David Brown

But Liberty Media has since taken control.

It's already forced Eccleston out.

Now, it's ready to launch a fresh push into the previously indifferent US market.

And NASCAR is watching all of this with growing unease.

For decades, it dominated American motorsport.

But its owners, the France family, are facing a twin threat.

Formula One's new ambitions and an aging fan base at home.

For years, the two championships coexisted.

NASCAR ruled the U.S., Formula One, the rest of the world.

But that balance is starting to shift.

And now, they're on a collision course.

This is Episode 3, Land of Liberty.

By the late 2010s, NASCAR finds itself in increasingly uncomfortable territory.

Its television ratings are sliding, track attendance is shrinking, and the sports leadership is struggling to answer a difficult question.

How do you grow beyond an aging core audience without alienating the fans who have sustained NASCAR for generations?

The problem isn't new.

Back in 2004, NASCAR CEO Brian France tried to shake things up by introducing the Chase for the Cup, a 10-race shootout to decide the championship.

The change added late season drama and gave TV ratings a bump.

But the boost didn't last.

Ten years later, with few fresh ideas circulating, France returns to the same playbook.