If founders, chefs and other creatives are the beating heart of the restaurant industry, then franchisees are the veins delivering their ideas to all corners of the globe. Franchising is critical to the success of the industry, allowing brands to quickly scale their big ideas using other people’s capital. And whether it’s a mom-and-pop restaurant owner with one or two franchised restaurants or a seasoned veteran whose influence in the industry is well-known, franchisees — with all their individual attributes, styles and personalities — make a huge impact on the success of a business.

In this week’s installment of Franchisee Spotlight, we spoke with husband-and-wife duo Jamie Little and Cody Selman about their restaurant franchising journey. 

Little, known for her NASCAR pit reporting and for becoming the first woman to cover the Indy 500, has partnered with Selman to own and operate various brands. Over the years, they have owned Jimmy John’s and Nothing Bundt Cakes locations and are now starting over with newer concepts, Crave and Protein Bar & Kitchen.

Store count:  Getting ready to open their first Crave and Protein Bar & Kitchen stores in Indianapolis, Ind.

NASCAR and franchising background

JL: I’m currently a NASCAR play-by-play reporter; I’ve been doing that for 24 years. The whole franchising idea came about when we just had our son in 2012 and we were trying to figure out a way that we could take care of our child while I’m on the road traveling. We landed on Jimmy John’s as our first one franchise, and it was great.

Related:7 Brew franchisee secures investment from private equity firm

My husband did an awesome job doing the day-to-day, and I was the face and voice of it. So we expanded and had a couple in Las Vegas, and then in 2017 we moved to Indianapolis, and that’s where we thought of opening Nothing Bundt Cakes. We opened [the first one in Indianapolis] in 2018, and then we expanded and had three of those. We sold all of our franchises, and now we’re starting over with new concepts.

Picking the right brands

JL: We had thought about doing a different concept about four years ago. We wanted to bring something healthy to the area, so we looked into Jamba Juice. We had a call with [Jimmy McFeeters], and we really thought it was a good idea. We loved the concept, but the timing just wasn’t right in Indianapolis. Fast-forward to four years later, Jimmy sends me an email, and told me about his new company, and said, “ I think it’s right up your alley and exactly what you guys were trying to do with bringing healthier food to the area.”We met with him, tried Protein Bar & Kitchen’s food, and were sold.

Related:Three generations of success: How this family’s Hot Head Burritos franchise is thriving

Choosing growing brands

CS: We like that both were very young brands. We’ve been with really big, reputable brands, but getting to apply the knowledge that we’ve learned to an upstart brand is great because I feel like we’re light years ahead, so we’re able to help them grow the brand at the same time.

Lessons learned

CS: Knowing what kind of staff you need, what kind of management programs you need is crucial. [We like] franchise concepts that are less labor-intensive because it creates less turnover, and right now, in this labor market, it’s so easy for somebody to jump from job to job. So, if you have really good employee retention, you’re going to be a lot more successful.

JL: Getting your community behind [the business] is so helpful. Indianapolis is a very racing-centric community. So it made sense when I started going on TV and posting about the businesses, and people would come to support us. We always find an initiative to back. Every month, when there’s a birthday for a child in [our local shelter], we would donate a cake to them. We learned that community outreach and giving back is important, so we’ll do that with our new concepts.

Keys of success

CS: It’s about believing in what you’re selling. A lot of people get into franchising because they want to be their own boss and make a lot of money. Well, it’s not that easy. If you’re not able to really believe in the brand that you’re selling, then you’re not going to be able to do a great job. Also, picking the right markets. Like, growing markets tend to do better. With Indianapolis growing the way it is, we have so many people moving in from out of state that our little pocket communities are overflowing. So, we know there’s a need and desire for better-for-you food.

