Signature Event:
Crowd + Culture: NASCAR's Drive to Engage Through Experiential Events and Media 

Event Schedule:
Networking: 8:30 a.m.
Event: 9:00 - 10:00 a.m.
Post-Event Networking: 10:00 - 10:30 a.m.

Behind every successful NASCAR race and driver is a team dedicated not only to performance on the track, but also to building meaningful connections with fans off of it.

Join AMA Richmond at Richmond Raceway's exclusive Torque Club for a behind-the-scenes look at how NASCAR, its teams, and marketing partners create fan engagement strategies that transform drivers into brands and spectators into loyal communities.

From social media and content creation to experiential activations, sponsorships, fan experiences, and grassroots outreach, this discussion will explore the people, tools, and strategies used to build excitement, deepen engagement, and keep fans connected long after race day.

Moderated by Richmond Raceway President Lori Waran, the panel will feature leaders from NASCAR, team marketing organizations, and experiential partners who help shape the stories, experiences, and interactions that fuel fan loyalty across generations.

Attendees will gain insight into how NASCAR leverages audience data, community engagement, live events, digital platforms, and strategic partnerships to create one of the most passionate fan bases in sports.

Key Takeaways:

• How drivers are positioned and marketed as personal brands.

• The role of social media, content, and fan engagement in building loyalty.

• How teams and sponsors work together to create authentic fan experiences.

• The tools and tactics used to understand and grow NASCAR audiences.

• Lessons marketers can apply to build stronger communities around their own brands and organizations.

Space is limited so be sure to register early!