Would you agree with the popular consensus that NASCAR’s strict rules and even tighter frameworks have been a reason why it is not able to cater to the younger audience? Since 1948, the France family has had complete ownership of the sport, but whispers of change are growing louder. With private equity investments reshaping industries and sports worldwide, could NASCAR be next? 

Teams have already started leaning on Private Equity firms for financial stability—Legacy Motor Club’s recent partnership with Knighthood Capital Management is just one example. But while this strategy might work for individual teams, could it truly revolutionize NASCAR as a sport?

Kennedy might be the bright light guiding NASCAR 

NASCAR is gearing up for a major shift in 2025 with the launch of its new media rights deal, bringing fresh partnerships and expanded coverage. While FOX continues its hold on to the Truck Series with FS1 and FS2, the Xfinity Series will have a new home on The CW. Meanwhile, TNT Sports and Amazon Prime Video are set to bring a big shake-up to the Cup Series. However, how each of these changes are fair is a test of time. Amidst such widespread changes, one news that has surfaced recently is how willing the NASCAR family is currently, to sell parts of the sport’s equity to personal investors.

Chronologically, after Jim France, it should be Ben Kennedy, his grandson and current Vice President of Racing Development who should be taking up the reins. Speaking of the inputs Ben has put forth for NASCAR, Dale Earnhardt Jr. quickly jumped to his support. He said, “The hope is that Ben Kennedy remains a key part of the sport. If the France family wants to sell, that’s their decision—it’s their business…..But Ben deserves his opportunity. He grew up around NASCAR, has driven, owned teams, and worked at different levels of the sport, from K&N to national series operations. He has been involved in schedule changes, track adjustments, and major event planning.”

Junior is true at pointing it out. A man who has to take care of a business as serious as NASCAR needs to be involved in it from a grassroot level. Beyond his executive role, Kennedy knows the sport from behind the wheel. In 2012, he made history by winning the first-ever oval race in the NASCAR Whelen Euro Series. Only a year later, he earned the title of Most Popular Driver in the NASCAR K&N Series. Recognized by Sports Business Journal as a rising leader, he is not just a France family heir, he has been taking an active role in shaping up NASCAR. But with an able man to take charge and all the organizational wealth, why does the sport need support from other organizations or Private Equity contributors?

These speculations about the potential sale surfaced after Steve Phelps, NASCAR President spoke on the future goals for NASCAR. He said, “I would suggest that six years ago, regardless of how PE [Private Equity] comes into sports in this big way, they weren’t looking to the degree they are now at NASCAR…..I believe that PE is good for our sport because they bring money, they bring expertise and they bring sponsors in many cases, so those are all positive things for our sport.”

Irrespective of the involvement of PE organizations, the sport will improve under Ben Kennedy. He has consistently made efforts to prove himself worthy as the King of the NASCAR empire. Kennedy spearheaded a major overhaul of the racing schedule, introducing new venues, mid-week races, and double-headers. All of these moves ensured that NASCAR could complete a full season in 2020 when it was a distant dream for other sports that were already shutting down. Since then, Kennedy has crafted the most dynamic Cup Series schedule in over 50 years. His latest achievement includes bringing back the Bowman Gray tracks to NASCAR.

Top Comment by James Ellerman

Ben Kennedy only has the family connection but hasn’t got the talent to be in charge of NASCAR. Every decision...more

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Speaking of how Kennedy has been leaving no stones unturned to make the future brighter, Earnhardt Jr. added, “It’s about legacy—continuing the sport’s tradition while adding a new vision to take it forward. Whether NASCAR sells off part of its equity or not, that’s a long-term play.” With NASCAR at a crossroads, the question isn’t just about private equity or media deals—it’s about leadership. And if the sport is to thrive in this evolving landscape, Ben Kennedy might just be the visionary it needs.

Dale Earnhardt Jr. backs new rule changes by NASCAR

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In 2025, NASCAR will introduce the fastest lap bonus point, a new rule that could shake up race strategies and championship battles. Under this rule, the driver who records the fastest lap in each race will earn an additional championship point. This is quite a shift from the traditional bonus given for leading the most laps. But, Dale Earnhardt Jr. did have a great approach towards it.

Backing up the new changes and the potential it holds, Dale Earnhardt Jr. said, “I love this! These little things that push drivers to be better are really cool. Fans joke when we say, ‘Every point matters,’ but it really does! And this new rule is just another proof of that….This is a point that’s out there for these guys to go after. If you win multiple fastest laps, that could really change your seeding for the playoffs—or even be the difference in making it.”

With stage racing and playoff battles often coming down to the slimmest of margins, this rule could reward those willing to take risks for raw speed. Whether it sparks more aggressive strategies or last-lap drama will be unraveled during the 2025 season.