NASCAR, an emblem of America’s motorsport heritage, is currently at a critical juncture. Despite being steeped in a rich past full of fierce rivalries, high-stakes races, and a dedicated fan base, the sport is grappling with a pressing issue – attracting younger audiences. Unlike its counterparts like the NFL or Formula 1, NASCAR seems to be lagging in adapting to the evolving media consumption habits of newer generations.
One of the rising stars in motorsports, Connor Zilisch, an 18-year-old prodigy backed by Red Bull, recently voiced concerns over NASCAR’s inability to resonate with the younger audience. Unlike veteran drivers who have seen the sport’s evolution over the years, Zilisch represents the demographic NASCAR needs to captivate to ensure its future sustainability.
Zilisch stressed the need to engage the younger fans, remarking, “This fan base, if you look at it, it’s a lot of people who have been watching the sport for a long time, and it’s harder to bring younger fans in. Some of the ads you watch, it doesn’t catch the eye of a kid or a teenager.” He further lauded the efforts of Ben Kennedy, NASCAR’s senior vice president, in striving to reinvigorate the sport.
Zilisch’s remarks underscore NASCAR’s primary challenge – its dependency on an older audience. The sport needs to make stock car racing attractive to Gen Z and younger millennials, whose content consumption habits differ markedly from earlier generations. Despite having gifted drivers like Kyle Larson, Chase Elliott, and Christopher Bell, NASCAR has not yet figured out how to draw more viewers to its sport.
Another challenge NASCAR faces is the lack of global recognition for its drivers. Unlike Formula 1, where drivers like Lewis Hamilton and Max Verstappen are global icons, NASCAR’s top drivers lack mainstream appeal beyond its core fan base. Zilisch considers this one of NASCAR’s biggest missed opportunities. He asserted that the sport needs to create more stars and give them compelling storylines, adding that the Netflix show was a step in the right direction.
Formula 1’s ‘Drive to Survive’ is a testament to how effective storytelling can boost a sport’s popularity. The Netflix docuseries didn’t just focus on F1 races – it provided fans with behind-the-scenes drama, rivalries, and insights into the personal lives of the drivers. This led to a surge in F1’s fan base, particularly in the US, where NASCAR once reigned supreme in motorsport popularity.
NASCAR’s attempt to replicate this success with ‘Race for the Championship’ in 2022 didn’t make much of an impact, largely due to its outdated marketing approach. Compared to ‘Drive to Survive,’ NASCAR failed to deliver the authenticity, drama, and raw emotions fans crave.
Furthermore, NASCAR’s social media presence pales in comparison to other sports. F1 drivers like Lando Norris, Charles Leclerc, and George Russell interact with fans through Twitch streams, Instagram live sessions, and TikTok clips, making them feel more relatable. In contrast, NASCAR still adheres to a traditional PR-driven media approach, which feels outmoded in a world where direct-to-fan content rules.
Victoria’s Secret model and ARCA driver Toni Breidinger has demonstrated how a strong social media presence can elevate a driver’s profile. Her modeling career and racing journey have brought attention to NASCAR from audiences who wouldn’t typically follow the sport. Her influence underscores that NASCAR drivers can reach new demographics with the right marketing approach.
NASCAR has started to recognize the media consumption shift and is making strides toward digital expansion. Starting in 2025, NASCAR will stream races on Amazon Prime Video and Max (formerly HBO Max), a significant move toward engaging younger, cord-cutting viewers. However, NASCAR’s digital content strategy needs to extend beyond merely broadcasting races on streaming platforms.
Engagement thrives on continuous, interactive content. While the NFL and NBA dominate social media with game highlights, behind-the-scenes footage, and player-driven content, NASCAR has been slow to adopt this approach. NASCAR needs to replicate the impact it once had with big commercials, like Jeff Gordon with Pepsi, Dale Jr. with Budweiser, and Michael Waltrip’s collaboration with NAPA, on social media and new-age media platforms.
As NASCAR embarks on an International race weekend in Mexico City, more opportunities are lining up for NASCAR to reclaim its former glory. But the responsibility doesn’t stop with the sanctioning body – drivers like Connor Zilisch, Rajah Caruth, Chase Elliott, Carson Hocevar, and Christopher Bell can play a crucial role in reshaping NASCAR’s brand identity. In the end, as the adage goes, “It takes two to tango,” perfectly encapsulates NASCAR’s current predicament.
