The 2025 NASCAR season has shown mixed results in fan interest, with some events gaining viewers while others experience declines. Simultaneously, Formula One’s growing appeal, particularly in the United States, is narrowing the gap, raising concerns about NASCAR’s future popularity. Bubba Wallace NASCAR popularity gap is now a key issue as Wallace highlights what NASCAR must address to remain dominant.
Bubba Wallace Highlights NASCAR’s Limited Global Reach Compared to F1
Formula One, once a predominantly European sport, is rapidly expanding its global fanbase, posing a serious challenge to NASCAR’s traditional market. Veteran journalist Toby Christie recently emphasized the shrinking gap between NASCAR and F1 viewership, suggesting the need for NASCAR to rethink its approach. Wallace, who won the 2025 Brickyard 400, spoke with The Athletic’s Jeff Gluck about the steps NASCAR must take to avoid being eclipsed by F1.
Wallace described NASCAR’s current status as
very inside of our own four walls, and that’s it.
To illustrate the contrast, he compared NASCAR drivers’ visibility to that of F1 stars, saying,
You can take Lewis Hamilton or Max Verstappen and drop them anywhere in the world and people go crazy, right? You drop myself, or Chase Elliott, or Ryan Blaney in London, and no one knows who we are. You drop us in New York City, and maybe we will get one or two people, right?
Challenges Facing NASCAR as F1 Gains Ground
The widening viewership tussle reflects a shifting landscape in motorsports fan engagement, where F1’s international brand recognition challenges NASCAR’s largely domestic appeal. Toby Christie underscored the urgency of NASCAR adopting new strategies, tweeting,
The battle is quickly tightening up. At some point, you gotta do something different to reverse the trend. Perhaps time to go to a tried and true method which constantly saw the arrow trending upward?
This indicates the pressure NASCAR faces to innovate or risk further audience erosion.
Steps NASCAR Has Taken and What Lies Ahead
NASCAR has begun adapting by broadcasting five races via the streaming platform Prime Video. Although traditional viewership slipped, this move introduced the sport to a younger demographic not previously reached through conventional channels. For NASCAR to halt its declining domestic dominance, more changes targeting broader exposure and engagement could be essential.
Bubba Wallace’s warnings reflect a critical moment for NASCAR as competition from F1 intensifies both domestically and internationally. The sport’s ability to evolve, increase its global presence, and connect with new audiences will likely determine its standing in the coming years.
