On Sunday, the K&N Pro Series East begins down in New Smyrna Beach, Fla. And if the track and pit look a little more diverse than they have in the past, that's in part because of a NASCAR program designed to entice different communities to try out the sport.

Market research says NASCAR's bread-and-butter fan base is about 60 percent male and 80 percent white, mostly from the Southern and Midwestern states. But as the country continues to become even more diverse, the sport is working to make sure its fan base is, too.

That's a challenge.

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.