In a bid to expand its repertoire of events (and make some business-to-business deals happen at the same time), IndyCar introduced an exhibition race at Thermal Club in California in 2024. The race, branded as a $1 million challenge, ultimately fell flat in the eyes of fans — and drivers. Rather than learn from the messy event and move forward, though, IndyCar seems to have doubled down on the exhibition concept, with CEO Mark Miles even proposing a slate of international exhibition races during the off-season to whittle away at the six-month off season.
But betting too much on these exhibitions may prove to be a costly mistake. An exhibition race is, in effect, a non-championship race event run for a monetary prize as opposed to points that can later count toward a championship. These events can take place for several reasons: To trial a new venue, to build hype for the series, to give drivers a shot at a huge prize purse, and more.
But IndyCar’s 2024 $1 Million Challenge at Thermal Club felt more like a behind-the-scenes business exchange than it did an actual racing event. To understand why, let’s first take a look at what a successful exhibition concept can look like, starting with two annual events hosted by the NASCAR Cup Series. NASCAR kicks off every season with the Clash, an exhibition race designed to build hype for the season.
Partway through the season, it also hosts the All-Star Race, a $1-million prize event consisting of a field of winners and champions. .