Next League, which designs, deploys and operates intelligent systems for leagues, teams and federations, today formally announced the next phase of its expanded, multi-year strategic partnership with NASCAR at Leaders in Sport’s flagship event in London. The organizations have worked together for well over a decade, with Next League supporting areas of NASCAR’s digital platform and technology initiatives since 2012.
Today’s news expands on an announcement made in Fall 2025 as it reflects the continued momentum of Next League and NASCAR’s work together to modernize its digital platform operations and improve how fan-facing digital experiences are built, supported and optimized. As part of this partnership expansion, Next League is also supporting digital efforts around NASCAR’s teams and IMSA for the first time.
Recently, work has focused on establishing a continuous operating model for platform delivery, incorporating AI-accelerated development workflows to scale engineering and delivery capacity across NASCAR’s digital and platform ecosystem, building automated content workflows to drive real-time fan engagement, and driving operational efficiencies to support the evolution of digital platforms required by modern AI capabilities. Work is currently underway for improved fan experience on all fan-facing NASCAR platforms.
“Next League has been a long-standing partner in supporting our digital platform evolution, and together we’re continuing to modernize the way we build, operate and improve fan-facing digital experiences,” said Tim Clark, NASCAR’s Executive Vice President and Chief Brand Officer. “As AI becomes an increasingly valuable tool across technology and platform development, there are meaningful opportunities to move faster, work smarter and create better experiences for our fans. At the same time, our content, storytelling and editorial voice will remain human-led and human-created. We see AI as a tool to strengthen how we work, not a replacement for the creativity and judgment behind the stories we tell.”
“Our long-standing partnership with NASCAR has been built on a shared commitment to innovation,” said Next League CEO David Nugent. “As AI transforms how sports organizations operate and connect with fans, we’re excited to continue to help NASCAR harness emerging technologies to create more personalized and dynamic fan experiences. With our deep understanding of how these systems power fan engagement, revenue growth, and operational performance coupled with our expertise of the sport and its diverse fan base, we’re proud to help shape the next generation of engagement for NASCAR fans everywhere.”
Since the partnership began, Next League’s role has evolved from strategic advisor to platform developer to now part of the embedded team that optimizes NASCAR’s digital platforms and manages its live race operations.
Since 2012, Next League has delivered:
- Strategic advisory: Strategic and technical counsel including research, prototyping, and recommendations related to the evolving technology landscape.
- Platform strategy and monetization design: Plans for growing app subscriptions, sponsorship, and advertising while deepening engagement across legacy and emerging audiences.
- Multi-platform product build: Responsive web plus native iOS, Android, and Windows applications, delivered as one connected consumer platform.
- AI-ready platform architecture: Modular system design and automated content workflows built to support continuous platform evolution, enabling seamless integration of emerging AI-driven fan experiences.
- Automated Content Creation and Segmented Offers: Contextual and segmented promotional placements yielding higher conversions.
- Live Operations Automations: Leveraging AI to manage the operations, including proactive monitoring.
Next League’s mission includes partnering with sports organizations, like NASCAR, in making investments that have a lasting social impact. As part of this expanded partnership, Next League recently made a significant commitment to The NASCAR Foundation, a national charity dedicated to enhancing the delivery of health and wellness programs and services to children across NASCAR’s racing communities, in recognition of its 20th Anniversary last month.
— NASCAR —