 RACING IS ABOUT FAMILIES. Teams, drivers and fans alike bring the entire family out to the race. Fans are a part of the sport, not just spectators
With a season from February to November, NASCAR has the longest season of all professional sports.
Average US Sports Attendance per Event
NASCAR Sprint Cup Series 120,000
NASCAR Nationwide Series 60,000+
NASCAR Camping World Truck Series 40,000+
BRAND LOYALTY IN MOTORSPORTS
NASCAR delivers the most brand-loyal fans in sports... enthusiasts that show their pride by regularly supporting the sponsors of their favorite drivers and events.
The NASCAR fan is well aware that corporate sponsorship makes "the show" possible. And, unlike other sports, sponsorship and corporate involvement in NASCAR are expected and embraced by the fans.
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GENDER DISTRIBUTION
NASCAR is gender neutral, a fit for the entire family
| Gender |
NASCAR Fans |
| Male |
59% |
| Female |
41% |
AGE DISTRIBUTION
NASCAR fans are just as likely to be 18-34 and 18-44.
| Age |
U.S. Population |
NASCAR Fans |
Index NASCAR Fans
vs. U.S. Population |
| 18-24 |
12% |
11% |
92 |
| 25-34 |
19% |
19% |
100 |
| 35-44 |
17% |
19% |
112 |
| 45-54 |
22% |
24% |
109 |
| 55-64 |
12% |
12% |
100 |
| 65+ |
18% |
15% |
83 |
| 18-34 |
31% |
30% |
97 |
| 18-44 |
48% |
49% |
102 |
  
INCOME DISTRIBUTION
NASCAR fans are middle class and just as affluent as the U.S. population: 48% earn $50,000+ per year (98 index vs. U.S. population)
| Income |
U.S. Population |
NASCAR Fans |
Index NASCAR Fans
vs. U.S. Population |
| Under $30,000 |
31% |
31% |
100 |
| $30,000-$50,000 |
20% |
21% |
105 |
| $50,000-$70,000 |
16% |
17% |
106 |
| $70,000-$100,000 |
15% |
15% |
100 |
| $100,000+ |
18% |
16% |
89 |
| $50,000+ |
49% |
48% |
98 |
PRESENCE OF CHILDREN
NASCAR is a sport the whole family can enjoy: 43% have children under the age of 18 (102 index vs. U.S. population)
| Children |
U.S. Population |
NASCAR Fans |
Index NASCAR Fans
vs. U.S. Population |
| % of families with kids under 18 |
42% |
43% |
102 |
GEOGRAPHIC DISTRIBUTION
NASCAR fans live in regions that mirror the U.S. population, as they are within 2 percentage points of the U.S. population in every region.
| Region |
U.S. Population |
NASCAR Fans |
Index NASCAR Fans
vs. U.S. Population |
| Northeast |
18% |
16% |
89 |
| Midwest |
22% |
24% |
109 |
| South |
38% |
40% |
105 |
| West |
22% |
20% |
91 |
Source: 2007 ESPN Sports Poll (18+).
MINORITIES
1 out of 5 NASCAR fans is a minority.
| Minorities |
Proportion of All NASCAR Fans (5-Year Trend) |
% Change |
2004 |
2008 |
| Member of a minority group^ |
18.8% |
20.7% |
+10% |
| Hispanic |
7.7% |
9.0% |
+17% |
| African-American |
7.8% |
7.8% |
0% |
^ indicates results based on “all NASCAR fans” minus “all white non-Hispanics”
Source: Scarborough USA+ (2004, 2008).
Note: in both sources, fandom is determined using a 4-point interest scale in which respondents indicate their interest level in NASCAR: “very interested”, “somewhat interested”, “a little bit interested”, or “not at all interested”. NASCAR fans are those respondents who indicate they are at least “somewhat interested” in NASCAR (i.e. Top 2 Box).
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NASCAR fans are more family-oriented, they are more likely to have children who become fans.
The average NASCAR fan consumes over six hours of NASCAR-related media per week.
#1 spectator sport, with 17 of the top 20 highest attended sporting events in the U.S.
A NASCAR Sprint Cup Series event attracts larger crowds than the Super Bowl, a World Series game and an NBA Finals game, combined.
NASCAR fans are three-times as likely to try and purchase a NASCAR sponsor's goods and services.
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