IndyCar is on the lookout for its defining moment.
Formula 1 discovered its pivotal event for the U.S. audience through Netflix in 2020 with “Drive to Survive,” which introduced the series to a vast new audience that was largely homebound. IMSA made its own mark with the 2023 introduction of the hybrid GTP formula, attracting large crowds and significant commitments from participating automotive manufacturers.
In contrast, IndyCar is without new vehicles and lacks a groundbreaking reality series to promote its brand. However, the initial three races of the 2026 season have demonstrated that there is merit in revitalizing a familiar product with an innovative promotional strategy.
The season commenced on March 1 on the streets of St. Petersburg, Florida, drawing the largest crowd the venue has seen in decades. A collaboration with NASCAR at the Phoenix Raceway oval just six days later during the stock car weekend proved to be another resounding success with fans and a substantial television audience. IndyCar reached a new milestone on Sunday by employing a traditional strategy to engage new fans with America’s oldest open-wheel series: bringing the racing to the streets of a new market.
The inaugural Grand Prix of Arlington combined IndyCar with the Dallas Cowboys’ AT&T Stadium and the Texas Rangers’ Globe Life Field, creating a 2.7-mile, 14-turn street course. This event revitalized motorsports in the heart of Texas at a venue not already featured on NASCAR or F1 schedules. It was a remarkable success.
“Arlington is the best street course circuit and event we have in IndyCar right now,” Arrow McLaren’s Pato O’Ward stated to ESPN after finishing fifth in his adopted home state. “It sets the standard in terms of circuit size, the IndyCar paddock, the suites, and the overall experience. It truly is the complete package, as evidenced by the sold-out crowd today.”
Six-time IndyCar champion Scott Dixon has participated in and won more street races than any other driver in the field, including the prestigious Long Beach Grand Prix, which celebrated its 50th anniversary in 2025, providing the 46-year-old veteran with a unique perspective.
“I think it’s definitely the benchmark now,” the Chip Ganassi Racing driver remarked. “The track and the presentation, the activation. I think in partnership with both the Cowboys and Rangers, you couldn’t ask for much better. As I mentioned on Thursday, I didn’t feel like I was attending an IndyCar event. It felt more like an F1 event. So very impressive. Kudos to everyone, and this is the standard that needs to be followed.”
The approach initiated by IMSA in the 1980s was to target metropolitan areas with large populations and attractive locations for street races, bringing its exotic cars to the public. While IMSA was not the first to host major street races, it was the first to make it a central and extensive part of its annual schedule: Miami, San Antonio, Columbus, Del Mar, West Palm Beach.
Dedicated racing enthusiasts are willing to travel far to watch their preferred racing series on dedicated tracks, but for those unfamiliar with the sport or the specific racing types available, the most effective way to attract a new audience is to bring the series directly to them.
As the 1980s transitioned into the 1990s, the concept of urban racing expanded to include cities with prominent sports teams and large stadiums as venues for the races. IndyCar also participated, with the Canadian Football League’s BC Lions dome enhancing the series’ debut in Vancouver while IMSA raced around the Superdome in New Orleans. IndyCar sped around the Astrodome and the Houston Texans’ NRG Stadium in 2013 and 2014, and held street races near the Baltimore Orioles’ Camden Yards from 2011 to 2013.
Downtown Nashville welcomed IndyCar with a race that circled the Tennessee Titans’ home, while F1’s recent venture into Florida utilized the Miami Dolphins’ Hard Rock Stadium. There are aspirations to bring IndyCar back to Denver with a street race centered around the Broncos’ Empower Field at Mile High, among other possibilities.
Integrating motor racing with major sports arenas has proven to be a successful strategy, further evidenced by Arlington’s sold-out grandstand for its inaugural event.
“Fantastic event,” McLaren Racing CEO Zak Brown told ESPN. “Drivers enjoyed it, sponsors were pleased, and it was packed. I believe we should explore major cities around stadiums and convention centers. It’s a solid model. Long Beach, Miami F1, Toronto, Vancouver, and the Meadowlands in the past all present excellent opportunities to develop strong circuits. I support expansion within the Americas: Mexico, Brazil, and the Northeast.”
IndyCar has added an 18th race to this year’s schedule with the recent approval of the Freedom 250 street race in Washington, D.C. The course, designed to incorporate the nation’s capital and the National Mall as its focal point, is intended to be a one-time event as part of the country’s 250th birthday celebrations. However, D.C. mayor Muriel Bowser has expressed interest in bringing the series back in 2027 and beyond. If it continues on its current path, IndyCar’s moment could become a lasting one.
“The entire concept of street racing and bringing our product to the cities is something we clearly enjoy,” IndyCar president Doug Boles stated to ESPN after the checkered flag fell in Arlington. “The advantage of this event is that you are integrated within the community, while also benefiting from large parking lots and streets that allow for the construction of a proper racetrack without needing to shut down a city.
“This formula certainly works in the right context, and with the Rangers and Cowboys and their stadiums, along with the entertainment district that includes hotels, it’s quite impressive. Everyone executed exceptionally well. This definitely provides us with another model to consider as we continue to explore future locations for our racing.”
Source: espn.com
