NASCAR’s roots run deep in the American South, with nearly half of its fan base concentrated in regions like North Carolina, Virginia, and northern Florida. While stock car racing is a way of life in these pockets, the sport has spent years trying to shake off its ‘Southern-only’ label and grow a nationwide audience. From big-market races to crossover celebrity moments, NASCAR’s hustle to earn cultural relevance in every corner of the U.S. is a story in itself.

But as the sport’s faces make appearances at mainstream arenas like NFL stadiums, WrestleMania, and now more, one recurring issue keeps popping up: NASCAR’s biggest personalities keep getting snubbed on the national stage while they push forward for a lesser-known personality to be the face of the business. And this week, it happened again.

NASCAR’s underdog in the spotlight, legends left in the shadows

Kevin Harvick, the 2014 NASCAR Cup Series champion with over 60 career wins, attended a Carolina Panthers game with his son, Keelan, a few months ago. During the game, Panthers safety Sam Franklin Jr. shared a handshake with Keelan. Sounds like a wholesome moment, right? Well, the problem arose when the photo of the incident was posted on the NFL’s official social media account with the caption: “Sam Franklin Jr. has an incredible handshake with this young fan 💙.” Sadly, Harvick stood unacknowledged in the background. This oversight sparked outrage among NASCAR fans, who felt the sport’s legends deserved greater recognition in mainstream events.

Similarly, Kyle Larson, the 2021 Cup Series champion, attended WrestleMania 41 last night and even announced his plans of going on Kevin Harvick’s Happy Hour podcast after winning the Bristol Cup Series race. While he managed to go backstage and meet Logan Paul, his sponsor with Prime Hydration, there was no acknowledgment from WWE itself. Despite his significant achievements in NASCAR, Larson’s presence went unnoticed, highlighting the challenges NASCAR faces in promoting its top drivers to broader audiences.

In contrast, NASCAR has been actively promoting underdog drivers like Chase Briscoe. Briscoe, as we all know, secured a playoff spot by just winning the final race of the 2024 regular season with Stewart-Haas Racing at Darlington. His public appeal, however, is nowhere close to what a Kevin Harvick or Kyle Larson commands. Still, he appeared on WWE Raw in Las Vegas to promote the second season of NASCAR: Full Speed. Kelly Crandall reported this on X, writing, “Chase Briscoe will be at WWE Raw in Las Vegas tonight (begins at the top of the hour). Briscoe is promoting the second season of NASCAR: Full Speed. I’ve been told to look for him behind the announcer’s desk.” And for promoting the sport, Briscoe will receive a hefty bag!

To further enhance driver visibility, NASCAR introduced the Driver Ambassador Program (DAP), which incentivizes drivers to participate in promotional activities. Under this program, drivers earn points for media appearances, with top performers receiving financial rewards. The initiative aims to increase the sport’s reach and ensure drivers are recognized beyond the racetrack. And Chase Briscoe seems to be the frontrunner for a million dollars for his presence at WWE Raw.

The emphasis on promoting emerging talents over established champions raises questions about NASCAR’s marketing strategy. While highlighting underdogs like Briscoe brings fresh energy, sidelining legends such as Harvick and Larson may impact the sport’s broader appeal. Balancing the promotion of both new and seasoned drivers could be crucial for NASCAR’s continued growth and relevance.

NASCAR’s global ambitions face domestic challenges

NASCAR is charting an ambitious course toward international expansion, aiming to rejuvenate its brand and capture new audiences. In 2025, the organization plans to host its first international Cup Series points race in Mexico City. This marks a significant step in its global outreach. This move is part of a broader strategy to emulate the global success of Formula 1, which has seen a surge in U.S. popularity with races in Miami, Austin, and Las Vegas.

Despite these international endeavors, NASCAR faces a notable decline in domestic viewership. Average race viewership dropped from 5.8 million in 2013 to 2.83 million in 2024. This downward trend highlights the challenge of maintaining a strong domestic fan base while pursuing global expansion. To address these challenges, NASCAR has secured a $7.7 billion media rights deal, incorporating streaming platforms like Amazon Prime and TNT Sports. This initiative aims to attract younger, tech-savvy audiences and revitalize interest in the sport. However, the effectiveness of this strategy in reversing declining viewership remains to be seen.

The push for international races has also sparked debate among traditional fans. Many express concern that the focus on global expansion comes at the expense of revitalizing historic tracks and preserving the sport’s heritage. They fear many tracks will face the same fate as the iconic USA International Speedway, which has now become an Amazon warehouse. This tension underscores the delicate balance NASCAR must strike between innovation and tradition.

As NASCAR ventures into new territories, questions arise about the sustainability of its global expansion. Can the organization successfully broaden its international appeal without alienating its core domestic audience? The answer may determine the future trajectory of America’s premier stock car racing series. What do you think? Let us know in the comments!