NASCAR collects an astonishing amount of data, from cars racing at 200 MPH to the digital footprints of millions of fans. 

But how much data is TOO much to the point where you overwhelm a new fan, and how much is just enough that they get an appreciation for it?

Today we’re talking to Tim Clark, NASCAR’s Senior Vice President and Chief Digital Officer, to discuss how the brand is using data to redefine fan engagement, including his take on how AI and predictive analytics could transform race-day operations and sponsorship opportunities.

Tim and Dave also discuss how NASCAR’s brand perception has evolved, including the bold decisions they took to signal a more inclusive direction for the sport. 

Plus, you’ll hear the surprising role that iRacing has played in developing real-world racing talent.

In this episode, you’ll hear:

• NASCAR’s approach to first-party fan data, creating both vertical and horizontal value propositions for partners
• Why NASCAR brought its digital rights in-house and how that fostered innovation throughout the organization
• How iRacing is creating a legitimate pathway for simulator racers to become NASCAR champions
• The reason NASCAR has been cautious about implementing AI technology 
• Why NASCAR's Confederate flag ban was not just a moral stance but a strategic business decision to change brand perception

Resources and Links:

Connect with Tim on LinkedIn and learn more about NASCAR on their website. We also discuss iRacing, the ultimate racing simulation.

Learn more about Next League on our website and LinkedIn. We are leading sports organizations into the digital future.

Next League is partnering with Sports Business Journal for the Rising Woman of the Year Award. Nominations are now open! Learn more here.