NASCAR Sponsorship Demographics

NASCAR Cup Series

The NASCAR Cup Series is the top racing series of the National Association for Stock Car Auto Racing (NASCAR). Founded in 1949, the series holds strong roots in the southeast United States & hosts a third of the season’s 36 races there. With the 2022 season, the Cup series has launched the Next Gen car with an emphasis on safety, as well as greater faithfulness and relevancy to their street equivalents.

Broadcast Coverage &
Viewership Information

The NASCAR Cup Series kicks off its regular season with its most prestigious race, the Daytona 500. This race averages over 10 million viewers from 150 countries.

The 2022 NASCAR Cup Series season averaged 3.04 million viewers across FOX, FS1, NBC and USA Network. There was a reported four percent increase in television viewership compared to 2021.

USA network replaced NBCSN as the fourth network in 2022 and is available to about 90.4 million households (98% of households) in the US.

In 2020, NASCAR created a worldwide feed using the domestic broadcast without advertising. This race feed is licensed in 25 countries across five continents. The app-driven TrackPass service provides coverage of all Cup and Xfinity Series races for most countries, commercial-free.

NASCAR Xfinity Series

The Xfinity Series is one of NASCAR’s top-three national touring series. It is promoted as “Where names are made” and is considered a proving ground for drivers who wish to step up to the organization's top-level circuit, the Cup Series. Additionally, about 20% of the drivers in the NXS are NASCAR veterans that may have previously reached the Cup Series and might be racing for their next big chance.

ECSM Client Landon Cassill

Broadcast Coverage & Viewership Information

The 2022 season averaged 997,000 viewers in 33 races across 4 networks: FOX, FS1, NBC, & USA Network. USA Network replaced NBCSN in the 2022 season.

Radio coverage is available nationally through 4 radio networks: MRN, PRN, IMS Radio Network, and SIRIUS/XM NASCAR radio.

NASCAR Camping World Truck Series

Founded in 1995, the NASCAR Camping World Truck Series is the newest of NASCAR’s top-three national touring series. It’s the only series in NASCAR to race modified-production pickup trucks. Camping World and its affiliated brands have been the title sponsor since 2014.

Broadcast Coverage & Viewership Information

The 2022 season series averaged 627,000 viewers for 23 races across FOX and FS1. This was a 5% increase from 599,000 viewers for 22 races in 2021. This definitely serves as a continued sign of progress.

In 2023, there are 23 races scheduled and you can watch them on FS1 or listen on SiriusXM.

NASCAR Demographics

NASCAR Fan Demographics

  • Current: 62% Male, 38% Female

  • New Fans: 42% Male, 58% Female

  • Average household income - $71,000

  • 55% hold a bachelor’s degree or higher

  • 67% are homeowners

  • 25% of fans identify as a person of color

  • 60% of Hispanic fans are extremely interested, up from 53% in 2020

  • 57% of Black fans are extremely interested, up from 45% in 2020

NASCAR Fan Loyalty

  • Highest viewer stickiness of all major sports: NASCAR 50%, NFL 42%, PGA 38%

  • 81% of fans agree with the statement “I appreciate what a sponsor provides to the NASCAR experience”.

  • 78% of fans feel loyal towards companies that sponsor

  • 75% more likely to consciously support a sponsor’s product or service

  • 68% more likely to recommend a sponsor’s product or service

ARCA Menards Series

The ARCA Menards Series is an American stock car series and the premier division of the Automobile Racing Club of America (ARCA). It was founded in 1953 and acquired by NASCAR in 2018. ARCA hosts their events at a variety of tracks including superspeedways, road courses, and dirt tracks.

ECSM Client Charles Lacarre

Broadcast Coverage & Viewership Information

In 2020 viewership averaged 361,000 in nine races on FS1, 68,000 on NBCSN (replaced in 2022 by USA Network) for ARCA East & West races, and 48,000 for races covered on MAVTV. Coverage is also provided on the ARCA Racing digital platform.

The 2023 schedule consists of 20 races and for the first time FOX sports will carry all ARCA Menards Series races live on FS1 or FS2.

To learn more about our EC Sports Management’s sponsorship opportunities and our clients, contact us.