How EssentiallySports is Redefining NASCAR with Its Famed Sub-Brand ‘Lucky Dog On Track’

“The Decline Of NASCAR,” were the exact words as part of headlines of many top media houses and the sporting community as a whole just a few years back. NASCAR was seen by many as lacking the excitement to captivate younger fans and predicted its eventual decline. Moreover, considering the surge in F1’s appeal, it further reinforced belief in these realms. The one thing that people did not count on though, was the loyalty of the NASCAR fan and how EssentiallySports continues to seek in its journey to bring that to light.

In the last 4 years, EssentiallySports has been able to gain a loyal audience for its NASCAR content due to exclusive coverage, claimed to be amongst the best in the world. And today the EssentiallySports website garners more traction than the NASCAR official website. Yes, you read that right. At ES, we have catered to every need of the NASCAR fan and from top-notch pieces on several top drivers to Fancast episodes, we have strived to provide fans with some amazing content. This has helped us become the place to which all motorheads turn when they need their NASCAR dose.

Our visionary founders did not have any plans to stop there though, staying true to EssentialllySports’ commitment of providing all-around coverage of the sport to its users. In 2023, we came up with something even more exciting – the advent of our new sub-brand, ‘ LUCKY DOG ON TRACK’. 

The team at EssentiallySports bringing it all together

The way a fan relates to their beloved sport/athlete is incredibly captivating, and truly goes beyond any other relationship ever seen in fandom. Fans have an insatiable curiosity about their favorite sport, craving knowledge about both the game and its various aspects. And we, at ES, are dedicated to providing fans with this experience.

If you are a NASCAR fan, Lucky Dog on Track has certainly got you covered! The sub-brand brings to the fan an ‘all you ever need destination’, with a wide range of content, including articles, videos, posts, interviews, and many more.

The beginning of how Lucky Dog on Track came into being is as exciting a story as it gets. In an engaging conversation with our social media head, Anurag Singh, we garnered his thoughts on the concept behind it. He said, “Since NASCAR is one of the most important divisions at ES, our thought was to create a sub-brand revolving around it. Not only for NASCAR but all the top sports that we want to focus on. However, it was Lucky Dog on Track that started first up and was built much faster than our other sub-brands.”

“It is the most important sub-brand we have at ES. The idea was just to create a recognizable brand, that NASCAR fans could relate to and identify with just one look. It has been performing really well, from the start till now. Early on, as is the case usually, there were minor hiccups and growing bottlenecks…but we soon found our rhythm and have since then never looked back.”

What makes Lucky Dog on Track stand out

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To add to all this, one of our founders, Suryansh, came up with the idea of starting a specially customized newsletter for Lucky Dog on Track. As you might have guessed it by now, this newsletter will bring fans all the exciting titbits that the sport witnessed in the last week! But that is not all. Other than the interesting updates from the world of NASCAR, the newsletter also dives deep into engaging race stats, lesser-known insider scoops, and different contests for the subscribers to participate in and win great prizes. With this critical piece in the puzzle, Lucky Dog has risen to become the NASCAR fans’ stop shop for all things related to the sport.

A team working tirelessly behind the scenes to brainstorm, ideate, plan and execute is always its weight worth in gold. With the group driving Lucky Dog on Track, it certainly was no different. In an interesting conversation with our NASCAR Editor Ranvijay Singh, we asked him what is that X-factor as far as content variety goes – to which he explained, “When I joined the Lucky Dog on Track newsletter, I knew we had something positive on our hands. And now, it is much more evident with the newsletter returning great numbers. As an editor for this project, I feel we have understood what is it that the Core NASCAR fans like to read about.”

“Moreover, for our readers, who would have watched the Sunday Cup Race a few hours back, this newsletter works as a great refresher of all the exciting updates that the sport got to witness in the past 7 days. Except for these recent news stories, the letter has many other entertaining sections, like the one where we delve into history, looking back at some of the most jaw-dropping moments. All in all, it is a cumulation of everything exciting about the sport that our readers won’t find anywhere else.”

The Future of Motorsports Coverage by EssentiallySports

Change is inevitable. Change is constant. And for years, motorsports coverage had been very one-dimensional. But with the advent of digital media, it changed. Blogs, Vlogs, Podcasts, and many more changed how a fan consumed content and fast forward to now, at EssentiallySports, we are pushing the boundaries even further than the sport fan’s mind can imagine.

With a sub-brand like Lucky Dog on Track, the focus remains on serving the key power user better – a NASCAR fan, of all ages and forms. It is however just the beginning, and we at ES will continue to come up with interesting and engaging ways for ‘sportainment’ fans to consume content, and work towards our golden goal of become the one-stop shop for all things sports.