The significance of the announcement was in the partnerships formed, with Penske Entertainment teaming up with the National Football League’s Dallas Cowboys and REV Entertainment, the official events partner of Major League Baseball’s Texas Rangers.
A 14-turn, 2.73-mile circuit will weave around AT&T Stadium and Globe Life Field, which serve as the respective homes of the Cowboys and Rangers, and through the entertainment district of a city that sells 1.6 million tickets to spectators for various events annually.
Mark Miles, the president and CEO of Penske Entertainment, which owns the IndyCar Series, sat down with Motorsport.com to discuss the event and the strategy of the series moving forward, as well as how new broadcast partner FOX Sports will factor in.
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Let’s get the hard question out of the way first: There are people asking why this couldn’t work at Texas Motor Speedway, and why IndyCar is headed to Arlington?
Mark Miles: Well, I guess the first thing is, as everybody I think knows, we really haven’t had success lately in finding a date that was going to be reliable over time, and that’s important to us. That created the opportunity to think about it because we definitely wanted to be in North Texas. And then for some time we’ve had a dialogue — and for a shorter time, but several months, we’ve had a lot of work between our team and the Cowboys and the Rangers to explore the possibilities. I think [the announcement] does speak for itself. We’ve been articulating an event strategy for some time, which is that number one, we are not walking away from the desire to have a good mix of the various formats of races for us; that includes, of course, ovals and temporary street races and road courses.
So, that’s first, and this doesn’t represent any distance between that philosophy and the announcement. Then we’ve also said we want to look for high impact opportunities to be in hot growing markets and to approach them in two different ways. One is where we have become the promoter. By ’26, that will be the case for the two IndyCar races in Indy, in Detroit, for the race or races in Iowa, [and] Milwaukee. Now, through this partnership, we’re part of the promoter group for Arlington — and I think there’ll be one or two more examples of that by 2026, if not before. And we think that’s important, both in terms of the markets and our ability to really control the effort to upgrade our events.
We want to do that by taking control of more races ourselves and also by looking for opportunities for high level partners. What could be a higher level opportunity, in that regard, than the Cowboys and the Rangers in Arlington at that facility? I hope that everybody gets a chance to look at the video that was done to portray how the racetrack will look. I think it is going to be a great racetrack. We’ve got great partners. We’ve got time to do it right in the first installment for ‘26 in the spring. This is, kind of, the very first conspicuous example of that part of the event strategy. And again, I think there’ll be more as time goes forward. I also want to say that this does not represent walking away from our philosophy of having a healthy mix of three formats of racing for IndyCar. It doesn’t mean that we aren’t going to have third party promoters as we do now. We’re just going to be opportunistic to look for events we can run ourselves and for opportunities to have high level partnerships within the promotion of our events.
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The magnitude of taking IndyCar to a level of involvement with major teams such as the Dallas Cowboys and the Texas Rangers was certainly felt at the track unveiling at Texas Live! on Tuesday. Talking with Santino Ferrucci, Alex Palou, and Josef Newgarden, there was a big-fight feel to this that really had them buzzing in a way that made this feel like it rivals Formula 1’s Miami Grand Prix. What kind of stratosphere do you think this raises IndyCar to?
MM: Yeah, we think IndyCar deserves to be understood to be a major league sport, and I think sometimes you are judged by the company you keep. That’s another way to emphasize the strategy of looking for these kinds of high level partnerships. By the way, just related to promoting events, but also in upgrading other things we do, like marketing, communications, and hospitality. There are all kinds of partners out there that are very capable, very much major league and we’ll continue to be very selective, but look for those opportunities in those and other functions of putting on big events to up our game and show everybody IndyCar’s major league sport.
Arlington Grand Prix track map
Photo by: Penske Entertainment
What went into the details of the track layout?
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MM: Well, it took a lot of work. Tony Cotman is the lead for us in designing tracks, but he has two roles for us: One is always looking at where we race to make sure that they’re safe, but also good racing and his other function is to help design them. We had this fabulous opportunity to basically take a white canvas. The entertainment district there is just a huge opportunity to put our best foot forward in the way we race. We could look at that whole space. It doesn’t have many of the complications or challenges that street races can have when you’re right in the middle of a downtown and it’s a lot of area that even things like the streetlights that are in the parking lots tend to be further apart than in a lot of places, which is useful.