Related:Look Who’s Franchising Now: Summer 2025 Edition

Juggling jobs

JL: This business is Cody’s baby. I’m in the loop, and I understand everything that’s happening. When I am in town during my off-season I like to be part of it and do deliveries and see people’s faces in reaction to what we were doing. My [reporting] career is first, but I get a lot of time in the off-season. Cody and I talk about everything from locations and ideas to people and ways of getting the brands out into the community. I also like to keep my relationship with all the local news outlets and magazines, and I even sometimes drag Cody into the studio.

Goals moving forward

CS: We signed on for three locations, and we just want to grow brand awareness. Once we do that, we can think about where the next location is going to be and grow responsibly.

JL: (For Crave) Cody just did the walk-through on our Crave location. We’re hoping to open in August. We want that healthier for you option, but Crave has an amazing cookie. We bring them home every week to share them with friends and family. We keep telling people, come to Protein Bar & Kitchen on Monday through Friday, but you can cheat on the weekends with Crave.

Motorsports Market

Motorsports Market Size was valued at USD 14,704.0 million in 2023. The Motorsports Market industry is projected to grow from USD 15,543.8 Million in 2024 to USD 30,268.2 million by 2032, exhibiting a compound annual growth rate (CAGR) of 8.7 % during the forecast period (2024- 2032).

The motorsports market encompasses a wide range of competitive racing activities, including formula racing, stock car racing, motorcycle racing, rally racing, and endurance racing. This market is characterized by its passionate fan base, significant sponsorship opportunities, and technological advancements. The motorsports industry not only provides entertainment but also serves as a platform for automotive innovation, showcasing cutting-edge technologies that often find their way into consumer vehicles.

Current Trends

Several trends are currently shaping the motorsports market:

Increased Popularity of E-Sports: The rise of e-sports in motorsports, with virtual racing events gaining traction, has expanded the audience and created new revenue streams.

Sustainability Initiatives: There is a growing focus on sustainability, with motorsports organizations adopting eco-friendly practices and promoting electric racing series.

Diverse Formats and Categories: The diversification of racing formats, including off-road racing and urban street races, is attracting new fans and participants.

Get Free Sample Report for Detailed Market Insights: https://www.marketresearchfuture.com/sample_request/43811

Market Drivers

The growth of the motorsports market is influenced by several key factors:

Growing Global Audience

The increasing popularity of motorsports worldwide, particularly in emerging markets, is driving viewership and participation, leading to higher revenues from ticket sales, merchandise, and broadcasting rights.

Technological Innovations

Motorsports serve as a testing ground for new technologies, which attracts automotive manufacturers and sponsors eager to showcase their advancements in performance and safety.

Sponsorship and Advertising Opportunities

The motorsports market offers substantial sponsorship and advertising opportunities for brands seeking to reach a passionate and engaged audience, further fueling market growth.

Key Companies

Several major players dominate the motorsports market, each contributing to its growth through innovation and strategic initiatives:

Formula One Group

Formula One is one of the most prestigious motorsport organizations globally, known for its high-profile races and significant global following. The organization invests heavily in technology and sustainability initiatives.

NASCAR (National Association for Stock Car Auto Racing)

NASCAR is a leading stock car racing organization in the United States, known for its large fan base and significant sponsorship deals with major brands.

MotoGP

MotoGP is the premier motorcycle racing series, attracting a global audience and featuring top motorcycle manufacturers that use the platform to showcase their innovations.

IndyCar Series

The IndyCar Series is known for its high-speed races and diverse tracks, including the famous Indianapolis 500. It provides a platform for automotive technology and innovation.

WRC (World Rally Championship)

WRC is a prominent rally racing series that showcases the capabilities of vehicles in various terrains, attracting manufacturers and sponsors focused on performance and technology.

You can buy this market report at: https://www.marketresearchfuture.com/checkout?currency=one_user-USD&report_id=43811

Market Restraints

Despite its growth potential, the motorsports market faces several challenges:

High Costs of Participation

The costs associated with competing in motorsports, including vehicle development, maintenance, and team expenses, can be prohibitive for many participants and teams.

