Have NASCAR’s Attempts to Appeal to Younger Fans Done More Harm Than Good?

As NASCAR Chairman of the Board Brian France gives his annual State of the Sport address, the third generation leader of America’s premier racing series finds himself at the helm of a sport in the midst of change and searching for the answers to regaining the immense popularity it enjoyed just a decade ago. Has the new marketing and communications strategy put in place by NASCAR over the past five years, which places an emphasis on social media interaction and is designed to attract younger and more diverse fans to the sport, achieved its goal of engaging them as fans and, as a result, boosting NASCAR’s popularity? And if so, is this happening at the expense of many of the sport’s older fans? NASCAR has enjoyed a nearly tw...

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