NASCAR has opened a new legal fight against unidentified online sellers accused of using its trademarks on counterfeit merchandise. The NASCAR trademark infringement lawsuit was filed in the U.S. District Court for the Western District of North Carolina on July 27, 2026. It alleges that foreign-based businesses and individuals operated a coordinated network of online stores selling unauthorised NASCAR-branded products to American consumers.
The case is formally titled National Association for Stock Car Auto Racing, LLC v. The Individuals, Corporations, Limited Liability Companies, Partnerships, and Unincorporated Associations Identified on Schedule A to the Complaint. Its case number is 3:26-cv-00602-KDB-DCK.
Defendants Have Not Been Publicly Identified
The defendants are identified only through a confidential “Schedule A.” That document, along with screenshots of the allegedly infringing products, has been removed from the public docket.
NASCAR says online counterfeit sellers often close accounts, transfer money and reopen under new names after learning that legal action has begun. The complaint describes the defendants as foreign-based operators using seller aliases, fabricated business names and addresses that may not correspond to real locations.
These statements remain allegations. The court has not ruled that any defendant infringed NASCAR’s trademarks, and public records do not yet contain responses from the accused sellers.
What NASCAR Claims the Sellers Did
According to the complaint, the sellers offered unauthorised goods bearing NASCAR trademarks through websites and online marketplaces. The products allegedly competed with officially licensed merchandise, including clothing, caps, jackets, die-cast vehicles, collectibles, flags, drinkware and toys.
NASCAR claims some listings were designed to look like legitimate stores selling authorised products. It also alleges that sellers sometimes blurred NASCAR marks in product images to avoid detection while continuing to use them in listing titles, descriptions or on the products.
The organisation further alleges that the sellers used multiple payment accounts, aliases and offshore bank accounts to conceal their identities and move proceeds beyond the reach of U.S. courts. Similar products, sales patterns and design features allegedly indicate coordinated activity rather than isolated infringement.
Trademark and Unfair Competition Claims
The complaint brings two main claims under the federal Lanham Act. The first is trademark infringement and counterfeiting under Section 32, which protects registered trademarks against unauthorised commercial use likely to cause confusion.
The second alleges false designation of origin, passing off and unfair competition under Section 43(a). NASCAR argues that consumers may wrongly believe the disputed merchandise was made, approved, sponsored or licensed by the organisation.
The lawsuit identifies NASCAR trademark registration numbers 1,908,112, 5,388,088, 5,578,788 and 6,196,869. They cover goods and services including apparel, accessories, collectibles and motorsports entertainment.
What NASCAR Wants From the Court
NASCAR is seeking temporary, preliminary and permanent injunctions preventing the defendants from selling, advertising, shipping or distributing the disputed products. It also wants online marketplaces, social-media platforms, search engines, web hosts and domain registrars to disable connected accounts, remove advertisements and prevent the storefronts from appearing in search results.
For monetary relief, NASCAR asks for the sellers’ profits and compensation for its alleged losses. It also requests enhanced damages of up to three times the amount awarded if legally justified.
Alternatively, NASCAR seeks statutory damages from $1,000 to $200,000 for each counterfeit mark used for each type of goods or services. If willful counterfeiting is proved, that amount could reach $2 million per counterfeit mark per type of goods or services. NASCAR also seeks legal fees and costs.
Current Status of the NASCAR Lawsuit
The case has been assigned to U.S. District Judge Kenneth D. Bell. It remains at an early stage, and no final finding of infringement or damages has been made.
NASCAR has pursued similar “Schedule A” litigation elsewhere. In a separate New York case filed earlier in 2026, a federal judge issued a preliminary injunction restricting identified online sellers from dealing in allegedly infringing NASCAR products. That order was temporary and specific to the New York action.
The North Carolina case shows NASCAR taking a broad enforcement approach against online counterfeiting. Its outcome will depend on whether NASCAR can identify the sellers, establish jurisdiction, prove infringement and recover assets connected to the disputed stores.