NASCAR's Jeff Gordon Talks Motorsports

Summary

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Podcast Summary: Bloomberg Talks

Episode: NASCAR's Jeff Gordon Talks Motorsports

Date: May 6, 2026
Guests:

• Jeff Gordon (Vice Chairman of Hendrick Motorsports, NASCAR Hall of Famer)
• Ben Kennedy (Executive VP, Chief Venue & Racing Innovation Officer, NASCAR)
  Hosts: Carol Massar & Joe Matthew (Bloomberg)
  Event Location: Milken Conference

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Episode Overview

This episode features an insightful conversation with NASCAR legend Jeff Gordon and NASCAR executive Ben Kennedy, recorded live at the Milken Conference. The discussion dives into the business and cultural evolution of NASCAR, the impact of rising motorsports interest in the U.S., media innovations, global expansion, OEM (original equipment manufacturer) relationships, and the influence of new team owners like Michael Jordan.

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Key Discussion Points & Insights

1. NASCAR at the Milken Conference (01:02–01:19)

• Both Gordon and Kennedy are first-time attendees at Milken.
• They express excitement about networking with influential business leaders.

Quote:

“It's blowing our minds. You know, it's just the who's who of everybody and business leaders.”
— Jeff Gordon (01:10)

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2. NASCAR’s Business & Revenue Growth (01:19–02:14)

• NASCAR’s 78th season is underway with notable on-track competition: 6 different winners in 11 races.
• Post-COVID, NASCAR saw a “paradigm change” in leadership and direction.
• Major initiatives:
  • Introduction of the Next Gen (Gen 7) car
  • Innovative scheduling, including new venues and formats
  • New media rights agreements with major partners like TNT (Warner Bros) and Amazon Prime to expand audience reach—especially to younger viewers

Quote:

“Ever since COVID we had a bit of a paradigm change, you know, as far as leadership goes. A lot of the initiatives that we've been pushing, whether it's the next gen car, a lot of schedule innovations.”
— Ben Kennedy (01:41)

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3. The Impact of F1 and the Growing Motorsports Audience (02:14–03:17)

• Formula 1’s recent U.S. popularity is viewed less as competition and more as a boost for all motorsports.
• Rising tide: More fans for one racing series typically means more fans for others.
• NASCAR’s focus: Strong characters, compelling rivalries, and integrating storytelling across partners and TV.

Quote:

“If motorsports is growing, I think everybody’s growing along with it.”
— Jeff Gordon (02:40)

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4. NASCAR’s Global Expansion (03:17–05:30)

• Growing global presence is closely tied to OEM involvement (Chevrolet, Ford, Toyota, and now Dodge/Ram in the Truck Series).
• Recent international milestones:
  • First-ever race in Mexico City in the past year
  • Ongoing discussions with international OEMs, including those in Europe and Asia
  • Success of the "Garage 56" car project at Le Mans—massive positive reaction from European fans
• Flexibility of the Next Gen car allows NASCAR to race at varied venues worldwide (stadiums, street courses).

Quote:

“Now we're able to go to places even outside of the US and put on a great event, either a street course, a stadium course. And I think that really opens up the door for more global.”
— Jeff Gordon (05:05)

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5. Streaming, Media Rights & Digital Opportunities (05:30–06:14)

• New media deal with Amazon Prime covers five summer Cup Series races through 2031, starting with the Coca-Cola 600.
• Amazon’s flexibility: No traditional broadcast windows, enhanced content with pre/post-race shows, deep integration into the Amazon ecosystem for one-click access on race day.
• The trend points to digital/streaming as a vital part of NASCAR’s future visibility and growth.

Quote:

“They [Amazon] can come on whenever they want and they'll leave whenever they want… they're able to bring the promotion as well. If you go to the Amazon app or Amazon.com on race day, you're literally one click away.”
— Ben Kennedy (06:06)

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6. Michael Jordan’s Influence in NASCAR (06:30–07:23)

• Michael Jordan’s ownership brings huge visibility and authentic passion for NASCAR.
• He is highly engaged, frequently attends races, and his team’s recent success (including a Daytona 500 win) further energizes the sport.

Quote:

“I've never seen him as engaged as he is right now…It's great to have Michael so engaged from an ownership [role]. And I think it's only going to help the whole sport grow.”
— Jeff Gordon (06:50)

• Ben Kennedy adds that Jordan has always been a real fan, so his involvement is meaningful and positive for NASCAR culture and outreach.

