NASCAR News: NASCAR and USA Luge forge partnership

LAKE PLACID, N.Y.—With the Olympic Winter Games Milano Cortina 2026 just over a week away, USA Luge and NASCAR have announced a technical and marketing partnership with an eye on the long-term in the areas of technology and in galvanizing the sporting community around USA. The motorsports sanctioning and operating company will supporting the Olympic sliding sports organization with financial and technical resources.

The agreement, effective immediately, includes athlete appearances, NASCAR-branded content on weekly NBC Sports YouTube shows, spots in the USA Luge Fantasy Camp, and NASCAR branding on athlete wear and at the USA Luge headquarters in Lake Placid, N.Y. Additionally, the White Castle USA Luge Slider Search will visit the Charlotte area later this spring.

NASCAR will also provide USA Luge with technical assistance, currently focused on aerodynamic optimization of sleds and equipment. This includes but is not limited to virtual optimization using computational fluid dynamics and wind tunnel testing. During the Park City World Cup held in December of 2025, members of the NASCAR team scanned several USA Luge athletes as the starting point in the program.

“At NASCAR, innovation and performance are part of our DNA, and this partnership with USA Luge is a powerful example of how that expertise can extend beyond the racetrack. From aerodynamics and engineering to fan engagement and athlete support, we’re proud to collaborate with an organization that shares our passion for speed, precision and representing the USA on the world stage. As the Games approach and looking well beyond 2026, this is about bringing two U.S. sports together to push boundaries and help drive competitive excellence,” said Dr. Eric Jacuzzi, vice president, vehicle performance, NASCAR.

Scott Riewald, CEO, USA Luge, added, “We couldn’t be happier about the opportunity to partner with NASCAR. We align in so many areas—speed, adrenaline, high-tech equipment, representing the USA—that it only makes sense to come together in a relationship like this. NASCAR has so much experience and expertise around aerodynamics, fabrication, and materials that we believe, when combined with the knowledge of our staff, will help USA Luge develop the fastest sleds in the world. On top of that, I can’t think of two other entities—NASCAR and Olympic sport—that shout ‘USA.’  We have already seen benefits in the short time we’ve worked together, and we are excited about what the future holds for USA Luge and NASCAR.”

Opening Ceremonies for the 2026 Winter Games will be held on Friday, February 6. Luge at the 2026 Milan Cortina Winter Olympics kicks off with the men’s singles competition on Saturday, February 7. All races will air on NBC and USA Network, and stream live on Peacock and NBC Olympics platforms.