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Why Would NASCAR Even Think About a Media Incentive Program?

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Joshua Lipowski

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Earlier today, Adam Stern reported that NASCAR is looking at implementing a new driver incentive program. The specifics have not been decided on, and the program is not even guaranteed to be implemented according to Stern.

Some may ask the question, why? What is the point of this incentive program, and what can NASCAR really get out of it? Here are a few reasons why this program could be good for NASCAR.

It Gives Drivers a Reason to Put Themselves Out There

The more accessible NASCAR drivers are to the general public, then the more they are allowed to let their personalities shine. Part of what made NASCAR so popular throughout the 1990s and early 2000s was the accessibility of the drivers. Drivers were readily available to fans both in and around the race track on race weekends.

This accessibility combined with the popularity of NASCAR allowed for drivers to be on commercials with A-List celebrities, guests on late night talk shows, or even Jeff Gordon hosting Saturday Night Live. The drivers were out there, and the general public knew who the top NASCAR drivers were.

Now, the drop in popularity of NASCAR means that drivers are not going to be asked to do some of those same things anymore. However, drivers can control how accessible they are to fans. With social media, there is no reason why driver’s can’t be accessible or able to show their personalities.

It Allows For Some Creative Promotional Content

We talked about how, if this ends up being implemented, NASCAR needs to be strategic with how they implement it. They need to incentivize the correct things in a balanced way for this to work.

With NASCAR having to fight more nowadays for space in the public sphere, it means they have to be creative. Rather than just the status quo of NASCAR promotional content, drivers and teams could be forced to do things differently.

If NASCAR wants to grow, they need to adapt to the way the world is now. If they want to reach a younger demographic, they need to find a way to reach that demographic. NASCAR has to get creative, and this program incentivizes that.

It Could Elevate the Platforms of The Existing Drivers that Promote the Sport

Getting the real, honest reactions of people like Dale Earnhardt Jr, Denny Hamlin, Corey LaJoie, and others on podcasts makes NASCAR more interesting. These drivers are interesting because they have personalities that are allowed to shine on platforms like this.

The bigger platform these big promotors have, the better. The more incentive they have to get the fans the content they like, the better. Those that already promote the sport in their own unique ways make the sport more compelling.

NASCAR’s potential new incentive program could make for an interesting way to promote the sport. It’s important to reward those who actively try to promote the sport in unique ways. It’s also important to improve the platform the sport already has.

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Picture of Joshua Lipowski

Joshua Lipowski

All Posts