StubHub Expands Motorsports Footprint with NASCAR Debut via Garrett…

Event summary

StubHub partners with NASCAR driver Garrett Smithley and SS GreenLight Racing/BRK Racing for the O'Reilly Auto Parts Series finale at Homestead-Miami Speedway on November 7, 2026.
The deal includes a StubHub-branded car livery, driver suit, and fan experiences during race weekend.
StubHub's entry into NASCAR follows existing motorsports partnerships with BWT Alpine Formula One Team, World Racing Group, and WeatherTech Raceway Laguna Seca.
The company aims to expand its Open Distribution model, connecting more events with its global fan base.

The big picture

StubHub's foray into NASCAR aligns with its strategy to diversify its motorsports portfolio, following partnerships in Formula One and other racing series. The move underscores the company's focus on connecting global fans with live events through its ticketing marketplace. With NASCAR's passionate fan base, StubHub aims to enhance its presence in the sports and entertainment sector, potentially driving revenue growth through increased ticket sales and brand visibility.

What we're watching

Brand Visibility: How StubHub's NASCAR debut will impact its brand recognition among motorsports fans compared to its existing Formula One and other racing partnerships.
Fan Engagement: Whether StubHub's fan-facing activations, including garage access and ticket upgrades, will drive long-term loyalty and ticket sales.
Market Expansion: The pace at which StubHub can leverage this partnership to expand its Open Distribution model into other motorsports events and categories.