NITRO Motorsports Park has joined the NHRA Member Track Network in NHRA’s Northwest Division (Division 6). Located in Prince George, B.C., NITRO Motorsports Park adds another Canadian track to NHRA’s Member Track Network, joining Western Canadian tracks in Edmonton, Medicine Hat and Mission.

NITRO Motorsports Park is a club-owned and operated, non-profit society facility, offering a standout facility and serving as Northern British Columbia’s largest motorsports park.

“After careful consideration of what is best for the long-term future of NITRO Motorsports Park and our goal of attracting all racers to our facility, we have made the decision to join the NHRA in its 75th year of operation,” NITRO Motorsports Park President Foji Dhansaw said. “As an organization that has operated continuously for 75 years, the NHRA represents the stability and leadership that both Nitro Motorsports Park and the sport of drag racing require.

“In recent years, NHRA has made significant strides in strengthening its focus on Sportsman racing. From my very first meeting with Glen (Cromwell, NHRA President) and the entire NHRA executive team, it was clear that they are genuinely committed to enhancing and growing sportsman racing across their network. Throughout our decision-making process, we consulted with tracks in Edmonton, Medicine Hat, and Mission. Joining these elite facilities and established programs was a key factor in determining that NHRA affiliation represents the best possible direction for Nitro Motorsports Park.”

By joining the NHRA Member Track Network, NITRO Motorsports Park will be eligible to offer racers in the area a variety of NHRA-sanctioned racing opportunities in the future, including the NHRA Summit Racing Series, the NHRA Summit Racing Jr. Drag Racing League, NHRA Street Legal, NHRA Jr. Street, and more. Additionally, the track will have the chance to host NHRA specialty events like the NHRA Summit King of the Track and more.

NITRO Motorsports Park will also get access to NHRA’s extensive support programs as part of the member track network, insurance benefit,s and national marketing platforms as they excitedly move into a new era for the facility.

“I am beyond thrilled to have Nitro Motorsports Park join our Northwest Division family,” Northwest Division Director Mike Eames said. “Adding another multi-faceted venue for our Canadian racers and fans is huge. I look forward to working with everyone associated with their operation during our 75th anniversary season in 2026 and for many years to come.”
 

DuraMAX has secured its position as the primary entitlement sponsor for the NASCAR Cup Series race at Circuit of The Americas (COTA) on March 1, under a multi-year agreement with Speedway Motorsports. This major branding effort will showcase the DuraMAX Grand Prix, marking the sixth consecutive year of NASCAR’s presence in Austin. With a length of 95 laps over 228 miles, the race begins at 2:30 p.m. CT and will be broadcast on FOX, reaching audiences worldwide. DuraMAX aims to leverage this high-profile event to enhance brand visibility and connect with customers, given its growth within the vehicle maintenance sector since entering NASCAR in 2022.

By the Numbers

• March 1 event marks DuraMAX’s sponsorship of the sixth annual NASCAR race at COTA.
• The race covers a distance of 228 miles and consists of 95 laps.

State of Play

• The 2026 NASCAR Cup Series starts with the Daytona 500 on February 15, followed by a race at EchoPark Speedway on February 22.
• Individual tickets are priced affordably, with $10 tickets for children under 12 at the NCS race.

What’s Next

As NASCAR’s doubleheader weekend approaches, expectations are high for DuraMAX to employ various brand activations throughout the event, further solidifying its market presence. Potential future collaborations with other motorsports could extend from this sponsorship success, enhancing brand growth across different venues.

Bottom Line

DuraMAX’s partnership with NASCAR signals a strategic move to boost its brand recognition in the highly competitive maintenance products market, especially in Texas, while engaging fans and showcasing product performance on a prestigious platform.

The R. H. Kirkpatrick Agricultural Pavilion, also called the R. H. Kirkpatrick Arena, is a county-operated facility on Highway 14 that functions as a hub for weekend and regional events. Located at 2224 HWY 14 WEST, Autaugaville, AL 36003, the pavilion hosts a calendar of frequent weekend activities that include motocross, NBHA barrel racing, dog ability and agility trials, team roping, barrel racing, horse shows and other spectator events. County facility information lists Lee Pittman as arena manager and provides a central contact number for bookings and inquiries: 334-365-5638.

The pavilion’s steady schedule of events positions it as both a recreational center and an economic asset for the county. Regular weekend competitions and shows bring riders, drivers, handlers and their families to Autaugaville, creating foot traffic that supports nearby restaurants, fuel stations and lodging options. For a largely rural county, multi-use venues that accommodate agricultural and equestrian activities help preserve local skills and traditions while generating incidental spending in the local economy.

