The 2025 installment of the official NASCAR video game hit shelves earlier in October, and the racing league is promoting its pixelated tie-in through collabs with big-name streamers. Creators like TimTheTatman, Emiru, and StableRonaldo are among the participants in the NASCAR 25 Creator Series, which pits pro drivers against streamers on Twitch.
The NASCAR 25 Creator Series was born out of a partnership between NASCAR and Night, the talent management firm that has grown into an expansive network of creator-facing services. NASCAR was one of the first clients for Night Advisory, a newly-launched division that fosters connections between brands and creators.
Through its work with Night Advisory, NASCAR hopes to connect “the next generation of fans to the sport,” as NASCAR VP of Interactive & Emerging Platforms Nick Rend put it in a statement. To accomplish that goal, Night began developing a series that resembles other recent unions between the worlds of sports and creators. Leagues like the NBA and NFL have launched initiatives that pair star athletes with influencers, and F1’s Amelia Dimoldenberg interview series showed how that concept could be applied to the realm of motorsports.
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Add up all those industry trends, and the result you get is the NASCAR 25 Creator Series. Beginning on October 29, racing fans can tune into NASCAR’s official Twitch channel to spectate a four-event series that will run until February. The participants will be put into pairs to compete for a $100,000 grand prize. Racer-turned-broadcaster Mamba Smith will host the official NASCAR broadcast, with driver Carson Hocevar — a Twitch streamer himself — joining for the first episode.
“Over the last ten months we’ve worked closely with NASCAR to help them better connect with younger audiences online,” said Night Founder and CEO Reed Duchscher in a statement. “The NASCAR 25 Creator Series is a first-of-its kind sports initiative that puts personality and entertainment first.”
The NASCAR 25 Creator Series may be the first initiative of its kind, but it’s not the stock car league’s first foray into the creator economy. NASCAR’s Roblox integration has introduced it to the young fans it seeks, and its Twitch channel has grown by 30% year-over-year. Those results show that NASCAR doesn’t need to waive any yellow flags as far as its digital efforts are concerned. The road forward is clear, and the streamers participating in the Creator Series are hopping into the driver’s seat.
