• Loading stock data...
Tuesday, June 24, 2025

Why NASCAR Is Spending $50 Million to Race in Downtown Chicago

  • NASCAR is finally running street races, and every part of the $50 million Chicago event has been built from scratch.
  • “This is part of our long-term strategic plan,” says NASCAR’s SVP of racing development and strategy Ben Kennedy.
NASCAR Chicago Street Race
NASCAR

CHICAGO — Grant Park has seen its fair share of celebrations over the years.

“Chicago’s Front Yard” hosts the world-famous Lollapalooza music festival annually, serves as the start and finish of the Chicago Marathon, and has hosted championship victory parades for the Blackhawks, Bulls, and Cubs.

But it’s never seen anything like what NASCAR is bringing to town.

The promotion’s Chicago Street Race Weekend — which includes Saturday’s The Loop 121 (Xfinity Series) and Sunday’s Grant Park 220 (Cup Series) — will be the first street races in NASCAR’s 75-year history.

The Next Generation of NASCAR

The sport is making an effort to draw in a more diverse…
April 9, 2022

“When you look at the past several years from a NASCAR fan experience perspective, we’ve really pushed ourselves,” Chicago Street Course president Julie Giese told Front Office Sports.

The city course represents a paradigm shift from the typical image of the sport: stock cars racing around an oval in a rural stadium with a homogenous demographic of spectators.

“This is part of our long-term strategic plan,” says NASCAR’s SVP of racing development and strategy Ben Kennedy. “About three years ago, around the time that we had the acquisition of ISC [International Speedway Corporation ] … we put a number of initiatives in place to start to think about, ‘Hey, how do we take the sport and transcend it to the next level?’”

A crew paints the start/finish line on the road for the NASCAR Chicago Street Race Weekend.
Crews assembling the racetrack in Grant Park. Credit: Doug Greenberg/Front Office Sports

While this weekend could be daunting for drivers who aren’t used to street courses, they recognize its importance.

“We’re not just doing the same old things,” 23XI Racing’s Bubba Wallace told FOS. “I’m all about being different.”

A $50M Undertaking

For a business accustomed to facilities with permanent garages, stands, and racecourses, setting up the 12-turn, 2.2-mile course in Grant Park has been a complicated and expensive undertaking.

The company has some experience setting up temporary arrangements, building a quarter-mile track inside Los Angeles Memorial Coliseum for the Busch Light Clash each February since 2022.

The total investment for that event was over $1 million — relatively insignificant compared to the $50 million-plus NASCAR is spending to put on the Chicago Street Race Weekend, per Giese.

Every part has been built from the ground up, from the walls and fencing to the grandstands, suites, and hospitality areas, along with food, beverage, and merchandise stands. The two-story President’s Paddock Club — a premium seating option starting at $3,015 — is situated directly over Pit Road.

“We wanted to create options that appeal to everyone,” says Kennedy. “So anything from a general-admission ticket where people can really walk around the entire park, see the drivers on the grid, go down and watch music for the festival, and really roam around, all the way up to our highest zone area.”

NASCAR Cup Series driver Bubba Wallace leads Aric Almirola and Austin Dillon into turn two during the Ally 400 at Nashville Superspeedway.
NASCAR’s future is focused on winning over new markets. Credit: Christopher Hanewinckel-USA TODAY Sports

Still, a two-day GA ticket will cost nearly $300 — a sticking point for those saying the event is inaccessible to the average consumer. For context, a fan could go to both races next weekend in the Atlanta area, for around $100.

‘Proof of Concept’

You could suggest that NASCAR was pushed to innovate by the rise in popularity of Formula 1.

NASCAR brass and sponsors reject this notion, instead attributing their new events in Chicago and L.A. to a general need to keep up with an evolving sports entertainment marketplace.

“Where I think it’s a response is the creation of experiences that fans of any sport or any entertainment property are expecting these days,” says Comcast VP of branded partnerships Matt Lederer. “The competition that they’re working against is the expectation of the fans and the experience that they expect, and not necessarily a direct response to one specific sport.”

A general view of a NASCAR sign next to Buckingham Fountain before the Chicago Street Race as smoke from Canadian wildfires obscures the skyline.
NASCAR’s 75th anniversary season comes to Chicago. Credit: Jon Durr-USA TODAY Sports

A street race through the heart of an urban center, including the famous Lake Shore Drive, is a good idea in theory, but ultimately worthless if the course can’t produce a good race. For reassurance, NASCAR modeled the course and tested its feasibility via iRacing in July 2021.

“If you talk to the team at the city, they would tell you that that virtual race really helped them see the opportunity to promote Chicago,” says Giese.

NASCAR and Chicago have a three-year contract in which the city receives $500,000 this year, $550,000 in 2024, and $605,000 in 2025. The city will receive $2 per ticket sold and a percentage of net commissions on concessions and merchandise sales.

