Brad Keselowski, the 2012 NASCAR Cup Series champion, has boldly and provocatively criticized NASCAR’s current state, accusing the sport’s Original Equipment Manufacturers (OEMs) of overinvesting in the sport’s technical aspects while ignoring the crucial areas of marketing and branding. Although Ford, Toyota, and Chevy have been essential to NASCAR’s expansion over the previous 20 years, Keselowski feels that their current strategy falls short.
“Bring back the glory days of racing commercials,” said Keselowski.
Making an appearance on Motorsports and Business with Keselowski didn’t hold back when he and Dale Earnhardt Jr., co-owner of JR Motorsports, bemoaned the lack of advertising campaigns that used to highlight drivers and brands.
Keselowski stated, “I would like to see the OEMs be much more involved in marketing and branding and less technical in the sport in terms of their support.” “I miss watching a Chevy and a Ford commercial when I turned on the race.” His sense of nostalgia stems from a time in the past when drivers would appear in prime-time ads, skillfully fusing brand narrative with competition. Keselowski claims that this collaboration between OEMs and racing legends increased NASCAR’s marketability and relatability to fans.
Where is the OEM-driver connection located?
Even though OEMs are investing more money in NASCAR than ever before, Keselowski expressed dissatisfaction over the dearth of drivers in contemporary marketing campaigns.
“They’re just not visible,” Keselowski remarked. “It’s not even close to the amount of money OEMs are spending on NASCAR presently. However, it is becoming more and more technical. Keselowski contends that marketing expenditures would have a more substantial long-term effect on the sport’s expansion and visibility, even though technical developments are essential for performance and competition.
A reminder to switch to marketing expenditures
Directly addressing the NASCAR community, Keselowski urged interested parties to push for resource reallocation. Finding a method to shift OEM spending from the technical to the marketing aspects of our sport is crucial for NASCAR, Keselowski underlined.
He has a clear vision: drivers should once again be the faces of commercial campaigns. This is a plan that benefits all parties involved: NASCAR gets a larger audience base, OEMs increase brand recognition, and drivers cement their star power.
The logic behind Keselowski’s vision
Longtime NASCAR fans who cherish a time when racers like Jeff Gordon, Dale Earnhardt Sr., and Tony Stewart were more than simply racers—they were household names because of their prominent marketing campaigns—find resonance in Keselowski’s remarks. Keselowski’s proposed change has the potential to restore NASCAR’s cultural significance, especially among younger viewers who are attracted to narratives with strong personalities.
A future-oriented blueprint
The timing of Keselowski’s criticism is crucial for NASCAR, which has been attempting to broaden its appeal with programs like street races and streaming agreements. Restoring NASCAR’s position as a major player in American sports entertainment may require a fresh focus on marketing that prioritizes drivers.
