Brad Keselowski has outlined three critical adjustments he believes could help restore NASCAR’s dwindling popularity, as the sport faces growing competition from Formula 1. Since the Netflix series F1: Drive to Survive helped Formula 1 expand its global audience, NASCAR’s viewership edge has significantly narrowed. Keselowski’s proposed NASCAR fixes focus on sustaining its fanbase and revenue amid these shifts.
NASCAR has traditionally been a major American sporting niche, but its grip on fans has weakened compared to its heyday in the 1990s and early 2000s. Even though NASCAR still leads in viewership within U.S. motorsports, the margin over competitors like Formula 1 is shrinking rapidly. Keselowski, a seasoned driver and co-owner of RFK Racing, spoke to The Athletic’s Jeff Gluck about the urgent need for reform to reverse this trend.
Expanding Track Revenue Beyond NASCAR Events
One of Keselowski’s main concerns involves the financial stability of race tracks, which he argues are overly dependent on NASCAR media rights. He explained that many venues remain mostly empty on non-race days and fail to generate income elsewhere. He stated,
“tracks, in general, need to find more ways to generate more revenue outside of NASCAR.”
According to Keselowski, tracks frequently operate with minimal staff during off times, which highlights underused potential for year-round engagement. This reliance on broadcast deals creates a cycle where funding and cash flow steadily decline, limiting investments in facilities and fan experiences. Addressing this could enable tracks to strengthen their financial footing independently of race-day earnings.
The Controversy Surrounding NASCAR’s Playoff System
The current playoff structure introduced years ago was aimed at rekindling excitement and intensifying competition, but Keselowski believes it has backfired and become detrimental. He insists,
“The whole playoff thing has to go away.”
Keselowski elaborated that the format undermines many aspects of the sport, including the value of certain tracks and races, and disheartens drivers who fail to qualify.
He described the playoff system as “very unhealthy for the sport” and added,
“It muddies the water; it’s not working for the sport.”
This criticism reflects a broader unease among fans and insiders who feel the playoffs complicate the championship outlook and detract from consistent performance across the season. Removing or overhauling this system could restore fairness and clarity in NASCAR’s competition.
The Importance of Adding New Manufacturers to NASCAR
Brad Keselowski also stressed the need to bring more original equipment manufacturers (OEMs) into the sport, beyond the current participants. While RAM is making a comeback in the Truck Series, Keselowski sees the presence of multiple OEMs as vital for the health of NASCAR overall. He explained that OEMs provide essential investment, stating,
“They are the high tide that raises all ships. They’ll invest in the teams while concurrently investing in the tracks through advertising.”
This corporate involvement not only boosts team budgets but also enhances promotion and visibility for the sport’s venues. Keselowski believes that without a strong influx of new manufacturers, NASCAR’s financial and competitive landscape will remain limited, constraining growth opportunities and fan engagement.
Viewership and NASCAR’s Position Among U.S. Motorsports
Recent viewership data confirms NASCAR’s continued lead but also highlights its narrowing advantage over emerging competitors. According to an industry tweet from Adam Stern on September 6, 2025, the weekly U.S. motorsports audience ranked as follows:
- NASCAR Cup (USA Network): 1.880 million viewers
- Formula 1 (ESPN): 1.2 million
- IndyCar (Fox): 1.142 million
- NHRA (Fox): 1.036 million
- NASCAR Xfinity (The CW): 733,000
- NASCAR Trucks (FS1): 262,000
- ARCA (FS1): 43,000
While NASCAR maintains a leading position, the popularity of Formula 1 and other series continues to grow, signaling intensifying competition for viewers and sponsors alike.
Outlook for NASCAR’s Future and Keselowski’s Vision
Keselowski’s proposed fixes address foundational issues NASCAR confronts in an evolving motorsports landscape. By diversifying tracks’ revenue streams, reconsidering the playoff format, and encouraging more manufacturers to join, he believes NASCAR can reclaim the enthusiasm it once had. With his experience as a former Cup Series champion and current RFK co-owner, Keselowski offers a perspective shaped by both racing and business understanding.
Implementing these changes could rejuvenate NASCAR’s appeal for long-time fans and attract new audiences. As the sport faces pressure from Formula 1’s rising profile and shifting demographics, executives and stakeholders may need to seriously consider these bold proposals to secure NASCAR’s place in American and global motorsports.
U.S. motorsports viewership last weekend:
1) NASCAR Cup (USA Network): 1.880 million viewers
2) Formula 1 (ESPN): 1.2 million
3) IndyCar (Fox): 1.142 million
4) NHRA (Fox): 1.036 million
5) NASCAR Xfinity (The CW): 733,000
6) NASCAR Trucks (FS1): 262,000
7) ARCA (FS1): 43,000 pic.twitter.com/K2t8EI0zDV— Adam Stern (@A_S12) September 6, 2025
