There was a time when iconic personalities defined NASCAR, recognized not just by fans but even by those unfamiliar with the sport: Dale Earnhardt, Jeff Gordon, Tony Stewart, and Dale Earnhardt Jr. These drivers weren’t just athletes; they were the sport. They had identities, rivalries, and fan bases that felt like more than just simply supporters. Fast forward to today, and while the on-track product is as competitive as ever, something is missing: The sport has no true modern-day superstars.
The issue isn’t talent; drivers like Kyle Larson, Chase Elliott, and Ryan Blaney have proven themselves behind the wheel. The problem is identity. NASCAR today lacks drivers with strong, marketable personalities, and that has led to a disconnect between the sport and the fans. This isn’t just nostalgia; it’s a fundamental issue that affects NASCAR’s popularity, engagement, and ability to attract new fans. So, what happened? More importantly, how can NASCAR fix it?
One of the biggest differences between past NASCAR legends and today’s drivers is authenticity. Dale Earnhardt was “The Intimidator” for a reason; he didn’t care what people thought, and he raced like it. Tony Stewart was fiery, unfiltered, and never hesitated to speak his mind. Even Jeff Gordon, who was initially seen as the “polished” face of the sport, wasn’t afraid to talk and act, both on and off the track.
Compare that to today, when most drivers sound like walking PR statements. Interviews are filled with generic sponsor mentions, rehearsed gratitude, and carefully worded responses that avoid controversy. The reason? Sponsors wield more influence than ever, and drivers know that one wrong comment could cost them millions. Kyle Busch, once NASCAR’s M&M’s man and villain, has mellowed significantly. Even outspoken personalities like Denny Hamlin are far more calculated than in years past – Even though Hamlin tends to have strong words in his podcast. But it’s probably not a great example, considering he’s lost 2 major sponsors just last year.
Now, when you watch a winning interview from, let’s say, NASCAR’s most popular driver, Chase Elliott, you just know his first words are going to be: “I want to thank my team for building a super fast Chevrolet NAPA Camaro…” Does that feel natural? Surely he might recap his race later on during the interview, but the damage has been done, all the excitement to hear what the race winning driver has to say has gone through the window.
While it’s understandable why drivers don’t want to risk losing sponsorships, NASCAR has to create an environment where personality isn’t punished. Fans don’t connect with drivers who seem robotic. They want authenticity.
Rivalries give NASCAR an edge, creating must-watch moments that fuel fan passion. Richard Petty vs David Pearson, Earnhardt vs Gordon… these weren’t just about racing; they were about pride, personalities, and grudges that carried over for years. Modern NASCAR has moments of tension, yes, but nothing lasting. Chase Elliott vs Kevin Harvick in 2021? Great! But over within a few weeks. Ross Chastain vs the field? His aggressive driving style ruffled feathers, but no real long-term storyline was created, not even with the Denny Hamlin conflict, mostly due to Hendrick and Chevrolet keeping him on a short leash. Joey Logano has had a considerable amount of run-ins, but nothing that has defined an era (even though that incident with Kenseth was pretty iconic, now that he’s retired, it doesn’t count anyway).
A big reason for it all is NASCAR’s approach to conflict. Rivalries are often discouraged instead of embraced. The sanctioning body fears negative headlines, forgetting that rivalries make the sport exciting. Imagine if Earnhardt and Gordon had been told to “cool it” every time they clashed. The best moments in NASCAR history come from emotion, not scripted professionalism.
If NASCAR wants to reignite passion, it should let drivers feud naturally. Instead of trying to keep everything politically correct, they should market rivalries as selling points. Of course, right-hooking someone into a wall is not ideal and should be prevented, but otherwise, leave them boys at it!
Part of the issue also lies in the backgrounds of today’s drivers. NASCAR was built on the backs of self-made drivers who climbed the ranks from short tracks or dirt tracks, worked on their own cars, and connected with the everyday fan. The average NASCAR fan could see themselves in Earnhardt or Stewart. Now? Many young drivers come from privileged racing families, with direct access to sponsorships and top-tier equipment, and while talent is still crucial, the traditional path is disappearing.
The rise of driver development programs and manufacturer pipelines has created a system in which drivers are molded from a young age, losing the raw, unfiltered personalities that made legends in the past. This has made it harder for fans to connect with modern drivers. It’s not about talent. It’s about storytelling. NASCAR needs to highlight the personal journeys of drivers who fought their way to the top. When fans understand a driver’s struggles, they’re more likely to invest and enjoy them.
Another key problem? NASCAR’s failure to market its drivers effectively. Look at what Drive to Survive did for Formula 1. The Netflix series didn’t change F1’s on-track product. It simply told the stories of the drivers in a compelling way. Casual viewers suddenly had a reason to root for certain drivers, and F1’s popularity skyrocketed. NASCAR has yet to replicate this success. The documentary NASCAR: Full Speed was a step in the right direction, but it lacked mainstream reach.
The sport also lost key media outlets like Speed Channel, which once provided 24/7 NASCAR content. The decline of these platforms has left fans with fewer ways to connect with drivers beyond race day. If NASCAR wants to fix this, it needs to go all-in on driver-focused storytelling. More behind-the-scenes content, more personal narratives, and a push to make drivers feel relevant again.
So, what’s the solution? NASCAR can’t magically manufacture superstars, can it? Well, no. But it certainly can create an environment where they thrive. Here’s how:
NASCAR isn’t short on talent. It’s short on identity. The personalities that once made the sport a cultural phenomenon have been dulled down by corporate caution and weak marketing. Fans don’t just watch for the racing; they watch for the characters. If NASCAR wants to thrive in the modern era, it needs to embrace what made it great in the first place: passion, personality.. and.. maybe a little bit of chaos, too.
