Sports Geek - A look into the world of Sports Marketing, Sports Business and Digital Marketing Simplifying the Fan Journey with Technology - Bianca Gonzalez-Schulte, NASCAR
Feb 25, 2026
Bianca Gonzalez-Schulte, Director of Interactive Applications at NASCAR, leads digital products, track sites and on-site fan tech. She discusses managing 14+ track websites, digital signage and crowd-flow analytics. She covers app vs signage tradeoffs, QR and LLM trials, and designing a Disney-like, story-driven fan journey for seamless in-venue experiences.
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Volunteer Across Teams To Expand Your Role
- Do volunteer across disciplines and build internal relationships to expand career opportunities.
- Bianca progressed by helping with chatbot translations and collaborating beyond her formal role, which led to new responsibilities.
Onsite Fan Help Revealed A Dead Zone
- Bianca discovered a major venue dead zone while escorting a partner at the Daytona 500 and personally guided fans to their destination.
- That moment underlined how on-site customer service reveals gaps you can't spot from desk planning alone.
Interactive Team Runs Product And Integration
- The interactive applications team owns product, vendor selection, and customer touchpoints across 13 track websites and event channels.
- That scope makes the team both the UX/product lead and the integrator for personalization tied to data warehouse insights.