I think you're seeing a wide trend of powerful media outlets are far left and believe if they push their agenda enough, the viewer will hop on board. However, a large amount of their viewers are either middle of the road or generally conservative and are really turned off by it.
You see it with Hollywood, you've seen it with this past election, you're seeing it sports. It's not a vast majority, but it's a large portion and I'd argue at least the majority by a bit.
This is a little out of the box, but you could make a decent argument that NASCAR tried to buy in to new-age sports to a degree and "progressiveness" to a degree , changing rules and technology etc...to try and appeal to that portion of society and while it seemed to work for a moment, they became bored with it and while that was all happening, "conservative" viewers that liked things the way they have been were lost. Now NASCAR ratings are in the absolute toilet as a result.