Column: Trackhouse Racing’s PROJECT91 Will Help Grow Racing Fandom In America

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Courtesy of Trackhouse Racing

NASCAR got a whole lot cooler this week when the Nashville-based Trackhouse Racing team announced the PROJECT91 initiative and introduce former Formula One World Champion Kimi Raikkonen as its first driver.

Through the PROJECT91 initiative, drivers from around the world and from different racing leagues will have the opportunity to have a crack at the United States’ most popular form of racing.

“PROJECT91’s mission is to activate the intersection point of NASCAR racing and global motorsport culture,” says Trackhouse owner and founder Justin Marks.

This may be the coolest thing in NASCAR in years. Racing is growing in America, especially the fandom for F1 as the Netflix series Formula 1: Drive to Survive has made Americans racing obsessed. This season’s Saudi Arabian Grand Prix was also the most-viewed F1 race on ESPN since the network acquired the rights in 2018–and the most-viewed F1 event on cable since 1995, per Fan Nation.

Trackhouse Racing founder and owner Justin Marks. Photo: Courtesy of Trackhouse Racing

The American Haas F1 team has become extremely popular since the show’s launching, and now Andretti Motorsports, headed by racing legend Mario Andretti is bidding for an F1 team. If they are to get it, Andretti Motorsports would have a team in IndyCar and F1, growing its reach as successful American racing team.

Marks has raced in NASCAR, Trans Am and the ARCA Racing Series over his 20-year racing career. The team’s first driver was Daniel Suarez, the Cup Series only Mexican driver. The team is also co-owned by rapper and Latin artist Pitbull who’s based out of Miami. This past month, F1 had its first-ever Miami Grand Prix which drew 2.9 million viewers, the largest American audience ever. The Trackhouse team’s identity is international and capitalizing on its potential to reach international audiences.

“Kimi Raikkonen is the driver I first had in mind when we created PROJECT91,” says Marks. “Kimi is a world-renowned driver with a tremendous amount of talent and fan following. We have had long discussions, and like us, he is already hard at work preparing for Watkins Glen.”

Many drivers from different sports have attempted to run in NASCAR, but due to its uniqueness their run doesn’t last very long. The PROJECT91 gives these drivers an easy route to dip their toes in American stock car racing without the massive professional and financial commitment.

Raikkonen retired from F1 and racing after last season, but is now jumping back in because of how unique this opportunity is. And if Trackhouse can attract someone like Raikkonen, it can attract more big names and top talent.

Former Formula One World Champion Kimi Raikkonen. Photo: Courtesy of Trackhouse Racing

“I wasn’t looking to race again, but Justin came to my home in Switzerland and convinced me how serious he was about putting together a top-notch program,” says Raikkonen. “This will be fun, but it’s something I will take very seriously. I know how competitive the NASCAR Cup Series is and it will be a big challenge.”

Current McLaren F1 driver Daniel Ricciardo is a massive NASCAR fan and one of the most popular drivers in the world. He even had a chance to drive around in Dale Earnhardt‘s famous No. 3 car at the American Grand Prix in Austin, Texas last year.

It’s hard not to imagine he wouldn’t want the opportunity to hop in a NASCAR for a race.

IndyCar and NASCAR has had a lot of crossover with drivers like Juan Pablo Montoya and Danica Patrick jumping from IndyCar to stock car. And seven-time NASCAR champ Jimmie Johnson is currently driving IndyCar after retiring from NASCAR.

There are so many amazing young IndyCar drivers like Colton Herta, Josef Newgarden and 2021 IndyCar champion Alex Palou who would be prime candidates to give NASCAR a shot with this new opportunity with Trackhouse.

Pictured: Driver Ross Chastain and the Trackhouse Racing pit team at the NASCAR All-Star Race. Photo: Courtesy of Trackhouse Racing

The PROJECT91 initiative is something NASCAR hasn’t seen the likes of in a long time. For big races like the Daytona 500, Talladega and Circuit of the Americas, it will only attract more drivers to want to jump in the Trackhouse car.

It doesn’t hurt that the Trackhouse car is having a fantastic sophomore year with Ross Chastain winning two races and finishing in the top-five seven times.

Raikkonen is a huge get for both Trackhouse and NASCAR as a whole. Only time will tell how much bigger this will get and if other teams like Penske, who has an IndyCar team, and Hendrick Motorsports try something like it.

Regardless, NASCAR just got a lot more fun.

Steven Boero
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