NASCAR is working hard to market to a more diverse audience in a bid to boost sluggish viewership despite a growing national backlash against DEI.
The average number of viewers for live NASCAR races across all television networks was 2.9 million viewers in 2023, a decrease of approximately 9.4% compared to the 3.2 million viewers who watched the races in 2018 . According to the Wall Street Journal.
Despite declining viewership, the horse racing league, which rose to national prominence in the 1990s and 2000s from its roots in the South, recently signed television and streaming rights deals with Fox, Amazon and Warner Bros. concluded. Discovery has signed a deal worth $7.7 billion over the next seven years. According to the Journal,
Peter Jung, NASCAR's chief marketing officer, said NASCAR's chief marketing officer, Peter Jung, wants to regain momentum for NASCAR by targeting African-Americans, its fastest-growing demographic. He said he is focused on attracting more people and Hispanic fans.
“When it comes to new fans within three years, the multicultural trend and composition is much greater. I think it's more than 40%,” Jung told the Journal.
When Jung started working for NASCAR 10 years ago, he said 20 percent of NASCAR's fans were multicultural.
Currently, “26% or 27% of NASCAR fans are multicultural, and I think people are probably surprised by that,” he told the Journal.
Jung credited NASCAR's partnership with musician Pitbull for its ability to expand NASCAR's commitment to diversity, equity and inclusion.
DEI is very fundamental, DEI values and beliefs. [Pitbull]” Jung said of the Cuban-American rapper, the Journal reported.
Specifically, inclusion is “one of our seven core values as a company,” Jung said, adding, “This is probably surprising to other marketers.” .
Jung said NASCAR shows it values inclusion with events like Richmond Bubba's Block Party, a free NASCAR initiative aimed at raising awareness of the sport.
In another inclusive move, NASCAR debuted Pride-themed merchandise and held several occasions to fly the rainbow flag in support of the LGBTQ+ community. It made them feel like we weren't inclusive,” Jung told the Journal.
But he argued that waving the rainbow flag “opened the door to far, far more people” and that NASCAR “is concerned about the pundits and headlines that say, 'Oh, we want to do NASCAR.' I'm trying hard not to get caught,” he said. Get political. ”
But in recent months, NASCAR has been accused of going too far with its DEI efforts, which are said to discriminate against white men.
In November, America First Legal, run by former Donald Trump adviser Stephen Miller, petitioned the U.S. Equal Employment Opportunity Commission to investigate NASCAR and Rev Racing for “unlawful discrimination against white men.” submitted a document.
“This illegal activity must not be allowed to continue,'' said senior advisor Nick Barry. said in a statement.
NASCAR's corporate teams, sponsors, talent, pit crews and drivers have become more diverse in recent years.
“NASCAR should not select drivers based on race or gender, they should select drivers based on driving ability,” Barry said. “All racism is wrong, even if it's for the 'social justice' causes that are popular today.”
America First Legal says NASCAR and Rev Racing's DEI initiatives, including the Diversity Driver Development Program, Diversity Pit Crew Development Program, and NASCAR Diversity Internship Program, violate Title VII of the Civil Rights Act of 1964. claims to be doing so. Discrimination based on race or gender is prohibited.
Representatives for NASCAR did not immediately respond to The Post's request for comment.
