Is This the Revival of NASCAR?

Weeks ago, I chatted with my dad as the Sunday NASCAR race played on his living room TV.

I stopped and asked him what drivers were still racing, and to no surprise, I only recognized 3-4 names on the screen.

I haven’t tuned into a race since I was about 10-12 years old, and it wasn’t necessarily by choice but because my family was watching it.

I do wear the occasional old race tee that I’ve snagged from my Grandpa’s collection, not because of my fandom, but because it’s vintage. 

I bartend part-time, and outside of a few customers, no one requests the races to play on the TVs.

All of these things got me thinking:

Is NASCAR a dying sport?

Talk about eating my own words because that next week, I saw influencers I follow going to and posting multiple NASCAR events.

So, my real question is: Is this the revival of NASCAR?

According to Statista data, the average NASCAR viewership in 2024 is the highest that it has been since 2017 and exceeds last year’s viewership by around 35%. And, to my surprise, the fanbase skews younger than I expected, with 57% of the fanbase falling between 18 – 44 years of age.

Here’s what NASCAR is doing to capture the hearts of both longtime fans and a new generation eager for excitement on and off the track. And a few of my opinions, of course.

Beyond the Track

These days, fans want more than just the race, they want an unforgettable experience. NASCAR is catching onto this demand, offering fans more ways to enhance their race day experience. For some, that means getting closer to the action with pre-race concerts, branded VIP lounges or other upgrades that make race day feel like an event of a lifetime.

Fresh Faces

Sponsorships have evolved, extending far beyond the cars on the track. It now spans from VIP lounges to race day events, race days, NASCAR official partners and cutting-edge tech that powers race teams. With these changes come fresh opportunities for brands to connect with fans in exciting new ways.

Here are a few driver sponsorships that felt fresher than others (in my opinion):

• Sunny D: This car might catch the attention of children watching and drive more interest from this untapped audience. Though, let’s be real—how many parents are still giving their kids this sugar bomb? It’s probably more about the nostalgia for Millennials and older members of Gen Z sipping the SunnyD vodka seltzers.
• Celsius: Tapping into the active lifestyle trend, Celsius is an energy drink all about fitness and endurance and is perfect for a sport that pushes limits.
• Body Armor: Focused on hydration and performance, Body Armor speaks to the athletic nature of racing and also promotes an active lifestyle.
• Dollar Tree/Family Dollar: Affordable and accessible, these brands tap into a broad demographic, making racing feel more inclusive for all fans.

My Top Picks for Future NASCAR Driver Sponsors:

• e.l.f.: An e.l.f. car wrapped in bright, bold colors and a NASCAR-themed eyeshadow palette? Sign me up.
• poppi: This trendy prebiotic soda could tap into the wellness crowd, bringing a fresh and fizzy vibe to race day.
• YETI: Tailgating and NASCAR go hand in hand, and YETI’s rugged, outdoor gear fits perfectly with the fans who love camping out for the weekend.

Revving Up Their Online Presence

NASCAR is partnering with influencers, and it’s paying off. They’re attending races, sharing their experiences, creating buzz online and helping bridge the gap between NASCAR and a younger, more digitally savvy audience. These partnerships are driving new interest and making NASCAR events feel fresh and relevant.

Plus, many race drivers have upped their social media presence, turning their personal brands into powerful marketing tools. They’re posting behind-the-scenes glimpses, race day moments and even their off-the-track lives, allowing them to further connect with their fans.

Driving the Next Generation of Fans

NASCAR currently has some presence in the gaming space. However, the popularity of gaming presents an opportunity for NASCAR to capture and interact with a younger audience by diving into gaming platforms like Twitch or Roblox, turning race days into something this younger audience enjoys on platforms they’re spending time on.

In the future, NASCAR could explore in-car gaming opportunities by partnering with automotive brands and their gaming partners as self-driving tech advances. With future tech trends leaning toward autonomous vehicles, NASCAR could position itself at the forefront of in-car entertainment as drivers find new ways to stay entertained on the road.

The Finish Line

So, is NASCAR making a comeback? If you asked me a few weeks ago, I would have said no way. But now, with rising viewership, younger fans and fresh partnerships, it’s clear that NASCAR is evolving to meet the moment.

NASCAR isn’t just keeping up—it’s laying the track for a whole new era.