NASCAR President Signals Major Shift as Sport Enters New Era

Steve O'Donnell outlines a people-first vision to reconnect with fans and restore NASCAR's identity.

Published on Feb. 13, 2026

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In a candid reflection on NASCAR's future direction, President Steve O'Donnell signaled a defining shift in the sport's philosophy. The focus, he emphasized, will be on returning to what built NASCAR's identity in the first place - driver accessibility, authenticity, and making fans feel like they are more than just spectators. O'Donnell acknowledged the need to balance innovation, tradition, and modernization as NASCAR stands at a crossroads.

Why it matters

NASCAR has undergone significant changes in recent years, from schedule adjustments to digital expansion and new formats, all aimed at growing the sport's reach. However, O'Donnell believes that sometimes growth cannot come at the expense of the sport's core identity and connection with its passionate fanbase.

The details

O'Donnell outlined a people-first vision for NASCAR's future, emphasizing the importance of returning to the sport's roots of driver accessibility and authenticity. He stressed the need to make fans feel like they are part of the NASCAR community, rather than just spectators. This shift in philosophy comes as NASCAR aims to balance innovation, tradition, and modernization to appeal to both longtime and new fans.

  • On February 13, 2026, NASCAR President Steve O'Donnell outlined his vision for the sport's future.

The players

Steve O'Donnell

The President of NASCAR, who is leading the charge to redefine the sport's identity and connection with its fanbase.

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What they’re saying

“I think we've got to make sure that you know what got us to where we were was that experience, access. Drivers who you want to be like. We got to get back to that, the neighbourhood feel, and who we are.”

— Steve O'Donnell, NASCAR President (SiriusXM NASCAR Radio)

“We are a big-time sport. But we also got to embrace the fact that, you know what people loved about us was, you could move around, you could have access to drivers. You can have conversations and you can be part of the sport.”

— Steve O'Donnell, NASCAR President (SiriusXM NASCAR Radio)

“I think no other sport did the fans feel like 'that's my sport.' We've got to make sure that everybody feels that way.”

— Steve O'Donnell, NASCAR President (SiriusXM NASCAR Radio)

What’s next

NASCAR plans to continue implementing changes to the race schedule, digital platforms, and competition formats to better connect with fans and restore the sport's identity.

The takeaway

NASCAR's shift towards a more people-centric approach, focused on driver accessibility and fan engagement, signals a defining moment for the sport as it aims to balance innovation, tradition, and modernization to appeal to both longtime and new fans.