Ricky Stenhouse Jr., driver of the #47 Kroger/Cottonelle Chevrolet, celebrates after winning the NASCAR Cup Series 65th Annual Daytona 500.

NASCAR Dominated U.S. Motorsports for Years. Now It Has Competition.

NASCAR will continue to be unfazed as it enters its 75th anniversary.
February 18, 2023

Kennedy says that during NASCAR’s decision-making process, Chicago was found to be the sport’s third-biggest market by total volume. The company staged races at Chicagoland Speedway in Joliet (about an hour from Chicago) for nearly two decades before deciding to move downtown.

So where does NASCAR go from here? Strong ratings on NBC’s family of channels and big crowds this weekend could make the Chicago event a permanent fixture, or inspire more street races.

“My focus is on Chicago and executing that agreement,” says Giese. “It’s not lost on me or anyone with the team here that this is a proof of concept.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Mar 15, 2025; Fort Worth, TX, USA; UAB Blazers forward Yaxel Lendeborg (3) dribbles the ball upcourt against the North Texas Mean Green during the first half at Dickies Arena

NIL Is Shrinking the Pool of NBA Draft Entrants

Agents are now advising many players to stay in school.
Apr 24, 2025; Green Bay, WI, USA; Penn State Nittany Lions defensive end Abdul Carter on the red carpet before the 2025 NFL Draft at Lambeau Field

‘More Is More’: The Elite Luxury Jewelers Decking Out Athletes

Meet the elite group of luxury designers crafting the biggest statement pieces.
Jun 8, 2025; Brooklyn, Michigan, USA; NASCAR Cup Series driver Denny Hamlin (11) celebrates with his team, holding up three fingers, one for each of his victories at Michigan International Speedway, after winning the FireKeepers Casino 400.

Judge Urges Michael Jordan, Co-Plaintiffs to Settle With NASCAR

Jordan’s racing team filed a co-suit in October alleging antitrust practices.
Dec 5, 2024; Miami, FL, USA; FIFA president Gianni Infantino presents the FIFA Club World Cup trophy during the Club Word Cup draw at Telemundo Studios.

Revamped Club World Cup Is FIFA’s Billion-Dollar Gamble

The revamped soccer event debuts amid controversy.

Featured Today

Jun 10, 2025; Nashville, Tennessee, USA; United States head coach Mauricio Pochettino stands during the anthem against the Switzerland during the first at Geodis Park

Gold Cup Is Complicated for USMNT—but U.S. Soccer Has Its Eyes on..

Uncertain tournament success isn’t fazing forward-looking U.S. soccer.
Jan 24, 2017; Davidson, NC, USA; The Davidson Wildcats student section cheers during the first half against the Duquesne Dukes at McKillop Court at John M. Belk Arena. Davidson defeated Duquesne 74-60.
June 6, 2025

Every College Wants a Flashy Basketball GM Hire Right Now

The role is more important than ever, and the definition is ever-evolving.
August 31, 2024; Columbus, Ohio, USA; The Goodyear blimp flies over Ohio Stadium during the first half of Saturday’s NCAA Division I football game between the Akron Zips and the Ohio State Buckeyes.
June 6, 2025

Why the Goodyear Blimp Is at Every Major Sports Event

The airship wasn’t built to cover sports. Now it’s a regular presence.
May 27, 2015; Paris, France; Mirjana Lucic-Baroni (CRO) knocks the clay off her shoe during her match against Simona Halep (ROU) on day four of the French Open at Roland Garros
June 4, 2025

Roland-Garros’s Iconic Red-Clay Surface Is a Precise Alchemy

The exact science behind maintaining the French Open’s red clay.
June 22, 2025

Thunder Win NBA Finals Behind Young, Deep, and Cheap Roster

The Thunder’s young and cheap roster won its first title Sunday.
June 23, 2025

NBA Conference Gap Wider Than Ever Amid Injuries to East’s Best

A team from the West has won the NBA title 17 times since 2000.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Ted Leonsis unpacks basketball’s global rise, media rights, and portfolio ownership.
June 22, 2025

WNBA Players Drop Fresh Statement in CBA Fight: ‘We Want a Fair..

The WNBA All-Star Game is less than four weeks away.
June 20, 2025

Pac-12 Still Playing Conference Tetris As Realignment Heats Up

Sacramento State is leaving the Big Sky for the Big West.
June 19, 2025

Fire Rekindled? WNBA’s Portland Expansion Team Eyes Original Name

WNBA trademarks hint at Portland Fire revival as league expands and honors history.
Indiana Fever guard Caitlin Clark (22) celebrates after scoring a 3-pointer Tuesday, June 17, 2025, during a game between the Indiana Fever and the Connecticut Sun at Gainbridge Fieldhouse in Indianapolis. The Indiana Fever defeated the Connecticut Sun, 88-71.
June 18, 2025

Caitlin Clark ‘Celebrates’ Chance at $500K Commissioner’s Cup Prize

The winning team shares a $500,000 prize pool.