NASCAR is currently grappling with several challenges, including a playoff format that fans dislike, cars that struggle to generate consistently thrilling races, and a noticeable drop in TV ratings during the critical end-of-season period. Among these issues, the shortage of standout superstar drivers has drawn significant attention, putting a spotlight on the need for stronger promotion of key figures like Ryan Blaney NASCAR superstar.
NASCAR Commissioner Steve Phelps recently acknowledged the problem during the Axios Media Trends Live Summit, emphasizing that the series must improve how it markets its drivers to boost their visibility and appeal to fans. He pointed to the danger and skill involved in driving a 3,500-pound car, stressing that these athletes should be recognized as heroes in their own right.
The Challenge of Elevating NASCAR Stars
Everyone involved in NASCAR, including broadcasters and media teams, plays a role in raising the profiles of the drivers. NBC Sports’ NASCAR commentator Leigh Diffey addressed this task during a media call, noting the difficulty but also highlighting the importance of showcasing drivers’ personalities beyond their racing abilities. He singled out Team Penske’s Ryan Blaney as an example of a driver who embodies a “superstar swagger” that helps capture the audience’s attention.
Diffey explained that elevating drivers involves highlighting various factors, including their on-track performance, off-track personality, and career achievements.
“It’s what they do on the track. It’s what they do off the track. How many times have they won? Their personality, both on track and off track. It’s all of those contributing factors,”
he said.
Implementing Incentives to Promote Drivers
In an effort to address the deficit of star power, NASCAR recently introduced an ambassador program designed to reward and incentivize drivers for their participation in promotional activities. These activities range from media appearances to autograph sessions and fan engagements.
Drivers earn points for every 15 minutes they dedicate to these promotional efforts beyond mandatory commitments, with points weighted by a NASCAR formula that considers a driver’s star status. This system also fosters competition among drivers for cash rewards, as demonstrated by Joey Logano, who reportedly earned $1 million for leading the ambassador rankings this season.
Why Star Power Matters for NASCAR’s Future
The lack of visible superstars affects not only the fan experience but also NASCAR’s commercial success and media presence. Building up drivers with compelling personalities and strong track records is seen as essential to reversing declining viewership and re-engaging longtime enthusiasts.
The conversation around elevating stars like Ryan Blaney highlights a strategic priority for NASCAR moving forward. Efforts to incentivize driver participation in promotional events and the focus on marketing their individuality hint at a broader plan to reignite fan interest and restore the sport’s excitement.
