NASCAR president Steve Phelps seems on the closing 4 contenders heading into Sunday’s Cup Sequence playoff finale in Glendale, Arizona, and nods his head with satisfaction.
Every of the 4 — Christopher Bell, Ryan Blaney, William Byron and Kyle Larson — is underneath the age of 31, representing the youngest group of ultimate race contributors within the playoff’s historical past.
“Three guys [Bell, Blaney and Byron] going for his or her first championship, one man [Larson] going for his second,” Phelps mentioned.
Phelps is paid to advertise so in fact he’s going to say the championship race is nice, however there’s something to the ages of the drivers that matches with NASCAR’s efforts at drawing in a youthful and extra various set of followers.
Age — and their social media — assist with relatability, nevertheless it’s their ability that also works for established followers that NASCAR is hellbent on serving as properly. In his 4 years atop NASCAR, Phelps has tried to make all the things outdated new once more and all the things new outdated once more.
It’s how you could have a season that includes a avenue race in downtown Chicago, the Los Angeles Coliseum turning right into a racing oval and the resurrection of North Wilkesboro Speedway, the basic North Carolina venue, internet hosting to the 2023 All-Star. As soon as a two-stop per 12 months observe within the coronary heart of the game’s tobacco street roots, North Wilkesboro hadn’t seen a NASCAR Cup occasion since 1996.
“On the Chicago race, eight out of 10 followers had been attending their first ever NASCAR occasion,” Phelps mentioned. “At North Wilkesboro, it might need been lower than 1 p.c who hadn’t been to a race.”
Each sport — each enterprise actually — is trying to develop its base, particularly with youthful converts who can grow to be long-term prospects. The problem for NASCAR has lengthy been fraught with hazard.
This isn’t a basic workforce stick-and-ball league. It could actually’t depend on geography to naturally market the product to space followers the way in which somebody who grows up in Wisconsin has the Inexperienced Bay Packers ingrained into their lives.
It can also’t rely on that fandom to final for many years, as a result of whereas a NASCAR fan may begin rooting for a sure driver, mentioned driver is ultimately going to retire, requiring that very same fan to discover a new individual to help. It’s simpler to only hold rooting for a similar workforce from childhood on.
The game is in fixed transition, outdated followers needing one thing new to hook onto and encourage them to get out to races, tune in for hours and purchase merchandise. Golf, tennis, boxing and MMA have related challenges which may result in increase and bust cycles.
I cherished Tiger. I cherished Tyson. Now I don’t watch as a lot.
Possibly greater than any of these sports activities, being a NASCAR fan — and positively attending a NASCAR race — is as a lot a lifestyle as an leisure exercise. Established followers are cautious of a tricked-up product, being if not ignored, then not prioritized.
“Each model wish to get youthful, that’s what you could proceed to shine, however generally bringing in new followers means you lose present followers and that’s not the case with NASCAR,” Phelps mentioned. “We will serve each.”
Which fits again to this closing 4. The outdated guard is gone or going. Forty-seven-year-old former Cup champion Kevin Harvick will race for the ultimate time Sunday, following Jimmie Johnson, Dale Earnhardt Jr., Tony Stewart, Jeff Gordon and others into retirement.
The brand new guard has to hold the game, however simply advertising and marketing them by way of Netflix or social media isn’t sufficient. They’ve to have the ability to race — to enchantment to the brand new and particularly the outdated — and Bell, Blaney, Byron and Larson actually can.
NASCAR is as difficult as ever, at the very least with the variety of venues used throughout the season and the cut-throat playoffs.
“We raced on grime, asphalt and concrete,” Phelps mentioned. “We had avenue races, street programs and our speedways.” These alone range from .526 miles round [Martinsville] to 2.6 miles [Talladega].
“Whoever wins this championship is greater than deserving, nobody on this planet has this.”
In essence, the extra the youthful man’s expertise shines they usually begin profitable tangible prizes, the extra it is sensible to push their tales and personalities and hope to hook followers.
It’s by no means simple, however that’s the duty.
For now, Phelps mentioned Phoenix is offered out, he’s optimistic NASCAR will get a “good end result” in upcoming media rights deal and a brand new era is pushing ahead.
