NASCAR and USA Luge announced a new, long-term partnership leading up the 2026 Milano Cortina Winter Olympics.
The premier stock car racing series and the organization in charge of luge in the U.S. have revealed a technical and marketing partnership where NASCAR will provide financial and technical resources to USA Luge with the 2026 Winter Games around the corner.
With their new agreement, expect to see NASCAR-branded content on NBC Sports YouTube weekly shows, spots in the USA Luge Fantasy Camp, athlete appearance with NASCAR branding on athletic wear and the USA Luge headquarters in Lake Placid, New York.
The technical resources and assistance that NASCAR will provide USA Luge will focus on aerodynamic optimization of sleds and other luge equipment. Additionally, NASCAR will emphasize virtual optimization using computational fluid dynamics and wind tunnel testing.
For those unfamiliar with the sport, luge is an Olympic winter sliding sport where athletes ride feet-first on a small sled laying on their back, gliding down an iced out track only steering with subtle body movements. Sleds can reach speeds faster than 90 mph.
NASCAR vice president of vehicle performance Dr. Eric Jacuzzi conveyed his support to partner with USA Luge in a news release. He said the partnership is about ‘bringing two U.S. sports together to push boundaries and help drive competitive excellence.’
“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,’ Jacuzzi said. ‘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.’
Several members of the NASCAR team scanned numerous USA Luge athletes as the starting point in the program during the Park City World Cup in December 2025.
USA Luge CEO Scott Riewald expressed his excitement for what the future holds between USA Luge and NASCAR.
‘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,’ Riewald said in a news release.
He added: ‘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.”
The opening ceremonies for the Milano Cortina Winter Olympics will be held on Friday, Feb. 6. The luge event kicks off with the men’s singles training runs on Wednesday, Feb. 4, with the first competitions on Saturday, Feb. 7.
Every race will be aired on NBC and USA Network, and stream live on Peacock and NBC Olympics platforms.