Maybe it\u2019s \u2018hell yeah,\u2019 and maybe it\u2019s something else but Tim Clark is working tirelessly to reintroduce the Sanctioning Body and simultaneously remind the world what its sporting values are in an ever-changing landscape.<\/p>\n
That was part of a conversation held last week in New York City as part of the Autosport Business Exchange that invited leaders of various global motorsports entities to mingle amongst each other and discuss their shared passion for the \u2018Rise of Racing in America.\u2019<\/p>\n
NASCAR\u2019s representative was its chief brand officer.<\/p>\n
This event was crafted by Motorsport.com sister brand, Autosport, and included numerous interview opportunities with the press for those in attendance in advance of the United States Grand Prix at Circuit of the Americas.<\/p>\n
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Watch: Tim Clark speaks about the future of NASCAR<\/p>\n
For Clark, who joined NASCAR in 2012 to oversee its digital platforms, much of his day-to-day work in 2025 is about strengthen the bond fans have with the sport but also creating those enthusiasts in the first place.<\/p>\n
\u201cIf you go back to 2020, when the pandemic hit and NASCAR like everyone else had to evolve our business a bit, we learned some valuable lessons,\u201d Clark said. \u201cChief amongst them was to be adaptable. That\u2019s still true today.<\/p>\n
\u201cFandom changes on a regular basis, and by definition, fandom is not rational. People don’t react to their favorite sports like they do buying carpet or buying a mattress. Again, it\u2019s by definition, fanatical behavior.<\/p>\n
\u201cOur job is to evolve the way we\u2019re serving that fandom. Whether it\u2019s the changing media landscape or how people consume live events, those puzzle pieces go together in a way that we can create a picture for partners, for competitors, but certainly chief among that group of stakeholders is fans.\u201d<\/p>\n
\u2018Hell Yeah\u2019 is one of the reported possible ad campaigns for NASCAR to unveil in advance of next season. While Clark is keeping all of their ideas close to the figurative chest right now, what he does want illustrated in public, is that NASCAR is authentic, bold and unapologetic.<\/p>\n
\u201cThis is not a knock on anything that we\u2019ve done in the past 5-10 years but I do think there is some truth to the notion that we tried to be all things to all people,\u201d Clark said. \u201cAt the end of the day, our message should not be that tricky. It\u2019s not confusing.<\/p>\n
\u201cThis is one of the most competitive motorsports on the planet. I think we have tremendous athletes, engineers and a really compelling on-track product. If you\u2019re a motorsports fan, you\u2019ll find a lot to love about the sport.<\/p>\n
\u201cIf you\u2019re not, and you\u2019re just in for a good time and good experience, we got that too.\u201d<\/p>\n
Thus, Clark said he doesn\u2019t want to overcomplicate the message. He wants to lean into the fact this is still a sport founded on bootlegging moonshine and building a faster car to outrun the police.<\/p>\n
\u201cI mean, what an incredible origin story and I think we can lean into what that looks like today,\u201d he said. \u201cThis is blue collar, very accessible and kind of a badass sport. I think that\u2019s what you will see from our brand direction.\u201d<\/p>\n
The conversation also included tidbits about NASCAR’s new broadcast rights package and how the league intends to make inroads with a younger audience.<\/p>\n
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