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Memorable Moments & Quotes

• On bringing NASCAR to new venues:

  "We were here at the Coliseum in Los Angeles… we're going to San Diego to a naval base. So now we're able to go to places even outside the US and put on a great event."
  — Jeff Gordon (05:05)

• On collaboration in motorsports:

  “We understand that we’re always trying to link our TV partners to our fans as well as our partners within the business to our drivers and to the storytelling.”
  — Jeff Gordon (02:55)

• On Michael Jordan’s competitive spirit:

  "Competing against Michael Jordan, except for his winning too much in typical Michael fashion."
  — Jeff Gordon (06:36)

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Timestamps for Key Segments

• NASCAR’s Business Innovations: 01:19–02:14
• F1’s Impact in America: 02:14–02:40
• Global Expansion & OEM Partnerships: 03:17–05:30
• Streaming & Media Rights (Amazon Prime): 05:30–06:14
• Michael Jordan’s NASCAR Involvement: 06:30–07:23

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Conclusion

This episode presents a lively snapshot of NASCAR’s current evolution—balancing tradition with innovation, seeking a new generation of global fans, embracing digital-first distribution, and attracting high-profile owners. Jeff Gordon and Ben Kennedy highlight a confident sense of momentum in the sport, with open doors for new partners, fans, and technologies shaping NASCAR’s next era.

Transcript

[A]

Indiana University strengthens tomorrow's workforce with practical, real world experience. IU grads make a difference in your community, serving as teachers, nurses and engineers who rise to tomorrow's challenges and meet them. Learn more at iu.edu impact,

[B]

Bloomberg Audio Studios, Podcasts, Radio News, Carol Massar, Joe Matthew live here at Milken. And it is a race to the finish. Don't tell anybody.

[A]

That was really good.

[B]

We might have saved the for stars

[A]

for the Breezy Johnson.

[B]

And I know, I know Ben Kennedy is with us. He's executive vice president, chief venue and Racing Innovation officer over at nascar. Jeff Gordon, you know who he is. It's no introduction, needs no introduction. Vice chairman of Hendrick Motorsports, hall of Famer. Oh my gosh. Oh, my gosh.

[A]

Thanks for joining.

[C]

Thanks for being here.

[B]

Good to have you here. I'm not sure where to start. First of all, when you guys come to Milken, what is it that you want to, who do you want to talk to? What do you want to do here? You know?

[D]

Well, we're excited. This is our first time.

[C]

We've never been there before.

[B]

Timers this year. So. So how are you? Like so far?

[D]

It's, I mean, it's blowing our minds. You know, it's just the who's who of everybody and, you know, business and business leaders. So yeah, it's great to be here, be on the panel.

[B]

Well, speaking of business, NASCAR is a huge business. Tell us about how things are going and I'm just curious about how you think about the next phase of revenue growth for it.

[C]

It's great. We're, you know, in our, our season. So we're 78 years old this year. Blew out our candles on that a few 11 races into the season, 11 races into the season, six different winners. Jeff was in victory lane this past weekend with Chase Elliott. So we have a good start to the season and you know, it's been a fun four or five years for us really. Ever since COVID we had a bit of a paradigm change, you know, as far as leadership goes. A lot of the initiatives that we've been pushing, whether it's the next gen car, a lot of schedule innovations. And then we had our new media rights agreement that kicked off last year, so brought in new partners like TNT with Warner Brothers Disc. Amazon prime is covering five races during the summer. And it's been great from a distribution perspective and giving us an opportunity to get to some of those younger audience.

[A]

As one of the greatest drivers of all time, you helped to mainstream NASCAR. You made NASCAR a household event. We're seeing F1 experience a moment now, and I'm wondering if you see that as competition or if this is the rising tide that lifts all boats.

[D]

I mean, obviously their presence in the US has grown, so I've always looked at them as totally different.

[A]

It is totally different. But does it actually help you to just have more race fans in this country?

[D]

I think if motorsports is growing, I think everybody's growing along with it. So, yeah, absolutely. And, you know, I think that's what we're focused on, right, is, is we've got some great characters and storytelling and rivalries. Chase Elliott, you know, one of the most popular winning this past weekend, a new star in Carson Hosavar. So we understand that. You know, we're always trying to link our TV partners to our fans as well as our partners within the business on our race, to our drivers and to the storytelling. And I think we've got some great momentum right now, especially collaborating with nascar, what they're doing.

