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TikTok Ban Looming: What It Means for NASCAR’s Gen Z Appeal and Driver Sponsorships

Publisher by Publisher
January 21, 2025
in Motorsports
Reading Time: 4 mins read
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TikTok Ban Looming: What It Means for NASCAR’s Gen Z Appeal and Driver Sponsorships

A TikTok logo is displayed at the entrance of the company's temporary stand ahead of the World Economic Forum (WEF) in Davos, Switzerland January 18, 2025. REUTERS/Yves Herman

TikTok’s potential ban in the U.S. could spell disaster for NASCAR’s growing momentum among Gen Z fans and its drivers’ ability to attract sponsorships. In recent years, NASCAR leaned heavily on TikTok to rejuvenate its appeal with younger audiences, a demographic essential for the sport’s future. A ban on the popular platform might undo years of strategic effort and throw a wrench in the sport’s marketing and sponsorship ecosystem.


TikTok’s Role in NASCAR’s Resurgence

After struggling with declining popularity for years, NASCAR found new life by embracing social media platforms like TikTok, which became a hub for Gen Z engagement. The platform’s short-form, entertaining content allowed NASCAR to:

  1. Expand Its Reach: The sport’s official TikTok account has amassed 2.6 million followers and over 59 million likes. This reach is crucial in capturing younger fans who might otherwise overlook NASCAR.
  2. Foster Driver Engagement: TikTok enabled drivers to connect with fans in a more personal and creative way, often breaking down the traditional barriers of professional sports.
  3. Secure Sponsorships: Drivers leveraged TikTok’s popularity to build personal brands, which played a direct role in attracting sponsorships vital to their careers.

Drivers at Risk

Some of NASCAR’s rising stars owe much of their success to TikTok.

  • Toni Breidinger: With 2.3 million followers, Breidinger’s digital presence helped secure a full-time Truck Series seat for Tricon Garage in 2025.
  • Hailie Deegan: Her 3.2 million TikTok followers, combined with YouTube’s 583,000 subscribers, make her a sponsorship magnet, further propelling her career.
  • Ryan Vargas: Known as NASCAR’s “TikTok Guy,” Vargas landed his first sponsorship deal for six races directly through TikTok. His platform visibility has opened doors to collaborations with high-profile figures like the Fittipaldi brothers.

Other drivers, like Kyle Weatherman and Anthony Alfredo, have also built considerable followings on TikTok, but they struggle to replicate the same success on platforms like Instagram or X. If TikTok disappears, so does their primary avenue for fan engagement and sponsorship discovery.


What’s at Stake for NASCAR?

  1. Sponsorship Deals: NASCAR’s sponsorship ecosystem depends on drivers’ ability to market themselves. TikTok’s unique engagement metrics have become a key selling point, particularly for younger drivers looking to secure funding. A ban would leave drivers scrambling to rebuild their digital presence elsewhere.
  2. Gen Z Engagement: NASCAR’s appeal to Gen Z is fragile, and TikTok has been the cornerstone of its strategy. While Instagram Reels and YouTube Shorts offer alternatives, they lack TikTok’s cultural significance and hyper-viral potential, making it unlikely to fully replace TikTok’s role.
  3. Marketing and Visibility: NASCAR’s ability to attract new fans depends on its drivers’ and teams’ creative marketing efforts. TikTok’s bite-sized videos make the sport accessible to those who may not traditionally watch races. Without this, NASCAR risks losing relevance among younger audiences.

Can NASCAR Adapt?

While a TikTok ban poses a significant threat, there are potential pivots the organization and its drivers could explore:

  • Diversify Platforms: Focusing on Instagram Reels, YouTube Shorts, and Twitch could help drivers and teams maintain fan engagement. While these platforms don’t replicate TikTok’s viral culture, they offer alternatives to grow a following.
  • Invest in Content Creation: NASCAR could ramp up content production for platforms like YouTube, creating mini-docuseries or behind-the-scenes content to fill the void.
  • Strengthen Fan Engagement on X: Though lagging in Gen Z adoption, X’s real-time updates and conversational approach could still be a useful tool for drivers to connect with fans.
  • Leverage NASCAR’s Platform: The organization can build its own digital ecosystem, perhaps through a dedicated app or enhanced website features, to give drivers a space to engage with fans directly.

What Happens Next?

A TikTok ban would undoubtedly be a setback for NASCAR’s momentum with younger fans, but the sport’s adaptability and willingness to embrace change have always been its strengths. Drivers and teams must quickly shift focus to alternative platforms and ensure that the hard-won progress made with Gen Z audiences isn’t lost.

The question remains: Can NASCAR and its drivers maintain their traction without TikTok, or will the loss of this platform derail its efforts to attract a younger, tech-savvy audience? One thing is clear—drivers like Ryan Vargas, Toni Breidinger, and Hailie Deegan will be at the forefront of this battle to preserve their brands in a post-TikTok world.

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