Racing drivers are increasingly becoming stars of shows and series

Drivers from the world's leading racing series are gradually stepping beyond the familiar boundaries of broadcasts and press conferences. Over the past several years, a number of well-known drivers from Formula 1 and NASCAR have appeared in entertainment projects ranging from Japanese comedy shows to American prime time. The trend spans different formats and continents, and each new instance only confirms that motorsport and pop culture are converging faster than ever before.

Below are the most notable examples of this trend, recorded between 2023 and 2026.

Verstappen and company put their patience to the test on a Japanese game show

In 2023, four drivers from the Red Bull Racing and AlphaTauri teams found themselves in circumstances far removed from aerodynamic corridors and strategy briefings. Max Verstappen, Sergio Perez, Yuki Tsunoda, and Liam Lawson took part in a comedic Japanese game show, where the main "car" was a Honda Acty kei truck, a popular compact commercial vehicle in Japan.

The challenges were deliberately absurd for people accustomed to speeds exceeding 300 km/h. The drivers were asked to maneuver blindly around a course, reverse with precision, and demonstrate pinpoint accuracy in conditions as unlike a racing track as possible. The comedic presentation turned the episode into viral content, giving viewers a chance to see champions and podium contenders in an unexpectedly vulnerable and human light.

NASCAR conquers Wheel of Fortune

In 2026, the American game show Wheel of Fortune — one of the longest-running programs in television history — invited two NASCAR stars to appear on the show.

Joey Logano was the first to appear in the studio. The hosts recalled his record-breaking achievements and discussed key moments of his career. For audiences unfamiliar with oval track racing, it served as an informal introduction to NASCAR through the format of relaxed conversation.

The Wheel of Fortune format remains one of the most recognizable television products in the world. The wheel-spinning mechanic has long moved beyond the TV screen and into the digital space, where live game shows attract audiences in the millions. As noted by the authors at https://livegameshows.org/, many game shows command enormous audiences and are well-positioned to invite well-known drivers and other celebrities. It is precisely this mass reach that makes such appearances mutually beneficial: the show gains a high-profile guest, while the athlete reaches viewers who might otherwise never have learned their name.

Shortly after, Kyle Busch — one of the most decorated drivers in the history of the series — appeared as a guest on the show. In addition to discussing his professional career, the conversation touched on family matters. Busch spoke about racing against his son Brexton, adding a warm, personal dimension to the veteran driver's public image. Both appearances demonstrated that NASCAR stars can fit naturally into a studio entertainment format and capture the attention of viewers who would normally change the channel at the sight of a racing broadcast.

Justin Allgaier tries his hand at acting

NASCAR driver Justin Allgaier took his television experiment even further. In 2026, he made his acting debut in the drama series Wild Cards on The CW, playing himself. The cameo became an example of a new format for athletes' presence in the media landscape.

While appearing on game shows requires little more than showing up as a celebrity, working on a scripted series demands at least a basic level of acting ability and integration into a scripted narrative. Allgaier effectively marked the next step — the transition of drivers from entertainment television into scripted film and television.

How racing is moving beyond the track

All of the cases described above share a common logic. Entertainment formats give athletes access to audiences that have never watched a Grand Prix or an oval track race. For the drivers themselves, it means additional media exposure and an opportunity to present themselves outside the helmet and race suit. For viewers, such appearances become a window into the human side of motorsport — whether through the humor of a Japanese game show, a studio conversation about family rivalry, or an unexpected cameo in a prime time series.