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 television viewership of the Daytona 500 in 2019 stood at 9.17 million, making it the most watched NASCAR event of the season. Other popular NASCAR series include the Xfinity Series, the Gander RV & Outdoors Truck Series, Home Tracks, the Whelen Modified Tour, the Whelen All-American Series, and iRacing.
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.