Regulatory Challenges

Regulatory issues, including safety regulations and environmental concerns, can impact the operations and growth of motorsports organizations.

Competition from Other Entertainment Options

The increasing availability of diverse entertainment options, including e-sports and streaming services, may divert attention from traditional motorsports events.

Market Segmentation Insights

The motorsports market can be segmented based on various criteria:

By Type of Racing

Formula Racing: Includes Formula One and Formula E, focusing on open-wheel racing.

Stock Car Racing: Primarily represented by NASCAR, featuring closed-wheel racing.

Motorcycle Racing: Includes MotoGP and Superbike racing.

Rally Racing: Involves off-road racing on varied terrains, represented by WRC.

Endurance Racing: Includes events like the 24 Hours of Le Mans.

By Geographic Regions

North America: Dominated by NASCAR and IndyCar, with a significant fan base and sponsorship opportunities.

Europe: Home to Formula One and various motorcycle racing events, with a strong motorsports culture.

Asia-Pacific: Rapidly growing market with increasing participation and interest in motorsports.

Middle East and Africa: Emerging market with investments in motorsports infrastructure and events.

By Audience Type

Fans: Engaged spectators attending events and following broadcasts.

Participants: Drivers, teams, and sponsors actively involved in the racing industry.

Media and Broadcasters: Entities that provide coverage and promote motorsports events.

To explore more market insights, visit us at: https://www.marketresearchfuture.com/reports/motorsports-market-43811

Future Scope

The future of the motorsports market appears promising, with several emerging trends and innovations expected to drive growth:

Sustainability and Electric Racing

The shift towards sustainability will lead to the growth of electric racing series, such as Formula E, and the incorporation of eco-friendly practices in traditional motorsports.

Integration of Technology

The use of advanced technologies, including data analytics, artificial intelligence, and augmented reality, will enhance the fan experience and improve team performance.

Expansion of E-Sports

The continued growth of e-sports in motorsports will attract a younger audience and create new revenue opportunities through virtual racing events and competitions.

Global Expansion

Motorsports organizations are likely to expand their reach into emerging markets, increasing participation and viewership in regions with growing automotive industries.

The motorsports market is poised for significant growth, driven by a growing global audience, technological innovations, and substantial sponsorship opportunities. While challenges such as high participation costs and competition from other entertainment options exist, the market’s potential is bolstered by ongoing trends toward sustainability and the integration of technology. Stakeholders in the industry must remain agile and forward-thinking to capitalize on emerging opportunities and navigate the evolving landscape of the motorsports market.

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Note: This story is taken from the 2025 Brickyard 400 Official Program. To read more stories like this one and learn more about everything happening during the big annual NASCAR weekend July 25-27 at Indianapolis Motor Speedway, visit the IMS Online Shop later this month or an IMS Gift Shop at the track to buy your copy of this year’s program.

You’ve surely heard of open-wheel racing icon Peter DePaolo, the man who 100 years ago won the Indianapolis 500 and became the first driver to record an average race speed faster than 100 mph.

But as a man of many other talents, that’s not all he did. In 1971, he performed “Back Home Again in Indiana” before the Indy 500. And, he had a stint as a NASCAR team owner in the 1950s that, while successful, was brief and now mostly forgotten to time.

In fact, his short time in the stock car world helped solidify two of NASCAR’s most historic teams: Holman-Moody Racing and Wood Brothers Racing. And the story of how we get there is as wild as slinging a car around Indianapolis Motor Speedway at 100 mph a century ago.

DePaolo had seven starts in “The Greatest Spectacle in Racing,” with his first coming in 1922, and his final in 1930. In 1925, he led 115 laps in his Duesenberg and collected what was then a whopping $36,150 for his win. He followed that in 1926 with a fifth-place finish, his only other top-five finish at Indianapolis.

Though he retired from full time racing in 1930, he ran one-off races in the United States and across Europe in the 30s. Then, as World War II raged on, he joined the United States Army and served with distinction, attaining the rank of lieutenant colonel.

