NASCAR’s CTO on the Bold Digital Bet That Transformed the Sport

How did NASCAR reclaim its digital media rights and bring its tech capabilities in-house? CTO John Martin says it wasn’t just a business move - it was a cultural shift requiring executive buy-in, a long-term strategic plan, and the courage to say no to licensing checks in favor of direct fan relationships.John walks us through the early hurdles of going independent, the learning curves of live sports tech, and the unexpected wins that followed. He also shares insights on the changing dynamics of fan engagement, the rise of international drivers, and the role of simulators in shaping the next generation of talent. If you're in the sports industry wondering when (or how) to invest in owning your tech stack, this conversation is essential listening.In this episode, you’ll hear:Why NASCAR made the bold decision to stop accepting multi-million-dollar licensing checks The real reason NASCAR chose to build an in-house digital team, and how frustration over slow content updates became the tipping pointThe surprising story of William Byron, a top NASCAR driver who learned the sport on a simulatorHow NASCAR’s massive, mismatched venues created unexpected chaosWhat John sees as the next big shift: repurposing roles in response to AI and data automationResources and Links:Connect with John Martin 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.