NASCAR CEO Steve O’Donnell: ‘Sponsorship Is Coming Back to the Sport’
O’Donnell joined NASCAR as CEO in April 2026.
NASCAR CEO Steve O’Donnell announced that the sport is embracing drivers' colorful language during its postseason, which starts this Labor Day weekend. For every curse word used in driver radio communications, NASCAR donates $5 to a virtual swear jar, with fans predicting the top curses and final total to win the money in the jar.
The "Hell Yeah" marketing campaign, which includes the swear jar, is part of NASCAR's increasingly aggressive promotional efforts, according to O’Donnell. While fans appear to love the swear jar, team owners have mixed reactions. However, NASCAR plans to continue pushing boundaries. During a physical altercation between Carson Hocevar and Ryan Blaney at a race in September, NASCAR shared clips of the clash on social media, embracing driver authenticity.
FedEx has agreed to become the title sponsor for the NASCAR Truck Series in 2027, after a nearly 20-year run with Joe Gibbs Racing. NASCAR aims to reach a broader audience by emphasizing that "racing is for everyone, no matter where you are," and by enlisting social media influencers and expanding its YouTube presence. The sport is also collaborating with Hollywood, supplying race cars for the Days of Thunder sequel starring Tom Cruise.
O’Donnell expressed optimism about NASCAR's future, noting that more people are sampling the sport and attending races.
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