With the Contract Ending, Is This the Perfect Opportunity for NASCAR to Take the Clash International?

This weekend, the legendary Los Angeles Memorial Coliseum will unofficially kick off the 2024 NASCAR Cup Series with the Clash. You can anticipate hearing the sound of pushrod V8 engines roaring through the venue once again. Yet, clouds of doubt hang weary over the event’s future in the Southern California market as the three-year contract draws to an end after its current edition.

The ‘Busch Light Clash’ has evolved from a novelty event to a strategic opportunity for NASCAR since it made its debut at the Coliseum two years ago. An exciting mix of entertainment, courtesy of Pitbull, Ice Cube, and DJ Skee, and high-octane racing skills marked the race’s 2022 debut. But by 2023, the novelty had worn off due to lackluster racing and declining viewership. To pique interest again this year, NASCAR is going so far as to provide “driver discount codes and street-level marketing.” Given that the construction of the Fontana Speedway is not “likely” to occur anytime soon, the Clash emerges as a critical event for NASCAR in the SoCal market.

The Clash: A Fading Necessity in the City of Angels

Looking ahead, NASCAR faces a critical juncture due to declining interest and the possibility of a move in 2025. Despite difficulties with marketing and promotion, Ben Kennedy, the man behind the Coliseum Clash, remained optimistic. He stated in a recent AP release that “the interest is still strong.“

Conversely, the topic of The Clash going ‘international’ has gained a lot of traction as NASCAR contemplates the future of the no-points exhibition race. Recently, Brett McMillan of Performance Racing Network, Dustin Albino of Jayski, and Jim Utter of motorsport.com got together to talk about The Clash’s future, including the intriguing idea of holding the race outside of the United States. Utter emphasizes the value of television collaborations, noting that Fox is excited about NASCAR’s race in Mexico.

In a video recently posted on PRN’s YouTube channel, Jim Utter stated, “I think they’re going to try to do a stadium-type thing. Maybe a little bit bigger Stadium. Maybe, outside the country, you know… The Clash it doesn’t have to be the weekend before Daytona. I mean really. There’s nothing set that says it has to be the weekend before Daytona. It could be the last weekend, late in January or something. I mean there’s a lot of flexibility there… so I think anything’s possible.” 

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Chad Seigler, Vice President and Chief International Officer of NASCAR, stated in a recent article by Utter himself on motorsport.com, “For years we said we want to go outside the U.S… I feel confident we’re going to be there sooner than later.” 

The recent successes of NASCAR outside of the United States give the sport even more optimism as it considers ventures overseas. The success of the Whelen Euro Series and the widespread acclaim for the Garage 56 entry at the Le Mans 24 Hours serve as unmissable examples of the appeal of NASCAR racing on a global scale.

Seigler stresses the value of consistent participation further, stating, “I think any move that we make, you’re going to want to make sure it aligns with your bigger goals… What we’re not looking to do, is to take a race into a market and be there for one weekend and leave and just say, ‘We’ll see you next year’.”

Nevertheless, by including NASCAR’s Mexico Series as a prelim event, this year’s Clash takes a bold step towards globalization. “A huge opportunity to get into the Southern California market,” is how Seigler describes it. With DJ Dillon Francis, Canelo Alvarez, and Machine Gun Kelly on the entertainment lineup, the event is already sure to be a worldwide spectacle. The long-term viability in Los Angeles is still unknown, though. Could NASCAR’s global expansion finally be sparked by the 2024 Clash?

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