Bubba Wallace, known for speaking candidly, has criticized NASCAR’s limited international profile and emphasized the need for greater global recognition. Despite strong domestic support, NASCAR struggles to gain star power comparable to international motorsports, according to Wallace’s recent remarks.
Wallace contrasts NASCAR’s popularity with Formula One’s international reach
Wallace highlighted the stark difference between NASCAR and Formula One, pointing out that while NASCAR’s fan base is mostly confined to the United States, Formula One enjoys a worldwide following. He cited Formula One champions Max Verstappen and Lewis Hamilton as examples of drivers who command attention globally, saying their recognition transcends national borders.
In an interview, Wallace said,
“We are very inside of our own four walls, and that’s it. I’m not sure about that, because you can take Lewis Hamilton or Max Verstappen and drop them anywhere in the world, and people go crazy, right? You drop me, Chase Elliott, or Ryan Blaney in London, and no one knows who we are. You drop us in New York City, and maybe we get one or two people,” —Bubba Wallace, NASCAR driver
He stressed that the issue extends beyond individual fame to the sport’s cultural presence globally. Formula One benefits from its expansive television contracts, wealthy investors, and the Netflix series Drive to Survive, which have turned its drivers into household names worldwide. NASCAR, by contrast, remains primarily a regional phenomenon, with stars revered mainly in key U.S. venues like Daytona, Talladega, and Bristol.
Efforts by NASCAR to broaden its reach include holding the Cup Series race in Mexico after a long hiatus of racing outside the U.S., signaling a willingness to grow beyond domestic audiences, but recognition beyond American motorsport fans remains limited.
Wallace identifies Kyle Larson as NASCAR’s potential global ambassador
Wallace also named Kyle Larson as a driver who might help NASCAR expand its appeal to a broader audience. He acknowledged Larson’s ability to attract fans beyond the traditional NASCAR crowd, particularly those who follow dirt track racing.
Responding to a question about which driver could emerge as a major star, Wallace said,
“We have Kyle Larson. I think Larson is that person.” —Bubba Wallace, NASCAR driver
However, Wallace expressed skepticism about Larson’s household name status outside core racing circles, adding,
“It’s tough because Larson is getting the dirt crowd to watch. But homeboy, homegirl at the Pilot over here across the street doesn’t know who Larson is. They’re not like, “I want to see how he’s going to do.” I could be wrong,” —Bubba Wallace, NASCAR driver
This observation underscores NASCAR’s challenge in converting niche popularity into widespread recognition beyond its established fan base.
A critical moment for NASCAR’s future direction
Wallace’s blunt comments serve as a reminder that NASCAR faces a crossroads in defining its future stature. While it holds strong traditions and a fervent domestic following, the sport’s leaders must consider how to elevate its profile internationally. Expanding NASCAR’s cultural and commercial footprint could help the series grow and compete with global motorsports.
With efforts like international races and embracing media partnerships, NASCAR is taking steps but still struggles to produce widely recognized star drivers on the level of Formula One’s most famous competitors. Wallace’s critique underscores the urgency for NASCAR to build stronger global name recognition so the sport can thrive beyond its traditional American heartland.
