NASCAR has struggled with declining viewership in recent years, sparking urgent conversations about how to revitalize the sport. In this climate, Corey Heim solutions to boost NASCAR popularity have emerged as a focal point, with the rising star offering actionable changes to address the challenges facing the racing series.
Broadcast Woes and NextGen Car Criticisms Impacting NASCAR
A notable drop in NASCAR’s audience has been attributed in part to the quality of television broadcasts, particularly by FOX. Many members of the younger generation have turned away from the sport, feeling disconnected due to coverage that fails to capture their attention. Additionally, the introduction of NextGen cars, with their reduced power, has contributed to a sense of diminished excitement for some fans. As a result, the appeal of live NASCAR races has waned, prompting discussion about new strategies to bring fans back to the sport.
Corey Heim Proposes New Approaches for Engaging Fans
During a recent appearance on The Athletic’s “12 Questions Podcast,” Corey Heim, leading the Truck Series and competing in the Cup Series for Michael Jordan’s 23XI Racing, was asked what NASCAR could do to gain momentum and revive its popularity. At just 22, Heim outlined two key ideas in response to persistent viewership challenges.
Heim pointed to Talladega Superspeedway for inspiration, noting that its festive weekend atmosphere consistently attracts crowds. He observed that many attendees are drawn as much by the vibrant social scene as by the racing itself, suggesting that a similar party-oriented approach across all race weekends would increase ticket sales and overall energy at the events.
Heim also remarked on shortcomings in the weekend experience for racing purists, highlighting that the current event structure does not offer enough for those who are passionate about the sport. By creating a more robust and entertaining environment, NASCAR could appeal both to dedicated fans and newcomers seeking a lively outing.
The second solution offered by Heim draws inspiration from another major American pastime: baseball. He suggested the adoption of distinctive, stadium-exclusive food offerings—much like the “ballpark food” found at MLB games—as a way to generate excitement and give fans a unique reason to attend races in person.
that would be cool for certain tracks.
—Heim, TRICON driver
Challenges Persist Despite Moves to Streaming Platforms
Shifting television ratings continue to trouble NASCAR’s leadership. Following the Coca-Cola 600, viewership numbers dropped significantly for a subsequent race at Gateway, with an estimated loss of 400,000 viewers. Jeff Gluck commented on the situation, stating,
The race after the 600 last year was Gateway and FS1 pulled 2.46 million for that. So looking at around a 400k viewer loss for the comparable week on Prime vs. FS1. Still think that’s pretty solid overall for a NASCAR race on streaming. https://t.co/EBQLsgTUu6
—Jeff Gluck, The Athletic
This fluctuating interest is confounding to NASCAR’s organizers, as brief periods of growth are often undercut by subsequent drops in ratings. Common complaints from fans center on subpar broadcast quality and a lackluster viewer experience, prompting NASCAR to experiment with new solutions.
One major initiative involved partnering with Amazon Prime Video to enhance how fans watch races. Despite offering a better streaming product, the $15 subscription fee proved to be a barrier for many, particularly with the already high cost of household expenses. Recent broadcasts, such as the Cracker Barrel 400 in Nashville, did not meet expectations in attracting viewers, signaling that further changes are necessary.
The Way Forward for NASCAR
With ongoing drops in viewership and engagement, NASCAR is at a crossroads, searching for strategies to regain its past popularity. Corey Heim’s suggestions—infusing race weekends with more celebratory energy and introducing unique food experiences—offer a fresh perspective grounded in what has worked successfully in other sports and venues, such as Talladega Superspeedway and major stadiums.
The effectiveness of such transformative approaches remains to be seen, yet the willingness of drivers like Heim and organizations such as 23XI Racing to contribute ideas marks a significant step in the ongoing effort to reshape the sport’s future. As NASCAR authorities weigh these options, the hope is that fan engagement will rebound and the thrill of racing will be rekindled for both loyal supporters and a new generation of fans.
