00:00 – Brad Keselowski Advocates for NASCAR’s Marketing Revolution
05:41 – NASCAR’s Blue-Collar Comeback: Balancing Tradition and Modern Growth
06:54 – NASCAR Rebuilds Its American Legacy: New Partnerships & Media Success
1. Brad Keselowski Advocates for NASCAR’s Marketing Revolution
Join us as we dive into Brad Keselowski’s insights on NASCAR’s much-needed marketing shift. Discover how Keselowski, a multi-talented driver and co-owner of RFK Racing, believes NASCAR is finally taking the right steps to attract fans back to the sport. We’ll explore his thoughts on the recent marketing initiatives, the importance of star power, and how NASCAR can reshape its image after years of weak marketing efforts. Don’t miss out on this engaging discussion about the future of NASCAR!
2. NASCAR’s Blue-Collar Comeback: Balancing Tradition and Modern Growth
Is NASCAR returning to its blue-collar, Americana roots? Explore how NASCAR is embracing its working-class identity, the influence of teams like Stewart-Haas and Richard Childress Racing, and new marketing strategies aimed at reconnecting with heartland fans. We’ll discuss NASCAR’s search for an authentic voice through a new ad agency, recent schedule changes designed to appeal to both old-school fans and modern audiences, and the challenge of balancing tradition with international aspirations. Whether you’re a longtime supporter or new to the sport, discover how these shifts could shape NASCAR’s future. Keywords: NASCAR blue collar, Americana, rebranding, fan engagement, NASCAR marketing, international NASCAR, Stewart-Haas, Richard Childress Racing, NASCAR schedule, grassroots racing.
3. NASCAR Rebuilds Its American Legacy: New Partnerships & Media Success
NASCAR has made a historic comeback as it partners with major brands, expands its media presence, and celebrates the sport’s revival. With a trio of American events, Formula 1’s potential is limited (no other country hosts multiple F1 events), while Nascar is using the newfound interest in racing to grow its own brand. The sport has seen a surge in viewership and sponsorships, with FOX, TNT, and Prime Video delivering over 3 million average viewers per Nascar Cup Series race, and The CW offering another million on Xfinity. Nascar’s leadership, including Steve Phelps and Ben Kennedy, has modernized the sport to meet the demands of fans and brands.
Brad Kesalowski advocates for NASCAR’s marketing revolution. We should have embraced this change years ago. Brad Kesalowski advocates for NASCAR’s muchneeded marketing evolution. Brad Kesalowski is a true jack of all trades in the world of NASCAR. Not only does he take the wheel of his race car in the NASCAR Cup series, but he also gets his hands dirty with the mechanical aspects of the vehicle. On top of that, he wears the co-owner’s hat at RFK Racing alongside Jack Roush and John W. Henry, where he juggles a variety of administrative responsibilities from acquiring new equipment to overseeing team operations. In essence, when the team requires assistance, Kesalowski is often the go-to person who steps up to the plate. He is not only skilled but also possesses a sharp intellect which allows him to voice his opinions candidly about NASCAR’s decisions. If he believes the organization is making a misstep, he won’t hesitate to speak out. Conversely, he is equally quick to commend NASCAR when he feels they’re on the right track. This week, a report from Adage revealed that NASCAR is currently in the process of interviewing 11 different marketing agencies. The goal to find the perfect partner that can elevate the sports image and create engaging commercials aimed at attracting both lapsed fans and new audiences. Kesalowski is eager to assist NASCAR in amplifying its message and enhancing its presence. Recently, he appeared in a well-received video alongside his former rival Kyle Bush, who has now become a friend. However, Kzalowski was particularly impressed by a three-minute promotional video crafted by NASCAR Productions which highlighted the upcoming street race scheduled for next June at Naval Base Coronado in San Diego. NASCAR is on a mission to redefine its public image. Yet, there’s a significant point to consider. According to Kesalowski, he believes that NASCAR should have initiated this type of marketing strategy a decade ago. I think they’re finally doing many things that were desperately needed 10 years ago, and it seems like they are starting to learn from those past mistakes, Keslowski remarked during a media session at Iowa Speedway. When I look at the driver ambassador program and some of the marketing initiatives they’ve introduced, which focus on star power, it’s precisely what