Reinventing a 77-Year-Old Brand: NASCAR’s Modern Playbook with Tim Clark and Jimmie Johnson

In this episode of Adspeak by ADWEEK, host Alison Weissbrot speaks with Tim Clark, EVP and Chief Brand Officer at NASCAR, and Jimmie Johnson, seven-time champion, about how NASCAR is reinventing itself for a fragmented media landscape. They explore staging races in unconventional venues, expanding through gaming and digital platforms, and turning motorsport into a broader lifestyle brand. The conversation highlights how legacy organizations can evolve culturally, reshape audience perception, and stay authentic while engaging new generations of fans.

What You'll Learn:

How to overcome the "barrier to entry" problem in motorsports
The critical difference between brand awareness and brand perception
Why authentic brand integration generates 10x more loyalty than logo placement
How to use gaming and simulation as legitimate talent pipelines
The Formula 1 brand playbook lesson for legacy sports
How to build athlete-driven brands that transcend competition

About the Guests

Tim Clark is the Chief Brand Officer at NASCAR, leading the organization's strategic positioning and modernization efforts. With expertise in brand perception management and legacy brand transformation, Clark oversees NASCAR's expansion into new markets, digital platforms, and lifestyle categories.

Jimmie Johnson is a seven-time NASCAR champion and owner of Legacy Motor Club, bringing both competitive racing expertise and entrepreneurial business acumen to the motorsports industry. With a career spanning two decades as a professional driver and recent expansion into team ownership and brand building, Johnson represents the modern athlete-entrepreneur model.

Guest Resources:

Tim Clark on LinkedIn
Jimmie Johnson on LinkedIn
NASCAR Website

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