Airbnb, the online accommodation booking service, has continued to capitalize on the growing sports travel industry by adding five racetracks from stock car racing’s Nascar to its list of commercial partners.
Airbnb will serve as the official lodging partner for five racetracks during the 2027 Nascar season, including Bristol Motor Speedway (BMS), Darlington Raceway (DAR), Martinsville Speedway (MVS), North Wilkesboro Speedway (NWS), and Talladega Superspeedway (TSS).
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Under the agreements, Airbnb listings will be displayed directly on the websites of the five racetracks, giving fans access to book accommodation close to the tracks for race weekends.
T.R. Stape, vice president of track sales at NASCAR, said: “Our Nascar racetracks sit at the center of some of the most passionate fan experiences in sports because they are deeply rooted in the culture and communities they call home.
“Together, we’re helping extend the impact of our events beyond the track and into the surrounding communities that play such an important role in every race weekend.”
Adam Alfandary, head of US east business at Airbnb, added: “The racetracks in this partnership sit in towns where hotel rooms are scarce but the welcome runs deep, especially places like Darlington, Talladega, and Bristol, where neighbors have been opening their doors to race fans for generations.
“This partnership puts locals at the front of the pack and helps communities that make race weekends possible share directly in the economic opportunity it creates.”
The new partnerships continue Airbnb’s push into the sports travel industry, having secured a major, multi-tournament partnership with world soccer’s governing body FIFA last June covering the 2025 men’s Club World Cup competition, as well as the upcoming men’s 2026 World Cup and 2027 Women’s World Cup.
Last year, Airbnb announced a major partnership with Spanish soccer’s top-tier LaLiga, with the booking service gaining branding exposure during matches throughout the 2025-26 season.
The company also has a three-year deal with the Tour de France and Tour de France Femmes, the men’s and women’s road cycling tours.
Nascar, meanwhile, has continued its commercial partner push during the 2026 season, most recently striking a wide-ranging deal with Japanese agricultural equipment supplier Kubota Tractor Corporation to take over several Nascar sponsorship designations.
The series also announced deals with soft drinks giant Coca-Cola in February. Through the deal, the BodyArmor Sports Drink, owned by Coca-Cola, became the official sports drink of Nascar for the first time, while Coca-Cola remained the soft drink partner of the series.