When the war ended, and DePaolo was well into his 50s, he became a well-liked and recognizable ambassador of racing. Ford Motor Company certainly thought so, penning him as a symbol of success, Leo Levine wrote in his book “Ford: The Dust and the Glory.”

As stock car racing was gaining momentum in the 1950s, Chevrolet was experiencing lots of success in NASCAR’s early days. It introduced a new engine in its production cars following the war that was 265 cubic inches and advertised 162 horsepower.

However, the engine was created with performance and racing in mind. As time went on and development of the engine continued, independent engine tuners learned they could stretch it to 360 cubic inches with upward of 500 horsepower.

Chevrolet, it discovered, could take the youth market away from Ford by promoting this engine and its possibilities to younger audiences. As private team owners used its potential and won several NASCAR Grand National races, Chevrolet deployed an advertising agency that would make sure photos of their wins made it into the newspapers the next day.

This frustrated Ford executives, who wanted to beat their biggest Detroit rival. So, they came up with a plan to do just that.

Ford decided it was going to enter stock car racing, and the Blue Oval wanted DePaolo to be its man. In the fall of 1955, shortly after the already prestigious Southern 500, DePaolo created DePaolo Engineering, Inc. According to Levine’s book, he would own everything and make contracts with the drivers, then he would bill Ford for repayment.

This relationship essentially grew into a Ford factory race team in which Ford played an integral role in the team’s operation.

DePaolo Engineering’s first race was Oct. 9, 1955, in West Memphis, Arkansas. It wasn’t a barn burner by any means, as DePaolo’s drivers Johnny Mantz and Chuck Stevenson dropped out and finished 29th and 30th, respectively. However, it was the scene-setter DePaolo and Ford needed heading into the 1956 NASCAR season.

Leading into Daytona, the team hired eventual NASCAR legend Fireball Roberts to drive one of its cars, but it still had another seat to fill. Red Vogt, a car builder who ran the team’s operations at the time, had the idea to reach out to a driver he knew named Ralph Moody and offer him the ride. Moody, as Levine wrote, was astounded at the opportunity and accepted.

Daytona Speedweeks, then still on the beach, were filled with challenges and friction as DePaolo Engineering and Ford navigated roles and performance in their first trip to Daytona together. Still, they were able to pull together a 1-2 finish in the convertible race with Curtis Turner winning and Roberts coming in second. On Sunday in the Grand National event, Moody drove to third.

The next couple months, however, did not go in DePaolo and Ford’s direction. Chrysler/Dodge went on to win the next 16 races in NASCAR. Ford and DePaolo were frustrated at their lack of success. Lucky for them, opportunity came knocking.

In May 1956, a man by the name of John Holman arrived at DePaolo’s Long Beach race shop. As a longtime California resident, DePaolo insisted part of his race team operated out west. Holman was known as a truck driver who delivered parts to race teams but had a wealth of racing knowledge. He was out of a job and looking for work.

DePaolo agreed to bring him on and send him out east to the team’s shop in Charlotte, North Carolina. According to Levine, Holman’s goal was to run Ford’s eastern stock car operation, and that he did.

As 1956 went on, DePaolo Engineering and Ford were in a good groove. They scored a win in the Southern 500 with Turner behind the wheel, and 1957 was setting up to be the best year yet for the still new team.

Moody, who was already well known for his ability to set up a car, was elevated to an engineering role within the team. Holman was running the East Coast shop in Charlotte, which focused on NASCAR and drivers Roberts, Marvin Panch and Bill Amick. Meanwhile, DePaolo’s Long Beach operation focused on USAC’s stock car division and featured drivers Troy Ruttman, Stevenson and Jerry Unser.

DePaolo Engineering still operated as the de facto Ford factory team. However, there were private race teams that raced Fords. DePaolo and Holman were known to support the private teams and drivers, usually in the form of free parts.