As a county-operated facility, the arena also plays a role in public programming and community functions. Its availability for bookings makes it a practical staging ground for competitive events and gatherings that may otherwise travel to larger markets. That public ownership brings both opportunities and responsibilities: opportunities to coordinate county calendars, market events to regional audiences and capture rental revenue, and responsibilities for maintenance, scheduling fairness and ensuring the venue meets safety and animal welfare standards for diverse uses from motorsports to dog agility trials.

Longer-term trends suggest these kinds of multi-use rural venues remain important as social infrastructure. Equestrian and agricultural events sustain community networks and youth involvement, while motorsport and spectator events introduce visitors who may not otherwise travel to Autauga County. Strategically promoting the pavilion’s calendar and ensuring clear booking procedures could increase its economic return for the county and widen participation across the community.

Residents and event organizers can contact arena manager Lee Pittman at 334-365-5638 for information on bookings, schedules and facility use. The pavilion’s address and regular weekend programming make it a readily accessible site for competitions, community gatherings and county-supported agricultural events.

Chris Gollon

Daren Lucas has been named the new president of the Motorsports Hall of Fame of America (MSHFA) in Daytona Beach, the organization announced on Monday. Lucas is transitioning into the role from a ten-year run as a sports marketing consultant.

The MSHFA’s museum is located at 1801 W International Speedway Blvd in Daytona Beach, adjacent to Daytona International Speedway. It’s accessible just next to the track’s ticketing office.

“The future of the Motorsports Hall of Fame of America is solid but has room to continue to grow,” said MSHFA Board of Directors Chair Paul Doleshal. “With the hiring of Daren, we feel that we are poised for that growth. We are more than confident that we have found the right person with Daren who can help advance the Hall into its next chapter of success.”

“It is both an honor and a privilege to join the Motorsports Hall of Fame of America as President,” Lucas said. “The impressive MSHFA Museum has grown extensively since relocating nearly 10 years ago in the DIS Ticket and Tours building, which is located just outside of the Speedway’s NASCAR Turn 4. The MSHFA administrative headquarters facility is housed in the same offices I worked in earlier in this century with DIS and NASCAR.”

Daren Lucas’ Career in Sports Business

The career path that led Lucas to Daytona Beach began at his alma mater, the University of North Carolina at Chapel Hill, where he spent over eight years as ticketing director. From there, Lucas accepted a position with NASCAR as the senior director of consumer marketing and ticketing, a post which he held from January 2000 to February 2003.

In 2003 and 2004 Lucas worked as the senior director of sales and marketing partnerships for Daytona International Speedway. He then returned to NASCAR in September 2004, becoming the senior director of business development. In January 2007, Lucas took a job as the VP of Business Development at PrimeSport, a sports travel company.

Along with stints at BOA Nutrition, SportsBiz, and FanIQ, Lucas in 2014 became President of the Soulor Group, where he continued his work in sports business and marketing consultancy. Based out of North Carolina, he has put in over ten years with Soulor while continuing to hold other roles across the country.

The MSHFA’s Third President

At last on January 5th the Motorsports Hall of Fame of America announced that Lucas would be returning to Daytona Beach, where he once worked with NASCAR and the speedway. He’ll be taking over the president role from George Levy, who’s retiring after a stint that lasted from 2019 to 2025. Prior to Levy, the MSHFA had only one president: Ron Watson, who served from 1989 to 2019, when he passed away.

According to the MSHFA’s statement, Lucas is credited with over 100 partnership deals in his career, including ones involving Indianapolis Motor Speedway and the iconic Indianapolis 500. Further endeavors have led Lucas to events such as the Super Bowl, the Olympics, the Masters, and the Kentucky Derby.

Lucas holds a Bachelor of Arts degree from the University of North Carolina at Chapel Hill, as well as a Master of Sports Administration from Ohio University.

“The history of motorsports in America is truly right at home in our family,” Lucas continued. “My wife, Dawn, is the daughter of stock car pioneer Dink Widenhouse, and we are thrilled to be able to once again live so close to where he and his friends and racing peers competed on the beach here in Daytona. Our daughter Caroline was born in Daytona, and we are so happy to come back to where both my father-in-law and our daughter’s grandfather was part of the amazing motorsports legacy in America, which I now have both the responsibility and honor to preserve for generations to come.”

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 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.”

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.”

Hendrick Motorsports PR