NASCAR, a sport deeply rooted in American motorsport culture, is at a crossroads. While its history boasts legendary rivalries, high-speed drama, and a fiercely loyal fanbase, the sport faces a looming issue it’s failing to attract younger audiences. Unlike leagues such as the NFL or Formula 1, which have successfully adapted to modern media consumption habits, NASCAR has struggled to keep up.

Connor Zilisch, an 18-year-old Red Bull-backed talent with a promising future in motorsports, recently raised concerns about NASCAR’s inability to connect with new generations. Unlike older drivers who have witnessed the sport evolve over decades, Zilisch is part of the audience NASCAR desperately needs to capture. His perspective highlights how the sport must evolve to ensure its long-term survival.

“We need to cater to younger fans is one of the big things. This fan base, if you look at it, it’s a lot of people who have been watching the sport for a long time, and it’s harder to bring younger fans in. Some of the ads you watch, it doesn’t catch the eye of a kid or a teenager. That’s one thing (NASCAR senior vice president) Ben Kennedy is really trying to do, and I respect that about what he’s doing. With the sport in his hands, it will go a long way.”

Zilisch’s comments highlight NASCAR’s core issue: its reliance on an aging audience. The sport’s biggest challenge is making stock car racing appealing to Gen Z and younger millennials, who consume content differently than previous generations. Despite having superstar drivers like Kyle Larson, Chase Elliott and Christopher Bell at their disposal, NASCAR just hasn’t been able to crack the code in luring more eyeballs to their sport.

NASCAR’s Star Power Problem: Why Drivers Need the Spotlight

A sports league is only as big as its superstars, and NASCAR has failed to make household names out of its drivers. Unlike Formula 1, where figures like Lewis Hamilton and Max Verstappen are global icons, NASCAR’s top drivers lack mainstream appeal outside of its core fanbase.

Zilisch believes this is one of NASCAR’s biggest missed opportunities. While prominent voices like Dale Jr. and Kevin Harvick are keeping the sport relevant, we need active drivers to have such influence and pull among their young motorsport fans in the country.

“We have to make more stars out of our sport. We don’t push them and make them the storyline. People want to know about the drivers—the good, the bad, their lives, everything. The Netflix show was a step in the right direction, but we have to push these superstars and give them storylines.” The Trackhouse Racing phenom explained this in an interview with Jeff Gluck.

Formula 1’s Drive to Survive is a prime example of how effective storytelling can elevate a sport’s popularity. The Netflix docuseries didn’t just showcase F1 races it provided fans with behind-the-scenes drama, rivalries, and insights into the personal lives of the drivers. As a result, F1’s fanbase exploded, especially in the United States, where NASCAR once held a dominant grip on motorsports interest.

NASCAR attempted to replicate this success with Race for the Championship in 2022, but the series failed to make a cultural impact. One reason is NASCAR’s outdated approach to marketing. While Drive to Survive embraced authenticity, drama, and raw emotions, NASCAR left the fans wanting more. Just five episodes and playoffs isn’t a wholesome depiction of a sport like NASCAR, and this is where the sanctioning body will have to make up ground. Tailored-made content without diluting the core essence of stock car racing is what will strike cords with the racing community.

Another missed opportunity is NASCAR’s lack of social media presence compared to other sports. F1 drivers like Lando Norris, Charles Leclerc, and George Russell engage with fans through Twitch streams, Instagram live sessions, and TikTok clips, making them feel more relatable. NASCAR, on the other hand, still follows a traditional PR-driven media approach, which feels outdated in a world where direct-to-fan content is king.

Toni Breidinger, a Victoria’s Secret model and ARCA driver, has shown how a strong social media presence can elevate a driver’s profile. Her modeling career and racing journey have brought attention to NASCAR from audiences who wouldn’t typically follow the sport. Despite not being a full-time Cup Series competitor, her influence has demonstrated that NASCAR drivers can reach new demographics with the right marketing approach. If NASCAR wants to capture Gen Z’s attention, it must embrace digital storytelling and promote its drivers as personalities beyond the racetrack.

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Can NASCAR Modernize Its Broadcast and Digital Strategy in Time?

Recognizing the shift in media consumption, NASCAR has started making moves toward digital expansion. Beginning in 2025, NASCAR will stream races on Amazon Prime Video and Max (formerly HBO Max), a significant step toward engaging younger, cord-cutting viewers who prefer streaming services over cable. While this is a positive move, NASCAR must ensure its digital content strategy extends beyond simply broadcasting races on streaming platforms.

Engagement doesn’t end with live broadcasts it thrives on continuous, interactive content. The NFL and NBA dominate social media with game highlights, behind-the-scenes footage, and player-driven content. NASCAR, by contrast, has been slow to adopt this approach. While it has a presence on platforms like Twitter, Instagram, and YouTube, its content often lacks the punch needed to captivate casual viewers.

Well, there was a time when NASCAR commercials were really big. Jeff Gordon with Pepsi, Dale Jr. with Budweiser, and Michael Waltrip’s collaboration with NAPA. So, NASCAR’s been there and done that, the challenge they face now is to have a similar impact on social media and new-age media platforms. Truth be told, they have started to bridge this gap. We’ve seen Brad Keselowski and RFK Racing’s hilarious campaign with Consumer Cellular received well by the fans online. Then there was Coach Gibbs who partnered with Interstate Batteries with a Gen Z lingo which was a huge hit on social media.

Not to forget, they are embarking on an International race weekend in Mexico City. So more opportunities are lining up for NASCAR to get back to its glory day. But the buck just doesn’t stop with the sanctioning body, drivers like Connor Zilisch, Rajah Caruth, Chase Elliott, Carson Hocevar, and Christopher Bell can play a huge role in reshaping NASCAR’s brand identity. “It takes two to tango,” perfectly sums up NASCAR’s current situation and hopefully NASCAR and the drivers can crack this code soon.