SBJ Esports: iRacing a proven gateway for new NASCAR fans

NASCAR and the subscription-based online racing-sim video game iRacing joined forces back in 2010  (becoming its official simulation partner in 2021), offering events such as the eNASCAR iRacing Coca-Cola Series, where racers compete against each other online for cash and prizes. And the relationship has paid off for both ever since -- perhaps now more than ever.

“NASCAR has learned the importance of digital innovation in fan engagement from its participation in iRacing,” Nick Rend, NASCAR managing director, gaming and esports, told SBJ. “It has helped attract younger audiences and seen drivers like William Byron and Rajah Caruth transition from virtual racing to professional motorsports.”

Combining the thrill of motorsports with the accessibility of video games, iRacing and its genre not only reshaped the landscape of esports but also attracted a significant amount of interest from brands and sponsors looking to tap into this burgeoning market.

“iRacing offers significant business opportunities through sponsorships, partnerships and digital content creation. It attracts a diverse, engaged and growing global community, making it a prime channel for various industries,” says Rend. “Successful partnerships in gaming hinge on authenticity and the ability to integrate organically into the gaming culture. Brands like Coca-Cola, Logitech and Sunoco have leveraged iRacing to enhance visibility and deepen consumer engagement.”

A fan acquisition tool

NASCAR sponsors and brand partners are seeing firsthand just how platforms such as iRacing have helped bring fans through the gates -- some of which may never have gone to watch a race in person.

“iRacing has served as a gateway for many first-time attendees at NASCAR events. Our research shows that fans introduced to NASCAR through iRacing are more likely to attend live events, experiencing the thrill of real-world racing firsthand,” said Rend. “NASCAR also brings simulators to race venues, allowing fans to experience what it's like to drive a NASCAR stock car, which has proven to be a popular attraction in the midway.”

Along with NASCAR using iRacing to reach gamers across the globe, it also led to opportunities for esports organizations such as the Kansas City Pioneers to host events and other activities.

“We’ve seen recent success in hosting local esports organizations, such as the Kansas City Pioneers, an eNASCAR Coca-Cola iRacing Series team, who visited NASCAR weekend at Kansas Speedway a few weeks ago,” said Rend. “This approach helps bolster the team's presence in the local and motorsports communities and invites their followers, who may have never attended a NASCAR event, to experience the thrill in person.”

Nathan Tague, head of sim racing for the German esports organization G2 Esports, has noticed a fairly large increase in the amount of esports organizations entering the sim racing arena.

“One of the main reasons I joined G2 in 2022 was that they’d already committed to sim racing for a number of years,” Tague told SBJ. “It’s a niche within esports that has been on the radar of many organizations for a while now. We’ve seen Vitality partner with Renault, FaZe, Heroic, Furia and VP all compete in ESL’s R1 series on Rennsport as well as initiatives like BMW’s United in Rivalry a few years back. It’s clear the appetite is there from all parties.”

Sim racing's future on the track

As NASCAR and iRacing (and sim racing as a whole) continue to grow, where can it go next?

“The future of NASCAR and iRacing is closely intertwined, with plans to further integrate iRacing into NASCAR’s core operations and fan engagement strategies,” Rend said. “This includes expanding iRacing’s role in driver development, fan engagement, and testing new race formats and technologies. As fans progress on their journey toward NASCAR fandom, we have something for them every step of the way. The most immersive experience is iRacing, and by broadening the funnel, we achieve fan growth and engagement initiatives across core demographics, ensuring future growth for our iRacing efforts.”

And not by simply sitting on their laurels either. iRacing and NASCAR are developing a new simulation-style experience for popular game consoles, launching in September 2025, and it's working with other developers for games for casual fans, mobile management games and experiences on platforms such as Roblox.

“iRacing allows NASCAR to increase their reach through remote, open competitions, engaging more people as competitors and spectators,” noted Curtis Winger, VP of Esports Operations for Playfly Sports.

“It serves as a bridge to colleges for new partnerships, identifying like-minded individuals for internships and careers. The platform also provides opportunities to promote brands and sponsors to new audiences, fostering a vibrant community and supporting the sport's growth.”

GameSquare, the Jerry Jones-backed esports and gaming lifestyle organization, has expanded its portfolio by creating FaZe Media -- a new venture focused on creator-led intellectual property and internet media. The new brand will zero in on developing a creator-led internet media company, while GameSquare retains full ownership of FaZe Gaming's esports competition assets. The deal was made possible in part by an $11 million investment from Matt Kalish, president and co-founder of DraftKings North America, who will also become a board member of FaZe Media. A majority stake (51%) of FaZe Media is owned by GameSquare, with Kalish holding the remaining 49%.

FaZe Media will be led by CEO Richard "FaZe Banks" Bengtson, a founding member of FaZe Clan.

The new media arm aims to leverage the value of the FaZe brand by placing creative control back into the hands of its original leaders. Before the acquisition of FaZe Clan by GameSquare, FaZe had gone through many changes in its focus, with fans believing the esports organization lost its original appeal. However, by refreshing its talent roster and producing engaging content, FaZe Media looks to strengthen its presence within the creator economy and reconnect with an audience that had cooled on its interaction with the brand. The new company plans to expand licensing and sponsorship opportunities and deliver a wide range of to-be-announced-later products, merchandise, and events.

Following the brand's relaunch on April 27, FaZe Clan said it saw fans return, noting record engagement across social media platforms, trending as the No. 1 topic on X (formerly Twitter) in the U.S. The brand's search interest on YouTube and Google surged to levels not seen since 2020 and 2019, respectively, amassing over 350 million social media impressions. The relaunch has also brought in new members FaZe Max, FaZe Silky, FaZe Jason, and FaZe Lacy, infusing the roster with new talent.

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