Even NASCAR can’t escape the future.
is being revived by a burst of creativity. From dirt covering Bristol’s concrete and an oval inside the Los Angeles Memorial Coliseum to the announcement of the first NASCAR street-circuit race next year in Chicago, a staggering amount of change has already occurred. New cars, new rules, and a whole new corporate structure indicate that the pace of this evolution is unlikely to slow soon.
That NASCAR’s popularity has waned since the Nineties is obvious. Seats have been ripped out of speedways, TV ratings have dropped, and the retirement of fan favorites like Tony Stewart, Dale Earnhardt Jr., and Jeff Gordon has knocked down star power. But NASCAR is still a significant draw in a sports and media environment that’s simultaneously fractured and ripe with opportunity.
“The car has been tremendous,” says Kennedy. “One, the cars that are on the racetrack on Sunday look a lot more like the production cars that we see on the streets. The Camaro looks much more like a Camaro, the Mustang looks much like a Mustang, and the same thing for the Camry. Whether it’s the body styling or the 18-inch wheels, when you look at these cars on the ground, they look like supercars.
Actually, that number is correct at the time of our interview in late July. This year’s list of winners includes first-timers Austin Cindric in the Daytona 500, Chase Briscoe at Phoenix, Ross Chastain at Circuit of the Americas, Tyler Reddick at Road America, and Daniel Suárez on the Sonoma road course. While the new car gets credit, it’s also apparent that a new generation of driving talent has emerged.
“They’ve done a really good job on content and innovation—introducing new cars, introducing new tracks like a Miami or Las Vegas. Those are in our own silo of things we’re thinking about, whether it’s going to a new venue like the Los Angeles Coliseum or the Chicago street course or creating new vehicles like the Next Gen car. We will have our own series that’s going to come out this year on USA and Peacock.
NASCAR’s TV contracts will be up for renewal after the 2024 season, and with new rich players like Amazon, Apple, and Netflix in the mix, it will be unlike any previous broadcast package. Meanwhile, the Cup Series still lacks a title sponsor.
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