NASCAR is confronting a challenge that has grown more urgent with each passing season: its audience is aging while younger fans drift to social media, esports, and streaming platforms. With the median viewer age hovering near 58, the sanctioning body recognizes the need for dramatic change. Executives are experimenting with strategies designed to reintroduce stock car racing to a generation that consumes sports digitally, values creator-driven content, and prizes cultural relevance over traditional broadcasts and conventional race marketing.
Key Highlights
NASCAR’s median viewer age is among the oldest of major U.S. sports, at 58.
Ben Kennedy has spearheaded innovations like the Chicago Street Race and Clash at the Coliseum.
NASCAR partnered with Night Advisory to execute a creator-driven digital strategy in 2025.
Influencer activations included Kai Cenat, “The Rizzler,” and YouTuber “Agent 00” at major events.
The Clash will move to Bowman Gray Stadium in 2026, while the All-Star Race relocates to Dover Motor Speedway.
The Digital Pivot and Creator Strategy
NASCAR’s push to attract younger fans relies heavily on digital-first storytelling and influencer partnerships. In 2025, the sanctioning body enlisted Night Advisory, a firm known for managing top-tier creators like Kai Cenat and guiding MrBeast to global prominence. The goal: inject NASCAR into internet culture and bypass traditional sponsor-heavy promotions. Night has brought influencers to marquee events such as the Daytona 500, blending livestreamed fan experiences with high-visibility creator content. The approach signals NASCAR’s willingness to experiment with tactics that would have been unthinkable a decade ago.
“We wanted to understand this new world of the internet and how [NASCAR] could start reaching a younger audience.” – Tim Clark
By embedding creators into its most prestigious events, NASCAR hopes to create viral moments that resonate with a generation largely absent from the stands and broadcast ratings. While the risk of appearing forced exists, executives believe the payoff justifies the gamble. Kennedy has framed this as a crucial component of sustaining NASCAR’s relevance in an attention-driven media environment.
Segmenting Experiences: The Clash vs. The All-Star Race
NASCAR is also redefining its showcase events to appeal to both traditional and new audiences. Kennedy explained that the All-Star Race emphasizes legacy tracks and familiar competition formats, catering to established fans. In contrast, The Clash has become a testing ground for creativity, local engagement, and experiential racing designed to attract first-time attendees. Data from a recent Clash in Los Angeles revealed that over 70% of attendees had never experienced NASCAR in person, signaling the effectiveness of this segmentation.
“The All-Star Race is more of your kind of traditional, expected tracks, but your points-paying type of facilities.”
“The Clash has been reshaped to bridge the gap between loyal NASCAR fans and newer, less seasoned viewers.” – Ben Kennedy
For 2026, The Clash will relocate to Bowman Gray Stadium, emphasizing local flair and experimental formats, while the All-Star Race moves to Dover Motor Speedway to maintain its traditional prestige. These strategic adjustments reflect NASCAR’s dual mandate: honor long-standing traditions while cultivating a pipeline of new fans.
Cultural Relevance and Long-Term Strategy
NASCAR’s broader plan to engage younger fans extends beyond physical events. By collaborating with influencers and adopting digital-first initiatives, the sport acknowledges a fundamental shift in how audiences consume content. Kennedy’s leadership underscores the importance of creating racing experiences that can resonate across platforms and demographics. Success could lead to stronger brand loyalty, a renewed pipeline of young fans, and a model for future marquee events that balances spectacle with authenticity.
“With events like The Clash and All-Star Race, we’re trying to widen the differences between that and The Clash while keeping both relevant.” – Ben Kennedy
Executives are aware that the margin for misstep is slim. Inauthentic or overly commercialized activations could alienate both new and long-standing followers. Conversely, an effective strategy could redefine NASCAR’s image, providing a blueprint for sustainable growth in the digital age.
News in Brief: Ben Kennedy Leads NASCAR’s Digital Makeover to Attract Youth
NASCAR is addressing an aging fanbase by collaborating with Night Advisory to integrate influencers and digital-first content into marquee events. Ben Kennedy emphasizes the strategic segmentation of the All-Star Race and The Clash to target different audiences. Influencers like Kai Cenat, “The Rizzler,” and YouTuber “Agent 00” have been activated at high-profile races to increase engagement with younger fans. The Clash moves to Bowman Gray Stadium, and the All-Star Race relocates to Dover Motor Speedway in 2026.
ALSO READ: Ben Kennedy Reveals New Details on NASCAR’s Rotating Championship Locations for 2026
