Inside the Bid to Bring NASCAR’s Championship Back to Miami with Guillermo Santa Cruz

Few sports venues get a second shot at hosting a championship, but Homestead-Miami Speedway just did. President Guillermo Santa Cruz sits down with Dave to discuss what it takes to win back NASCAR’s biggest weekend, and how Miami’s global market, fan base, and drivers themselves shaped the decision.Drawing on his experience across media and motorsports, Guillermo unpacks why Homestead’s racing quality and driver sentiment carry as much weight as market dynamics. He also shares how Miami’s role as a minority-majority, international hub is influencing NASCAR’s approach to engaging Hispanic and global audiences.Guillermo also shares his thoughts around using AI in daily workflows, streaming fragmentation, and evolving media rights. He closes with the industry storylines he’s watching most closely as NASCAR and South Florida gear up for a packed 2026 sports calendar.In this episode, you’ll hear:How artificial intelligence, streaming fragmentation, and shifting media rights are shaping the way sports organizations capture and serve fansWhy Guillermo sees Miami as a proving ground for NASCAR’s global expansionHow Homestead-Miami Speedway won back NASCAR’s Championship Weekend by leaning on driver feedback and track qualityHow a STEM partnership with Miami-Dade schools is cultivating future fans and building a talent pipeline for motorsportsWhat Guillermo carried from his Emmy-winning years in TV production into leading a world-class motorsports venueResources and Links:Connect with Guillermo Santa Cruz on LinkedIn.Learn more about Next League on our website and LinkedIn. We are leading sports organizations into the digital future.Dave’s book is available now! Get your copy of The Business of Sports Technology: How To Make Smart Decisions That Drive Your Organization Forward.