“We could see how we could have a nine-tenths of a mile straightaway, which obviously gets us up, we think, 200-plus miles per hour. That’s a big part of our speed, obviously a big part of our racing and our brand that then immediately goes into a hard right-hand turn and we could engineer a track accordingly. It’s also wide. There are a couple places where we’re still working on how wide it can be, but a good example of the width is that straightaway. So, it was kind of a blank canvas and Tony and our team, people like Michael Montri, who have the experience of laying out that track in Detroit and elsewhere, could really go to town and make the most of the real estate that’s there.
When you have massive partners that are a part of something like this, I think the biggest curiosity is the promotional element. With that, what kind of activations – and we’ve heard rumblings FOX could be promoting it as early as this weekend’s NFL game between the Dallas Cowboys and the Detroit Lions – should be anticipated?
MM: Well, FOX has a deep relationship with both our partner organizations and they’re absolutely all-in and supportive of this innovation for us. But also, I think the two organizations and their sort of assets, along with our ability to provide focus through the creation of the grand prix committee that will be focused all the time on just that, is potent. So, Bill Miller (President of the Grand Prix of Arlington) will be putting together the team. It will be small, but waking up every morning thinking about the grand prix there. But we also have these great relationships with the Cowboys and the Rangers and their sponsor lists, those relationships, their suite customers, their season ticket customers, their club customers, and that’s a pretty amazing base from which to go out and start to sell. So, we’ll have the focus of a dedicated staff right there in Dallas, with obviously the full cooperation of the Cowboys and the Rangers. I think that it’s just a remarkable constellation of assets that we hope to make the most of.
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Grand Prix of Arlington rendering
Photo by: Penske Entertainment
Does announcing this event, with the possibility of other event announcements looming, alter the expectation for the number of races on the new FOX deal? Can the number grow to, say 20, or is there a cap limit to the number of races that can be broadcast, per se?
MM: Our agreement with FOX calls for us to provide them 17 races that are championship races in the normal season as it’s structured now. And we like the number 17, that’s why it’s in our agreement with FOX. It’s not a limit. It’s what we expect to do. But whether it’s for us and the owners and the drivers or for FOX or our sponsors, we see another great opportunity, I think we’ll pursue it. If that means one less doubleheader or some other adjustment on the calendar, we’ll take things case by case and and act accordingly. I don’t think people should look at us as having an ambition to get to 20, for example, which is kind of implicit in your question. Seventeen is, we think the sweet spot, but we’ve talked about it and if there’s such a thing as another Arlington out there, and that means all things considered looking at all the races on the calendar, the best thing to do to go is to go to 18, then we’ll look at that. But there are probably ways even in the short term to add and still stay at about 17.
2007 Mexico City race winner Sebastien Bourdais, Newman Haas Lanigan Racing
Photo by: Dan R. Boyd / Motorsport Images
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Do you anticipate, whether it is next year or in 2026, FOX Deportes for the entire schedule or a select number of races to help generate interest of the Hispanic audience whether in this southern region of the United States, Mexico, etc.?
MM: Well, the opportunity to reach more Hispanic fans and make more Hispanic fans is important to us and our partners in Arlington vis-a-vis FOX. FOX Deportes is contractually committed to take three races. The plan is the first race of the season, St. Pete, the Indy 500 and the finale, but that’s not a cap either. That’s really a minimum. And as we get closer to making the ’26 schedule and Deportes sees how they do with the three races that they’ll have next year, I think it’s entirely possible that they would add events. And given the importance of Hispanic population in that market in North Texas, it’s an obvious place to look. But it’s not just about FOX. In talking with [Dallas Cowboys’ owner] Jerry Jones [on Tuesday], he was telling us about how important marketing to Hispanic people is.
He told us about the tours he’s done in Mexico to do earned media events and to publicize the Cowboys in Mexico itself, not just the southern part of the United States. And that’s music to our ears. We talked to him about Pato [O’Ward] and how he’s a natural star and how he would be happy to be engaged in this event and do all he can, as he did at Texas Motor Speedway to help promote and grow the event. I don’t want to say too much about it, but it’s conceivable that we could end up with an event in Mexico in the next few years. And if we did that, it would certainly be in the spring. So, a connection between an event in Arlington and an event in Mexico would be a powerful opportunity to bridge and cross promote the various sports to the Hispanic fans just south of the border and in the southern United States. I think it’s a big opportunity for us, and the Cowboys and the Rangers see it as an opportunity for them, to strengthen our appeal to Hispanic fans.
