Today’s car companies have many irons in the fire. Not only are they tasked with engineering, manufacturing and selling the cars of today and tomorrow, but they also have their hands in clothing and accessories collaborations, movies and motorsports.

Motorsports have been a foundational interest in the auto industry since its advent. In recent years, the audience for car racing has hit new highs, thanks in large part to the widespread use of social media amongst drivers and teams, and the success of Netflix’s Drive to Survive docuseries about Formula 1 (F1) racing.

Jerry Bruckheimer’s new film, F1, is looking to ride that high to box office success. The movie stars Hollywood’s Brad Pitt, Damson Idris and Kerry Condon as well as F1 drivers Max Verstappen, George Russell, Lando Norris, Oscar Piastri and Lewis Hamilton, who co-produced the film with Pitt, Bruckheimer and others.

Mercedes-Benz plays a prominent part in the film, just as it does on F1 circuits across the globe. Its performance arm, Mercedes-AMG, is an official promotional partner of Apple Original Films and Warner Bros. Pictures. The company’s SL, G-Class and GT are featured on screen, as are the Mercedes‑AMG Official FIA F1 Safety Car and Medical Car. Mercedes-AMG also worked with the production team to create the race cars used in the movie.

A new model, the 2026 Mercedes-AMG GT 63 APXGP Edition, was created to align with the movie. Its name and styling celebrate the film’s fictional APXGP Formula 1 team.

Mercedes-Benz USA Chief Marketing Officer Melody Lee, who will be appearing on stage as part of Newsweek’s Women’s Global Impact event on August 5 in New York City, told Newsweek, “I think it’s going to be a great classic American, July 4th blockbuster.”

Lee sees the impact of the movie going further than just the box office. “I think that one movie is going to be great for the sport, for all fans of the sport, and I think it’s going to bring new fans to the sport,” she said.

A study released late last year by Nielsen Sports revealed that F1 is the most popular annual sporting series with an audience of 750 million viewers. Over the last three years, interest in F1 has grown 5.7 percent globally, with approximately 50 million new fans following the sport since 2021.

Women are at the core of that movement. Women comprise 41 percent of the F1 fan base, the study revealed. Further, 16–24-year-old females are the fastest-growing fan segment.

Appealing to audiences young and old (and in between) is one of the reasons why Mercedes got involved in the film.

“If you’ve been around for 140 years, like Mercedes-Benz has when it celebrates that anniversary next year, there’s an understanding that the brand has to appeal to multiple generations. It cannot only sell to the ones that can afford the car. It also has to sell itself as a dream and as an aspiration to the younger generations,” Lee said.

“That’s why I always talk about my 11-year-old, who has posters of cars that he has no money to afford. But, that kid is already dreaming about Mercedes-Benz. He’s already dreaming about McLaren. He’s already dreaming about other car brands. It’s really incumbent upon us as an aspirational brand to ensure that we’re thinking as much about the next generation as we are about the ones that are here now. So that’s the only way we preserve the legacy of 140 years,” she continued.

Mercedes-Benz is leveraging its motorsports presence in new ways this year. The company activated at the Miami Grand Prix, creating a hub that showcased the strength of the brand while giving enthusiasts a trackside seat for a weekend full of action, including the F1 Academy race.

F1 Academy is a series where budding female race car drivers compete against each other on the same circuits where F1 competes. Its efforts are led by famed former racer Susie Wolff and supported by other global racing superstars, including Jamie Chadwick. Mercedes fields a team in that series, led by 21-year-old driver Doriane Pin, who finished with the Vice Champion title last season and currently sits atop the series’ standings.

This year, F1 Academy is getting the Netflix treatment that F1 has. It is the subject of its own docuseries, F1: The Academy, produced by Reese Witherspoon’s Hello Sunshine media company.

Women’s interest in cars off the racetrack is growing too. As part of her job, Lee has participated in Mercedes-AMG driving experiences throughout the U.S. “I went to the one in Sonoma [California] last fall, right before Pebble Beach, and then I went to the AMG’s On Ice that we did in Crested Butte, Colorado this past February. And one of the most interesting things that I saw is that there are women who are signing themselves up for these programs.

“No longer, is it a partner or a spouse or a daughter that’s tagging along with a guy for the program. There were women there who had brought themselves there on their own, and even drove by themselves… These women are coming out because of this rising interest in performance and technology and motorsports and all of it coming together. We will continue to use AMG Experiences as a platform for women,” she said.

NASCAR on Wednesday petitioned U.S. District Judge Kenneth D. Bell to order racing teams that aren’t part of 23XI Racing and Front Row Motorsports’ antitrust case to provide financial documents related to costs, revenues and profits since those teams aren’t willing to share them. If Bell refuses, NASCAR insists he should rule that this type of data is “irrelevant at trial.”

Joe Gibbs Racing, Hendrick Motorsports, Spire Motorsports IV, Trackhouse Racing, Penske Motorsports, Richard Childress Racing Enterprises, Wood Brothers Racing, RFK Racing, Legacy Motor Club, Hyak Motorsports, Rick Ware Racing, and Haas Factory Team are the teams at issue. Each signed charters and none is a party to the litigation. 