One of those happened to be Glen Wood, of the eventual Wood Brothers fame. Tom Jensen, the curatorial affairs manager at the NASCAR Hall of Fame, noted a story about DePaolo that expanded his influence to one of NASCAR’s other historic race teams.

He said that after a convertible race win in April 1957 at Fayetteville, North Carolina, DePaolo reached out to congratulate Wood on the victory and asked him if he needed anything. Wood responded that he needed a set of tires for the upcoming race at Richmond. DePaolo sent six tires, and Wood won that race, too.

Eventually, DePaolo would help connect Wood to Ford and land Wood Brothers Racing as one of Ford’s premier teams. Without DePaolo helping him them get Ford support, Jensen said, Wood Brothers Racing may not have become the historic team that it did.

“That began a steady supply of parts to Glen, which would eventually include money,” Jensen said. “But, initially starting out, it was the support he needed, the parts and pieces he needed, to keep racing. That was really what kept the Wood Brothers in the game, and now, 75 years later, they’re NASCAR’s oldest continually operating team.”

The early stage of the 1957 NASCAR Grand National season saw Ford win 12 of 16 races. In the convertible series, Ford won 16 of 17. Utter domination by Ford was setting in. However, something else was brewing behind the scenes.

Levine wrote that in February 1957, General Motors President Harlow Curtice brought a resolution to the Automobile Manufacturers Association that would effectively ban factory-sponsored racing teams, as well as advertising horsepower or anything to do with speed in production cars. Essentially, Levine writes, they wanted to de-emphasize racing on production vehicles.

Before, the public largely looked at a car’s styling and price before making a purchase. But with the recent emphasis on speed and racing, car buyers were taking that into account, and the management and engineering teams of auto manufacturers didn’t like where the industry was heading.

Additionally, the 1955 24 Hours of Le Mans was top of mind for many executives. That year, a ferocious crash killed more than 80 people when a car went off course and into the stands, exploding in a ball of fire.

This resolution was adopted on June 6, 1957. The last Ford-sponsored entries ran June 1, and DePaolo Engineering, Inc. was effectively closed.

DePaolo had no desire to continue as a team owner, and Holman decided he wanted to carry on the Ford racing legacy as a private team without Ford’s backing. First, he reached out to Moody to inform him of the opportunity and asked if he wanted to go in on the team with him. Moody put took a lien on his airplane, which gave him $12,000.

The two of them purchased DePaolo Engineering’s machinery and equipment on June 19, setting in motion what would become Holman-Moody Racing, one of the most historic teams in NASCAR history.

In the years to come, Holman-Moody Racing won 96 NASCAR races and two championships with some of the sport’s most historic drivers such as David Pearson, Fred Lorenzen, Mario Andretti, Dan Gurney, Bobby Allison and more. Moody was inducted into the NASCAR Hall of Fame in 2025.

Ford returned to NASCAR in the 1960s, and Holman-Moody became one of Ford’s prominent teams. Holman-Moody also supplied chassis, parts, engines and more to fellow Ford teams, creating a sharing model between teams of the same manufacturer that stock car racing hadn’t yet seen but is now prominent across the garage.

If it weren’t for DePaolo, who knows if any of that history happens.

“Without Pete DePaolo, there would be no Holman-Moody, and the Wood Brothers probably wouldn’t have made it,” Jensen said. “I would say there’s no question that there would be no Holman-Moody.

“The Woods have managed an incredible track record of survival and prosperity for 75 years, but there would have been no Holman-Moody. No question

National Powersport Auctions (NPA), the nation’s leading provider of powersports remarketing services, has named James Teel as the new General Operations Manager at its Sacramento facility.

Teel brings a strong background in the automotive, tractor, and powersports industries, along with a lifelong enthusiasm for powersports. He has been riding since the age of 10 and has built a career spanning multiple vehicle segments — experience that positions him well to understand the unique needs of dealers, buyers, and sellers in the auction space.