No matter where you live in the US, there’s a high likelihood F1 Arcade is eyeing available properties in your area. The immersive racing experience, which opened its second American location in Washington, DC this week, is poised for rapid expansion with plans to launch 30 venues across the country over the next five years.
Much like how Topgolf revolutionized the way Americans interact with the sport of golf, F1 Arcade is aiming to translate the high-octane world of Formula 1 into an accessible, social experience for everyone — not just for die-hard motorsport fans or hobby sim racers.
“We market to a wide audience,” says Jon Gardner, US president of F1 Arcade, who oversaw the opening of the first location in Boston earlier this year (there are also venues in London and in Birmingham, UK).
“Our customers are split 50/50 male and female. We do see gamers come in but it’s not just for them. We’re seeing that Americans aren’t just here for the racing simulators, they want a full night-out with food, drinks, and entertainment. All signs point to people wanting this kind of social, immersive experience … it really is for everyone.”
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F1 Arcade is not only targeting die-hard fans, but other markets, too
Photo by: Farrah Skeiky
F1 Arcade founder and CEO Adam Breeden, who co-founded Puttshack — an upscale version of mini-golf — with Topgolf creators Steven and Dave Jolliffe, is no stranger to the world of sports entertainment. Gardner, who also worked at Puttshack before joining F1 Arcade, says they’ve brought learnings from these golf-centric concepts into Formula 1. “We’re asking, how do you take the magic of F1 — an experience that only 20 people in the world get to have — and bring it to the masses?”
At the core of the approach is curating an experience that’s equally enjoyable for F1 fanatics and those who have never heard of the name Max Verstappen. Only 1% of F1 viewers will ever attend a race in-person, and unlike sports like football or baseball, racing isn’t something fans can easily do in their spare time.
F1 Arcade bridges that gap between the sport and its fans, offering some of the world’s most realistic racing simulators paired with premium food and beverage options, reminiscent of F1’s ultra-exclusive Paddock Club. The result is an ideal space for fans looking to connect with one another, whether on a casual night out or during an early morning race watch party.
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Along with state-of-the-art simulators, customers can enjoy premium food and beverage options
Photo by: Farrah Skeiky
Community-building is central to the business’s strategy, with Gardner pointing to the number of return customers attending the Boston location’s successful watch parties. “They’re a true party,” he says of the DJ-hosted events. “People come in at 6 or 7 a.m. to watch the races – before we’re even allowed to serve alcohol. That’s how passionate they are.” He also stresses the importance of integrating into the fabric within each market they’re entering: “We want to make sure that wherever we’re going, we’re a part of the community.”
The decision to open in Washington DC — a secondary market compared to F1 hubs like Miami, Austin or Las Vegas — was strategic. “DC is such an international city, with ambassadors from all over the world, a thriving sports culture, and a sophisticated food and drink scene,” Gardner says. “There’s also a lot of F1 fans here: Union Market [where the new venue is located] has been showing races for years, and it’s always packed.”
The Boston location has already seen success by hosting race watch parties for locals
Photo by: Farrah Skeiky
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It’s a formula the business plans to replicate in 28 other American cities while on its pursuit to become a household name in the sports entertainment landscape. “There’s so much runway ahead of us,” Gardner says, noting new locations are slated to open in Philadelphia and Vegas in 2025. The timing is ideal, as the sport continues gaining mainstream popularity, thanks in part to next summer’s ‘F1’ movie starring Brad Pitt and growing celebrity endorsements (even presidential nominee Kamala Harris declared her love for the sport earlier this week).
And Gardner is confident the hype won’t be dying down anytime soon. “I don’t think this moment is going anywhere,” he says confidently.
For Shane van Gisbergen, only two points were the difference between advancement and elimination in the end. He admitted that “it certainly would have helped” to have pitted for fresh tires late in the race when most of the field did, but with multiple playoffs drivers near the front in a must-win situation, it was never going to be easy.
