Infographic: How Nascar Is Driving Efforts to Become More Diverse

The motorsport is seeing more female fans and women in the C-suite

illustration of cars racing
Each Nascar Cup Series event draws 1.2 million female TV viewers.
Carlos Monteiro

Nascar is making an effort to be more diverse at all levels.

With Nascar just kicking off its season with this month’s Daytona 500, a growing number of fans scattered across the country are tuning in. More women are watching, too, with 1.2 million female TV viewers for every Nascar Cup Series event. As for Nascar itself, there are currently five women in the C-suite, including CMO Jill Gregory and vice chairman Lesa France Kennedy.

Nascar also has plans to hire an officer for D&I efforts and create a diversity council this year.

“As we work to reflect the evolving demographics of this country, our mission extends across the sport—from the racetrack to the corporate offices to the audiences we’re pursuing to be fans,” Gregory said.

Nascar’s Drive for Diversity program has seen 60 multicultural graduates work in the pit. Started in 2004, the development program has seen success with drivers Bubba Wallace, Kyle Larson and Daniel Suarez.

Check out all the statistics in the infographic below.

This story first appeared in the Feb. 24, 2020, issue of Adweek magazine. Click here to subscribe.

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