NASCAR’s choice to drop races in major cities like New York, Chicago, and Los Angeles has prompted concerns from veteran driver and team co-owner Denny Hamlin, who cautions that the sport’s commercial future could be at risk. The 2026 schedule changes will remove NASCAR from the three largest media markets in the United States, posing serious questions about how the sport will sustain long-term growth and fan engagement.
Speaking at Indianapolis Motor Speedway, Hamlin highlighted the financial consequences of losing access to major urban centers, which traditionally serve as vital hubs for sponsor activation and branding efforts. In his dual capacity as a driver and business owner, he explained how NASCAR must balance operational challenges with maintaining attractive venues for sponsors to support their teams.
The Importance of Urban Markets for Team Sponsorships
It certainly is important from the team owner side,
Hamlin said regarding major cities’ role in supporting team sponsorship. He pointed especially to Chicago as
a big activation place for 23XI in particular,
referring to his own racing team’s ability to engage sponsors through events like the Chicago Street Race.
Sponsorship deals are crucial to NASCAR teams, often forming the largest portion of their annual budgets, with full-season agreements sometimes exceeding $25 million. For 23XI Racing, the Chicago venue was uniquely valuable given that McDonald’s, one of their principal sponsors, is headquartered there, providing natural branding opportunities. Additionally, the cultural ties of Michael Jordan and the Chicago Bulls added further marketing appeal. Robinhood, another key sponsor, likewise gained significant exposure from the Chicago market.
The economic impact supports this strategic importance: the 2024 Chicago Street Race generated $128 million for the city while NASCAR invested roughly $50 million each year to host the event downtown. This scale of investment and return illustrates both the high stakes and rewards in competing for urban audiences and sponsor engagement.
Operational Challenges and NASCAR’s Search for a Solution
While underscoring the benefits of major cities, Hamlin also recognized the practical difficulties NASCAR faces in operating within congested urban environments.
I also understand the challenges of bringing racetracks to those particular cities,
he admitted, acknowledging logistical hurdles such as infrastructure demands and community concerns.
NASCAR’s planned race at the San Diego Naval Base in 2026 demonstrates an attempt to innovate by using existing military facilities, which may offer cost savings and maintain access to the Southern California market. However, this arrangement is only confirmed for one year, highlighting uncertainty about its long-term viability compared to conventional downtown races.
Hamlin summarized the sport’s difficult position, explaining that it’s a tough balance between drawing new fans and preserving the financial structure that supports teams, drivers, and sponsors. The upcoming season will be a significant test of whether these alternative venues can successfully replace traditional market presence and sustain NASCAR’s economic ecosystem.
Our Reader’s Queries
Q. How did Denny Hamlin get so rich?
A. Denny Hamlin started racing full-time in the Cup Series in 2006 with Joe Gibbs Racing. Since then, he has had an outstanding career, winning 51 Cup Series races. Hamlin also claimed victory in three Daytona 500 events in 2016, 2019, and 2020, and has made millions during his racing career.
Q. Did Denny Hamlin and Jordan Fish get married?
A. Denny Hamlin is set to marry Jordan Fish. As a child, she loved dancing and later performed for the Charlotte Bobcats, now called the Charlotte Hornets, an NBA team. She met Hamlin while performing at one of the team’s games.
Q. Does Denny Hamlin have a significant other?
A. NASCAR driver Denny Hamlin, known for speed, took his time selling his house. After two years and several price reductions, his Davidson, NC, home was sold. The final sale price was $416,000.
Q. How is Denny Hamlin so rich?
A. Denny Hamlin’s $65 million net worth comes from several sources. He has earned over $100 million from NASCAR contracts and race winnings. He also has lucrative endorsement deals with companies like FedEx, Jordan Brand, and Toyota. Additionally, he co-owns 23XI Racing, which is currently valued at over $100 million.