In this episode, we sit down with Mitch Rasmussen, Senior Director of Interactive at NASCAR, to unpack how one of the world’s most tradition-rich sports is adapting for the next-generation. From evaluating emerging technologies to building massive UGC gaming experiences across platforms like Roblox and Fortnite, Mitch shares how NASCAR balances small wins with big swings, all whilst keeping longtime fans onboard. Join us as we dive into the business of fandom, what next-generation fan experiences will look like, and a practical framework any brand or IP can use to decide what innovations are actually worth spending your time, effort and resource on.
Inside NASCAR: Innovation & Gaming in Sports with Mitch Rasmussen
00:00 – Intro & Mitch’s role at NASCAR
Mitch Rasmussen joins the show to discuss his role leading interactive strategy at NASCAR, and what “interactive” really means inside a modern sports organisation.
03:10 – The pace of innovation
How integrating technology has changed decision-making inside NASCAR, and how Mitch and his team prioritise where to focus amid constant disruption.
06:40 – Small wins vs big swings
Balancing incremental improvements with high-risk, high-reward bets, and why both are essential to long-term innovation.
10:15 – Where NASCAR is investing attention right now
The platforms, channels and technologies NASCAR is actively exploring, and where Mitch believes brands are still under-investing.
14:20 – Youth audiences vs traditional audiences
Why innovation can’t come at the cost of legacy fans, and how NASCAR experiments with new formats while bringing its audience along for the ride.
18:10 – NASCAR’s UGC gaming strategy
A deep dive into NASCAR’s history in UGC gaming, including NASCAR Speedhub, Driving Empire and Rocket Racing.
21:30 – Driving Empire: breaking down the numbers
Why Driving Empire became such a standout success, the strategies behind it, and what made the experience resonate with younger audiences.
25:40 – Integrating sponsors authentically
How NASCAR weaves brand partners into gaming and interactive experiences without breaking immersion, and what most brands get wrong with in-game advertising.
30:05 – NASCAR's Broadcast work with FOX Sports, Meta & Xtadium
The evolving role of broadcast partners, experimentation beyond linear TV, and why XR represents a massive opportunity for live sports.
35:10 – How to evaluate disruptive tech
Mitch shares a practical framework for evaluating new platforms or technologies - how NASCAR decides what to test, what to scale and what to pass on.
41:20 – Lessons for other brands and rights holders
What other organisations can learn from NASCAR’s approach to innovation, audience growth and digital experience design.
44:30 – Closing thoughts
Final reflections on the future of sports, fan engagement and where interactive experiences are headed next.