NASCAR contends these teams possess crucial evidence that the association can’t otherwise obtain. This evidence is described as essential for NASCAR to be able to rebut the plaintiffs’ claim that it doesn’t “fairly” share “industry revenues” with teams. Along those lines, NASCAR’s use of charters, which guarantee teams a starting position in NASCAR-sanctioned races but restrict their opportunities to compete in other circuits, is central to the case. 

In a brief authored by Tricia Wilson Magee and other attorneys from Shumaker, Loop, & Kendrick and Latham & Watkins, NASCAR says it subpoenaed the teams in April and sought 11 categories of documents. After discussion with those teams, NASCAR agreed to narrow its request. But the teams still won’t produce the records, with NASCAR attributing their decision to confidentiality concerns. NASCAR maintains this concern is misplaced. The litigation is governed by a protective order that shields some materials from public access. NASCAR asserts it has offered “extensive assurances” for confidentiality.  

As NASCAR tells it, the teams have agreed to only share selected information that would feature redacted and anonymized data. NASCAR argues these limitations would invite “questions” about the admissibility of the data at trial and whether NASCAR’s experts could credibly draw from the data in formulating conclusions. 

Teams, NASCAR argues, could “easily provide” the “ordinary-course financial documents” it seeks. The teams are described as “sophisticated companies” that rely on contemporary accounting practices. Audited financial statements, income statements, cash flow statements and other “ordinary course financials” are already generated by teams, NASCAR suggests.

NASCAR also contends that while it is the league in which teams compete, it nonetheless has “limited visibility into teams’ financial metrics.” Teams take in “substantial revenue from sponsorships” that are “separate from what they receive from NASCAR” in charters. This additional revenue allegedly represents a “major component of the industry revenue” at issue.

Bell, NASCAR argues, shouldn’t permit 23XI Racing and Front Row to accuse NASCAR of unfairly sharing revenue with charter teams if NASCAR can’t ascertain the financial health of those teams. NASCAR makes that point as the Dec. 1 trial date looms. If Bell refuses to order racing teams to divulge financial information and permits NASCAR to be accused of unfairly sharing revenue, and if NASCAR loses the trial, NASCAR would be armed with a potential appellate argument that Bell erred.

Penske Motorsports is owned by Roger Penske and is not related to Penske Media, the parent company of Sportico.

Spire Motorsports has entered the orbit of the Los Angeles Lakers as part of a massive ownership shift that links NASCAR to one of the NBA’s most iconic franchises.

The move comes as billionaire Mark Walter, head of TWG Global, finalizes a $10 billion majority acquisition of the Lakers. TWG already manages a wide range of sports properties, including the Dodgers, Chelsea FC and several motorsport entities. So this is a big moment for cross-sport synergy in American sports.

TWG’s motorsport division launched last year, now includes Spire Motorsports (NASCAR Cup and Truck), Wayne Taylor Racing (IMSA), Walkinshaw Andretti United (Supercars), and partnerships with the Cadillac F1 effort and Andretti Global. Spire, once a mid-tier NASCAR team, now has access to elite infrastructure, capital and marketing muscle.

Journalist Jeff Gluck reported the connection on X, saying Spire Motorsports is now “part of the same family as the Los Angeles Lakers”. According to the New York Times, the Buss family will remain minority owners but Walter’s control means there will be more integration between NBA and NASCAR entities.

TWG’s approach is the same as it is in baseball and soccer and should be the same with Spire Motorsports: consolidate talent, streamline operations and expand global brand reach. For NASCAR that could mean crossover sponsorships, wider entertainment industry reach and insights from adjacent leagues like F1 and MLB.

Timing is everything. LeBron James (central to the Lakers brand) has publicly backed NASCAR’s diversity push. Just last week the LeBron James Family Foundation partnered with RFK Racing to give CeCe Wilson, an aspiring driver from Akron, a full VIP NASCAR experience. The initiative ties into LeBron’s broader efforts to open doors in motorsports, including his past involvement with Bubba Wallace’s Xfinity program.

Also, LeBron’s business partner, Rich Paul, via Klutch Sports, is also playing a bigger role in NASCAR’s commercial growth, recently overseeing the search for a new Xfinity Series sponsor.

With Spire Motorsports under TWG and connected to both LeBron and Klutch, NASCAR has a new level of branding firepower. What was once a niche, southern-rooted sport is now part of a global sports empire.

My love for motorsports started in my childhood in Tunisia, watching races with my family. Fast forward to today, … More about Farah Ben Gamra

When most fans think of NASCAR, they picture the high banks of Daytona or the short-track fireworks at Bristol, but tucked in the scenic heart of New England lies a racing culture just as rich and just as loud. From hometown short tracks to one of the most exciting stops on the NASCAR Playoffs schedule, New England’s impact on the sport is undeniable.

New England’s NASCAR Legacy

New England has long been a cradle of grassroots racing. From the 1950s onward, iconic short tracks like Thompson Speedway, Stafford Motor Speedway and Seekonk Speedway shaped the careers of countless racers and built a fiercely loyal fan base. Racing in the Northeast has always meant grit, passion and full grandstands on Saturday nights.

