As the 2026 NASCAR season prepares to launch at Daytona, veteran driver and team owner Denny Hamlin is pushing for NASCAR to rethink its approach to growth beyond recent legal victories. Following the settlement of the antitrust case involving 23XI Racing and Front Row Motorsports against NASCAR, which resulted in permanent charters for Cup Series teams, Hamlin insists the sport must focus on a broader, sustainable NASCAR growth strategy blueprint to regain momentum.
Though the lawsuit secured financial stability for chartered teams, Hamlin sees that as just the beginning. He warns that without a dramatic shift in how NASCAR invests in its future, the decline in viewership and engagement will persist despite the progress made.
Charter Settlement Provides Stability but Not Growth
The resolution of the antitrust dispute was a pivotal moment for team owners, bolstering the security of Cup Series franchises. Hamlin, who co-owns 23XI Racing along with NBA icon Michael Jordan, emphasized that this legal effort was driven by concern for the entire racing community, not merely personal gain.
Permanent charters guarantee team longevity and attract outside investment, offering a more stable ownership environment. However, Hamlin cautioned that such stability alone won’t reverse NASCAR’s declining fanbase and commercial performance.
Declining broadcast ratings for the Cup Series—down 14% year over year—reflect the challenges NASCAR faces amid shifts toward streaming platforms and changing viewer habits. Hamlin made clear that mere incremental adjustments are insufficient to address these trends.
We need someone to come in and invest like billions into heavy promotion, heavy upgrades on everything,
he said.
While it might come at a short-term loss, it will certainly have long-term gain.
– Denny Hamlin, Driver and Team Owner
Formula 1’s Success Under Liberty Media as a Model
For Hamlin, the answer lies in replicating Formula 1’s transformation after Liberty Media acquired the series in 2017. Their extensive investment in marketing, digital innovation, and global expansion dramatically revitalized F1’s appeal and profitability, setting an example for NASCAR to follow.
We saw what happened with Liberty Media, what they did with Formula 1, and influxed a lot of money into the sport and it took off,
Hamlin observed.
That’s just the way it works nowadays.
– Denny Hamlin, Driver and Team Owner
While praising NASCAR’s recent efforts, such as the bold Hell Yeah campaign and growing digital footprint, Hamlin stressed that these initiatives have not yet reached the scale required for a renaissance.
We can tread water. We can do that. But I think it’s going to take a significant amount to really grow this thing.
– Denny Hamlin, Driver and Team Owner
Long-Term Vision Needed to Revive NASCAR’s Popularity
The advent of the charter system has invited private equity interest, and investments have been made to enhance iconic venues like Daytona and Phoenix. Nevertheless, Hamlin believes these upgrades are only part of the solution and will not quickly reverse fan attrition or faltering ratings.
He projects that regaining true growth could require a decade or more’s effort, reflecting the slow decline NASCAR has experienced. Hamlin remains convinced there is still a strong passion for racing across the country but questions how NASCAR intends to harness that enthusiasm and what resources it will commit.
