In this episode, we sit down with Mitch Rasmussen, Senior Director of Interactive at NASCAR, to unpack how one of the world’s most tradition-rich sports is adapting for the next-generation. From evaluating emerging technologies to building massive UGC gaming experiences across platforms like Roblox and Fortnite, Mitch shares how NASCAR balances small wins with big swings, all whilst keeping longtime fans onboard. Join us as we dive into the business of fandom, what next-generation fan experiences will look like, and a practical framework any brand or IP can use to decide what innovations are actually worth spending your time, effort and resource on.