The 2025 season is just about at its end, with only five races left, and NASCAR has already been planning something different for the 2026 season. This urgency comes amidst the shifting fan interests and the ever-evolving media landscape. But it’s not your regular marketing move.

NASCAR is looking for a new refresh for its brand. And to make their vision a reality, it has partnered with 72andSunny, an LA-based agency. At the core of this new identity is an objective to “reintroduce its brand in a way that plays up its rebellious, Americana roots, satisfying its core fan base while reaching new audiences.”

Moreover, NASCAR is also eyeing to climb the popularity charts among the blue-collar fans, which they’ve lost due to rising ticket prices and changing entertainment habits.

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