motor Speedway. These efforts underscore Atrium Health’s commitment to improving health and wellness for athletes, fans and event participants at the speedway.

Gene A. Woods, CEO, Advocate Health: “Partnering with Hendrick Motorsports is a defining opportunity to deliver world‑class, innovative medical care to one of the highest‑performance cultures in NASCAR. In both health care and auto racing, excellence is engineered – driven by precision, powered by state‑of‑the‑art technology and made possible by exceptional teammates. With Atrium Health’s nationally recognized clinicians embedded on the Hendrick campus, this partnership will help keep their record‑setting athletes fully on the throttle and give every team member faster, more seamless access to care – on and off the track.”

Atrium Health has joined 15-time NASCAR Cup Series champions Hendrick Motorsports in an innovative partnership that includes naming rights to the new 35,000-square-foot Atrium Health Motorsports Athletic Center located on the team’s campus in Concord. Image supplied

Rick Hendrick, owner, Hendrick Motorsports: “People are the foundation of our organization, and supporting their health and performance is essential to our success. Our new partnership with Atrium Health brings best-in-class clinical and performance resources directly to our campus. There’s no facility like this in the world of auto racing. It’s a game changer. The Atrium Health Motorsports Athletic Center will help our athletes perform at their best and give our teammates convenient access to high-quality health care. We value the shared commitment to people that defines both of our organizations, and we look forward to a truly incredible collaboration in the coming years.”

Dr. Claude T. Moorman, president, Atrium Health Musculoskeletal Institute: “We are proud to join Hendrick Motorsports in creating a facility that integrates sports medicine, performance services and clinical care. Our focus will be on supporting athlete fitness, injury prevention, treatment and rehabilitation, as well as optimizing performance throughout the NASCAR season, which is the longest season in professional sports. This partnership allows us to deliver high-level care in a purpose-built environment that meets the needs of both elite athletes and the broader workforce of the Hendrick organization.”

Jeff Gordon, vice chairman, Hendrick Motorsports: “The demands of NASCAR are different from any other sport – the schedule is relentless, the margins are extremely tight, and performance is about preparation as much as it is execution. This new facility allows our coaches and staff to work side by side with Atrium Health clinicians, ensuring every aspect of training, recovery and readiness is aligned. Everything in this space is designed around our athletes and our teammates. At the end of the day, it always comes back to people, and this new partnership reflects a shared commitment to supporting them the right way every day.”



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Motorsports

2026 season preview: Spire Motorsports

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Editor’s note: Today’s Spire Motorsports preview continues NASCAR.com’s countdown of team previews for the 2026 Cup Series season.

SPIRE MOTORSPORTS

Manufacturer: Chevrolet
Engine: Hendrick Motorsports
Driver-crew chief pairings: Daniel Suárez-Ryan Sparks (No. 7); Michael McDowell-Travis Peterson (No. 71); Carson Hocevar-Luke Lambert (No. 77)

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Team outlook: Anyone within the Spire Motorsports camp would probably tell you 2025 was a disappointment. The team showed speed throughout the season and competed for wins, but couldn’t close the deal with any of their three cars. None of their drivers reached the playoffs, but that could and should change in 2026, as Spire understands what they are capable of, attempting to shatter the glass ceiling and make a big statement in the year ahead.

DANIEL SUÁREZ, NO. 7 CHEVROLET

Experience: 9 full-time seasons in NASCAR Cup Series; 323 starts
2025 stats: 29th in final Cup Series standings; 0 wins, 2 top fives, 7 top 10s, 0 poles, 35 laps led

Driver outlook: Suárez had his worst final result in the standings last year since his 2020 campaign with Gaunt Brothers Racing. Going into 2026, he replaces Justin Haley in the No. 7 Chevrolet, and all signs should point toward a far better year for the 34-year-old veteran. Paired with McDowell, the two should be forces to be reckoned with on road courses this year, and Suárez’s recent history at EchoPark Speedway could line him up for a breakthrough multi-win campaign.

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MICHAEL MCDOWELL, NO. 71 CHEVROLET

Experience: 18 seasons in NASCAR Cup Series (full-time the last nine seasons); 537 starts
2025 stats: 22nd in final Cup Series standings; 0 wins, 3 top fives, 6 top 10s, 2 poles, 96 laps led

Driver outlook: Texas and Chicago were ones that got away from McDowell as the long-time veteran was passed by Logano for the lead in the closing laps before crashing with two laps to go from second in the Lone Star State. At Chicago, McDowell started on the front row and led 31 laps before a mechanical failure ruined the No. 71 team’s day. Even at age 41 with many miles logged, the hunger and drive are still there for McDowell and should be in contention for victories this year, maybe even having an outside shot at a championship run.

