NASCAR executive talks expansion into Brazil

In late 2022, GT Sprint Race formed a partnership with NASCAR was rebranded as the NASCAR Brasil Sprint Race for 2023.

Now as conversations intensify about a possible Cup race outside of the US, the nation of Brazil keeps popping up in the discussion. 

Nelson Piquet Jr. is the only Brazilian to ever win a national-level NASCAR race, winning once in the Xfinity Series and twice in the Truck Series. 

Below is an exclusive Motorsport.com Q&A with NASCAR’s Chief International Officer, Chad Seigler, talking about Brazil’s place in the sport’s future. 

In general terms, how does NASCAR evaluate this first year in Brazil? 

“Our expectations were far beyond what we expected, our results were far beyond whatever those expectations were. If you look at the number of fans that showed up at this historic venue, you look at the type of racing we saw. Plus, we had a driver doing the NASCAR combine in Charlotte, so from that standpoint, 100% It exceeded expectations for me and everyone in NASCAR. I think the important thing for us is that we are keeping an eye on Brazil because we need this type of market. This is not a one-year deal for us, as we sit down and talk regularly with Carlos [Col] and Thiago [Marques], and the discussion is always about where NASCAR will be in five years. So, although this year has exceeded expectations, I usually talk in meetings that we have to talk about 2024.”

Was NASCAR unaware of its own power outside the United States? 

“It’s another big discussion when you think about how we got to where we are today. We started talking to Col and Thiago five years ago and they told us, ‘Brazil is ready for NASCAR, Brazil is ready for NASCAR’. I would say I think the timing and the reason we’ve been successful this year is we probably weren’t ready five years ago. And we are now. 

“If you go back five, six years ago, NASCAR’s International Department consisted of one person who actually performed that role in addition to his day job. Five, six years ago, the company started doubling down on international efforts, we had tremendous growth in the United States, but only a few additional fans. So where is the next fan base, and that’s where this team was formed. So, if you look today, the department has gone from being one person who focuses part-time on international growth, to having a team of eight to 12 people who wake up every day and are only focused on growing internationally. So I think there is…