Motor Racing: The Challenging Future of its Series and Circuits

Motor Racing: The Challenging Future of its Series and Circuits

By
George Foster, Dave Hoyt, Matthew Cruickshank, Gerzain Gutierrez
2020|Case No.SPM59| Length 26 pgs.

At the start of 2020, the motorsports industry faced a number of challenges. Attendance at events had been steadily dropping, threatening key revenue streams. New generations of fans wanted to experience and enjoy sports differently than previous generations. This case describes the motorsports ecosystem, and the challenges facing the industry. To illustrate these challenges, the case focuses on NASCAR, and describes: demographic headwinds, overbuilding of track capacity, failure of new car design introductions, the impact of social media, and challenges related to racial diversity.

Learning Objective

This case is designed to help students analyze an industry facing significant change, understand the challenges facing the industry, and consider potential reforms that might strengthen the industry and position it for future success.

This material is available for download by current Stanford GSB students, faculty, and staff only. For inquiries, contact the Case Writing Office.