US stock car racing series NASCAR has expanded its long-running partnership with Next League, the New York-based sports technology consultancy firm.
The two parties will continue to work together to modernize the series' digital platform operations and “improve how fan-facing digital experiences are built, supported, and optimized.”
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
As part of the expansion, Next League is also supporting digital efforts around NASCAR teams and the International Motor Sports Association (IMSA), the North American sports car racing sanctioning body, for the first time.
The organizations have worked together for over a decade, with Next League supporting areas of NASCAR’s digital platform and technology initiatives since 2012.
Since the partnership began, Next League’s role has evolved from initially serving as NASCAR’s strategic advisor to overseeing its digital platforms and managing its live race operations.
Tim Clark, NASCAR executive vice president and chief brand officer, said: “Next League has been a long-standing partner in supporting our digital platform evolution, and together we’re continuing to modernize the way we build, operate, and improve fan-facing digital experiences.
“As AI becomes an increasingly valuable tool across technology and platform development, there are meaningful opportunities to move faster, work smarter, and create better experiences for our fans.
“At the same time, our content, storytelling, and editorial voice will remain human-led and human-created. We see AI as a tool to strengthen how we work, not a replacement for the creativity and judgment behind the stories we tell.”
David Nugent, Next League CEO, added: “As AI transforms how sports organizations operate and connect with fans, we’re excited to continue to help NASCAR harness emerging technologies to create more personalized and dynamic fan experiences.
“With our deep understanding of how these systems power fan engagement, revenue growth, and operational performance, coupled with our expertise in the sport and its diverse fan base, we’re proud to help shape the next generation of engagement for NASCAR fans everywhere.”
