TikTok’s potential ban could have massive ramifications for NASCAR. In a sport reliant on corporate sponsorships, eliminating a popular social media app would be a major blow to drivers, many of whom depend on the platform who engage with fans, but also explore different avenues for funding. The stock car racing series was in a difficult position a few years ago because of dwindling popularity, as NASCAR struggled to capture the market dominated by younger fans. However, embracing the Gen Z culture through TikTok helped the sport regain its foothold.

With the US Congress’s decision to blanket ban the app because of its connection with China, all the hard work done by NASCAR is at risk of being undone. Many drivers have found a voice through TikTok in the last few years, but the social media platform’s potential ban threatens to silence them all.

TikTok’s ban will create a social media shift

For any sport to be future-proof, it must appeal to the younger audiences. NASCAR struggled for years to find content that might be relatable to the next generation of motorsports enthusiasts until their social media strategy pivoted towards TikTok. Fast forward to the present day and the sport’s official account boasts 2.6 million followers and 59.2 million likes. While Donald Trump’s 75-day stay order has temporarily restored TikTok’s service in the United States, once again, could a potential ban convince audiences to switch to Instagram Reels or YouTube Shorts instead? Unlikely.

TikTok has allowed many drivers in the NASCAR world to create unique, funny, and unorthodox content that appeals to younger audiences. Toni Breidinger, who will join the Truck Series as a full-time racer for Tricon Garage in 2025, has 2.3 million followers on the social media app. Hailie Deegan, who made 17 Xfinity Series appearances for AM Racing has 3.2 million followers, along with over 583,000 subscribers on YouTube. While both drivers are talented in their own right, their immense popularity has also played an important role in securing sponsorships, which has helped them secure seats at prestigious teams.

They aren’t alone. Ryan Vargas, also known as NASCAR’s ‘TikTok Guy’, has 571,000 followers on the social media app. However, despite being far from popular, his unique content caught the eye of the platform, which gave him his first sponsorship deal for six races. Vargas’ impressive social media metrics proved valuable in securing sponsorships, culminating in a meeting with open-wheel drivers Pietro and Enzo Fittipaldi.

Giving credit where it’s due, the California native said, “Had I not been on TikTok, my name probably wouldn’t have been in front of half these people.”

Vargas isn’t alone. Kyle Weatherman and Anthony Alfredo also have thousands of fans on the platform, but risk losing all they have created in the last few years. Their dependency on TikTok is evident, as the three drivers have far fewer followers on other platforms, such as X. Their engagement metrics on Elon Musk’s platform paint a very uninspiring picture.

Kenny Wallace highlights TikTok’s importance for NASCAR

Trending

1

Tony Stewart & Leah Pruett Invest $2.25 Million in a Life-Changing Cause

2

Shell-Shocked Dale Earnhardt Jr Explores 50-Year Old Unsolved Mysteries of His Dad’s Daytona Legacy

3

Shutting Down of Nearly $100 Billion Worth Company Has Bubba Wallace’s Wife in Shambles

4

Kelley Earnhardt Reveals Dale Jr.’s Irresponsible Yet Heartfelt Gesture, Upsetting JRM Financials

5

Roger Penske’s Plan to Overtake NASCAR Revealed by Latest F1 Hire

Broadcaster and veteran driver Kenny Wallace has taken to X to discuss TikTok’s importance in the NASCAR world. Over the years, the sanctioning body has invested plenty of resources on the platform to expand its fanbase. But a lot of the hard work could be undone if they ban the platform. While the 61-year-old isn’t the typical TikTok user, the NASCAR analyst regularly uses other social media platforms to share his thoughts.

Sharing his thoughts about the situation, Wallace said, “These racers, they live on TikTok. It must be a really good app. This is controversial. I know for a fact that NASCAR needs TikTok. They put all their effort in TikTok because that’s where all the kids are, but I know for a fact NASCAR says TikTok is very important to them and they’ve invested everything. All their highlights, everything’s on TikTok.”

The TikTok ban will not just affect drivers but influencers as well, many of whom depend on the social media app to make a living. Christian Espinoza, who owns a condo at Charlotte Motor Speedway has amassed 88,000 followers and 3.5 million likes by sharing a unique view of the races from his home.

He’s not alone, as part-time driver and motivational speaker Julia Landauer also has a significant NASCAR fanbase. She shared a farewell message on the platform, saying, “I hope you’ll join me elsewhere, where we can stay in touch.”

The future looks uncertain for the NASCAR community on TikTok. They probably have less than three months before they could finally lose it all forever.