the sport has been lacking. The reality is that the sport has endured a decade of ineffective marketing efforts. You can’t expect to bounce back from that overnight, but I genuinely believe they are now taking the right steps to set the sport on a path of growth, and that excites me. When asked if he might consider taking acting lessons to enhance his presence in future NASCAR promotional videos, Keslowski chuckled. It’s about more than just that. It’s about engaging with various platforms that extend beyond traditional commercials and promotions, he stated earnestly. We are witnessing a significant shift in how these efforts are being executed and it’s happening at a pace we didn’t see in the last decade. About the author, Jerry Bonowski is a seasoned sports journalist with extensive experience at some of the most prestigious media outlets globally, including USA Today for 15 years, ESPN.com for over 4 years, Yahoo Sports for 4 and a half years, and NBC Sports.com for 8 years, among others. He has covered nearly every major professional and collegiate sport, including the Chicago Bulls six NBA championships, the Chicago Bears Super Bowl 20 winning season, and the World Series victories of both the Chicago White Socks and Chicago Cubs. His coverage also includes two NHL titles for the Chicago Blackhawks, Tiger Woods debut on the PGA Tour, and years of beat reporting on the NFL, MLB, NHL, and NBA for USA Today. However, Jerry’s most notable passion lies in motorsports, particularly NASCAR, Indie Car, NH Drag Racing, and Formula 1. His love for racing ignited when he began attending drag races at the historic US30 dragstrip in Hobart, Indiana. Over the years, he has reported on countless NASCAR, Indie Car, and NH races and championship showdowns. Additionally, he authored a book titled Trading Paint: 101 Great NASCAR Debates published in 2010, and he hopes to embark on another writing project soon. Outside of sports, Jerry served as a part-time police officer for 20 years. He enjoys reading music, especially the hair bands of the 1980s and 1990s, and playing his electric keyboard. He loves driving fast, spending quality time with his wife Cindy of nearly 40 years. their three adult children, three grandchildren with more on the way, and their three dogs, including two German Shepherds, and an old English bulldog who believes he’s a German Shepherd. Jerry still feels the same thrill of seeing his by line today as he did when he first started in journalism at the age of 15. He looks forward to writing hundreds, if not thousands of stories for the sportsrush.com and engaging with readers. NASCAR’s bluecollar comeback, balancing tradition and modern growth. NASCAR is at a fascinating crossroads, trying to reconnect with its core identity while simultaneously expanding its global reach. But here’s where it gets controversial. Is this push to return to a bluecollar image just a nostalgic rebranding or a genuine effort to reclaim its roots? And can the sport successfully balance this downto- earthth workingclass persona with its ambitions to grow internationally? Recently, some teams have proudly embraced the bluecollar image label. For instance, Steuart Hos Racing in its final year operating with four cars declared itself the quintessential bluecollar team of NASCAR. Now, Richard Childress Racing has echoed this sentiment, signaling a possible shift back to that gritty, hard-working image that once defined the sport. Tim Clark, NASCAR’s chief brand officer, recently discussed with Euan Larkin of AD Age, the sport’s renewed focus on its American workingclass roots. The goal is to revive NASCAR’s identity as a proud, relatable NASCAR rebuilds its American legacy. New partnerships, media success. NASCAR is experiencing a remarkable resurgence, welcoming a host of new partners as the sport flourishes once again. Long Pond, PA, June 21st. Denny Hamlin driving the 11 Joe Gibbs Racing Progressive Toyota showcased his skills during the NASCAR Cup Series event known as the Great American Getaway 400 on June 22nd, 2025 at Pocono Raceway in Long Pawn, Pennsylvania. Photo credit Rich Gracel Icon Sportswire via Getty Images. While Formula 1 has gained significant attention with a popular Netflix series and a movie released this June, it still pales in comparison to NASCAR’s popularity in the United States. With only three events held in America, Formula 1’s reach is limited as no other country hosts multiple F1 races. In contrast, NASCAR is capitalizing on the renewed interest in racing to expand its brand. After a decade marked by declining ratings, attendance, and sponsorship, stock car racing is making a powerful comeback, largely due to