Because of Its Willingness to Change, Nascar Is Still in the Race for Younger Viewers

Removing the Confederate flag was a step in the right direction


On April 7, 2019, drivers at Tennessee’s Bristol Motor Speedway started their engines and ran the Food City 500. The race was as fast and exciting as ever, but fans couldn’t help but notice a problem: a lack of other fans.

Not many years ago, it was hard to get a ticket to Bristol. But while its stands can hold 162,000 gearheads, 120,000 of those seats sat empty for the Food City race.

In many ways, the race seemed to embody the state of Nascar itself.

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This story first appeared in the July 27, 2020, issue of Adweek magazine. Click here to subscribe.