Maybe it’s ‘hell yeah,’ and maybe it’s 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.
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 ‘Rise of Racing in America.’
NASCAR’s representative was its chief brand officer.
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.
Watch: Tim Clark speaks about the future of NASCAR
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.
“If 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,” Clark said. “Chief amongst them was to be adaptable. That’s still true today.
“Fandom 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’s by definition, fanatical behavior.
“Our job is to evolve the way we’re serving that fandom. Whether it’s 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.”
‘Hell Yeah’ 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.
“This is not a knock on anything that we’ve 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,” Clark said. “At the end of the day, our message should not be that tricky. It’s not confusing.
“This 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’re a motorsports fan, you’ll find a lot to love about the sport.
“If you’re not, and you’re just in for a good time and good experience, we got that too.”
Thus, Clark said he doesn’t 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.
“I mean, what an incredible origin story and I think we can lean into what that looks like today,” he said. “This is blue collar, very accessible and kind of a badass sport. I think that’s what you will see from our brand direction.”
The conversation also included tidbits about NASCAR’s new broadcast rights package and how the league intends to make inroads with a younger audience.
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