America’s Fastest Growing Sport

Abstract

In the overview of the development of National Association for Stock Car Auto Racing (NASCAR), this chapter deals with a range of sociological issues: who competes; what the fan base is; how funding is generated; and the like. In terms of the political-economic context, it shows the opportunities and constraints that face growing sports industries. The race fans are the new world of NASCAR, the fastest-growing, best-run sports business in America—with the emphasis on business. With NASCAR claiming one-third of all American adults as followers—including a growing swarm of blue-state and female fans—corporate America is stumbling all over itself to get in on the action. NASCAR nation erupted in grief, and the Intimidator became bigger than ever, his face on the covers of magazines and countless hats and T-shirts. NASCAR is negotiating a new package that is expected to be even richer.