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NASCAR’s ‘badass origin story’ central to new marketing approach

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Maybe it’s ‘hell yeah,’ and maybe it’s something else but Tim Clark is working tirelessly to reintroduce the Sanctioning Body and simultaneously remind the world what its sporting values are in an ever-changing landscape.

That was part of a conversation held last week in New York City as part of the Autosport Business Exchange that invited leaders of various global motorsports entities to mingle amongst each other and discuss their shared passion for the ‘Rise of Racing in America.’

NASCAR’s representative was its chief brand officer.

This event was crafted by Motorsport.com sister brand, Autosport, and included numerous interview opportunities with the press for those in attendance in advance of the United States Grand Prix at Circuit of the Americas.

Watch: Tim Clark speaks about the future of NASCAR

For Clark, who joined NASCAR in 2012 to oversee its digital platforms, much of his day-to-day work in 2025 is about strengthen the bond fans have with the sport but also creating those enthusiasts in the first place.

“If you go back to 2020, when the pandemic hit and NASCAR like everyone else had to evolve our business a bit, we learned some valuable lessons,” Clark said. “Chief amongst them was to be adaptable. That’s still true today.

“Fandom changes on a regular basis, and by definition, fandom is not rational. People don’t react to their favorite sports like they do buying carpet or buying a mattress. Again, it’s by definition, fanatical behavior.

“Our job is to evolve the way we’re serving that fandom. Whether it’s the changing media landscape or how people consume live events, those puzzle pieces go together in a way that we can create a picture for partners, for competitors, but certainly chief among that group of stakeholders is fans.”

‘Hell Yeah’ is one of the reported possible ad campaigns for NASCAR to unveil in advance of next season. While Clark is keeping all of their ideas close to the figurative chest right now, what he does want illustrated in public, is that NASCAR is authentic, bold and unapologetic.

“This is not a knock on anything that we’ve done in the past 5-10 years but I do think there is some truth to the notion that we tried to be all things to all people,” Clark said. “At the end of the day, our message should not be that tricky. It’s not confusing.

“This is one of the most competitive motorsports on the planet. I think we have tremendous athletes, engineers and a really compelling on-track product. If you’re a motorsports fan, you’ll find a lot to love about the sport.

“If you’re not, and you’re just in for a good time and good experience, we got that too.”

Thus, Clark said he doesn’t want to overcomplicate the message. He wants to lean into the fact this is still a sport founded on bootlegging moonshine and building a faster car to outrun the police.

“I mean, what an incredible origin story and I think we can lean into what that looks like today,” he said. “This is blue collar, very accessible and kind of a badass sport. I think that’s what you will see from our brand direction.”

The conversation also included tidbits about NASCAR’s new broadcast rights package and how the league intends to make inroads with a younger audience.

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How women in Jayhawk Motorsports are challenging barriers in engineering | Sports

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The engineering field remains largely male-dominated, and Jayhawk Motorsports reflects that reality. The student-run racing team has a strong male presence, but a small group of women are working to change that.

Though few in number, they continue to assert their place within the team, challenging stereotypes and helping redefine what it means to be an engineer in motorsports.

The Jayhawk Motorsports team has established itself as a top-performing team in Formula SAE competitions, where college students design and race small cars. Founded in 1994, the group has grown significantly larger than the six University of Kansas mechanical engineers who started it.

Today, JMS has expanded its efforts to build a combustion-powered race car. The team now features more than 40 students from a diverse range of disciplines, including business, industrial design, and computer science, as well as mechanical, chemical, and electrical engineering. These students compete on a high level, turning theory into practice and refining their abilities in design, teamwork, and project management.

The women in this group are no exception to that, holding each other accountable and making sure that the gender roles that are traditionally placed on them are challenged and not just accepted.

Katie Kraiss is one example of this, as she holds the role of business lead at JMS. She has always had an interest in cars as her dad and grandpa had a love for them and passed that along to her. Kraiss said that people often seem surprised that she knows so much about cars and is interested in them because, to her, it’s just something she grew up with.

“Working with 90% of the team being male engineers as a female business student, I’ll just always be slightly intimidated by them I will say,” Kraiss said.

Hailey Bollini, volunteer lead managing the non-senior side of things, said she also feels underestimated in the club. Bollini said she has had several instances where she was more knowledgeable on a topic than some of her male counterparts but was overlooked because of her gender.

“You kinda have to make yourself bigger and scarier, and then people kinda take you seriously, so, kinda that emotional labor that goes along with all that and putting on a persona,” Bollini said.

Despite the challenges, the women of Jayhawk Motorsports continue to push forward, working on engines, managing budgets, and leading projects alongside their male teammates. Their efforts are not only helping the team succeed on the track, but also paving the way for future women in engineering and business.

As Jayhawk Motorsports approaches its next competition, the women on the team remain committed to proving their place in engineering and to challenging the barriers that still exist within the field.