“I’m excited to join the NPA Sacramento team and grow with such a dynamic and dedicated group. Powersports has always been a personal passion, and I look forward to bringing that energy into this role.” — James Teel

“James is a great fit for the Sacramento team,” said Jeff Stalder, Western Regional General Operations Manager at NPA. “His industry knowledge, leadership skills, and genuine love for powersports will be a big asset to our dealers and staff.”

NPA Sacramento serves dealers throughout Northern California and beyond with full-service powersport auction support, including logistics, operations, and live simulcast sales. The next live auction is scheduled for Thursday, August 7, at 9 a.m. PT, with an in-person preview available on Wednesday, August 6. Dealers are encouraged to attend and welcome Teel to the NPA network.

Teel can be reached directly at 916-889-8656 or via email at jteel@npauctions.com.

Along with high-speed action, NASCAR weekend at Sonoma Raceway will offer entertainment for fans off the racetrack, including a concert by country music star Tim Dugger, an air show and the opportunity to see a giant statue of Richard Petty’s iconic cowboy hat.

The fun starts early on Friday for those camping out at the track with the NASCAR Cup Series Hauler Parade featuring the large trucks that transport the race cars moving through the raceway grounds at 8 a.m.

Alabama-based Tim Dugger, known for hits including “Man Upstairs” and “Heart of a Small Town,” returns to the raceway to perform Saturday at 6 p.m. during the Camper Appreciation Party that also includes yard games, free beer and Coca-Cola products while supplies last, and giveaways.

Ahead of Toyota/Save Mart 350 on Sunday, the Sacramento-based Mandarins Drum Corps will provide rhythmic percussion entertainment during a drum line that will make its way around the raceway to pump up the crowd before the big race.

The event’s Fan Zone, open all weekend, boasts a live music lineup including Nashville-based singer-songwriter TJ Carter on Friday and Saturday afternoon.

The Fan Zone will also offer access to popular NASCAR drivers for meet-and-greets and autographs, including Sheldon Creed, Brandon Jones and Michael McDowell on Saturday.

2022 Toyota/Save Mart 350 winner Daniel Suarez, Kyle Petty, Zane Smith and Chris Buescher are among the drivers who will be on hand for meet-and-greets Sunday before the race.

In the Fan Zone, attendees can also partake in axe throwing, try their hand at a race simulator and gaze at a 6-foot tall, 1,000-pound fiberglass and concrete statue featuring the likeness of NASCAR Hall of Fame driver Petty’s iconic cowboy hat. The one-of-a-kind installation became a permanent display at Sonoma Raceway after its debut last summer.

Other entertainment options include a Farm to Finish Line event Saturday, which will honor California’s agricultural heritage with local farmer and rancher booths, ag education displays, giveaways and educational speakers.

Before Sunday’s afternoon race, the Patriots Jet Team will perform two aerial shows, performing choreographed aerobatic maneuvers including loops and rolls.

The prerace show will also include driver interviews with some of the top stars in the NASCAR Cup Series.

All weekend, a kids’ zone will let the little ones play games, take a photo in a real race car and more.

For more info and tickets to special events, go to pdne.ws/3Rh6V8u.

While NASCAR’s demographics evolve and sports betting accelerates, online sportsbooks are taking the wheel, partnering with teams, drivers and the sport in an effort to capture attention and gain new fans.

Let’s be honest, NASCAR is not the same sport it was 20 years ago. The revving engines, high-speed turns and Southern heritage are still intact, but the business behind the scenes is shifting gears quickly. One of the most glaring changes in recent years? The swell of online sports betting operators investing big money in the sport through major sponsorships.

From logos on cars to sponsor announcements during race coverage, online sportsbooks have found a new way to slide, and NASCAR seems more than happy to come along for the ride. If you’re listening to races these days and hearing names like DraftKings, BetMGM or Bally Bet Sportsbook more and more prominently mentioned, you’re not imagining things.

