Kenny Wallace recently offered his assistance to NASCAR in efforts to reconnect with blue collar fans, a move that garnered praise from driver Corey LaJoie. Wallace addressed the topic in the latest episode of his vlog shared on X, discussing NASCAR’s search for a firm to improve engagement with this demographic.
On his show Coffee with Kenny, Wallace revealed that NASCAR is actively seeking professional help to bridge the gap with longtime fans. He expressed frustration with how the sport has alienated these supporters and volunteered himself to assist in correcting the course.
“So yesterday, Adam Stern reported that NASCAR is looking for a firm that can help them. Here we go. Ready? Drum roll. NASCAR is looking for a firm that can connect them with the blue collar fans. The old people. Hermit D bullsh***s everything for you. I said, I raised my hand. I said, hell, you can call me. I’ll help you. So listen, this is, you’re going to play a part. I want all of you to respond right here. And I think that’s going to be my headline. Since NASCAR is looking for a firm to help them professionally engage, create a plan on how to reconnect with all the people they pissed off.” —Kenny Wallace
Corey LaJoie expressed his support for Wallace’s initiative with a simple yet heartfelt comment, saying, “You’re the best.”
Corey LaJoie’s varied 2025 schedule and recent roles in NASCAR
Looking ahead to the 2025 NASCAR Cup Series season, Corey LaJoie is preparing for a part-time schedule where he will primarily race the No. 01 Ford for Rick Ware Racing. Additionally, he will compete in select Truck Series events behind the wheel of the No. 7 Chevrolet for Spire Motorsports. Beyond driving, LaJoie has also gained exposure as an analyst for Prime Video broadcasts of NASCAR races earlier this season.
How broadcasting experience shifted Corey LaJoie’s perspective on racing
LaJoie’s time as an analyst during Prime Video’s NASCAR broadcasts earlier this year influenced his understanding of the sport. He shared how watching races from a broadcast viewpoint reshaped his idea of competition and performance pressure.
“What I realized these last five weeks during my time on Prime, I’m intently watching the race, but I’m really only focused on three guys’ races. The other guys who are there grinding away, unless they somehow factor into the main storylines of the race, they’re not top of mind.” —Corey LaJoie
“Before this opportunity to see the race from a TV perspective, I would feel like if I wasn’t running well, then I was letting a lot of people down. I think that I cared too much, and I would hold the outcome too tightly, as opposed to just enjoying it when I was doing it.” —Corey LaJoie
This fresh outlook came after LaJoie endured a challenging 2024 season, where he has failed to break into the top 20 in any of his four Cup Series starts so far. His difficult year on the track led to renewed reflection about his relationship with racing and competition.
The significance of reconnecting with loyal NASCAR fans
Kenny Wallace’s willingness to step forward and support NASCAR’s efforts to repair ties with blue collar fans highlights ongoing challenges within the sport’s fanbase. LaJoie’s endorsement of Wallace’s plan adds weight to the urgency of this mission. Reestablishing these connections could prove crucial to NASCAR’s future attendance and viewership, especially as it navigates changing audience dynamics. The search for a professional firm to develop a detailed outreach strategy signals that NASCAR recognizes this need but requires expert guidance to effectively engage disenfranchised audiences once again.
