In a world where octane runs both in the nerves and on the tracks, the debate between NASCAR and Formula 1 supremacy has raged for decades. Last year, this conversation gained new momentum when Hendrick Motorsports star Kyle Larson boldly claimed he was a “better all-around driver” than F1 world champion Max Verstappen.
Now, the only way to settle this debate for good is to have both Larson and Verstappen in the same event. But it goes to show that NASCAR’s poster child is ready to go head-to-head against the premier open-wheel racing series in the world. NASCAR’s roots run deep in American culture, with its thundering V8 engines and side-by-side racing creating a unique spectacle. However, as Formula 1’s popularity surges across the United States, NASCAR’s brightest talents are noticing what makes F1 connect with a new generation of fans. For William Byron, the biggest thing NASCAR can learn from F1 is how the branding and interaction their star drivers have with the masses.
NASCAR’s Digital Revolution: Learning From F1’s Success
Rick Hendrick’s top drivers haven’t just been watching their competitors on the track – they’ve been studying how F1 engages with fans in the digital space. “We need to become way more current in the landscape of social media and exposure,” Byron explained in an interview with Jeff Gluck. He specifically pointed at Formula 1’s sophisticated digital interface and the interaction their star drivers have with fans. “Formula One has a really good interface for their apps, like how you follow Lewis Hamilton or how you follow Charles (Leclerc). We need to have a way to easily get to that, like the in-car cameras.”
This call for NASCAR to adopt F1-style digital experiences comes at a critical time for American motorsport. The substantial number of live spectators that NASCAR events attract at Daytona 500 exceeds 150,000 people, yet F1 gained broader international acclaim through its cutting-edge event presentation method. Research indicates that the Australian Grand Prix weekend this year gathered 419,114 people to witness F1’s expanding subscriber base.
The success of Netflix’s “Drive to Survive” series has further demonstrated how modern storytelling and accessibility can transform racing’s appeal to younger audiences. NASCAR runs 36 races in one season with many opportunities for exciting content that F1 can match, but only if NASCAR finds digital platforms where younger fans prefer to watch racing.
“Looking at my generation and being around my friends, they would love to be able to follow the race more easily for their favorite drivers,” Byron continued, highlighting the disconnect between NASCAR’s potential and its current digital presence. It’s not that NASCAR hasn’t produced star drivers who have transcended beyond NASCAR. Look at Jeff Gordon and Dale Earnhardt Jr.; both of them were big names in an era where social media wasn’t a thing.
Beyond improving digital access, Rick Hendrick’s star emphasized another crucial element borrowed from F1’s success: educating fans about the true difficulty of the sport. “We just need to educate people on how difficult this sport is,” he insisted. “People don’t understand how difficult it is to drive these cars. They think, ‘Oh, you’re just turning left at 80 percent of the tracks,’ and it’s like, ‘No, you’re on the edge. You’re literally fighting the car on the edge, like if you were driving on ice.”
Aug 20, 2023; Watkins Glen, New York, USA; NASCAR Cup Series driver Austin Cindric (2) leads a group of cars during the Go Bowling at The Glen at Watkins Glen International. Mandatory Credit: Rich Barnes-USA TODAY Sports
This misconception about NASCAR’s difficulty has long plagued the sport. While F1 cars produce approximately 1000 horsepower from their 1.6-liter turbo V6 engines and accelerate from 0-60 mph in about 2.6 seconds, NASCAR’s 5.9-liter V8 engines generate 750 horsepower and reach 60 mph in 3.4 seconds. Though slightly slower off the line, NASCAR requires a completely different skill set – mastering close-quarter racing at sustained high speeds where the smallest mistake can trigger a multi-car incident.
“There’s plenty of personalities in this garage; it’s just trying to show it, and we’ve got to do it in more current ways,” William Byron concluded. As NASCAR looks toward its future, embracing these F1-inspired innovations while preserving its unique racing identity may be the perfect formula for taking America’s premier motorsport to new heights in the digital age.
NASCAR’s Multi-Platform Push to Capture New Audiences
NASCAR isn’t standing still in the face of F1’s growing popularity, launching a comprehensive strategy to boost its visibility across multiple platforms. The racing organization has secured a groundbreaking partnership with Prime Video, marking the first time that Cup Series races will be available exclusively through a streaming platform. NASCAR President Steve Phelps expressed confidence in this digital expansion, stating his “expectation is it’s going to drive viewership that’s probably at least as good as what we’d see on cable.” With Prime Video’s successful track record of growing NFL Thursday Night Football viewership by 11% year-over-year, NASCAR sees the streaming giant as a strategic ally in reaching younger audiences who have moved away from traditional television.
Beyond streaming, NASCAR is investing in compelling storytelling through documentary content to deepen fan engagement. FOX Sports Films and NASCAR Studios have announced two new documentaries for the 2024 season – “The Madhouse: NASCAR’s Return to Bowman Gray Stadium” and “So Damn Close: Atlanta ’24,” highlighting both the sport’s rich history and its most exciting recent moments. These productions follow the success of previous documentaries like “I Am Kevin Harvick” and serve multiple purposes – entertaining existing fans during weather delays and educating new viewers about NASCAR’s heritage.
Not to forget, Prime Video will be releasing a new docuseries, “Earnhardt”, while also covering Kyle Larson’s historic attempt at the Double in another project. Although NASCAR: Full Speed is no match for F1’s Drive To Survive, they are headed in the right direction.
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