“We need to get more people, encourage more people of color to come and enjoy what goes on around race weekend,” said Brad Daugherty, the lone Black team owner in NASCAR. NASCAR has worked on building awareness among multicultural audiences for years.
, for decades a waving, nylon symbol to Blacks that they were not welcome in NASCAR Nation.
was a heartening moment for NASCAR. But earning the trust of a new generation of fans extends beyond “if you ban it, they will come.” NASCAR and its tracks need bolder attempts at ticket and community outreach programs, much in the way baseball, the NHL and the NBA celebrate pride or ethnic-themed nights.
“This worked well to create a very specific NASCAR culture, a spectacle of celebrity politicians, military flyovers, conservative symbolism, an all-white driver line-up — for many years, but not always — and grandstands filled with predominantly white consumer fans,” Newman said. “It was unique in the North American sports landscape for its racial homogeneity and pronounced affiliations with one political party.
“If people look at the sport and see the stars of the sport are representative of different groups, I think it’s just another step toward making the sport feel more open to a larger audience of folks,”said. “If people look at the sport and feel that it’s open, that in turn will help make more folks be interested in coming to the sport.”
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