NASCAR Chief Blames ‘America’s Global Reputation’ as NASCAR Fails to Go International NASCAR commissioner Steve Phelps calls international expansion "tricky" due to the American image, but is still co

NASCAR’s been trying to spread its wings beyond the U.S., planting regional series in places like Mexico, Brazil, Canada, and Europe to hook new fans and scout fresh talent. The big leap came in 2025 with a points-paying Cup Series race in Mexico City, the first outside the States in ages, while broadcasts now reach nearly 200 countries.

But going global isn’t as simple as shipping cars overseas, and Commissioner Steve Phelps recently spilled some hard truths about why it’s been a tougher ride than expected.

Phelps gets real on global challenges

Speaking at a recent Axios Media Trends Live event , Steve Phelps didn’t sugarcoat it: taking NASCAR international is “ tricky ” because the sport’s so deeply tied to “ Americana .” That red-white-and-blue vibe, think tailgates, country mus