NASCAR COO Steve O‘Donnell says negotiations to add a new auto manufacturer for competition are “heating up.” The racing series starts its 2024 regular season this weekend at Daytona, and it‘s NASCAR‘s biggest weekend not only for things like viewership and attendance but also with hosting high-level corporate titans including those from automotive brands.

Dodge left the sport in 2012, though it held talks about re-entering around 2022. NASCAR has also been chasing Honda for years and remains in discussions with the automaker, according to a person familiar with the matter.

Asked about that this week, Honda & Acura Motorsports Manager Chuck Schifsky wrote in an email: “As part of our role managing American Honda‘s motorsports programs, we need to investigate all forms of motorsport here in the U.S., and as a part of that process, educate ourselves on what race fans are looking for. With that said, we have nothing new to report in terms of our future motorsport direction.”

Sports Business Journal

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