NASCAR focused on returning to 'blue-collar' identity

It appears that NASCAR is going through a bit of a rebranding, or is it more of a return to its historic roots? There has been talk before from teams about being a “blue-collar” group. Can the sport as a whole return to that identity?

In its last year as a four-car organization, Stewart-Haas Racing named itself the blue-collar team of NASCAR. This year, Richard Childress Racing has made a similar statement regarding its identity.

Tim Clark, NASCAR’s chief brand officer, recently spoke to Ewan Larkin of Ad Age about the sport’s desire to return to its “working-class, Americana brand” identity.

According to the marketing and media outlet, the stock car racing series is ready to work with a new ad agency. There are 11 that are up for consideration. These are small, independent agencies that will hopefully bring an authentic voice and brand to the sport.

While NASCAR is trying to be an Americana brand once again, they are not going to pull away from their international aspirations. It is going to take nuance and finesse to make the vision work.

“In recent years, NASCAR has expanded its schedule, modernized its venues and introduced new race formats and fan experiences,” Larkin wrote. “These moves—while helping to evolve the brand—have also created some distance with longtime fans, according to a sports industry analyst who spoke on the condition of anonymity.”

Tim Clark appears open to many options for new marketing and media initiatives. That could end up being new TV ads, online marketing pushes, or even a new “tagline” for the sport. The upcoming release of NASCAR 25 is an example of what the sport is doing to reach younger audiences without offending longtime fans of the sport.

Can NASCAR balance “Americana” with international hopes

There has clearly been a push from NASCAR to become more international as a sport. There were multiple rebrands of the international series across the globe recently. NASCAR Brasil, NASCAR Mexico, NASCAR Canada, and the NASCAR Euro Series.

Of course, there was the Mexico City race this season. Then there are races like Chicago Street, the Clash at the LA Coliseum, and other recent moves to make he sport more amenable to an international, younger audience.

Even during this time of change, there has been attention given to the grassroots. North Wilkesboro, Rockingham, and Bowman Gray were all on the schedule this season. There is a commitment to Bowman Gray for the next five seasons as well. Next year, Chicagoland Speedway is expected to return to the schedule. There’s a lot to like if you’re an old-school fan.

So, how does NASCAR balance the international desires with a new “Americana” brand? Truthfully, if they do it right and authentically, and the racing on the track is compelling as well, it shouldn’t be too hard. Put on a good product with solid branding and marketing behind it, and fans will tune in. Both new and old.