"NASCAR has a problem: its fans are getting older. Nielsen data in 2017 placed the median age of a NASCAR viewer at 58. This was one of the oldest among major U.S. sports. Meanwhile, younger audiences continue drifting toward creators, esports, and streaming platforms. While the sanctioning body has acknowledged the issue for years, its modernization efforts have struggled to keep pace with cultural shifts. Now, the NASCAR Cup Series is preparing a significant step that could redefine its connection with the next generation."
"Since joining the sanctioning body in 2019, Ben Kennedy, NASCAR's senior VP of racing development and strategy, has been a key figure. He's led initiatives like the Chicago Street Race and the Clash at the Coliseum. These were bold experiments designed to capture mainstream attention. Yet even these high-profile innovations highlight the magnitude of the challenge. A younger audience consumes sports differently, prioritizing digital-first storytelling and creator-driven content over traditional broadcasts."
NASCAR faces an aging fan base, with Nielsen data from 2017 showing a median viewer age of 58, while younger audiences move toward creators, esports, and streaming. Modernization efforts have lagged despite long-standing recognition of the problem. Ben Kennedy, NASCAR's senior VP of racing development and strategy since 2019, has led bold experiments such as the Chicago Street Race and the Clash at the Coliseum to capture mainstream attention. In 2025, NASCAR engaged Night Advisory, an agency tied to creator management, to overhaul social media strategy and activate creators at marquee events including the Daytona 500.
Read at EssentiallySports
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