The Triple Threat Team: NASCAR, iRacing and Esports Trade Association Take on Esports

Three major players team up to bring the best to the esports table

NASCAR, iRacing and the Esports Trade Association (ESTA) are interconnected through their shared interests in the virtual motorsports and broader esports industry. With esports on the rise and the 2024 EsportsNext conference taking place in Chicago right after the Chicago Street Race, all parties are looking to take advantage of the excitement.

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NASCAR and Esports

NASCAR, a staple of American motorsports, has embraced esports as a way to reach new audiences and enhance fan engagement. Recognizing the shifting landscape of sports consumption, NASCAR has partnered with iRacing, a leading online racing simulation platform, to create virtual racing events that mirror real-world races. This move has allowed NASCAR to maintain visibility and interaction with fans, particularly during periods when physical events were restricted, such as the COVID-19 pandemic.

NASCAR isn’t new to esports though, being actively involved since 2010 by utilizing iRacing to engage fans and extend its brand into the digital realm. iRacing, a popular simulation racing game utilized to mimic real world courses for optimal training, has become a key platform for NASCAR’s virtual competitions, attracting both professional drivers and esports enthusiasts alike.

“iRacing is the most realistic racing simulation available to fans,” said Otto Szebeni, sales and marketing director at iRacing. “This makes fans want to experience the same feeling real life drivers do and get people excited about the sport. Not only do the fans love it, most drivers and teams tend to prefer the iRacing sim compared to real life due to the little risk involved with the sim.”

Bridging the Gap Between Real and Virtual Racing with iRacing

iRacing has played a vital role in NASCAR’s esports strategy. As a highly developed racing simulator, iRacing has provided a real life experience that appeals to both professional drivers and gamers.

“We have real world engineers that create our sim and we’re able to create and simulate things that NASCAR is looking to do in the future,” said Szebeni. “The platform’s diligent attention to detail with different aspects of racing, including track layouts and car physics, makes iRacing a perfect tool for not only training, but also competitive esports.”

iRacing’s partnership with NASCAR has led to the creation of digital designs of different NASCAR tracks and events, allowing fans to experience the thrill that real life drivers experience—only in their homes. This collaboration has also paved the way for the development of competitive racing leagues that simulate the structure of traditional NASCAR races.

The impact of iRacing extends far beyond just entertainment. It has become a viable training option for professional drivers by offering a risk-free environment to practice their skills. The mix of realism and accessibility makes iRacing a foundational piece of NASCAR’s esports strategy, driving engagement and participation across diverse demographics. In the future, SIM even looks to create professional opportunities.

The Esports Trade Association Plays a Vital Role

ESTA plays an essential role in regulation, and the future of the Esports industry. ESTA aims to provide a structured framework that supports the growth and sustainability of Esports. The association’s involvement with NASCAR and iRacing showcases their commitment to indulge in collaborations with different sports industries to help future growth and innovation. Thanks to allies like ESTA, the future looks bright for the virtual presence of racing.

With ESTA putting on events like the EsportsNext conference in Chicago, more gamers and professionals will have the opportunity to get their hands on some of the equipment iRacing has to offer. Furthermore, iRacing and NASCAR will be able to showcase some of the technology that has been created, which will help engage their target market of Gen Z and real drivers.

EsportsNext Conference and Racing

The 2024 EsportsNext conference in Chicago, hosted by the Esports Trade Association and presented by Coca-Cola, is poised to be yet another landmark event for the esports community. This B2B event brings together diverse participants like Epic Games, Six Flags, Unreal Engine, Team Liquid and more to help drive innovation and create future collaborations like NASCAR and iRacing. The EsportsNext conference will also bring together esports college directors that regulate what esports games and competitions they are involved in.

NASCAR and iRacing attending events like the EsportsNext conference in Chicago will allow them to hit another new market segment while also pushing for more esports involvement globally.

“My excitement, especially around this event, is it’s a new market that we’re talking to directly about esports and directly about iRacing, as well as its relationship with Coca-Cola and NASCAR,” said Ray Smith, director of gaming and esports at NASCAR.

With NASCAR set to have their Chicago Street Race the day before the conference, attendees will have the opportunity to see the course in action first and then experience it for themselves at EsportsNext via iRacing, bringing more excitement to EsportsNext and allowing more people to interact with the sport and iRacing.