It would be unwise to think of clubbing NASCAR with some outdated stereotype at the present moment. After all, in 2024, the sport is more promising than ever. A new brand of stock car racing is steadily emerging, and its viewers? They want depth, insight, and a community.

But who would have thought a newsletter could redefine how we view NASCAR? That’s exactly what EssentiallySports’ fastest-growing sub-brand Lucky Dog on Track has achieved. We’ve taken a sport often dismissed as a ‘simpleton’s staple’ and turned it into an engaging narrative – made for the fans, by the fans, and with the fans. 

Lucky Dog on Track aims to change narratives

With LDOT being a brainchild of a passionate team at ES, some find it unfair to call it a ‘sub-brand’. Instead, we end up calling it a movement. While the former refers to a secondary brand under the umbrella of a larger entity, the latter can be defined as a group of people gathered to achieve a specific goal, pushing towards some change. And in The Lucky Dog’s case, that ‘change’ was brought forward earlier this year in February.

A year after NASCAR’s glorious Diamond Jubilee celebrations, our founding members decided to take the thrill of the chase straight to the inboxes of our fans. Just purely by coincidence, The Lucky Dog on Track name finds its inception date not very far away from NASCAR’s 75th anniversary. 

Regardless, this movement was meant to be a stage where the die-hard fan could find common ground with the casual observer. Reports suggest that after a steady decline in viewership numbers over the last 5 seasons, NASCAR rebounded with a viewership growth of over 1% across both FOX and NBC in 2024. And consequently, our polls indicated that when the sport was doing better than ever, the EssentiallySports website generated equal traction, if not more than the official NASCAR website. 

Additionally, one of our own, Vishal Kolar, who was on the ground for this year’s Talladega race reported that he saw the stands filled with more young people than ever. Seems like the writings on the wall. And a new audience is eager to join the sport’s traditionalists in enjoying the anything-but-simple excitements presented weekly. Consequently, a brief look at social media will reveal that the collective demands even more in-depth coverage, historical context, and exclusive clarifications on the next raging issue of the hour. To help with all these needs, The Lucky Dog on Track took the initiative to come up with our very own newsletter.

Curated three times a week, this newsletter isn’t just keeping a community of over 100k+ subscribers in the loop about all things NASCAR. The Lucky Dog is also helping foster a vibrant community with opportunities to participate in contests, share their opinions, and help the average fan get more access to the sport. It is a testament to the power of spectator interaction, and it truly sets us apart from traditional NASCAR media outlets.

We believe that, 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. All in all, it is a cumulation of everything exciting about the sport that our readers won’t find anywhere else. While this is a well regarded thought within our team, it barely paints the whole picture of the LDOT newsletter’s true impact.

Last weekend at Pocono, the Lucky Dog crew was present on the ground to gather all the exclusive insights straight from the pit lane to enrich our readers with the freshest NASCAR content. Our mission was successful yet again, as we gave our diverse community the heartfelt opinions of stars like Kyle Larson, Kyle Busch, Ross Chastain, and many more. Only a few months earlier, we treated a lucky fan from our then 20,000-strong community to an unforgettable Talladega race day experience, complete with exclusive perks. As that was in April, in just 4 months, we have been able to grow The Lucky Dog family to 130k+ active members.

In our most earnest efforts, we have been serving our readers with the utmost dedication and timeliness. Not once in these 6 or so months has the team missed an edition. With effective partnerships, The Lucky Dog also provides plenty of weekly opportunities and benefits that undergo the most thorough of checks to ensure that our subscribers receive premium content with minimal hassle.

In addition to that, the feedback through the past few months has been encouraging, to say the least. This guides the Lucky Dog team to know exactly what we need to bring to satisfy our readers’ desires. As a result, it would appear that the ones who matter the most are pretty satisfied. And that fact is heavily apparent in the comments on some of our recent copies.

This Newsletter is fast-tracking NASCAR’s popularity

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“Being here in Bellingham Washington it’s hard to get good reporting for Nascar news as most people here don’t consider Nascar to be a real sport,” one subscriber shared. This sentiment echoes the experience of many fans who feel underserved by traditional media outlets. By combining real-time analysis, historical insights, and fan engagement, The Lucky Dog on Track aimed to fill exactly that void.

So when another fan raved, “I think this is the best NASCAR newsletter out there,” it felt like music to the ears of our team, who have worked tirelessly to build a product that resonates with fans.

From “NASCAR to Funny Car” and exclusive interviews with drivers, crew chiefs, and crew members, the LDOT newsletter leaves no stone unturned. Hence, we are thankful that one fan noted our “Good variety” highlighting the breadth of our content tailored exclusively to their needs. The newsletter also caters to nostalgia with features like YouTube videos bridging the gap between newer generations of fans and their mighty predecessors.

One supporter believed that LDOT has also managed to fill a vacuum left by the most recent absence of Race Hub. They wrote, “Good job getting out the stories since we no longer have Race Hub.” That is one hefty comparison to be made. Nevertheless, we guarantee top-notch content and complete openness with our audience.

A referral system is also in play, which rewards subscribers with unique prizes and special perks. Although it is still a process in the works, its early success has been evident through comments such as: “New to the newsletter. Did know of it until it showed up in my inbox. Thanks to someone of something that sent it to me.”

Moreover, our inboxes have started looking more like discussion forums, which is truly encouraging to see. NASCAR fans are some of the most passionate and intelligent individuals who are unafraid to let their thoughts out. With all these diverse opinions and new members joining every week, The Lucky Dog aspires to make it an even more immersive experience with time.