[A]

Yes.

[B]

Well, I want to ask you guys both, how do you expand the global footprint? And Jeff, let me kick it off with you. In terms of nascar, how do you see how you go about it?

[D]

Yeah, I think a lot of it has to do with OEMs. Right. Right now or Chevrolet, Ford and Toyota. You know, Dodge has recently come in to the truck series and could extend fan there. But I think it kind of starts with where are the OEMs and their footprint? And it's always been North America for us, and that's been their focus. But as if we can bring in some OEMs that look at it outside of just North America, I think that could be a great start.

[B]

Well, are those talks going on at this point?

[C]

Yes.

[D]

I told him I was going to give all the tough questions.

[B]

We like headlines.

[A]

Let's make some noise.

[C]

No, we're excited about it. And to Jeff's point, we have, you know, always focused on new oem. So Ram came into their sport this year with the truck series, which has been great. And then Jeff and I have been talking about what. What does the future of NASCAR look like? So, primarily a domestic sport. All of our races this year in the United States. We had a race in Mexico City for the first time in our sports history last year, which was great on so many different levels. Have a lot of interest north of the border, and then we have interest abroad as well. We worked with Jeff and Hendrick team on garage 56 car. So a car that went over to Le Mans a couple of years ago. And I could tell you the fans there went nuts over it.

[B]

So are the OEMs in Europe or anybody in Asia? Like, are you talking to.

[C]

Yeah, there's. There's a handful. Zeeker to hear. Yeah, there's a. There's a ton that we're talking to. So domestic and then international as well. And you think a lot of these, these different OEM brands, a lot of them are consolidating. A lot of them are working together now. So whether it is their flagship brand or one of the brands that live within their ecosystem, always having conversations.

[D]

I just want to add to that, you know, something NASCAR has done. And we have a next gen or Gen 7 car right now. We're able to go to stadiums. We were here at the Coliseum and in Los Angeles competing. We're going to San Diego to a naval base. So now we're able to go to places even outside of the US and put on a great event, either a street course, a stadium course. And I think that really opens up the door for more global.

[A]

You mentioned Prime. Is that your exclusive streamer? Obviously, you start looking to the future. The TNT deal is a big one, of course, but you need to have digital rights at some point. People need to find you in different places. Where are you looking for streaming and how big can that be for nascar?

[C]

Yeah, so we created the Amazon prime deal and a new meteorites package which takes us through 2031. So they have five races in the summer. They're actually going to kick off on Memorial Day weekend for the Coke 600. And it's been great for us so far. What I didn't actually realize about it is you're not beholden to any broadcast windows or TV windows.

[A]

Right.

[C]

So they can come on whenever they want and they'll leave whenever they want. So they've been really intentional about creating pre race shows, post race shows.

[A]

Is that an exclusive arrangement?

[C]

Putting a lot of data into it for the Cup Series? Yeah. Yeah. So they, they cover those five races and then the promotion that they're able to bring as well. If you go to the Amazon app or Amazon.com on race day, you're literally one click click away from watching Cup Series race. Very cool.

[B]

Got to ask you about Jeff. Michael Jordan. Yeah. Competing against Michael Jordan, except for his

[D]

winning too much in typical Michael fashion.

[B]

What was, you know, what is it like having him? He's a massive celebrity. I don't even need to say that, you know, presence, you know, his presence at the ownership level for NASCAR just got about 30 seconds he loves motorsports.

[D]

Right. We've seen him in motorcycles, we've seen him around NASCAR races even before he became an owner. But I've never seen him as engaged as he is right now. Of course, they're having a lot of success. Daytona 500 win. But as an owner, it's great to have Michael so engaged from an ownership. And I think it's only going to help the whole sport grow.

[A]

Fantastic. Ben Kennedy Jeff, no, I was just

[C]

going to say what I love to see about it is and Jeff touched on this is he he is truly passionate about the sport. He is a fan. That's great. Comes to a lot of races. He grew up going to a lot of NASCAR events, so it seems to see that come out of them.

[A]

Thank you for helping us animate some of the great stories that are coming out of Milken here. This was fantastic.

[B]

You said it was a race to

[A]

the finish, a Hall of famer. Yeah. I think you guys won, actually. Jeff Gordon, Ben Kennedy, great to meet you both. And thank you for sharing your insights with us here on Bloomberg.

[E]

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