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2026 Dakar Rally: A Tough Endurance Challenge

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The 48th edition of the Dakar Rally (January 3–17, 2026) marks the seventh consecutive year in Saudi Arabia, kicking off the 2026 World Rally-Raid Championship (W2RC) season.

–by Mark Cipolloni–

Organized by ASO, this year’s event promises to be one of the toughest in recent history, with a reworked route emphasizing raw endurance over gimmicks. The rally starts and finishes in the Red Sea coastal city of Yanbu, featuring a massive loop through central Saudi Arabia’s diverse deserts, rocky tracks, and dunes—without venturing into the vast Empty Quarter this time.

Route and Schedule Overview

The total distance is approximately 8,000 km (7,994 km for cars), including nearly 5,000 km (4,880 km) of timed special stages—one of the highest competitive kilometer counts in the Saudi era. The format includes a short prologue, 13 full stages, and a single rest day in Riyadh on January 10.

Key highlights:

– Prologue (Jan 3): Yanbu loop (98 km total, 23 km special) – Sets starting order.
– Week 1: Focuses on northern regions with fast tracks and building intensity, leading to a long liaison to Riyadh.
– Marathon Stages: Two pairs (Stages 4–5: Al Ula to Hail; Stages 9–10: Wadi Ad Dawasir to Bisha) – Competitors get limited “refuge” bivouacs with no external assistance, forcing self-reliance for repairs.
– Week 2: Heavy on dunes around Wadi Ad Dawasir and navigation challenges en route back to Yanbu.
– New addition: Mid-stage service points on select rocky sections for tire changes and minor fixes, aiding survival without diluting the challenge.

Date Stage Location/Route Total km Special km
Jan 3 Prologue Yanbu → Yanbu 98 23
Jan 4 Stage 1 Yanbu → Yanbu 518 305
Jan 5 Stage 2 Yanbu → Al Ula 504 400
Jan 6 Stage 3 Al Ula → Al Ula 666 422
Jan 7 Stage 4 (Marathon) Al Ula → Al Ula 526 451
Jan 8 Stage 5 (Marathon) Al Ula → Hail 417 356
Jan 9 Stage 6 Hail → Riyadh 920 331
Jan 10 Rest Day Riyadh
Jan 11 Stage 7 Riyadh → Wadi Ad Dawasir 876 462
Jan 12 Stage 8 Wadi Ad Dawasir → Wadi Ad Dawasir 717 481
Jan 13 Stage 9 (Marathon) Wadi Ad Dawasir → Bisha 540 418
Jan 14 Stage 10 (Marathon) Bisha → Bisha 417 371
Jan 15 Stage 11 Bisha → Al Henakiyah 882 347
Jan 16 Stage 12 Al Henakiyah → Yanbu 718 310
Jan 17 Stage 13 Yanbu → Yanbu 141 105

Dakar director David Castera emphasized balance and fatigue: “We have almost 5,000 kilometers of timed stages… It’s been a long time since we’ve had that many kilometers.”

Key Changes from 2025

– Scrapped the controversial 48-hour chrono stage (blamed for crashes and strategic gaming).
– Revived classic two-day marathons (twice) for authentic self-sufficiency.
– Reduced bivouacs for fresher support teams when available.
– No Empty Quarter, shifting focus to varied sand types, rocks, and canyons.

Main Categories and Top Contenders

Over 325 vehicles are entered across bikes, cars, trucks, SSVs, and more.

– Bikes: Defending champion Daniel Sanders (Red Bull KTM) aims to repeat his wire-to-wire 2025 dominance. Challengers include Honda’s Ricky Brabec (two-time winner), Adrien Van Beveren, Tosha Scharein; Hero’s Ross Branch and José Ignacio Cornejo.

Australian Daniel Sanders won in the motorbike category in 2025.

– Cars (Ultimate): Reigning champ Yazeed Al-Rajhi defends in Toyota. Heavyweights: Carlos Sainz (Ford), Nasser Al-Attiyah and Sébastien Loeb (Dacia Sandriders), Toyota Gazoo Racing’s Henk Lategan/Seth Quintero.
– Notable debuts: Defender enters the new Stock category with the D7X-R, driven by 14-time winner Stéphane Peterhansel.

Yazeed al-Rajhi made history on Friday by becoming the first driver from Saudi Arabia to win the Dakar Rally
Yazeed al-Rajhi made history in 2025 by becoming the first driver from Saudi Arabia to win the Dakar Rally

The 2026 Dakar strips away experiments, returning to core endurance roots. With massive timed mileage, dual marathons, and Saudi’s unforgiving terrain, expect attrition to separate survivors from winners. The action starts in Yanbu—get ready for two weeks of relentless adventure.



