Kyle Larson’s Indy 500 News Could Finally Push NASCAR & American Motorsports Into Global Mainstream

NASCAR has always been in a tussle with other elite leagues for attention. Be it NBA or NFL or MLB, there has always been competition. With the meteoric rise that Formula 1 witnessed, that list only got longer. But after years of being a trailing contender, NASCAR (and motorsport, in general) finally looks poised to challenge for the top.

The arguments for that are manifold. To start with, the sport finally found a resurgence in viewership numbers. There had been multiple years of falling numbers, both on-track, and TV/broadcasting, especially since 2017 when Dale Earnhardt Jr retired from racing.

The rise in numbers was accompanied by strong tailwinds in terms of a new media rights deal. NASCAR has had FOX and NBC as their broadcasting partners for years now, but the contract is due to end soon. After the NFL’s multi-billion dollar deal, there have been strong reports that even NASCAR could successfully seek a premium.

Investments from within – Dale Earnhardt Jr leads the pack

However, apart from these fundamental and foundational supports, there have been other positive signs too. There has been an influx of new investments into the sport that shows confidence among close watchers about the future.

For instance, Dale Earnhardt Jr, Kevin Harvick, Jeff Burton, and Justin Marks got together to announce their takeover of the CARSTour Late Model Series. The Series had slowly been slipping into oblivion due to the lack of adequate interest and attraction from fans. But with the new investment (and the associated publicity), it has possibly received crucial life-saving care.

Additionally, one of the most famous names in motorsport ownership, Andretti is looking for a gateway to the Cup Series. Michael Andretti told Forbes: “We have to make sure we get into NASCAR in a few years. We are very much looking at it and monitoring it. We are looking at a couple of situations and hopefully, in a couple of years, we will be there.”

The Andrettis had attempted to do so in 2013 as well. That move didn’t work out. However, they are in a much better position to make the entry this time around, and if it ever were to happen – it’s now.

Renaming the Petty GMS team to Legacy Motor Club has generated a lot of interest in the sport as well from outsiders. While in substance that doesn’t change things too much, it has given the sport a lot of eyeballs – something that is always helpful in the race for supremacy.

Money is possibly the best barometer to evaluate and examine the future of a business. If there’s so much investment flowing in, there is hope that the sport could finally leapfrog its competitors.

Recent headlines have also helped

The final argument is based on just the amount of headlines motorsports has been generating – especially in the last 10-15 days. While the amount of contribution these headlines can make to the growth of the sport is difficult to quantify, it is definitely an added bonus.

Possibly the biggest headlines have been created by two of the biggest names – Dale Jr and Jimmie Johnson. NBC reported that Dale Jr had announced his return to the Xfinity Series for his annual Bristol Motor Speedway participation.

Similarly, as Johnson made the announcement of the rebranding of Petty GMS, he also announced his new car number (#84) and the new paint scheme. Both of those news pieces generated a lot of interest around the world and on social media.

Kyle Larson too confirmed his participation in the Indy 500 in 2024 with the help of Hendrick Motorsports and Arrow McLaren SP. He will also be attempting the legendary Double feat – completing the Indy 500 and Coca-Cola 600 on the same day.

Other formats and series have also grabbed attention. Frankie Muniz, of the sitcom Malcolm in the Middle fame, announced his entry into full-time racing. The New York Post reported his statement: “It’s with the utmost excitement, optimism and gratitude that I’m joining Rette Jones Racing for the full ARCA Menards Series schedule this year.”

He also mentioned the ambitions of racing in NASCAR. “Ever since childhood, it’s been my dream to pursue racing in NASCAR, and it was important for me to partner with a team that aligned with my long-term objectives and vision, while providing every opportunity imaginable to grow mentally and physically as a full-time race car driver,” said the former actor.

Anthony Alfredo too announced his shift to BJ McLeod Motorsports for the 2023 Xfinity Series season. The 23-year-old had been under the Our Motorsports banner in the previous season.

What’s coming up ahead for NASCAR?

All these headlines have one simple effect – they generate attention and interest. Someone who doesn’t follow motorsports, but comes across these on Twitter would have his interest piqued. Maybe that causes them to make an attempt to watch one or two races. All that helps.

And the headlines are not going to stop. It is going to be packed in 2023. The schedule is simply unrelenting. The Clash at the Coliseum is scheduled for February 5. It will be soon followed by the usual line of events at the Beach in the second and third weeks of the month.

Oh, and don’t forget – if F1 can increase the number of events it holds in the US, so can NASCAR. When F1 announced a total of 3 events (a record) in the US in 2023, there were a lot of murmurs.

The folks at the HQ in Daytona Beach weren’t too far. Chicago has been announced as a street course for 2023. Again, small steps but very helpful.

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NASCAR has its wager on getting that bumper media rights deal, and on growing the sport to new heights starting in 2023. Other motorsports series and formats can easily piggyback on that momentum. We, too, believe that will happen. Do you think so?