3 key steps NASCAR is taking to grow its fan base

NASCAR, the National Association for Stock Car Auto Racing, started post-WWII as an organized way for stock car racing competitions. Presently, the stock car racing sport hosts races in multiple locations across North America. It boasted an average television viewing audience of 3.85 million viewers in 2024, according to Statista.

However, the sport is facing declining popularity, thanks to a change in demographics, technology, and overall interests. To combat this, there are multiple ways in which the sport is taking steps to grow its fanbase, at home in the US and internationally.

Here, we look at three such steps that NASCAR has taken recently.

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#3 Increasing diversity and inclusion in NASCAR

Bubba Wallace signs autographs for fans before the Shriners Children's 500 at Phoenix Raceway - Source: Imagn

In 2020, driver Bubba Wallace pushed for a ban against Confederate flags at the tracks, a move supported by the NASCAR CEO and chairman Bill France, who agreed that the flags were offensive. This, combined with Drive For Diversity, a program to have minorities included at every level of the sport, drivers, crew, and employees, helps to improve diversity in the sport.

By creating a sporting environment that champions diversity and inclusion, NASCAR will hope that the incresingly diverse population of the US will be more drawn to the sport, along with audiences from across the world keen on getting into stock car racing.

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#2 Partnering with Netflix

The NASCAR Netflix docuseries, titled "NASCAR: Full Speed", came out in January at the beginning of the year just before the Cup Series season began. Like the successful "Drive to Survive" show did for Formula 1, "Full Speed" gives viewers a glimpse into what goes on behind the scenes in NASCAR.

Drivers such as Kyle Blaney, Joey Logano, Kyle Larson, and others, were featured during the show's first season. This way, audiences worldwide get a more in-depth look at the championship, especially younger audiences that may prefer streaming content over traditional television.

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#1 Social Media to connect with the fans

Cup Series driver Kyle Busch does a social media post during media day at Daytona International Speedway. - Source: Imagn

Another way that NASCAR is growing its presence is through the use of social media and the internet. Programs like eNASCAR provide a platform for racing, gaming, and esports to come together, helping fans to engage with the sport better.

Furthermore, the drivers' use of social media has helped the sport garner more attention. Drivers like Bubba Wallace and Chase Elliot, with their 503,000 followers and 491,000 followers respectively, have been active social media users who have helped the cause. Female drivers like Toni Breidinger & Hailie Deegan who are also associated with the sport are similar stars on social media with huge fan followings.