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.

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.

“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.

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.

When NASCAR returns to the Nashville Superspeedway on June 24-26, several fan activities will benefit Speedway Motorsports’ Children’s Charitable Foundation.

The organization, founded in 1982 by Speedway Motorsports chairman O. Bruton Smith, serves to honor his late son Bruton Cameron Smith and has awarded more than $61 million in grants to U.S. nonprofit organizations that meet the direct needs of children across America. Since its founding, SCC has grown to more than seven chapters located in the communities where Speedway Motorsports own facilities and each are tasked with supporting non-profit organizations addressing the challenges locally.

“We are so grateful for the generosity of race fans who participate in our fundraising events,” says Speedway Children’s Charities National Executive Director Lisa Starnes. “Net proceeds will return to the Nashville area in the form of grants to deserving nonprofits helping children in need.”

With the acquisition of Nashville Superspeedway (NSS), plans are in the works to establish a Nashville chapter of SCC that will allow NSS to expand its charitable outreach to worthy organizations serving communities across Middle Tennessee.

“Supporting nonprofit organizations that provide critical assistance to communities across the greater Nashville region is a cornerstone value for us as team and company. We are fortunate to have the assistance of Speedway Children’s Charities to help us achieve that goal in Middle Tennessee,” says Erik Moses, Nashville Superspeedway’s president and general manager. “We look forward to #NASHCAR fans enjoying all of our race weekend activities and know that NASCAR fans and Nashvillians share a genuine desire to support those in need, especially children.”

Planned SCC fundraising activities in Nashville include:

• Laps For Charity Presented By State Water Heaters: Fans can drive their personal vehicles for three laps around Nashville’s 1.3-mile D-shaped oval on Sunday, June 26 just hours before the track challenges NASCAR’s top stars in the Ally 400 NASCAR Cup Series race. Hours: 9-11 a.m.; Price: $60. Advance registration is available here.
• Bear Hollow Wood Carvers: Skilled chainsaw artists create one-of-a-kind sculptures, both small and large. The unique creations will then be auctioned off throughout the weekend, with a portion of proceeds being donated to SCC.
• Social Media Influencer Promotion: Several top social media influencers, including Justin Nunley, are using their extensive platforms to promote ticket sales for the Tennessee Lottery 250 NASCAR Xfinity Series race. A portion of that ticket sale revenue will be donated to SCC.

Five-time American Music Award winner Kane Brown will serve as the grand marshal for the Ally 400 NASCAR Cup Series race at Nashville Superspeedway on Sunday, June 26.

Brown, known for chart-topping hits “One Mississippi,” “Heaven,” “What Ifs,” “Homesick,” and more, will give NASCAR’s top drivers the command to start their engines before the race.

“We can’t wait to welcome Kane Brown to Nashville Superspeedway next month as part of our celebration around the Ally 400,” says Erik Moses, Nashville Superspeedway’s President. “As Middle Tennessee’s home for NASCAR racing and entertainment, we are thrilled to be able to host America’s top drivers and top entertainers at the same time! We look forward to ensuring that Kane experiences the best that #NASHCAR has to offer this June!”

The Chattanooga, Tennessee native first made history in October 2017 as the first artist to lead all five of Billboard’s main country charts simultaneously, and has gone on to amass seven No. 1 hits at country radio.

One of Brown’s most impactful collaborations is “Famous Friends” with Chris Young, which became Billboard’s 2021 year-end No. 1 Country Airplay Song and remained in the top five of Billboard’s airplay chart for 15 weeks. Last June, he and Young won Collaborative Video of the Year at the 2021 CMT Music Awards.

Platinum-selling artist and reigning ACM Entertainer of the Year Luke Combs served as the grand marshal for the inaugural Ally 400 in 2021.