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MORE: Michael McDowell driver page

CARSON HOCEVAR, NO. 77 CHEVROLET

Experience: 2 full-time seasons in NASCAR Cup Series; 81 starts
2025 stats: 23rd in final Cup Series standings; 0 wins, 2 top fives, 9 top 10s, 1 pole, 122 laps led

Driver outlook: Hocevar lived by the moniker of “checkers or wreckers” last season, and it bit him more times than it rewarded. Consistent, race-contending speed is there in the No. 77 Chevrolet, but the goal for Hocevar is to have the discipline to complete the grind of a full race. He showed that at Nashville, finishing runner-up to a dominant Ryan Blaney, but other races got away from him. If he can hone it in consistently and balance aggression through a 36-race calendar, there’s no telling what Hocevar could achieve in his third Cup season.

MORE: Carson Hocevar driver page



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Sawyer Brown Pre-Race Concert Presented by Raymer Oil Revs Up Window World 450 – Speedway Digest

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As NASCAR Cup Series points racing returns to North Wilkesboro Speedway for the first time in nearly 30 years, the soundtrack of that era returns as well with multi-platinum country hitmakers Sawyer Brown headline a pre-race concert presented by Raymer Oil. The performance will be part of The Boys and Me Tour, firing up fans before the historic Window World 450 at 7:30 p.m. on Sunday, July 19, 2026.

The Window World 450 marks the first NASCAR Cup Series points race at North Wilkesboro Speedway since 1996 and the first 450-lap Cup Series race in track history. With extended distance and playoff implications, the event is set to be one of the most anticipated races on the 2026 NASCAR calendar.

“North Wilkesboro Speedway and Sawyer Brown both represent eras for racing and music that fans still talk about with passion today,” said Graig Hoffman, executive director of North Wilkesboro Speedway. “As points racing returns to Wilkes County for the first time in three decades, it felt fitting to welcome a band that was defining country music during that same period. This will be a summer doubleheader of entertainment you’ll hear throughout the North Carolina mountains in July!”

Formed in the early 1980s and rocketing to national fame in the mid-1990s, Sawyer Brown has built a reputation on electrifying live shows and songs rooted in real life. With 24 albums, 51 charted singles and the No. 1 hit “Some Girls Do,” the band has spent more than four decades delivering high-energy performances to fans across the country — including more than 6,000 live shows.

Anchored by frontman Mark Miller alongside Gregg Hubbard (keyboards/vocals), Joe Smyth (percussion), and Shayne Hill (lead guitar), Sawyer Brown’s legendary live energy is set to echo through North Wilkesboro Speedway for a 60-minute set beginning at 5 p.m., revving up fans ahead of the return of the highly anticipated Window World 450.

“There’s something special about a place that has stood the test of time,” said Miller. “North Wilkesboro Speedway has that kind of soul. Bringing The Boys and Me Tour to a track with this much history, on a night this meaningful, is exactly the kind of moment we love to be part of.”

Fans can experience the “life songs” of Sawyer Brown’s pre-race concert up close with a $75 Track Pass upgrade, which includes stage-front access to the concert, driver introductions and pre-race festivities.

TICKETS:

Single-day tickets will be available for purchase exclusively at the North Wilkesboro Speedway Box Office, Tuesday, Jan. 13, from noon to 5 p.m. Three-day weekend ticket packages and Track Passes can be purchased online now at www.northwilkesborospeedway.com.

MORE INFO:

Fans can connect with North Wilkesboro Speedway and get the latest news by following on X and Instagram or becoming a Facebook fan.

SMLLC PR





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Motorsports

Ram CEO’s new marketing play involves NASCAR, reality TV and Dana White

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Jan. 9, 2026, 8:01 a.m. ET

Ram is working furiously to put its truck sales back on track, and its latest marketing ploy is a NASCAR reality TV show produced by Dana White.

The Stellantis NV brand — which announced last year it would once again sponsor a NASCAR Craftsman truck team for 2026 after 13 years away — is behind a series called “Race For The Seat” that premiers Jan. 25 on Fox.



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