The racing was great, the crowd n ot so much. 2025 was the polar opposite of last year. it will take more than great racing to bring back attendance. Iowa’s doubleheader lacked several ingredients for success.
Promotion seemed nonexistent. I purchased a ticket for the 2024 race, but i did not receive a renewal email. Renewals should be the first line of building track attendance. Sure, not everyone will renew, but at least there is a baseline to work from.
Niche sponsor. I appreciate Sukup stepping up to sponsor this year’s event. The company has been affiliated with Iowa Speedway since the track opened. The main question I received from readers and friends was, “What is Sukup?”
The agricultural storage manufacturer is an Iowa based company, which has been a trademark of IndyCar at Iowa from Ethanol to Hy-Vee, local sponsorship has been a staple of the races here.
Sukup is n t a direct to consumer company, and I believe most fans didn’t see a connection to their lives. There were no opportunities to win tickets, or any product giveaways.
Bad racing in 2024. Last year produced two processional races with minimal passing and little drama which left many fans with a negative feeling toward Iowa. I had not planned to go until after i saw how good the race at World Wide Technology Raceway turned out.
Last year’s ticket prices were not worth the show the fans received. Many stayed home because of 2024.
What can be done? I have seen several good suggestions for Iowa in 2026. They run from heat braces leading to a main event to a mid-week race. I really like the heat race idea, although that was tried once, but the drivers weren’t thrilled about it.
A mid-week race might improve television ratings, but I cannot see where it helps attendance.
What is needed to help draw fans is to make the race weekend an event. The concerts were a great idea, but four concerts over two days was a bit much. A prequalifying concert and a post-race concert would likely work better, if ticket prices could be kept reasonable.
The race needs to be a minimum of 300 laps, and it needs to be on a Saturday night. Green flag should be at a time where at least the fin al hour of the race is under the lights.
IndyCar needs Iowa on its schedule. The action is nonstop, cars are always in traffic, and the strategy games are intriguing. It is a track that takes the series as far back to its roots as possible without going to a dirt track.
I would not be sad to see the double header disappear, but one race at iowa, presented and marketed properly, should be a big draw.








