When NASCAR opened its Concord, N.C.-based production hub in late 2023, the lift to the racing governing body’s digital ecosystem was immediate. It gave NASCAR and its media partners roughly $60 million worth of spaces to innovate and creatively collaborate in a work environment that’s only added more in its two-plus years.
Now it’s set to boost other sports productions while also generating a new revenue stream for NASCAR: the venue is now available for outside parties (think fellow leagues or the other sports that NASCAR media partners cover) for their production needs. Brian Herbst, NASCAR’s EVP and chief media and revenue officer, sees its capabilities ranging from as simple as handling graphics packaging to overseeing a full soup-to-nuts production effort, such as staffing, budgeting and other key components.