Valued at around 140 million U.S. dollars as of 2017, its largest series, the Daytona 500 Monster Energy Cup is among the most valuable sport event brands in the world. The average TV viewership of Daytona 500 in 2016 stood at 11.4 million, but this figure fell to under 10 million in 2018. Other popular NASCAR series include the Xfinity Series, the Camping World Truck Series, NASCAR Home Tracks, the Whelen Modified Tour, the Helen All-American Series, and the iRacing.com.
Valued at over 300 million U.S. dollars, Hendrick Motorsports (HMS) is currently the most valuable NASCAR racing team. In 2017 alone, Hendrick Motorsports’ revenue amounted to approximately 180 million U.S. dollars.
NASCAR has grown to become part of American sporting culture, although NASCAR fans tend to be predominantly male and viewership is made of a predominantly white audience. In 2016-2017, White viewers accounted for a 91 percent share of NASCAR’s total viewers in the United States. NASCAR’s current CEO is Bill France Sr.’s grandson, Brian France, who took over the company from his father, Bill Jr., in 2013.