NASCAR and IndyCar’s Future in Mexico: Building Foundations for 2027
The absence of NASCAR and IndyCar events in Mexico City during 2026 has been attributed to scheduling conflicts, notably due to the upcoming FIFA World Cup. Alejandro Soberon Kuri, CEO of CIE Group, emphasized the importance of using this period to strategically prepare for 2027.
In 2023, NASCAR made its inaugural appearance in Mexico City with a strong Cup Series showing but will not return in 2026. Meanwhile, IndyCar is exploring the addition of the Autódromo Hermanos Rodríguez to its schedule, but plans remain unfinalized.
Soberon stressed the need for both series to cement their presence in the market: “NASCAR was fantastic; it’s a great event… Next year, there were scheduling problems, and the World Cup didn’t facilitate certain things, but both have tremendous growth potential here.” He believes that a commitment to building a robust foundation is essential, noting, “It takes time to develop something. After the third edition of an event, it really reaches its potential.”
Additionally, Soberon pointed to the strategic pause necessitated by the World Cup as a prudent decision: “After the World Cup – which is such a massive presence – 2027 will be the year for renewed energy.”
Federico Gonzalez Compean, managing director of the Mexico City Grand Prix, echoed these sentiments. He urged NASCAR and IndyCar to establish a local presence: “It’s not just going to happen just like, ‘OK, we just come and suddenly everything is going to happen.’”
Gonzalez advocates for both series to invest in the region: “Open an office over here. Develop the space for promotion both to and from the States. It’s something you have to build; it doesn’t happen miraculously.”
While cross-promotional opportunities exist between IndyCar and Formula 1, particularly with drivers like Pato O’Ward and Colton Herta bridging the two series, Gonzalez cautions against treating them as interchangeable markets: “Each of these races should have its own personality… They shouldn’t be treated the same as Formula 1.”
As both NASCAR and IndyCar look towards 2027, foundational development and a strategic commitment to the Mexican market will be critical in realizing their potential.
