NASCAR’s reputation may be walking on eggshells now. 2024 has brought waves of criticism against the sport, ranging from stubborn Next-Gen cars to missing pylons. Now racing fans are all set for a fresh debacle. After years of physical interaction at racetracks to get tickets or simple online experiences, the sport is all set to go deeper with its digital ticketing. But the problem is worse than that.

Fans are now storming against aligning with a historically unpopular ticketing platform. Things grow especially icky considering this company’s slew of lawsuits. And also the fact that Speedway Motorsports has already utilized the platform, and fans know its experience.

Founded in the 1970s, Ticketmaster has been the go-to platform for concerts and live games for decades. But its reputation took a slide for the worse, especially after 2010, when it merged with Live Nation Entertainment. This created a powerhouse that monopolized the ticketing industry: Ticketmaster was free to charge convenience fees, service fees, and even fees for printing your own tickets at home.

• Recent events testify—in 2015, Stubhub sued the platform for trying to control fans’ reselling options at an NBA game. Then Swifties filed a class action lawsuit in 2022 for massive delays and hiked prices.
• Only this year in May, the Justice Department filed a sweeping antitrust lawsuit against Ticketmaster and Live Nation Entertainment, accusing them of running an illegal monopoly over live events in America.

Even after this glaring evidence of slip-ups, NASCAR decided to join hands with the platform. “We partnered with Ticketmaster as our new ticketing solution based on their advanced capabilities, deep industry insights, and proven best ticketing practices in sports. Their expertise will be key in consolidating all NASCAR-owned race events onto one efficient and accessible platform, improving our overall operations,” said Kari Gritton, NASCAR’s Senior Vice President of Consumer Strategy.

In this process, Tickets.com and SeatGeek will find their way out of the sport. Ticketmaster’s alignment is nothing new—Speedway Motorsports already has a longtime partnership with the sport. Yes, the same racetrack company whose CEO sparred with Denny Hamlin earlier this year over peeling off racetracks.

SMI Executive Vice President and Chief Commercial Officer, Kevin Camper said, “Ticketmaster is best in class for sports and entertainment, and our fans will continue to benefit from the ticketing industry’s best technology and service team.” Additionally, Marla Ostroff, Ticketmaster’s Managing Director of North America, said the platform is dedicated to a “frictionless fan experience.”

However, NASCAR fans are adamant to claim the opposite scenario would be the case.

Fans are furious about the Ticketmaster-NASCAR collaboration

Denny Hamlin may be scoring some supporters right now because SMI’s tastes are getting seriously questioned. The ticketing company’s reputation was jittery even before its Live Nation affiliation. In 1994, Pearl Jam filed a complaint as Ticketmaster illegally wrested other promoters from booking the band. So some fans stormed against NASCAR’s decision, labeling the company. “I can’t think of a worse company to align with.” Another fan insinuated the sport’s decline into obscurity. “The death of nascar. Blame @stevephelps.”

Other people knew how working with Ticketmaster feels, as SMI has used it – and also the ridiculously high prices involved. The Taylor Swift concert in 2022 saw fans struggling with bots arbitrarily pushing up prices—and NASCAR fans expect it as well. “Would you like some fees with your fees? Ok. That’s gonna be an additional fee.” Another fan humorously added, “I can’t wait for “you breathed the air at the venue fee. $15.” 

Somebody else recalled a harrowing experience they had at North Wilkesboro—owned by SMI—saying how that axed their interest in the sport. “One of the worst parts of going to @NWBSpeedway was f-king Ticketmaster! I may have attended my last @nascar race. Would rather never see another race than deal with those f-kers.”

Evidently, NASCAR’s new alignment is not drumming up the highest of spirits. Yet Ticketmaster is already on the scene—tickets for 2024 Speedway Motorsports events and select 2025 races are on sale now through Ticketmaster.

Let us wait and see if NASCAR pays heed to the widespread negativity surrounding this development.