Autosport Business Exchange in New York Explores Future of Racing Growth
The Autosport Business Exchange (ABX) took place in New York City on October 21, 2026, bringing together prominent figures from motorsport, business, and brands at the Manhattan Motorcars showroom. This event aimed to explore the growth of racing in the United States, coinciding with the upcoming Formula 1 United States Grand Prix and the conclusion of the NASCAR season.
Christian Horner, the former Team Principal of Red Bull Racing, was a key speaker, sharing insights from his career and discussing the evolving landscape of motorsport. He noted his absence from racing events since leaving Red Bull 15 months ago and emphasized the potential for Formula 1 to enhance viewer engagement through improved analysis and strategy. Horner also expressed a willingness to return to F1 if the right opportunity arose.
Other notable discussions included Chase Carey, former Chairman of Formula 1, who reflected on the sport's transformation under Liberty Media's ownership and the importance of storytelling in engaging fans. Jimmie Johnson, a seven-time NASCAR champion, highlighted the need for better storytelling to enhance NASCAR's brand perception. The event featured various panels addressing the intersection of fandom, branding, and capital in shaping the future of racing in America.
