NASCAR is facing a stark reality: its audience is aging while younger fans are flocking to social media, esports, and streaming platforms. The median age of a NASCAR viewer was 58 in 2017, making it one of the oldest fan bases in major U.S. sports. Executives are aware of the urgency and are taking unprecedented steps to reach a new generation. A new digital strategy aims to meet young fans where they spend time online, blending influencer culture with traditional racing spectacle.
Key Highlights
Median NASCAR viewer age in 2017 was 58, one of the oldest among U.S. sports.
NASCAR partnered with Night Advisory in 2025 for a creator-driven digital strategy.
Influencers activated include Kai Cenat, nine-year-old “The Rizzler,” and YouTuber “Agent 00.”
Events like the Daytona 500 and livestreamed fan experiences were targeted for influencer exposure.
Executive VP Ben Kennedy emphasizes innovation while maintaining the sport’s legacy and tradition.
NASCAR’s Aging Audience Problem
Nielsen data has long highlighted NASCAR’s challenge: the sport’s fan base is older than that of almost any other major U.S. sport. While loyal viewers remain, younger audiences are migrating to platforms where content is immersive, interactive, and influencer-driven. The rise of esports and social-first media has accelerated this trend, leaving NASCAR scrambling to retain relevance. Even high-profile events like The Clash and the All-Star Race have struggled to attract younger viewers, forcing executives to rethink engagement strategies across all levels of the sport.
Fan reactions to NASCAR’s latest efforts were swift and pointed. One fan wrote, “10 years too late but better late than never I guess?” Another commented, “The first year that MLB streamed out-of-market games was 2003, 22 years ago. And baseball at times can be as stodgy and backwards as any sport out there.” Observers questioned the league’s framing, with one noting, “‘this new world of the internet’ — Oh my; that explains so much…” Many saw the announcements as delayed attempts to modernize.
The Night Advisory Partnership
In 2025, NASCAR partnered with Night Advisory, a division of talent management firm Night, known for guiding creators such as Kai Cenat and MrBeast. The agency’s role is to inject NASCAR into internet culture through content designed for young fans. Over eight months, Night activated creators at marquee events, including the Daytona 500 and livestreamed fan experiences at tracks. This marked a departure from sponsor-heavy, traditional promotions and reflected a broader strategic gamble by NASCAR to become culturally relevant online.
“We wanted to understand this new world of the internet and how [NASCAR] could start reaching a younger audience.” – Tim Clark
The approach prioritizes virality and cultural relevance. By leveraging creators with millions of young fans, NASCAR hopes to create moments that resonate beyond conventional TV ratings and turn casual viewers into future loyal fans.
Balancing Innovation with Tradition
NASCAR faces the delicate task of engaging new fans while respecting its long-standing base. Executive VP Ben Kennedy has spearheaded initiatives like the Chicago Street Race and the Clash at the Coliseum, both designed to attract mainstream attention. He stressed that innovation must complement tradition rather than undermine it. The Clash, for example, has been reimagined to appeal to first-time attendees, while the All-Star Race maintains historical prestige.
“The Clash has been reshaped to bridge the gap between loyal NASCAR fans and newer, less seasoned viewers.” – Ben Kennedy
“The All-Star Race is more of your kind of traditional, expected tracks, but your points-paying type of facilities.” – Ben Kennedy
The strategy emphasizes segmentation: one event targets experienced fans and preserves the sport’s heritage, while the other serves as an entry point for a younger, digitally engaged audience.
Fan Skepticism and Cultural Critique
Despite these moves, fans are skeptical. Some question the timing and execution of NASCAR’s strategy. Comments like “I’m kind of baffled that a multi-billion dollar corporation used this phrasing in 2025. It feels like it was written by someone whose grandchild had to teach them how to double-click on things” illustrate the perception that the effort is overdue or out of touch.
Others highlighted international comparisons, with one fan saying, “Figure out what F1 is doing, cause their doing something right.” These reactions underscore the pressure on NASCAR to implement its digital strategy convincingly.
“About f’n time? Like, almost 10 years too late on the ‘understand this new world of the internet’…” – Fan comment
While the critiques are sharp, they also reflect a deep interest in seeing NASCAR modernize. The feedback, albeit critical, highlights the opportunity for the sport to connect with young fans if the digital executions feel authentic.
News in Brief: Fans React: NASCAR’s “New Internet” Push Sparks Debate
NASCAR is confronting an aging fanbase by partnering with Night Advisory to implement a creator-driven digital strategy, including influencers such as Kai Cenat, nine-year-old “The Rizzler,” and YouTuber “Agent 00.” The initiative activated at marquee events like the Daytona 500 and livestreamed fan experiences. Executive VP Ben Kennedy emphasizes balancing innovation with tradition through events like The Clash and the All-Star Race. Fans are both intrigued and skeptical, questioning timing and approach.
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