Limiting the carbon footprint is the new direction the world is heading, and Japan is leading the way in the liquid fuel world. Toyota continues to highlight the importance of hydrogen technology while showing the people its efficiency through its inventions. Liquid hydrogen, which brings in a greater energy density, in motorsports, is in discussion with the introduction of the GR Corolla H2 Concept in Toyota’s 2024 Super Taikyu Series. Racing can still be sustainable, and Toyota brings weight to the movement as it develops practical solutions for hydrogen-powered vehicles.

Toyota is advancing liquid fuel hydrogen technology in motorsports

Showing the practicality of liquid hydrogen technology in competition surroundings, Toyota sets the tone for the occasion with the GR Corolla H2 Concept entered in the Super Taikyu Series 2024. Liquid hydrogen, unlike gaseous hydrogen, makes space for an increase in fuel in the same tank capacity. While this may sound great, an issue that comes with this is the boil-off gas which happens when the liquid hydrogen vaporizes because of the heat exposure.

Not letting this concern set them back, Toyota is currently finding a solution to reuse the hydrogen instead of letting it evaporate into the atmosphere. Toyota says:

“Although it is still in the concept stage, if realized, this technology is expected to improve the energy efficiency of the entire liquid hydrogen system.”

Hydrogen-powered vehicles continue to bring much interest, and the exposure of this engine in motorsports may promote great usage in commercial applications.

Vaporized hydrogen: Reusing the boiled-off gas for great efficiency

The liquid hydrogen innovation functions well after Toyota’s self-pressurizer development. Bringing forth this ambitious innovation, Toyota aims to remove dependence of external energy to increase the pressure of boil-off gas. While the cycle of converting the vaporized hydrogen into fuel to power the vehicle may require electricity, the self-pressurizer rids the unnecessary steps and does it itself.

Showing the powers of their development, Toyota says:

“The self-pressurizer increases pressure by two to four times and produces reusable fuel without using any additional energy.”

This invention eliminates the vaporizing and waste of liquid hydrogen and contributes to the improvement in the efficiency of the vehicle.

Coupled with the self-pressurizer, a small fuel cell stack has been brought on to create electricity from the boil-off gas not used as fuel, to give power to vehicle components such as the liquid hydrogen pump. Everything has been thought off well and the success of the two developments can produce a well-rounded system making the hydrogen powered vehicles more self-sufficient.

A decrease in carbon footprint: Toyota’s vision

A new sustainable environment begins now with the small steps taken by every industry in the world. Contributing to this green initiative, Toyota’s hydrogen efforts are part of the Beyond Zero initiative, which is a strategy that looks to reduce the impact it has on the environment. Implementing two developments that seek to reuse energy, Toyota plans to invite more people to take a stand for hydrogen-powered vehicles.

This stands as a practical alternative and helps them make the boil-off gas tools commercialized. Voicing their support for the Beyond Zero initiative, Toyota said:

“Achieving zero, and adding new value beyond it.”

Continuing to explore sustainable efforts, Toyota has introduced its initiatives in the motorsports world, showing real-world testing.

Beyond Zero continues to grow in Japan’s sustainable transportation sector. Finding a further step in hydrogen cells, the introduction of liquid hydrogen technology finds a space in the future of zero-emission vehicles. The self-pressurizer and small fuel stack cell are developments created by Toyota to tackle the issues of boil-off gas and the reuse of the hindered emissions to become energy. Drawing up a template of what it means to be a future forward mobility thinker, Toyota takes a stand against carbon and harming the environment.

More people watched the 2025 Indianapolis 500 than the 2025 Daytona 500.

Sunday’s race won by Alex Palou averaged just over 7 million viewers on Fox despite rain delaying the start of the race by under an hour. The Daytona 500 in February averaged over 6.7 million viewers after it was once again delayed by rain.

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Per the Sports Business Journal, it’s just the third time in the past three decades that the Indy 500 has drawn more viewers than the Daytona 500, along with the 1995 Indy 500 and the 2021 Indy 500. Four years ago, the Daytona 500 was delayed for hours by rain and finished early Monday morning on the East Coast.

This year’s Indy 500 was the first one on Fox after NBC held the broadcast rights in recent years. Fox garnered approximately 1.7 million more viewers than NBC did in 2024. That increase is likely attributable to Fox’s promotion of the series. The network ran IndyCar ads starting during the NFL playoffs.

The IndyCar Series left NBC at the end of the 2024 season for a deal with Fox that included all of its races on network television. Outside of the Indianapolis 500, the IndyCar Series struggles to gain traction with viewers. Just over 700,000 people watched the Sonsio Grand Prix at the Indianapolis Motor Speedway Road Course just two weeks before the Indy 500. Viewership for pole qualifying for the Indy 500 was also down from 2024.

The Sonsio Grand Prix was held late on a Saturday afternoon, but multiple IndyCar races so far this season have been held at the same time as a NASCAR Cup Series race. That hasn’t benefitted either series — NASCAR ratings are down slightly from 2024 — and two start times for IndyCar races later this season have been moved to not conflict with Cup Series races.

The next IndyCar Series race is on Sunday in Detroit. The series sometimes sees a post-500 viewer bounce for the races that immediately follow the biggest race of the year. However, IndyCar is also dealing with a racing quality issue on its road and street courses. The introduction of the hybrid engine a year ago has led to far less overtaking on those circuits.

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A Hong Kong-based clothing brand that is more well-known for exquisite casual wear than speedways is preparing to launch a high-profile entry into the NASCAR universe. Coofandy, a rapidly expanding fashion brand well-known on social media and Amazon for its affordable, well-tailored men’s necessities, is hinting at a significant brand ambassador launch related to motorsports. The brand featured a silhouetted race car driver with the slogan, “Dress the Win,” along with the words, “COOFANDY | 10ᵗʰ” and “Global Brand Ambassador Launch,” in a social media post this week. With hazy stock car graphics that suggest NASCAR, the image suggests a racing collaboration.

