Last weekend’s NASCAR Cup Series event at Richmond Raceway drew attention not only for Austin Dillon’s memorable win but also for discussions about the sport’s scheduling. Veteran driver Denny Hamlin spoke candidly about the current NASCAR race schedule, emphasizing that the abundance of races dilutes fan interest and attendance. His comments shed light on the challenges the sport faces with a packed calendar and evolving fan engagement.

Richmond’s Single Race Date Boosts Fan Engagement

Richmond Raceway once hosted two NASCAR Cup Series events annually, but experience showed that having multiple races in the same location negatively impacted attendance. Fans often opted to skip one or both races due to the cost and time commitment. Hamlin explained on his podcast that limiting the track to one event a year creates a sense of anticipation and scarcity, which, in turn, leads to stronger fan turnout.

“I mean, let’s be honest, it doesn’t matter what sporting event you go to, it costs money to go. When you have the option to have multiple times to go, what happens usually is you skip the first, ‘I’ll go get the next one.’ Then, something comes up before the next one, you don’t end up going at all.”
—Denny Hamlin, via Actions Detrimental podcast

Hamlin pointed out that when races are exclusive and occur only once per year, fans tend to prioritize the event, increasing attendance and excitement. This scarcity approach seems to be beneficial for Richmond Raceway, largely because fans recognize their singular opportunity to experience the race live. As Hamlin put it, knowing an event comes just once encourages fans to clear their schedules and commit.

“As a sports person for me, I know when something comes in to town once, that’s my opportunity. Block it off, don’t plan anything else, because I don’t have another option. So, I think that there’s something to that, and it seems like the tracks with one date? It’s working out for them.”
—Denny Hamlin

Denny Hamlin Criticizes NASCAR’s Oversaturated Schedule

Hamlin further voiced frustration with NASCAR’s overall race calendar, which currently features 38 races each season, including points-paying and exhibition events. He considers this volume to be excessive, saturating the market and diluting fan enthusiasm across so many events. According to Hamlin, reducing the number of races would create a stronger desire for each event and improve overall interest in the sport.

“I think it’s another example that we have too many races in our schedule. We’re just over-saturating the market. We’re trying to come up with new tracks and things like that, but it’s just — certainly (there shouldn’t be) 36 or 38 (races). I just think that there’s something to making the people want it, instead of just always giving it to them whenever they want it.”
—Denny Hamlin

By offering races too frequently, the sport risks losing the specialness that comes with limited opportunities to attend. Hamlin believes that creating scarcity in the event schedule will make each race more meaningful for fans, teams, and sponsors alike.

Hamlin Expresses Disappointment Over Richmond Losing a Race Date

Despite advocating for fewer races, Hamlin openly shared how saddened he was that Richmond Raceway lost one of its two annual Cup Series events starting in 2025. The city has always held a special place for him and ranks among his favorite markets, along with Greensboro and Indianapolis. Hamlin noted that Richmond consistently draws high television ratings, even if the live attendance has fluctuated.

“It broke my heart that they lost one of their dates. (But Saturday) was a good crowd turn out. It’s so interesting, because Richmond is always one of our top-five cities that people watch us. It’s one of the higher-rated cities. It’s always like, Greensboro, Richmond, Indy — something like that, is our kind of our top five. But they didn’t come to the track.”
—Denny Hamlin

This admission underscores Hamlin’s connection to Richmond and his belief in the value of concentrated, well-attended events. While fewer races may benefit the sport overall by creating demand, losing a second race date affects local fans and the communities that support NASCAR.

Pressure Builds to Adjust NASCAR’s Lengthy Season Despite Existing Deals

Hamlin’s comments highlight a broader industry debate about the viability of NASCAR’s long season, which includes 36 points-paying races and two exhibition events. Many within the sport agree that the current schedule can overwhelm fans and teams, leading to waning interest as the season progresses. Reducing the number of races could improve the quality of each event and help maintain fan engagement.

However, changing the schedule poses challenges. NASCAR is currently under a seven-year media rights agreement, giving broadcasters significant influence in maintaining the existing number of races. This contract complicates any attempts to scale back the calendar, as broadcast partners depend on frequent events for advertising revenue and viewership metrics.

Nonetheless, voices like Denny Hamlin’s add weight to calls for re-examining the race schedule, with the hope that future negotiations might lead to a more balanced and sustainable calendar.