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No. 4: Development Series Continues To Blossom in 2025

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Note: The Penske Entertainment editorial staff is looking back at the five biggest moments of 2025 in INDY NXT by Firestone in this year-end series, with one installment appearing on the site per day in countdown fashion from Dec. 27-31.

The 2025 INDY NXT by Firestone season continued the development series’ upward trajectory, showcasing expanding fields, increased competition and unprecedented national exposure.

With an average of 19.4 starters per race, INDY NXT delivered one of its deepest and most diverse grids in over a decade, extending the growth trend that began after the 2022 season and the series rebrand in 2023.

For the second consecutive year, 27 drivers made at least one start, two more than in 2023 and 10 more than in 2022, signaling renewed interest from both established programs and emerging contenders. This modern era of INDY NXT has produced the largest fields since 2009. Among the 2025 highlights was the return of Chip Ganassi Racing to the series for the first time since 2007, adding another heavyweight organization to an already competitive paddock.

That momentum continues into 2026. Ed Carpenter Racing and AJ Foyt Racing both rejoin the series through technical partnerships, with ECR aligning with Cape Motorsports and Foyt partnering with HMD Motorsports. Juncos Hollinger Racing also returns as a standalone entrant, while new team Cusick Morgan Motorsports will make its INDY NXT debut as a two-car effort in collaboration with HMD. The influx of teams and driver development programs reinforces INDY NXT’s position as the strongest pipeline into the NTT INDYCAR SERIES.

Competitive depth defined the 2025 campaign on track. Five different drivers representing three teams reached Victory Lane, while nine drivers from four organizations earned podium finishes. Qualifying was just as tight, with four different pole winners. The oval schedule produced some of the most dramatic racing of the season, as three of the four events featured a final lead change within the last 20 laps.

Off the track, 2025 marked a breakthrough season for INDY NXT’s visibility. For the first time, the entire schedule aired live on national television. Thirteen races were broadcast on FOX Sports’ FS1 and one on FS2, with every practice and qualifying session also receiving live coverage across the FOX Sports platforms. This comprehensive television package resulted in exponential audience growth, with average viewership more than five times higher than in 2024.

With deeper fields, expanding team participation, thrilling racing and its largest-ever broadcast audience, the 2025 season cemented INDY NXT by Firestone as a premier proving ground for future NTT INDYCAR SERIES stars setting the stage for even more momentum in 2026.



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Daytona Duels and Their New Name Explained

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For decades, Daytona 500 twin qualifying races, also known as the Daytona Duels, have been sponsored by brands like Gatorade, Budweiser, and Can-Am. Now, without a sponsor for the races, NASCAR was forced to come up with a new name.

According to the official 2026 Daytona 500 flyer, the longtime Daytona Duels will be called the America 250 Florida Duels at Daytona.

For those who still call them the Duel Twin 125s, the new name is a bit of a mouthful, forced on NASCAR because no sponsor was willing to pay the asking fee.

The president of Daytona International Speedway, Frank Kelleher, remains excited.

“Winning the DAYTONA 500 is the pinnacle of our sport – the race every driver wants most,” he said. “A championship is a career milestone, but the DAYTONA 500 stands alone. Opening the season with the DAYTONA 500 and closing the regular season with one last shot to race into the NASCAR Playoffs keeps The World Center of Racing at the heart of sport’s biggest moments.”

Key Details for the 2026 Duels:

  • Date: Thursday, February 12, 2026, at 7:00 PM.
  • Location: Daytona International Speedway, Daytona Beach, FL.
  • Rebrand: The event is officially titled the “America 250 Florida Duels at Daytona,” highlighting a patriotic theme for the 2026 season.
  • Purpose: These two 150-mile races set the starting lineup for the Daytona 500.
  • Format: 36 chartered cars are locked in, while open cars (including those driven by Jimmie Johnson and Justin Allgaier) battle for remaining spots based on their Duel finishes.



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Toyota to Debut GR Corolla Rally Car as Second Manufacturer Team in ARA’s 2026 Season

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Overhead view of Toyota's Yaris rally car skidding through a mountain switchback during a race in Saudi Arabia.
Toyota Gazoo Racing at Rally Saudi Arabia 2025 | TGR WRT / McKlein

Gazoo Racing gears up to challenge Subaru’s long-standing American stage rally dominance

I will never forget my first rally race, partly because nearly half the competitors were Subarus. Anytime a different make or model flew by, usually in the 2WD class, it felt like an event.

From small local teams to top national entries, Subaru dominates the American Rally Association. Until now, Subaru America has had the only manufacturer-backed team in the series (with “Vermont SportsCar” as its technical partner).

After that race, I spent time talking with drivers and longtime rally fans. I asked what other cars could realistically compete. The answer came quickly. “Ford Fiestas and the GR Toyota Corolla. Man, an AWD GR Corolla would be fast.”