In 1990, New Hampshire Motor Speedway (NHMS) opened in Loudon, providing New England with a major-league venue that quickly became a favorite stop on the national NASCAR circuit. Since hosting its first NASCAR Cup Series (NCS) race in 1993, NHMS has delivered unforgettable finishes and welcomed hundreds of thousands of fans annually.

The Power of Modified Racing

Nowhere in America is Modified racing more beloved than in New England. Known for open wheels, exposed engines and edge-of-your-seat action, Modifieds have a rich legacy in the region. The NASCAR Whelen Modified Tour (NWMT), often considered the “soul of the Northeast,” showcases the most intense short-track competition in the country.

The Mohegan Sun 100 at NHMS is a highlight of the race weekend, drawing die-hard fans eager to watch these fearless drivers battle at high speeds. Local legends like Doug Coby and Ron Silk have become household names in the Modified world, representing the region with pride.

New England Drivers Who Made Their Mark

New England has produced NASCAR talent that’s reached the national spotlight. Maine’s Ricky Craven, who famously won one of the closest finishes in NASCAR history at Darlington in 2003, paved the way for future stars. Connecticut native Ryan Preece, a former Modified champion, now competes full-time in the NCS and remains a fan favorite at NHMS. Three-time NCS champion Joey Logano hails from Connecticut and earned his first NCS win in 2009 at his home track of NHMS.

These drivers embody New England’s contribution to the sport: hard-working, fearless and deeply connected to the fans.

Looking Ahead to New England’s Only NASCAR Playoffs Weekend

The 2025 Playoffs weekend at NHMS will be one for the books, featuring the return of the NASCAR CRAFTSMAN Truck Series for the first time since 2017, the Mohegan Sun 100 NWMT race and the opening race of the Round of 12 in the NCS playoffs. With music, camping, driver meet-and-greets and a Fan Zone packed with entertainment, it’s more than just a race – it’s a full-throttle celebration of New England racing culture.

Get your tickets for NASCAR Playoffs weekend at NHMS at NHMS.com.

Joe Gibbs Racing has struck gold once again, with a groundbreaking partnership announcement that is set to shake up the racing world. In a move that is causing ripples of excitement among fans and experts alike, Bob’s Discount Furniture has inked a multiyear deal to become the primary sponsor for none other than Denny Hamlin.

The roar of the engines will now be accompanied by the presence of Bob’s Discount Furniture on the sleek No. 11 Toyota, marking the beginning of a thrilling collaboration that is set to debut at the upcoming Iowa Speedway event on August 3rd. This new alliance is poised to redefine the racing landscape, with a full lineup of races already on the horizon for this dynamic duo.

The high-octane world of racing is no stranger to game-changing partnerships, but the union between Joe Gibbs Racing and Bob’s Discount Furniture is already being hailed as a match made in racing heaven. As the anticipation builds and the countdown to the Iowa Speedway event begins, all eyes are on Denny Hamlin and his revamped No. 11 Toyota, ready to showcase the power of this new sponsorship on the track.

Innate skill, a fast car, and a solid team are all factors that give relentless confidence to a professional race car driver. In the NASCAR Cup Series, a stable sponsor can be added to that list. Joe Gibbs Racing’s Christopher Bell understands this, having been showered with all these positives over the past few years.

Following the retirement of Martin Truex Jr., Bell has become a more central figure in his team. He is, arguably, the best driver that Coach Gibbs currently has under his wing and one of the two best championship bets for JGR, along with Denny Hamlin. Anyone who has been following the sport for the last couple of years would have noticed that his stature across the garage and media has grown significantly.

NASCAR involves him in crucial discussions surrounding the future, and other drivers respect him a lot more than they did earlier. What’s the reason behind this transition? Jeff Gluck asked him this in a recent interview and pointed out how this change has come about only after the 2024 Martinsville penalty decision that cost Bell a playoff spot.

The driver responded, “I know what changed, and it was single-handedly the confidence and commitment I got from my team and my sponsors. This sport is so tough because you’re scrutinized to the sharpest of margins.

“Whenever you have sponsors who are paying for you to race, you have to have these people, and you just don’t want to say the wrong things. You don’t want to get in trouble.”

It had taken Bell a while to get comfortable in the seat of his No. 20 Toyota Camry XSE. Once he did and knew for a fact that his minor mistakes wouldn’t result in him losing a sponsor, he became more open with his words and opinions. He realized, for good, that he wasn’t “walking on pins and needles and eggshells.”

It was after the Martinsville incident that this awareness came about on a full scale. Bell had been on the verge of making it into the Championship 4 on that fateful night. In the final turn of the final lap, he slid into the wall and rode it for a few seconds. This move was akin to the illegal move Ross Chastain pulled at the same track in 2022. But crucially, it was not intentional like the ‘Hail Melon.’

Still, NASCAR decided to punish Bell for it and put him on the tail end of the lap he was on. This cost him the Championship 4 spot and Hendrick Motorsports driver William Byron made it through. The composed attitude and character with which Bell handled the disappointment impressed NASCAR greatly and has made all the difference since.