Having dealt with sinking television ratings and plummeting attendance numbers for several years, Nascar has attempted to deal with the problems in a number of controversial ways—introducing a playoff system, the introduction of stage racing, and more. However, in an apparent pivot away from such “gimmicks”, Nascar has stated that starting next weekend, a new marketing initiative will promote the sport’s dwindling popularity as an “exclusive opportunity” for fans.
“Everyone wants to get into an exclusive club—well, what’s become a more-exclusive club than the ranks of the Nascar fan?”, Nascar chairman Brian France said from his Daytona Beach offices. “Anybody can be a pro football or baseball fan, but only a select few can be a Nascar fan, and the time is now to join in on this exclusive opportunity.”
Nascar will roll out the new marketing program starting with Saturday Night’s race, airing a number of commercials promoting the sport’s select clientele of remaining fans.
“One commercial shows a really high-end club in Manhattan—and boy do I know about those—with only about a dozen or so people inside”, France said while standing next to a “The Few, The Proud, The Racefans” sign. “We then fade to black and these words appear: ‘Less people than the most exclusive cocktail parties in New York—a Nascar race.’ Now who wouldn’t want to join a club that is THAT exclusive?!?”
Commercials will also air during a number of other sporting events, including one that shows a person being crowded at a Major League Baseball stadium, then lounging in comfort at a race.
“Not just anybody can be a race fan, and we’re finally playing up that fact for the first time”, France said proudly. “We’re the not-so-secret society, the platinum club of platinum clubs, the 1% of the 1%. So join now, while you still can.”
France went on to point out how such future innovations as mid-week Cup races will do even more to narrow down the fan base’s “exclusivity”.