car racing

Sports
4:03 am
Wed October 30, 2013

Can NASCAR Steer Itself Back Into Popularity?

Sprint Cup Series driver Jimmie Johnson (48) and Juan Pablo Montoya (42) drive through turn four on a restart during the NASCAR Sprint Cup auto race at Martinsville Speedway in Martinsville, Va.
Steve Helber AP

Originally published on Thu October 31, 2013 4:24 am

As the NASCAR season climaxes, America's prime motor sport continues to see its popularity in decline. For several years now, revenues and sponsorship have plummeted, leaving an audience that increasingly resembles the stereotype NASCAR so desperately thought it could grow beyond: older white Dixie working class.

Both ESPN and the Turner Broadcasting Co., longtime NASCAR networks, took a look at the down graphs and the down-scale demographics and didn't even bother to bid on the new TV contract.

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