We’ve seen it before. Back in the good ol’ days, diehard NASCAR fans were in the grandstands, decked out in their favorite driver’s apparel and waving their flags passionately on the sidelines. But times are changing, and in the digital world, ‘modern fans’ are coming from social media, sim-racing leagues, and micro-betting apps. Drivers are changing, too, with Dale Jr. and Denny Hamlin’s podcasts proving to be a gateway for the next generation of stock car racing enthusiasts, many of whom couldn’t care less about horsepower or the sport’s Southern roots.

Social Media and the Rise of Personality-Driven Fandom

If social media is anything to go by, it’s the clearest indicator of NASCAR’s changing audience. Recently, YouTuber IShowSpeed pulled up at Daytona International Speedway on his liv

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