Inside NASCAR: Innovation & Gaming in Sports with Mitch Rasmussen

00:00 – Intro & Mitch’s role at NASCAR
Mitch Rasmussen joins the show to discuss his role leading interactive strategy at NASCAR, and what “interactive” really means inside a modern sports organisation.

03:10 – The pace of innovation
How integrating technology has changed decision-making inside NASCAR, and how Mitch and his team prioritise where to focus amid constant disruption.

06:40 – Small wins vs big swings
Balancing incremental improvements with high-risk, high-reward bets, and why both are essential to long-term innovation.

10:15 – Where NASCAR is investing attention right now
The platforms, channels and technologies NASCAR is actively exploring, and where Mitch believes brands are still under-investing.

14:20 – Youth audiences vs traditional audiences
Why innovation can’t come at the cost of legacy fans, and how NASCAR experiments with new formats while bringing its audience along for the ride.

18:10 – NASCAR’s UGC gaming strategy
A deep dive into NASCAR’s history in UGC gaming, including NASCAR Speedhub, Driving Empire and Rocket Racing.

21:30 – Driving Empire: breaking down the numbers
Why Driving Empire became such a standout success, the strategies behind it, and what made the experience resonate with younger audiences.

25:40 – Integrating sponsors authentically
How NASCAR weaves brand partners into gaming and interactive experiences without breaking immersion, and what most brands get wrong with in-game advertising.

30:05 – NASCAR's Broadcast work with FOX Sports, Meta & Xtadium
The evolving role of broadcast partners, experimentation beyond linear TV, and why XR represents a massive opportunity for live sports.

35:10 – How to evaluate disruptive tech
Mitch shares a practical framework for evaluating new platforms or technologies - how NASCAR decides what to test, what to scale and what to pass on.

41:20 – Lessons for other brands and rights holders
What other organisations can learn from NASCAR’s approach to innovation, audience growth and digital experience design.

44:30 – Closing thoughts
Final reflections on the future of sports, fan engagement and where interactive experiences are headed next.

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0:00 - Intro and Michael's background
An insight into Michael's career and his journey to Abstract.

12:00 - Building a blockchain and the UX & UI problems in web3
Why the industry has struggled to onboard retail consumers and how to design a consumer-facing platform.

14:00 - Abstract's early traction
Where Abstract is finding success since launch, and the audiences and markets they are targeting.

19:00 - Oracle Red Bull Racing collaboration and fan engagement
Michael discusses how Red Bull Racing used Abstract to launch the 'In the Moment' digital collectible series

21:00 - Consumer brands and their approach to web3
What are the three key things that brands care about, and how to get buy-in to innovate

32:00 - Web3's killer use case: loyalty and rewards
How ORBR and consumer brands are using digital collectibles to reward fandom, understand their fanbase and engage new audiences.

39:00 - Simplifying the fan experience of using web3
Streaming, social and the creator economy, and how consumers discover apps and experiences through the Abstract terminal.

47:00 Advice for Global Brands
Michael shares his thoughts on how major brands should (re)enter the space, and the right approach for anyone experimenting with emerging tech.

55:00 - Close

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💬 Got a question or guest idea? Email us at: info@seg3.com

© 2026 [SEG3 Ltd]. All Rights Reserved.

00:00 – Intro & Stefan’s background
Career journey and the path to Coca-Cola.

03:20 – Coke’s philosophy on partnerships
How the brand decides which properties, music, and cultural moments to get behind.

07:45 – Balancing heritage with staying relevant
What it means to future-proof one of the world’s most iconic brands.

12:10 – Activating partnerships authentically
Blending life, digital and product experiences, and his view on gaming and emerging tech's role in future campaigns.

18:35 – Case Study: Beetlejuice Beetlejuice x Fanta
Behind the scenes of the Warner Bros. Discovery collaboration.

25:15 – Why Halloween matters
Making Fanta central to a cultural moment and engaging Gen Z & youth audiences.

31:40 – Chalk Talk
What rights holders, event organisers and IP need to know to attract a partnership with Coca-Cola.

38:50 – Closing thoughts
Final reflections and key takeaways.

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

© 2026 [SEG3 Ltd]. All Rights Reserved.