This year’s NASCAR season has delivered mixed results for fan engagement, with some races enjoying an increase in spectators, while others have experienced a decline in viewership. In contrast, Formula One has posted continuous growth, nearly matching NASCAR’s audience figures at many events. Bubba Wallace, the 2025 Brickyard 400 winner, has weighed in on what NASCAR must do to maintain its edge, as the competition intensifies across both series.
The widening global appeal of Formula One, once seen mainly in European circles, now extends firmly into the American landscape. Veteran motorsports journalist Toby Christie pointed out the diminishing gap between NASCAR and F1’s viewership in new ratings data, raising concerns within NASCAR circles about the sport’s future audience numbers.
Wallace Highlights the Challenge of Driver Recognition
Inside the NASCAR community, the pressing question has become how to reverse the gradual decline in fan interest. During a recent discussion with Jeff Gluck from The Athletic, Wallace offered his candid perspective on why NASCAR drivers face challenges with global recognition and what could be done to address this issue.
Wallace remarked that NASCAR as a culture tends to focus inward:
very inside of our own four walls, and that’s it.
He compared the situation to the fame of Formula One superstars, stating,
You can take Lewis Hamilton or Max Verstappen and drop them anywhere in the world and people go crazy, right? You drop myself, or Chase Elliott, or Ryan Blaney in London, and no one knows who we are. You drop us in New York City, and maybe we will get one or two people, right?
—Bubba Wallace, Driver
Calls for Change as Viewership Battle Heats Up
The urgency to act was echoed by Toby Christie, who stressed the critical nature of the moment:
The battle is quickly tightening up.
At some point, you gotta do something different to reverse the trend.
Perhaps time to go to a tried and true method which constantly saw the arrow trending upward? pic.twitter.com/yjnguW2Uc8
— Toby Christie (@Toby_Christie) September 9, 2025
—Toby Christie, Journalist
According to Wallace’s outlook, if NASCAR continues on its current path, the sport could quickly lose ground to its energetic F1 rival. He suggested genuine transformations in NASCAR’s approach, especially in how it introduces its athletes to wider audiences, could be essential for future growth.
Pioneering Steps to Attract a Younger Audience
Despite challenges, NASCAR has implemented new tactics to broaden its fan base. Earlier in the year, the organization broadcast five races on Prime Video, a major online streaming platform. While this move led to a drop in traditional television viewership, it succeeded in reaching younger fans who had not previously engaged with the sport. The experience highlights the need for NASCAR to continue experimenting with modern strategies to keep pace with evolving entertainment consumption patterns.
As the gap between NASCAR and Formula One narrows, further adaptation may hold the key to sustaining NASCAR’s legacy with American audiences. By exploring bold promotional efforts and expanding its drivers’ public profiles, NASCAR could secure its position amid the shifting motorsports landscape.
