NASCAR CEO Steve O’Donnell: ‘Sponsorship Is Coming Back to the Sport’

At the Front Office Sports Tuned In summit, O’Donnell spoke at length about NASCAR’s latest promotional efforts, including its playoff “swear jar.” NASCAR is embracing drivers’ colorful language during its 10-race postseason, which began Labor Day weekend and runs through November 8. For every expletive dropped on driver radio communications, the Cup Series is donating $5 to a virtual swear jar . Fans can predict the top curses and final total for a chance to win all the money in the jar; over six races, the bounty is close to $6,000.