NASCAR has expanded its partnership with Next League, a technology services provider that architects and operates technologies for sports brands, after formally announcing a new, multi-year strategic partnership with Next League, which has worked with NASCAR since 2012.

The firm has worked with NASCAR on its digital strategy and technology platforms and will continue to assist the sanctioning body in utilizing emerging technologies and AI innovation to reshape the way the organization engages with fans.

"We're excited to build on our longtime relationship with Next League as we create new ways to engage fans and reach new audiences," said NASCAR Executive Vice President and Chief Brand Officer Tim Clark. "This next phase positions us to lead in a fast-changing digital landscape, with Next League helping us develop the tools and insights to deepen those connections. Together, we're building a more dynamic, fan-first digital platform that's ready for the next generation of engagement."

"We have been fortunate to work with the NASCAR team for more than a decade and are thrilled to build upon our strong foundation with this expanded partnership," said Next League CEO David Nugent. "Together we will reimagine the digital fan experience through people, technology, and a relentless focus on innovation. Given our extensive expertise working across the sports ecosystem and an innate understanding of NASCAR and their fans, we know we are uniquely qualified to help them build new ways for fans to connect with the sport they love. We're thrilled to be shaping the next generation of fan engagement together."

For more information, visit nascar.com.