NASCAR and betting: A match that took a while

Not too long ago, gambling of any kind felt out-of-bounds in the realm of automobile racing. NASCAR, old-fashioned to its very soul and many times reluctant to modernize, steered clear of wagers for decades. But all that came crashing down after the Supreme Court struck down PASPA (the Professional and Amateur Sports Protection Act) in 2018. That landmark decision gave states the green light to make sports gambling legal, and they did it big time.

Suddenly, sports leagues had a choice: Turn a blind eye to the gambling boom or get in on the act. NASCAR, struggling with ratings and an aging fan base, saw an opportunity to modernize and win over a younger, more tech-savvy demographic. And sportsbooks noticed a sport that was statistical, strategic and unpredictable, the ideal mix for in-play markets.

Now, not only are NASCAR bets offered in nearly all of the legal states, but it’s also an integral part of the viewing experience, with odds and betting information appearing in mid-race like pit crew statistics used to.

Sponsorships shifting into high gear

Where it really took flight is with direct sponsorships. Sportsbooks don’t just want to be in the mix, they want to be on the cars, in the team garages, and part of the fabric of the sport itself.

DraftKings spearheaded the effort to test the waters with promotional tie-ins and fantasy tournaments. BetMGM followed, signing deals with individual drivers and race tracks. 

For drivers and teams, it is manna from heaven. Sponsorship funds are the lifeblood of any NASCAR operation, and the sports betting industry has plenty of it to lavish on teams. In a world where car wraps run six figures per race weekend, having a deep-pocketed sponsor can make all the difference between running upfront and scraping by.

The fans are (mostly) onboard

Here’s the thing: NASCAR fans aren’t exactly monolithic. You’ve got longtime followers who’ve been watching since the Dale Sr. days and a newer crop of fans who got hooked via social media or gaming. But one thing most agree on? Betting makes the races more fun.

Live betting has added a new dimension, however, to the sport. With odds continually shifting by the moment depending on what is happening on the track, you can bet on more than who wins. Will a caution flag be thrown within the next 10 laps? Who wins Stage 2? How many lead changes will there be? It’s a good fit for a sport that already excels at strategy and unpredictability. And as mobile betting continues to gain traction, NASCAR isn’t leaving wagers behind, from sanctioned NASCAR betting data providers like Genius Sports, to integration within the NASCAR app itself.

All the same, everyone is not throwing their hands up in delight. Some veteran folks worry that the expansion of focus on wagering risks burying the racing itself. Others worry about the ethics of exposing young audiences too much to gambling. NASCAR has announced that it’s encouraging a “responsible wagering” policy, but when sponsors are so deeply embedded in the event, the lines blur.

More than branding: Betting technology is transforming the sport

The real story here isn’t always logos on bumpers, it’s how sports betting technology is really transforming the sport. Betting affiliates now are supplying NASCAR with bushels of real-time data, which then is being used to craft more accurate odds, more enticing prop bets, and even predictive programming during the broadcast. Such fan engagement once was limited to stick-and-ball sports, but now NASCAR is in that very same sandbox, and it’s winning.

Certain crews are even now using betting data in-house to analyze trends and strategy. Yes, they aren’t betting themselves (they’re forbidden from doing so), but they are very much aware of how betting lines reflect public opinion, and sometimes that can have an effect on media appearances, sponsorship offers, or even in-car strategy.

Betting is here to stay so buckle up

If anything is certain, it’s this: Online sports betting and NASCAR are now officially on the same track, and there is no turning back.

The partnerships between online sportsbooks and NASCAR teams are more than mere money grabs, they’re part of a larger movement to modernize the sport, attract more youth fans and keep NASCAR in the black in an increasingly competitive sports landscape.

From platforms like Bally bet sportsbook designing personalized betting experiences for fans, to drivers donning sportsbooks on their fire suits and social media handles, betting is no longer an afterthought, it’s becoming an integral part of the NASCAR experience.