“We’ll never know but we had a good crack. I thought more would stay out with us, but it is what is.” An eighth-place finish to open the round and and a third-place to end the round was very solid, but unfortunately, he was very unlucky at Talladega. A wreck in the tri-oval left him with a 35th-place finish.
“Probably comes down to last week and the dramas we had and the DNF there, so that’s probably it,” noted Van Gisbergen. “I’m proud of the guys. We’ve had an amazing year. My first year in NASCAR and I’ve loved it.”
Talladega II NASCAR Xfinity drama: Shane Van Gisbergen, Kaulig Racing, WeatherTech Chevrolet CamaroDean Thompson, Sam Hunt Racing, Thompson Pipe Group Toyota Supra, David Starr, SS-Green Light Racing, Holt St. Chevrolet Camaro Wreck.
Photo by: John Harrelson / NKP / Motorsport Images
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SVG’s weekend at Charlotte started off promising, winning pole position for both the NASCAR Cup and Xfinity races at the Charlotte Roval.
He led early in the Xfinity race, but missed out on winning the first stage when Kaulig Racing teammate AJ Allmendinger passed him. The New Zealander still crossed the line in second and ended up scoring 13 out of a possible 20 points across both stages. It wasn’t quite enough. However, those around SVG did well in chasing after stage points with Justin Allgaier staying out to win Stage 2, scoring 18 total.
As the laps ticked away, a caution with 15 laps to go would ultimately decide SVG’s fate. He was running second and chose to stay out on older tires while the majority of the field pitted for fresh rubber. The three-time Supercars champion could do little against them on the ensuing restart, falling back to fourth on track.
When the race went into overtime, van Gisbergen was now facing off against Jesse Love in the points battle. Love was deep in the field, but with very fresh tires, he quickly charged forward. With Sam Mayer (a driver in a must-win situation) on his way to taking the checkered flag and Love passing just enough cars on the final lap, it was game over for SVG. Love pushed and shoved his way by the final car he needed to advance with just a few corners remaining in the race while van Gisbergen was in third and unable to move forward.
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After being eliminated at Charlotte, he now sits ninth in the championship standings. SVG’s rookie season includes three wins on road courses, but also two top-fives and five top-tens on oval tracks. He will move full-time to Cup next year, driving the No. 88 Trackhouse Racing Team Chevrolet.
“I’m happy but I’m also not. I’d love to keep going,” he admitted.
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Last week, the NASCAR star claimed his fifth victory of the 2024 season, winning the Bass Pro Shops Night Race at Bristol Motor Speedway and leading a remarkable 462 of 500 laps. As Larson continues to win, chatter persists about whether he’d be open to competing in a Formula 1 race.
“I would love to do it, and it sounds like hopefully I’ll get to it down the road. I think it was an option this year, I just have so much going on. It’s like something that I need to plan probably a year in advance or more,” Larson said. “I would like to, but, honestly, I would rather do it on one of those open test-style deals like after Abu Dhabi when other drivers are on the track, too. … I think that driver swaps are really cool, but you don’t really have like a bar. You don’t have a gauge of where you stack up to others who do it. It would be fun to do that with Oscar [Piastri] or Lando [Norris] or whoever, but I would love to strap in with 19 other cars out there and really see where you’re at on the speed charts.
“Obviously, I don’t think that I would be the best, but I would hope to not be last. I think that would show how good American oval racers are and unique, or if I was really bad, then it would just show how bad we are.”
Larson dabbled in IndyCar racing in May, finishing 18th in the Indianapolis 500 in a race that he started fifth. That day turned into a tailspin for Larson, as the start time of the race was delayed due to weather, resulting in him not being able to fly in for the start of the Coca-Cola 600 at Charlotte Motor Speedway later that night.
Then, shortly after Larson arrived for the latter race, it was delayed due to weather and later called off. Ironically, Larson won the Brickyard 400 in July.
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Last month, Larson, the 2021 NASCAR Cup Series champion, said that he was a better “all-around driver” than three-time Formula 1-champion Max Verstappen in an interview with FloRacing, which has played a role in the push for Larson to compete in an F1 race.
As for his NASCAR standing, Larson’s victory at Bristol was his first of the playoffs and has him first in the Cup Series in total points (3,047), with 11 top-five finishes and 14 top-10 finishes also under his belt. Next up on the NASCAR circuit is the Hollywood Casino 400 at Kansas Speedway.
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