Nascar Puts the Pedal to the Metal With DEI Efforts—but Is It Winning the Race?

A check in on an ambitious image remake in the sporting world

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

The Talladega Superspeedway in Alabama bills itself as “Nascar’s biggest and baddest track.” Opened in 1969, the 2,000-acre site contains stock car racing’s longest oval (2.66 miles) and an 80,000-seat grandstand. Thanks to a recent $50 million renovation, the complex now includes the new Paddock Club, which boasts hors d’oeuvres, a 41-foot video screen and a perch on victory lane.

On June 21, 2020, Talladega added another—albeit figurative—feature: a lightning rod.

Twelve days earlier, Nascar had officially banned the display of the Confederate flag at its tracks, stating that the banner “runs contrary to our commitment to providing a welcoming and inclusive environment for all fans.”

Come race day at Talladega, however, not all fans were on board.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the Feb. 21, 2022, issue of Adweek magazine. Click here to subscribe.