Seven-time champion Jimmie Johnson is making headlines once again after candid comments about the global reach of NASCAR and its rivalry with Formula One. Speaking in a recent interview ahead of a motorsport summit in the UK, Johnson laid out the stark differences between the two fan-bases and revealed what NASCAR must do if it wants to take on F1 internationally.

Formula One vs. NASCAR: Who’s the Real Giant?

Johnson pulled no punches. “The popularity of Formula 1 that you have here in the UK is what NASCAR is in the States,” he said, stunning listeners by revealing that NASCAR’s weekly television audience is three to four times bigger than Formula 1’s US viewership. “NASCAR is probably three to four times the size of Formula 1 in the US if you just look at the gross television numbers on any given weekend”.​

Comparing numbers, NASCAR regularly draws millions more viewers domestically than F1 races broadcast in the States. But globally, F1 enjoys an edge, especially in young and tech-oriented markets.

Johnson on Mindset: “Hunger and Competitiveness Matter Most”

Jimmie Johnson’s advice isn’t just about marketing—he says NASCAR must adopt Formula One’s relentless mindset. “Whenever I was relaxed and felt like my job was secure, I usually gave my worst performance,” Johnson admitted. “I had to find a way to create hunger and competitiveness… that fire was fading”.​

His perspective comes from a place of experience. The grind of the unique NASCAR schedule—sometimes more than 36 weekends a year—has taken its toll on many drivers. Johnson spent two years in IndyCar after twenty seasons in NASCAR and admitted, “I wanted to try something different, and I didn’t give it what anyone else thought. This was for me.”

How NASCAR Can Go Global?

As Formula One continues to break into the American market with races in Miami, Austin, and Las Vegas, Johnson sees opportunities for NASCAR to expand its brand in Europe and Asia. NASCAR’s recent Mexico City race outpaced F1’s Montreal in US viewership, showing there’s real demand for stock car action abroad.​

The arrival of the NASCAR Next Gen Car makes this even more possible. The modular, easily transportable car platform allows teams to bring their race-ready equipment anywhere—perfect for new international venues and promotional races.​

Strategies Johnson Believes Can Help NASCAR Compete Globally:

• International Races: Add more Cup Series events overseas, possibly in traditional F1 markets like England, Germany, Japan, or the Middle East.
• Marketing Underrated NASCAR Drivers: Highlight drivers with underdog stories to appeal to global sports fans craving authenticity and grit.​
• Social Media Push: Engage younger fans through behind-the-scenes content, Short-form videos, and direct driver interaction.
• Adapt the NASCAR Next Gen Car for local racing series, inviting crossover events and partnerships.
• Collaborate with F1 and IndyCar for joint events, raising the profile of stock car racing.

The Challenge: Breaking Cultural Barriers

Johnson stressed that even with higher domestic ratings, NASCAR must break through cultural and media differences. Formula One’s dominance in Europe and Asia is as much about history and tradition as performance. NASCAR, rooted in American culture, will need to craft its stories for new fans abroad and prove its competitive spirit.