Michael Jordan’s unexpected texts, Kyle Busch heartbreak… and plans to go international: NASCAR boss Steve O’Donnell reveals ways he wants to make the sport more F1

Steve O’Donnell’s phone is rarely quiet these days. Known for his approachability, the new NASCAR CEO has built a career on listening to people across the sport – a quality that has helped him rise from the marketing department to the top job.

Occasionally, his phone lights up and one of the most recognizable names in the world pops up: Michael Jordan.

The topic of conversation isn’t always one of NASCAR’s biggest issues. Sometimes, the NBA legend just wants to talk about testing. Other times, he’s asking about rookie of the year, and why his newest driver, Corey Heim, is not eligible.

The exchanges offer a striking contrast to NASCAR’s recent legal battle with Jordan, whose 23XI Racing team was involved in a bitter antitrust dispute with the sport that ended in a settlement in December. So, where does their relationship stand now?

‘I would say from my perspective, fantastic,’ O’Donnell said. ‘He is all in. He’s done everything we’ve asked of him.

‘And, you know, he’s truly a NASCAR fan, which is great. You can’t fake that. He believes in the sport, wants to see it grow. So we want to work together.’

It has been a whirlwind year for O’Donnell and NASCAR. O’Donnell himself came under scrutiny when the antitrust lawsuit brought damaging internal messages between executives into the public domain.

Steve Phelps, the sport’s former commissioner, subsequently stepped down, while O’Donnell was handed the task of leading NASCAR into a new era and rebuilding confidence across the industry.

It is a remarkable rise for someone who joined in 1996 and once used to hand out hats in Victory Lane, before becoming involved in virtually every aspect of the sport.

‘I look at myself as truly an industry person and a good listener,’ he said. ‘So I think I’m getting the benefit of the doubt early.’

O’Donnell knew the role would bring enormous responsibility. But even he could not have anticipated the emotional challenges he would face so soon. 

Just a month after his appointment, he found himself on the front stretch at Charlotte Motor Speedway, confronting a moment of profound grief alongside the family of Kyle Busch just days after his sudden death from sepsis rocked the sport.

‘That was incredibly hard,’ he reflected. ‘And he’s still someone we think about every day. But part of the job is you never know what’s gonna happen. You’ve got to be prepared for everything.’

The moment was a reminder that NASCAR remains a family – even if a dysfunctional one at times. O’Donnell believes there is now a genuine appetite across the sport to cooperate.

‘Yeah, I think the spirit is certainly there, to work together,’ he said. ‘Everybody’s got kind of their own agenda though. You know, teams are paid to win. Our partners are paid to go activate, tracks are paid to sell tickets.

‘So our job is to kind of bring all those things together, and then talk about the ideas that are going to grow the sport for everybody.’ 

For O’Donnell, that means resisting the temptation to settle for short-term success and instead building a long-term plan. 

‘If we sit back and just say, hey, we’re having a good year, that’s not going to work. We’ve got to keep pushing,’ he said.

‘I think it’s been great so far. A lot of learning on my part. So I’m doing a lot of listening, candidly. Wanted to come in and really hear people from the industry. So talking to owners, drivers, our partners, OEMs, tracks, our fans, just what they like about the sport, what are some of the things maybe we could look to do in the future?’

The process is feeding into an initiative dubbed Project 2032, a road map for the sport’s next phase of growth.

‘Some things, you’re not going to get right, you’re going to learn and pivot. But for me, it’s just trying to do my best for the sport. Kind of stick to your gut, but if you listen to people and try and make an educated decision, I think you’re heading in the right direction,’ O’Donnell said.

He is optimistic, but realistic about the challenge. ‘I think the proof will be in the pudding if we can get everybody working together,’ he said. ‘But I’m excited about how everyone’s approached it right now, wanting to work together. And now if I can pull that off with our great team at NASCAR, I think we’re in a really good place.’

Despite its challenges over the last two decades, NASCAR remains America’s biggest motorsport by TV viewership. But the rapid growth of Formula 1 has created a new competitive challenge. 

The two series have distinct identities: NASCAR’s roots lie in accessible, close-quarters American racing, while F1 trades on its international profile, technical sophistication and glamor. But O’Donnell sees opportunities to learn from the rival series, particularly in how it brings the people behind the racing into the spotlight.

Asked what NASCAR story he wants to tell, O’Donnell said: ‘Probably just the drivers and the rivalries that are going on. We’ve got a lot of new young drivers that are coming up. We have a lot of personalities in the garage area.

‘So I think F1 does a really nice job with the team principals and having them do a lot of media. We want to kind of do something similar.’

The ambition is to broaden NASCAR’s reach without losing the qualities that make it distinctive. It is brash, American racing marked by characters, rivalries and a fiercely competitive on track product. 

And while Formula 1 has its international appeal well established, NASCAR is also looking to grow its footprint outside of North America. O’Donnell said he would love to take a race to London, while Brazil has also been touted as a possible destination after Mexico City hosted a race last year.

‘It is taking what our fans love and embrace about NASCAR and trying to figure out, can we create that in a different country?’ he said. 

The challenge is to make an overseas race feel unmistakably NASCAR rather than simply transplanting a race weekend to a new location. 

Can the product Michael Jordan fell in love with as a kid growing up in North Carolina successfully implant itself overseas? 

It’s a small part of O’Donnell’s wider plans for NASCAR, and there’s little doubt Jordan will be among those taking a keen interest every step of the way.