According to Gustavo Carvalho, marketing director of NASCAR Brasil, the approach happened through American NASCAR, which made the connection with the NBA in the country. The timing coincided with the final stretch of the basketball league season in 2026, allowing a series of special activations. Among them, the display of the Larry O’Brien trophy — symbol of the NBA title — in Interlagos during the Interlagos stage of NASCAR Brasil.
Read more F1: Hamilton praises his race engineer at Ferrari
In addition, the expectation is that category drivers will participate in the NBA House on June 2 and 3. For next year, the organizations are already discussing even bigger actions, including the possibility of bringing a NASCAR car for display at the NBA event. The partnership also extends to the digital environment, with joint interactions and content on social media.
“There is a lot of synergy between the two brands. The NBA is a success case in Brazil and we observe this trajectory to understand what makes sense to adapt to our reality,” said Gustavo Carvalho.
In recent years, NASCAR Brasil has intensified actions off the tracks with the goal of increasing public awareness about the category. The strategy includes participation in events such as the Auto Show, the Sports Summit, and actions aimed at the marketing and entertainment market.
Read more F1: Schumacher says Russell could become second driver at Mercedes
“The goal is to break the motorsport bubble and show people who like sports and entertainment that NASCAR Brasil exists, that they can follow the races and consume this content,” he explained.
The category also bets on in-person activations during the stages in Interlagos, which take place between May 30 and 31. In addition to the presence of the NBA trophy, the event will feature actions from sponsors and partners, including activations from Jet, a company in the skating segment, as well as experiences promoted by GM.
Read more MotoGP: Check the schedule and where to watch the Italian GP on TV