More significantly, Sports Business Journal was informed by people with knowledge of the matter that Coofandy has been in discussions about possible marketing or sponsorship deals with many NASCAR Cup Series teams in recent months. Although details are still being kept under wraps, the clothing company’s approach seems to be in line with NASCAR’s continuous efforts to draw in lifestyle brands that appeal to audiences outside of the conventional motorsports market.

Fashion and lifestyle brands are increasingly using NASCAR’s changing image, which aligns with Coofandy’s timing. Coofandy’s involvement is a natural next step in the sport’s evolution, which now aims to reach a younger, more diversified fan base through influencer partnerships, streetwear partnerships, and digital content. Coofandy, which was founded in 2015, established its brand online, mostly through Amazon and other online marketplaces, and became well-known for its stylish yet reasonably priced clothing. With the opportunity to reach millions of fans at the track and through national broadcasts, the company’s foray into motorsports represents a calculated move into the U.S. sports marketing industry.

Over the past five years, NASCAR has opened itself to lifestyle and non-endemic businesses more and more. As part of its larger goal to diversify its fan base, the league has recently partnered with fashion-forward businesses and entertainment properties. In recent years, there have been noteworthy collaborations between automotive, gasoline, and tool brands and fashion-forward labels like Puma with Trackhouse Racing’s Project91.

Coofandy’s action indicates a desire to become part of NASCAR’s cultural revival in addition to advertising. Earlier this season, the company tested its audience alignment covertly by starting to advertise on FOX Sports’ NASCAR broadcasts. According to the new ambassador campaign, Coofandy is prepared to advance that partnership. Online rumors have been sparked by the Coofandy promotional image that was issued this week, which shows a motorist wearing a helmet but lacking any distinguishing characteristics. Could it be a current Cup Series driver or a crossover personality with a background in motorsports?

Together with the company’s logo for its tenth anniversary, the image’s “COOFANDY X?” tag suggests a big name reveal that might extend beyond a simple marketing campaign. It might entail an official team association, merchandising capsule, or livery alliance. Such a brand partnership would be ideal given the off-track manner of fashion-forward driver personalities like Ryan Blaney, Tyler Reddick, and Daniel Suárez. The campaign’s goals might also be met by a celebrity ambassador with a connection to racing, like Travis Pastrana, or a music industry star with NASCAR ancestry.

Coofandy’s fascination with NASCAR is indicative of a larger shift in racing marketing. International marketers are increasingly using U.S. racing leagues as a platform to explore direct-to-consumer tactics. A presence in American athletics gives the possibility of strengthening brand loyalty through lifestyle storytelling, even if Coofandy has mostly established its business online.

Industry observers will be curious to see where and with whom Coofandy will plant its flag as the announcement is anticipated in the upcoming weeks. The company would be among the first significant international menswear brands to partner with a NASCAR franchise on this magnitude if it were to execute on a team contract. For now, the question remains: Who is the mystery ambassador under the helmet? And what exactly does Coofandy’s next phase look like on the racetrack? Whatever the answers, one thing is clear—NASCAR’s growing intersection with lifestyle branding just found its latest runway partner.

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“We look forward to helping COOFANDY celebrate their 10-year anniversary and introducing their brand of clothing to our fans,” said Joe Gibbs, owner of Joe Gibbs Racing. “They have an outfit to help inspire confidence for any occasion and our race team shares a lot in common with COOFANDY, as we both pursue excellence and have a passion for winning.”

The partnership is part of COOFANDY’s “Dress the Win” campaign, built on the belief that every victory deserves the perfect outfit. It encourages men to express their individuality with confidence and charm.

Aston Martin Aramco Formula® One Team and Valvoline™ Global Operations inspire Milton Keynes College students.

Mechanic and graphic design students from Milton Keynes College had the trip of a lifetime around Aston Martin’s Aramco Formula® One Team’s AMR Technology Campus at Silverstone.  The visit was made possible by a collaboration between the College, the racing team, and global leader in automotive and industrial solutions, Valvoline™ Global Operations.

The connection with the College began last year, when the companies supported mechanic students in refurbishing a Formula Renault racing car, with the intention of getting it back to full working order.  That work has continued this year, again with the companies’ sponsorship as part of Valvoline Global’s Mechanics Month, an annual global event celebrating those either with a career in the field or who aspire to have one.  Meanwhile, graphic design students were given the challenge of creating advertising for Valvoline Global that could be featured on the racing car’s body panels.

Another element of the collaboration was to send a group of eighteen students to take part in an International Women’s Day event at Aston Martin Aramco Formula® One AMR Technology Campus.  Alongside 200 other young women, the students heard from inspirational speakers including Jessica Hawkins, Aston Martin Aramco Formula® One Team’s driver ambassador.

Both Aston Martin Aramco Formula® One and Valvoline Global aim to encourage more women to enter the automotive profession, and ran a half-day event for ninety girls from local schools at the College’s South Central Institute of Technology at Bletchley, where they heard from two current Milton Keynes College students, Lucy and Georgie, as well as Rebecca Moroney from Aston Martin and Kara Dunmore and Evangelia Boumpouli, both mechanics at Steven Eagell Group’s Cambridge branch.

The graphics students who’ve been involved in the work on the Formula Renault car went to the Aston Martin Aramco Formula® One Team Technology Campus at Silverstone to present their designs to judges from the racing and lubricant companies, with the winning team looking forward to seeing their design on the Milton Keynes College car.