the introduction of the nextG car. NASCAR embodies authenticity and is a true representation of Americana, stated Craig Stmel, NASCAR’s senior vice president and chief commercial officer. As our sports fan base continues to grow and reach beyond our borders, we still maintain the most dedicated fans in the United States when it comes to brand loyalty, which remains our primary focus. As Steve Phelps recently pointed out, F1 and NASCAR cater to different audiences with distinct products. The rising popularity of motorsports is beneficial for us, especially since we are the leading motorsport in the United States. The introduction of the nextG race car in 2022 has revitalized both fans and partners. Alongside this fresh design, NASCAR’s leadership has evolved with figures like Commissioner Steve Phelps, President Steve O’Donnell, and senior vice president of racing development and strategy Ben Kennedy at the forefront of modernizing the sport. NASCAR is navigating a delicate balance as it reestablishes itself not only as the premier American motorsport, but also as a prime destination for brand seeking growth. Brands are beginning to recognize the momentum NASCAR is generating and the vast exposure to our extensive fan base that our sport provides. Stimmel remarked, “This season alone, we have seen an average of around 3 million viewers for each NASCAR Cup Series race across our broadcasting partners, including Fox, Prime Video, and TNT, with the NBC season on the horizon. Additionally, the Xfinity series on the CW has attracted about another million viewers on average. And this is just the television audience, which we maintain for 10 months each year. During the Amazon Prime segment of the schedule, the Cup series averaged 2.16 million viewers per race, while the Xfinity series on the CW saw an average of 1.1 million viewers, marking a 19% increase from 2024. On the digital front, NASCAR reported a 7% growth in its digital platforms compared to 2024. Furthermore, the total follower count across various social media platforms, Facebook, Instagram, X, Tik Tok, YouTube has reached 17.5 million, an increase of 1.3 million since the beginning of 2025. Thanks to these positive trends, NASCAR has secured 15 new official partnerships with major companies, including National Debt Relief, Dave Busters, Jack Links, Ticket Master, Arby’s, and Liquid Death, among others. We are incredibly optimistic about the tremendous brand value, exposure, and opportunities we have created at every level of the sport. Stimmel expressed, “NASCAR is one of the most sponsor friendly sports globally, and we are confident in our ability to deliver exceptional value to brands of all sizes and on various terms. Owning 14 tracks and collaborating with our other track partners places us in a unique position to work with our teams to convey messages that effectively promote products for brands. It’s well known that sponsorship strategies are constantly evolving and partnerships will naturally change as a result, especially now that there are numerous avenues for brands, both established and emerging, to promote and activate their presence, whether through on-site activations, IP adjacency, or social and digital promotions. Therefore, we are committed to providing tailored solutions based on brand objectives rather than adhering to a standard league sponsorship model. With these rapidly evolving options, there is a wide range of durations for brand partnerships, which truly depends on each brand’s specific goals. NASCAR’s revival has not only benefited the organization itself, but also its teams. For instance, Dollar Tree recently signed a significant multi-year extension with Jimmy Johnson’s Legacy Motor Club. National Debt Relief has joined Denny Hamlin’s Joe Gibbs Racing number 11 team for the 2025 season along with Kings Hawaiian, which transitioned from RFK Racing, Progressive Insurance, and Bob’s Discount Furniture. The excitement surrounding new partnerships extends beyond just newcomers. Red Bull, for example, has made a return to NASCAR after a 14-year absence, teaming up with Track House Racing, as has Wendy’s. Carvana continues to support Johnson, while brands like Chipotle are backing drivers such as Ryan Blay through public endorsements and activations. Arens, a longtime partner of Michael Walrip Racing, has also returned to the Cup Series with Front Row Motorsports this year. Stimmel concluded, “The success we’ve experienced with all our media partners at this point in the season has positively influenced the interest in our sport. This is a new era for NASCAR and the evidence is reflected in the metrics we continue to observe on a weekly basis.
