Nascar In The Age of Trump

If there’s one sport that I would associate with our new President, it’s Nascar.

Both Nascar drivers and Donald Trump like ballcaps with printed messages.  Both Nascar and the new President like to throw in the random commercial plug here and there.  Both Nascar drivers and Donald Trump need a lot of help from their pit crews.  And both Nascar and Trump appeal to older, rural white voters.  It’s no surprise that, last year, one of the Nascar execs endorsed Trump for President.

AP NASCAR TEXAS AUTO RACING S CAR USA TXSo it seems like a counterintuitive cultural disconnect that, with Donald Trump sitting in the Oval Office, Nascar is really struggling — but that’s the case.  Ratings for Nascar broadcasts have been cut almost in half since 2005.  Racetrack owners have torn down sections of bleachers at their tracks due to declining attendance, but the remaining stands still aren’t filled.  TV executives are pushing the sport to make dramatic changes to reverse the decline.  And, according to the linked article, even with two years’ notice Nascar wasn’t able to find a new primary sponsor that was willing to pay its asking price and it therefore had to sell the sponsorship and naming rights on the cheap.

Why is Nascar on the downslope?  The article gets into a lot of inside baseball talk, but I think the reality is simple:  it’s boring to watch cars driving around a race track for hundreds of miles, no matter how garishly painted they might be and how many product stickers they might sport.  I’ve never understood Nascar’s appeal for that central reason — and the generations coming behind mine, growing up with Walkmans and cell phones and social media, apparently have even less of an attention span than I do.  When Nascar people are talking about installing wifi at the racetracks, that tells you all you need to know about the future of the sport.  People just aren’t willing to sit in the stands for hours, drinking beer and hoping for some aggressive driving on the turns and an exciting crash now and then.  Changing the rules of the races and trying to come up with nicknames that make the drivers more interesting aren’t going to change that central reality.

It would be weird if the term of President Donald Trump saw Nascar once again relegated to the status of a small, regional sport — but that may be the direction in which we’re heading.

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