Becoming a top-tier racing driver is not just about mastering the intricacies of the sport, such as race craft and car control—it's also a major financial undertaking, turning one young driver into as much marketing diva as a track devil.
At 15 years old and with serious racing achievements already under his belt, Asad Nikadambaev is discovering that becoming a pro racer means building his own brand, through developing a slick social media presence that he hopes will attract the sponsorship he needs to fund his way up the ladder.
Costs of competing at higher level are formidable. Odil Nikadambaev, Asad's father, told Newsweek he was quoted a figure of up to $350,000 for the 2027 season—and that's before getting to and from races, lodgings and any crash damage. It's a far cry from the $25-$50 to hire a go-kart for the day when Asad was 10.
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"Most families can’t afford that. Neither can we. At that point we need to look for partners. We need to look for brands and companies to collaborate with so that we can make it through USF Juniors," Nikadambaev said in emailed comments, referring to the gateway competition level for young drivers seeking to turn pro.
Asad’s story shines a light on the nexus of sports and business and the marketing acumen often required of aspiring athletes who need to find their own sources of funding. But it also raises important questions when athletes—especially minors—seek online exposure, with studies revealing high instances of online abuse and predatory behavior directed at them.
Launching his social media presence in January, Asad now has more than 60,000 subscribers to his YouTube channel, with one of his most viral short videos racking up over 10 million views. He hopes those viral videos will attract the sponsors that will help fund the substantial costs, including a car, maintenance, a team, engineers, testing, tires, and travel.
Making the Leap from Aspiring Driver to Pro Racer
Asad's breakthrough came earlier this year in the Hoosier Racing Tire SCCA Super Tour at Buttonwillow Raceway Park in California. Driving in a Spec Racer Ford Gen3—a fast closed-wheel vehicle with a top speed of 150 miles per hour—Asad stunned the crowd by beating a slew of national champions to secure first place.
The Sports Car Club of America (SCCA), which sanctions the Spec Racer Ford series, offers an entry path for drivers seeking to move up the ranking. For Asad the next goal is competing in the USF Juniors that uses the more powerful Tatuus JR-23, an open-wheel racing car that serves as an entry into Formula One or IndyCar racing, Asad's ultimate goal.
"This honestly means so much. Me, my dad, my entire family, we’ve been sacrificing so much to get to this point already, and we’re already planning to sacrifice so much more just to get to the top of motor sport," Asad said in written comments.
Asad's approach reflects a deeper shift in professional sports marketing. Previously sports sponsorship meant brand placement. These days sponsors increasingly want to access communities, compelling stories, and authentic content that resonates with fans and creates positive brand associations, according to Tom Potter, chief executive of Rush Group, a sports and entertainment marketing firm.
"Raising the sponsorship required to compete at USF2000 level and beyond is extremely difficult, and for even the most talented drivers the commercial hurdle can be as challenging as the sporting one," Potter told Newsweek by email.
"In today's environment, building a personal brand is becoming an increasingly important part of a young driver's career development, and Asad's approach reflects that reality. "
Although a team will always prioritize talent, results and performance, when there are two drivers of comparable ability, the one with greater fan reach and proven marketing ability will have a considerable advantage, Potter said. However, the online environment does come with risks, potentially opening up athletes to online harassment, especially concerning for minors.
Professor Andrea Geurin at New York University's SPS Tisch Institute for Global Sport has conducted research into online abuse suffered by athletes, including a large-scale project focusing on Olympic athletes. Guerin believes that while new generations of athletes take to social media naturally, more needs to be done by teams, leagues and governing bodies.
"I conducted a research study on U.S. sport national governing bodies to understand if they were educating their younger athletes aged approximately 13-18 about these issues and found that very few were doing so," Guerin told Newsweek in emailed comments.
For now, Asad's father manages his social media accounts and uses tools to sift out any unwanted activity. That allows Asad to focus on racing and, increasingly these days, content creation and marketing.
Contact Newsweek editor on this story: Mike Hirst.