It’s almost as if Toyota was listening. The automaker announced it will develop a GR Corolla RC2 rally car and enter one or two of them in the 2026 ARA season. This makes it the second manufacturer-backed team in the ARA.

“TGR will enter the American Rally Association (ARA) National Championship for the first time with a rally car based on the GR Corolla, taking on the challenge of making ever-better motorsports-bred cars on American roads.” — Toyota Gazoo Racing

Why Toyota chose the GR Corolla for ARA

The AWD GR Corolla, powered by a 300-horsepower turbocharged three-cylinder engine, should be a legitimate contender. Toyota did have an easier option. The company already campaigns a GR Yaris Rally2 car in other global series.

So why not use that platform? Because the mission of a manufacturer-backed team is simple: win on Sunday, sell on Monday.

“By developing a GR Corolla rally car, TGR-WRT is harnessing the pedigree of the Corolla model within rallying and further expanding its efforts to use motorsport to help make ever-better cars for the road,” Toyota said. “It also hopes to support the development of rallying in North America, where the GR Corolla is available as a rally-bred performance car for the road.”

Toyota’s new ARA effort will debut at the 100 Acre Wood Rally in March 2026. The team’s co-driver will be Finnish rally veteran Topi Luhtinen. Seth Quintero, fresh off driving the DKR GR Hilux at Dakar, will pilot the car. Something tells me Toyota Gazoo Racing will fit right in.



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William Byron 2025 season in review: Third-straight Championship 4 appearance caps another strong year

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Editor’s note: This is part of a series from NASCAR.com reviewing the top 30 drivers in the NASCAR Cup Series in reverse order of the 2025 final standings

  • Driver: William Byron, No. 24 Hendrick Motorsports Chevrolet 
  • Crew chief: Rudy Fugle 
  • Final 2025 ranking: 4th 
  • Key stats: 3 wins, 11 top fives, 16 top 10s, 1,330 laps led
  • How 2025 ended: William Byron’s evolution behind the wheel of the No. 24 Chevrolet led him back to the Championship 4 for the third consecutive season after his fourth straight multi-win campaign. 
  • Best race: Indeed, the year’s penultimate race at Martinsville Speedway produced an absolute masterclass by Byron, Fugle and the No. 24 Hendrick Motorsports team. Entering NASCAR’s final race of the semifinal round beneath the provisional cutline, Byron won the pole, swept the stages and led a career-high 304 of 500 laps en route to winning his way into the Championship 4. Byron muscled past Ryan Blaney with 44 laps remaining to reclaim the lead for the final time, ousting Blaney from Champ 4 contention and propelling Byron to Phoenix. 

RELATED: Panini issues 1 of 1 Jeff Gordon trading card

  • Other season highlights: Byron began the season by winning the 2025 Daytona 500, becoming just the fifth driver to win the “Great American Race” in consecutive years. In addition to an impressive win at Iowa Speedway in which he led 141 of 350 laps, Byron also had dominant performances equate to runner-up finishes at Darlington Raceway in the spring and the Coca-Cola 600 at Charlotte Motor Speedway. The No. 24 Chevrolet led the first 243 laps of the Goodyear 400 at Darlington but ultimately could not reclaim the lead late. At Charlotte, a fierce battle between Byron, Denny Hamlin and Ross Chastain resulted in a Chastain victory despite Byron leading 283 of 400 laps that evening. The No. 24 team showed notable resolve throughout the season’s opening 26 races, overcoming stretches of adversity and inconsistency all the way to clinch the Regular Season Championship one week early.
  • Stat to know: Byron ended his campaign with a series-best 1,330 laps led — bettering his previous high mark (1,016 led in 2023) by over 300 laps. The No. 24 Chevrolet was out front more than any other driver this season, leading 224 more circuits than 2025 champion Kyle Larson, Byron’s teammate, who led the second-most laps this year with 1,106 laps out front. 
  • Quotable: “Winning the regular season championship and winning the (DAYTONA) 500 (and) three races a year is something to really be proud of. So yeah, I feel like it was our best year yet, honestly, but it was a lot of adversity and a lot of things that happened all the way to the end. I mean, it seems like a lot changed for us in the results column with about three laps to go this year. We’ve just got to learn from that – and a lot of it was kind of out of our control. But yeah, just gotta move past it. But I think overall, yeah, it was our best year.” 

RELATED: Check out William Byron’s Liberty University Chevrolet for 2026!

  • Looking ahead: Few drivers have maintained a consistent year-over-year level of performance, as Byron has in recent seasons. That level of production and sustained championship contention should remain prominent for him and the No. 24 team entering the 2026 campaign. There is some history on the line in February as he attempts to become the first driver to win three straight DAYTONA 500s. But the biggest question remains: Will 2026 will be the year Byron breaks through for his first NASCAR Cup Series championship? There are very few reasons to think he won’t.



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