In a bold and thought-provoking critique of NASCAR’s current landscape, 2012 NASCAR Cup Series champion Brad Keselowski has called out the sport’s Original Equipment Manufacturers (OEMs) for putting too much money into the technical side of the sport and neglecting the all-important realm of marketing and branding. Chevy, Toyota, and Ford have been vital to NASCAR’s growth over the past two decades, but Keselowski believes their current approach misses the mark.
Keselowski: “Bring back the glory days of racing commercials”
Appearing on Business and Motorsports with… alongside JR Motorsports co-owner Dale Earnhardt Jr., Keselowski didn’t hold back, lamenting the absence of marketing campaigns that once brought drivers and manufacturers into the spotlight.
“I’d like to see the OEMs be less technical in the sport in the nature of their support and significantly more marketing and branding involved,” Keselowski said. “I miss the days of turning on the race and seeing a Chevy and a Ford commercial.”
His nostalgia is rooted in a bygone era when racing fans would see drivers starring in prime-time commercials, seamlessly blending competition with brand storytelling. According to Keselowski, this synergy between racing icons and OEMs made NASCAR more relatable and marketable to fans.
Where’s the driver-OEM connection?
Keselowski expressed frustration at the lack of drivers in modern marketing campaigns, despite the fact that OEMs are pumping more money into NASCAR than ever before.
“You just don’t see ’em,” Keselowski said. “OEMs are spending more now on NASCAR than they ever have—it’s not even close. But it’s going increasingly to the technical side.”
While technical advancements are crucial for performance and competition, Keselowski argues that marketing investments would have a more significant long-term impact on the sport’s growth and visibility.
A call to action: Shift spending to marketing
Keselowski made a direct appeal to the NASCAR community, urging stakeholders to advocate for a reallocation of resources.
“For NASCAR, it’s very important that we find a way to move the OEM spend out of the technical realm and into the marketing realm of our sport,” Keselowski emphasized.
His vision is clear: drivers should once again be the faces of brand campaigns, as this strategy benefits everyone—OEMs gain greater brand recognition, NASCAR secures a broader fan base, and drivers solidify their star power.
Why Keselowski’s vision makes sense
Keselowski’s comments echo a widespread sentiment among longtime NASCAR fans who fondly remember an era when stars like Jeff Gordon, Dale Earnhardt Sr., and Tony Stewart weren’t just racers—they were household names thanks to high-profile marketing campaigns.
The shift Keselowski advocates for could revitalize NASCAR’s cultural relevance, particularly with younger audiences who are drawn to personality-driven narratives.
A blueprint for the future
Keselowski’s critique comes at a pivotal moment for NASCAR, which has been working to expand its reach through initiatives like street races and streaming deals. A renewed emphasis on marketing that puts drivers at the forefront could be the next step in reestablishing NASCAR as a dominant force in American sports entertainment.
