Kyle Larson Stresses Importance of Street Racing: “NASCAR Needs to Keep Reaching New Fans”
Regardless of what lies ahead for NASCAR’s experiment with street racing in Chicago, Kyle Larson has made one thing clear: the sport must continue pushing into new frontiers to connect with fresh audiences. Whether the future of the Chicago Street Race remains secure or faces uncertainty, Larson believes street racing holds a vital key to NASCAR’s evolution.
Speaking candidly about the event and NASCAR’s broader growth strategy, Larson acknowledged that while not every new idea will be perfect, street racing offers an opportunity the sport can’t afford to walk away from.
“We Need to Keep Exploring”
“I think it’s important that we keep trying new things,” Larson said. “Whether it’s Chicago or another city, street racing brings the sport to people who might never go to a traditional track. That’s huge. If we want NASCAR to grow and stay relevant, we’ve got to keep reaching people where they are.”
Larson, the 2021 Cup Series champion and one of the sport’s most popular and versatile drivers, has often been vocal about NASCAR’s need to evolve. His perspective comes from experience — not only in stock cars, but also in sprint cars, dirt tracks, and open-wheel races across the country. To him, NASCAR’s traditional oval and road course schedule is strong, but innovation is the path forward.
“Fans are changing, entertainment is changing, and the way people interact with sports is changing,” Larson said. “We can’t just stay in one lane.”
Chicago Street Race: A Bold Move
The Chicago Street Race marked a major step outside the norm for NASCAR. Debuting in 2023, it was the first time the Cup Series ran on actual city streets. The event was historic — blending the city’s skyline, Lake Michigan views, and tight urban corners with roaring stock cars. Though the weather hampered the first edition, the spectacle drew attention far beyond the typical NASCAR audience.
For 2024 and 2025, the race returned, continuing to generate buzz — but not without logistical hurdles. City permits, weather conditions, resident complaints, and traffic closures have all sparked debate. Still, the novelty of racing through a major American city has opened doors that many insiders believe the sport needed.
Larson agrees.
“I get that there are challenges,” he said. “You’re not going to make everyone happy. It’s a lot of work setting these races up, and yeah, maybe some of the racing isn’t as exciting as a short track or superspeedway. But the big picture is what matters.”
For Larson, that “big picture” means capturing new eyeballs — especially younger fans and city dwellers who wouldn’t otherwise attend a NASCAR race at a suburban track hours away.
Beyond Chicago: A Blueprint for the Future
Larson isn’t suggesting NASCAR stick with just Chicago or force street racing where it doesn’t fit. Instead, he sees the Chicago experiment as a blueprint that could evolve. Whether it’s New York, Miami, Los Angeles, or another global destination, street courses could serve as unique engagement opportunities.
“Look at what Formula 1 has done,” Larson pointed out. “They’ve brought their product to places like Las Vegas and Miami, and those races are as much about the experience as the racing. NASCAR has that kind of potential. We just need to keep refining it.”
Larson acknowledges that adapting NASCAR’s heavy, high-horsepower cars to narrow street circuits presents technical and competitive challenges. The cars are built for speed and contact — something not easily accommodated by city layouts. Still, he believes these can be overcome.
“We’ll learn,” he said. “Drivers will adapt. The teams will figure it out. That’s what we always do. The first few races might be messy, but that’s part of building something new.”
Reaching New Fans — and Keeping Them
Perhaps Larson’s strongest point is about fan engagement. In an era where attention spans are shorter and sports are competing with everything from TikTok to Netflix, getting fans in the door is only half the battle. Making them care is the next step.
“What’s cool about street races is they bring the sport to the people,” Larson said. “You don’t need to be a die-hard fan to walk around a downtown festival and catch some of the action. And once you see how fast and loud and intense these cars are — that’s what hooks people.”
He sees street racing as a powerful tool to generate that first connection, which NASCAR can then build on through digital content, behind-the-scenes access, and community outreach.
“It’s not just about the race,” Larson added. “It’s about the whole event. The concerts, the food, the vibe. That’s how you draw someone in who might never watch a race otherwise.”
Tradition vs. Innovation
Larson is aware of the tension between traditional fans who prefer classic tracks and newer efforts aimed at growth. For him, it’s not about choosing one or the other — it’s about balance.
“Look, I love places like Bristol, Martinsville, and Darlington. They’re core to our sport. But if we don’t also evolve, we risk falling behind. We can honor our roots and still try new things,” he said.
That mindset, according to Larson, is how NASCAR can thrive in the future — by staying loyal to its heritage while embracing change.
Final Thoughts
Kyle Larson’s message is clear: whatever becomes of the Chicago Street Race, NASCAR should stay committed to the broader vision it represents. Experimenting with new formats, exploring urban markets, and creating unforgettable fan experiences aren’t just options — they’re necessities in a fast-changing sports landscape.
“I hope Chicago sticks around,” he said. “But even if it doesn’t, I hope NASCAR keeps pushing the boundaries. Street racing might not be perfect, but it’s a step in the right direction.”
In Larson’s eyes, innovation is how the sport stays alive — and maybe even grows stronger than ever.
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