NASCAR isn’t new to implementing the use of modern technology to enhance their racing product. In fact, the Next Gen car and the SMT data have brought out a new trend of racing, which is a different ball game compared to racing in the 90s and 2000s. But it seems like the use of modern tech has landed them in deep water, and this time around, it’s the Medusa ransomware gang. They are claiming to have taken control over the over “1.2TB” of private NASCAR data. We’re talking internal documents, employee names, phone numbers, emails, sponsor contracts, even scans of invoices—stuff that’s supposed to stay locked away. They’re holding it all hostage, demanding $4 million to keep it from spilling out onto the dark web. Four million!

They’ve slapped a 10-day timer on it—pay up by then, or it’s game over. They even shared a screenshot of a folder labeled “NASCAR Data” to prove they’re not bluffing. There has been no official statement made yet by NASCAR. It’s eerie, like the calm before a storm.

Medusa’s playing dirty by offering to delay the leak for an extra $100,000 per day if NASCAR needs time to scramble the cash, or they’ll let anyone with $4 million buy the whole stash. It’s not just NASCAR’s data at risk, think about the folks working at NASCAR—regular people with families, bills, lives. Their names, numbers, maybe even home addresses, could end up on some hacker’s hit list.

Imagine being an employee right now, knowing your personal info might be out there soon. And the sponsors? Big companies trusted NASCAR to keep their deals private, and now that trust’s shattered. The panic is rippling through their offices in Daytona Beach and Charlotte. And this isn’t Medusa’s first rodeo.

They’ve hit others recently—Bridgebank in Canada and Pulse Urgent Care in New York—and they love to “leak internal files” to crank up the pressure. They’ve been at this since 2021, targeting over 300 organizations, according to a CISA and FBI advisory from last year. That’s hundreds of victims—hospitals, schools, now NASCAR is next on their list.

This would be big setback as NASCAR’s not just sitting still when it comes to investing in technology. NASCAR’s been reinventing itself with data and AI for years, using Adobe Experience Cloud to personalize fan experiences since 2019. They’re teaming up with HARMAN to amp up the fan experience with killer audio after they signed them an official NASCAR Technology Partner, bringing JBL Professional gear to 14 racetracks.

And then there’s this mind-blowing VR twist. NASCAR has partnered with Meta to roll out virtual reality that’s got all the geeks out there jumping with adrenaline. Imagine you’re in the driver’s seat, feeling every turn, thanks to Meta’s Quest headsets and NASCAR’s mobile app. Chris Halstead, NASCAR’s Senior Director of Product Innovation, said, “Through our partnership with Meta, we’ve been able to leverage cutting-edge VR technology to create an immersive experience that brings fans closer to the sport than ever before. Whether it’s feeling the speed of a qualifying lap or exploring the garage, this technology allows us to connect with our audience in a visceral, exciting way.”

So, what happens now? Will NASCAR cough up the $4 million? Can they even fight back against something this ruthless? One thing is sure: this will force them to rethink their technological assets and the kind of cyber-security measures they’ve invested in.

Hendrick Motorsports isn’t slowing down in its futuristic plans

Hendrick Motorsports is pulling off something really futuristic in NASCAR right now. These guys are practically using robots, lasers, and some next-level tech to dominate the Cup Series in 2025. It shows how far passion and grit can take you when you mix them with pure innovation.

Inside their shop, robotic arms and laser scanners are buzzing, measuring every car part down to a thousandth of an inch. Chad Knaus, their VP, said, “After we put the components together, we can go back and reaffirm that our math meets reality. We do that with every single car, every single week, so the task, as you can imagine, is pretty daunting.” Daunting for sure, but it’s paying off with two wins already this season, and all four cars in the top seven.

Then there’s Roy Crump, their quality control supervisor, who said, “Remeasuring everything we have in our inventory. Just understanding what we have now. Just to a way better degree than what we ever thought we would have.” That’s not just technical talk but a NASCAR fan to its core. They’re chasing perfection, scanning parts after races to catch the tiniest wear, stuff you’d never spot with your eyes.

NASCAR’s rules might lock down 85% of the car, but Hendrick’s mastering the other 15% with tools that feel straight out of a sci-fi movie. And they will need all the help they can get to defeat the mighty Team Penske, who have cracked the code to winning titles in the Next Gen era.