\n' + ' \n' + ' \n' + ' \n' + ' \n', play = ' '; return thumbnail.replace( "ID", id ) + play; } function videoSEOMaybeReplaceMaxResSourceWithHqSource( event ) { var sourceMaxRes, sourceHighQuality, loadedThumbnail = event.target, parent = loadedThumbnail.parentNode; if ( loadedThumbnail.naturalWidth Skip to content Car Buying News Cars Hybrids & EVs Trucks SUVs Trends Formula 1 Driver Standings Constructor Standings NASCAR Motorsports Reviews Car Buying News Cars Hybrids & EVs Trucks SUVs Trends Formula 1 Driver Standings Constructor Standings NASCAR Motorsports Reviews Search Search NASCAR CEO Reveals Three Places the Sport Could Expand Next NASCAR CEO Steve O'Donnell says Canada, Europe and England are among the regions being considered as the sport continues pursuing international growth. Mandatory Credit: Mark J. Rebilas-Imagn Images By: Maggie Mackenzie Published: July 18, 2026 - 1:27 am Maggie Mackenzie July 18, 2026 Add MotorBiscuit as a preferred source NASCAR’s long-term vision extends well beyond the United States, and CEO Steve O’Donnell has now identified three regions that could play a role in the sport’s international future. While NASCAR remains focused on growing its footprint in North America, O’Donnell recently said Canada, Europe and England are all under consideration as the sanctioning body continues exploring opportunities to expand globally. Steve O'Donnell: "We’re really taking a hard look at where we can go with the sport internationally. [We] certainly want to maximize what we’re doing in North America, but we believe we have some really great opportunities internationally as well." https://t.co/iyy5xX1iBE The comments come just one year after NASCAR’s successful Cup Series trip to Mexico City in the summer of 2025, which marked the series’ first points-paying international race in the modern era and demonstrated the organization’s willingness to look beyond its traditional borders. Speaking about the sport’s future with Sports Business Journal , O’Donnell made it clear NASCAR has no intention of slowing its international ambitions. “We have racing series [in foreign countries], but we’re really taking a hard look at where we can go with the sport internationally,” O’Donnell said. “[We] certainly want to maximize what we’re doing in North America, but we believe we have some really great opportunities internationally as well.” He emphasized that the goal extends beyond simply adding Cup Series races overseas. “That doesn’t necessarily mean Cup. It means developing the brand with the ultimate goal, when you talk to people, to be the biggest form of sports and entertainment in the world. We’ve got a ways to go to get there, but that’s the goal. And so we want to rally everyone around that, work together and see what we need to do in each of those areas.” O’Donnell later identified Canada, Europe and England as regions NASCAR is evaluating for future opportunities. The comments follow NASCAR’s recent hiring of Adam Layton as Senior Vice President of NASCAR International, a newly expanded leadership role focused on strategy, event operations and growing the sport’s global business. The news of this hire became public this month and it was reported that he was brought on in June. Layton previously served as UFC’s Senior Vice President of International and Content, bringing experience in expanding a major sports property beyond North America. His arrival signals that NASCAR’s international ambitions are moving beyond discussion and into long-term planning. While O’Donnell stopped short of announcing any future Cup Series events outside North America, his comments suggest the organization is evaluating multiple ways to grow its global presence, whether through existing international series, new partnerships or additional marquee events. For now, NASCAR’s immediate focus remains Sunday’s return to North Wilkesboro Speedway for the Cup Series’ first points-paying race there since 1996. But behind the scenes, the sport’s leadership is already looking toward what the next chapter could look like on a much larger stage. Follow Us Home » NASCAR CEO Reveals Three Places the Sport Could Expand Next NASCAR Admits Red Flag Should Have Flown at Daytona Exclusive: Tyler Reddick Reveals the Mindset He Believes Can Win NASCAR’s Chase Mansory Gives This Rolls-Royce Cullinan a Surprising .44 Magnum Defense Without the Massive Weight Gain NASCAR Scores Major TV Ratings Boost for Wild Daytona Regular-Season Finale Red Bull Forced Into Another Driver Change as Isack Hadjar Ruled Out of Italian GP Add MotorBiscuit as a preferred source MotorBiscuit is a digital-first platform covering the pulse of the automotive industry, motorsports, and more, part of the CG Digital Network.
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