Home » America Travel News » NASCAR Impacts Illinois Tourism: How State Sponsorships Are Boosting Local Economies and National Exposure

Published on
September 4, 2025

After two rain-plagued events in the last three years, NASCAR decides to temporarily relocating from the streets of Chicago to sunnier San Diego is noteworthy. But even though this thrilling road race is no longer held in Grant Park in Chicago, Illinois’ support of NASCAR endures. By encouraging tourism and boosting local economies through well-timed sponsorships and events, the state has made major contributions to the sport. These sponsorships, which total millions of dollars, are an essential part of Illinois’ larger marketing strategy to draw tourists from both domestic and foreign countries.

The Financial Commitment to NASCAR

Since 2022, Illinois has invested nearly $7 million in NASCAR events, demonstrating a clear commitment to integrating the sport into its tourism marketing efforts. These funds have been allocated to various races, including the Enjoy Illinois 300 at World Wide Technology Raceway, just across the river from St. Louis. As part of the state’s marketing campaign, Enjoy Illinois has been the title sponsor of this race since its return to the Metro East track in 2022, a pivotal step in attracting tourists to the region. This sponsorship aligns with the state’s broader objective to increase tourism visibility through high-profile sporting events, ultimately generating increased tourism dollars.

The state’s fiscal year 2026 budget also outlines an additional $7 million in NASCAR-related funding, although this amount represents previously unspent funds. Moreover, $5 million has been earmarked for operating expenses related to NASCAR events. These funds will not be distributed until NASCAR provides a detailed budget outlining how the money will be used.

Economic Impact of NASCAR in Illinois

NASCAR events have proven to be a boon for Illinois, especially in terms of tourism and local economic activity. The state’s sponsorship has generated significant visitor spending on hotels, restaurants, retail, and other local businesses. In 2024 alone, the Enjoy Illinois 300 race, which takes place annually in Madison, Illinois, generated approximately $60 million in economic activity for the Metro East region. The event has sold out every year since its return to the area, with TV viewership reaching 2.5 million people. This influx of visitors directly contributes to Illinois’ tourism industry, which saw a record $48.5 billion in spending in 2024—a 7.7% increase in overnight visitors to Chicago alone.

This investment strategy also highlights Illinois’ broader efforts to increase its tourism profile. For example, the $30 million post-pandemic advertising campaign launched by Illinois’ Department of Commerce and Economic Opportunity (DCEO) positioned the state as the “middle of everything” through a series of high-impact TV ads and billboards across the country. As a result, Illinois has successfully attracted millions of additional visitors, with the state seeing a rise in tourism spending and national recognition.

Enjoy Illinois and NASCAR: A Winning Partnership

The relationship between Enjoy Illinois and NASCAR has extended beyond simple race sponsorship. The state’s marketing campaign has been integrated into every aspect of the NASCAR experience, from TV commercials to on-site promotions. Enjoy Illinois’ partnership with NASCAR ensures that the state’s tourism brand is visible to millions of race fans across the country.

For instance, during the upcoming Enjoy Illinois 300, the state’s branding will be featured prominently through a series of commercials during the race’s live broadcast on the USA Network. Additionally, the track will be adorned with signage promoting Illinois tourism, and several pre-race and post-race activities will feature Illinois representatives. These marketing efforts give the state’s tourism campaign a unique platform for widespread visibility.

The collaboration also includes interactive fan experiences such as pre-race ride-alongs and participation in victory lane ceremonies, providing Illinois with even more opportunities to highlight its tourist attractions. NASCAR’s engagement across multiple media platforms guarantees that the state’s message reaches a large, diverse audience, ensuring maximum impact for its tourism initiatives.

A Look Ahead: NASCAR’s Future in Illinois

Although NASCAR’s road race in Chicago will not take place in 2025, the sport’s presence in Illinois will not diminish. The state’s tourism department has made it clear that NASCAR will return to the region in 2026, with the Enjoy Illinois 300 continuing to be a part of the racing calendar. Additionally, the Chicagoland Speedway in Joliet will host a NASCAR event in 2026 for the first time since 2019. These races, alongside other high-profile events like the IRONMAN triathlon in Rockford, are part of Illinois’ strategy to diversify the types of events it hosts, thus attracting even more visitors to the state.

The DCEO’s contract with World Wide Technology Raceway ensures that Illinois will continue to be associated with NASCAR races in the coming years. The state’s sponsorship opportunities remain strong, with plans to further develop these partnerships in ways that benefit both Illinois’ tourism campaign and the NASCAR community.

NASCAR’s National Exposure: A Win for Illinois Tourism

Incorporating NASCAR into Illinois’ tourism strategy has helped amplify the state’s national visibility. Races like the Enjoy Illinois 300 not only bring in tourism dollars but also position Illinois as a key destination for racing fans. The state’s investment in NASCAR also serves as a reminder of how strategic sponsorships can create lasting economic benefits. NASCAR, a sport with millions of fans across the U.S., provides Illinois with a powerful platform to reach both new and returning visitors, boosting its status as a tourist hub in the heart of the country.

NASCAR’s Enduring Influence on Illinois

It has turned out to be a wise investment for Illinois’ tourism industry to sponsor NASCAR races. The state continues to draw tourists while boosting local economies thanks to millions of dollars spent on marketing and event sponsorship. Illinois continues to be a popular travel destination for both tourists and racing enthusiasts thanks to NASCAR’s capacity to attract sizable crowds and the state’s creative marketing strategies.

[Image Source: NASCAR 101 Official Website]