Declining TV numbers, struggling attendance figures, and gimmicks that miss the mark. It’s been a rough decade and a half for NASCAR as a sport.
The common perception is that NASCAR turned its back on its “everyday American” style of fan to make an attempt at catering to the rich and powerful socialites of the world.
Following a dramatic off season with a blockbuster lawsuit between teams and the sport, led by Michael Jordan, it seems that NASCAR may finally be moving in the right direction. It seems to have found its ‘brand’ and ‘identity’ again.
NASCAR, in an ad released on Super Bowl Sunday has returned to its brand image being one that is loud, obnoxious and rowdy. Scott Eastwood and Marshawn Lynch were featured in a commercial that also included drivers Bubba Wallace, reigning champion Kyle Larson, and Carson Hocevar. Eastwood affirms that NASCAR doesn’t come from “royalty” but instead “bootleggers and barn burners”. NASCAR promotes itself as a “place to let loose” with “a seat waiting [and] coolers full”.
Shotgunned beers, donuts, burnouts, fireworks, fighter jets, more shotgunned beers, flamethrowers, and oh even a little bit of Lynyrd Skynyrd. It feels like this commercial hit all the right notes.
Now using the slogan “Can We Getta HELL YEAH”. NASCAR will attempt a Guinness World Record for the title of “World’s Loudest Billboard” in Times Square with a V8 engine mounted to a billboard.
With the Daytona 500 on the horizon this weekend, a new shift in marketing and brand identity, and NASCAR appealing willing to lean into stereotypes they previously avoided like the plague… we could be in the early stages of a great American comeback story.
The Great American Race will air on FOX this Sunday. On WNSP, Tommy Praytor’s Inside Alabama Racing returns for Season 28 this Wednesday at 6pm and will be available for playback on Spotify.
