The Crew Motorfest Adds NASCAR in Newly Announced Ubisoft Deal

Stock cars and open-world racing don’t sound like an obvious pairing. But NASCAR and Ubisoft just made it work — and the result is one of the most ambitious gaming collaborations the sport has attempted.

As part of The Crew Motorfest’s Year 3 Season 9 update, officially dropping on March 4, NASCAR is bringing licensed events, competitive playlists, and branded content to one of the most popular festival-style racing games on the market. For fans of both motorsport and gaming, it’s worth paying attention to.

What’s Actually Included in the Update

The headline feature is the NASCAR Motorfest Tour Playlist, a structured, ten-event competitive sequence that mirrors real-world racing logic. Players work their way through qualifications before advancing to finals, with the top performer crowned the NASCAR Motorfest Tour Champion.

The Season 9 update also launches Ubisoft’s largest user-generated content (UGC) feature to date, letting community creators design and share their own tracks and events. Expect NASCAR-style circuits and competitions to start appearing once those tools get into players’ hands. For something a little different, an RC car-themed expansion is teased for later in May, which broadens the game’s appeal beyond hardcore racing fans.

Why This Collaboration Makes Sense

NASCAR has been pushing hard to grow its audience among younger, digitally native fans. Gaming is a natural extension of that strategy. Younger motorsport fans are just as likely to experience racing through a controller as they are through a TV broadcast, and placing official NASCAR content inside a popular title gets the brand in front of people who might never tune into a Sunday race.

Mitch Rasmussen, NASCAR’s Senior Director of Interactive, put it plainly, the partnership is about bringing “our iconic brand to life” in spaces where the next generation of fans already spends time.

For Ubisoft, the value is equally clear. Partnering with a major motorsport organization strengthens the authenticity and the real licensed events carry weight that generic racing content can’t replicate.

What It Means for Players

If you’re a Motorfest regular, Season 9 adds a structured competitive track that rewards mastery. The NASCAR playlist brings leaderboard prestige and event-specific rewards — something for players who want more than open-world exploration.

The UGC tools are arguably just as exciting. Community creators now have the ability to build NASCAR-inspired circuits and share them globally. Standout creations could be spotlighted by Ubisoft, giving content creators a real platform within the game’s ecosystem.

What to Watch Going Forward

The March 4 launch is just the starting point. NASCAR could use the game for promotional tie-ins during real-world race weekends think driver appearances, esports activations, or challenges that link virtual performance to live events. That kind of cross-promotion would take the partnership well beyond a one-season content drop.

Community-built NASCAR tracks will also be worth tracking. Once creators get hold of the new UGC tools, the quality and creativity of fan-made content could significantly extend the life of this collaboration.

Frequently Asked Questions

When does the NASCAR content arrive in The Crew Motorfest?
The Season 9 update, including the NASCAR Motorfest Tour Playlist, goes live on March 4, 2026.

Which platforms will receive the update?
PlayStation 5, PlayStation 4, Xbox Series X|S, Xbox One, Amazon Luna, Steam Deck, and PC via Ubisoft Store, Epic Games Store, and Steam.

The Bigger Picture

Traditional sports brands entering gaming isn’t new. But doing it well, with actual competitive structure, official branding, and community creation tools it is harder than it looks. The NASCAR and Ubisoft collaboration checks those boxes.

Whether it builds lasting engagement between virtual and real-world motorsport will depend on how Season 9 plays out. The foundations, at least, are solid.