For the better part of three months, COVID-19 brought reality and the sporting world as know it to a screeching halt. With the resumption of competition in mid-May, NASCAR became the first professional sport to continue its operations to bring a sense of normalcy back into the lives of fans around the world. Many people saw this as a chance for NASCAR to bring in a broader audience and capitalize on an opportunity to capture the attention of a sports depraved world.
While the first event televised at Darlington Raceway was a tremendous success that garnered the highest ratings and viewership since 2017, the result in the following weeks has been less than stellar fluctuations, varying between gains and losses compared to years past. One month later, it now seems as if race fans may be left wondering what could have been had things worked in their favor. With the return of UFC and IndyCar, and both the NBA and NHL Playoffs looming largely in July, could it be too little too late for NASCAR?
There are several high-profile marketable events taking place within the next four weeks over various divisions of NASCAR. It will be crucial for the sanctioning body to seize these remaining opportunities to salvage their seemingly advantageous start over other professional sports. The potential for growth in these events is enormous, but it will be quite telling to see how they proceed.
First up is one of the most highly anticipated events of the season; the inaugural Martinsville night race.
Initially scheduled to be run on a Saturday in May, this race will now be run on Wednesday. Known as one of the most physically demanding tracks, Martinsville is a venue that caters to fans and drivers alike. For 70 years, this short track has been providing continuous side-by-side racing, beating and banging for 500 laps of grueling competition. This is also a place that’s spawned countless infamous moments and rivalries throughout NASCAR’s history. When you throw in the fact that this race will now be a primetime event, the intensity is certain to be sky-high.
Following the madness at Martinsville comes an event just three days later that a majority of NASCAR fans have been dreaming about — the return of Dale Earnhardt Jr. The 2020 Hall of Fame candidate will be competing in the NASCAR Xfinity Series race at Homestead-Miami Speedway. Anytime the 15-time most popular driver is turning laps, there is sure to be an aggressive ratings spike. With millions of eyes watching this event, imagine if Earnhardt was victorious. This would be a significant win for the sport as a whole and a great way to bring some recognition and appreciation to the lower divisions.
If this weren’t enough, it would be the first event of three in just two days. It has not yet been revealed if Earnhardt will be competing in both races, but just the sheer concept of a double-header is incredible. Not to mention, the same say as the second Xfinity race, we’ll get to witness the NASCAR Cup Series’ return to racing at the Miami-based track. It was also revealed that 1,000 spectators will be allowed to be in attendance for the Cup race. All things considered in today’s landscape, it will be comforting to see fans in the stands again in an effort to regain some normalcy.
Next up is an event that garners widespread appeal to everyone from avid race fans to casual sports fans, and that is Talladega Superspeedway. Consistently one of the highest-rated races each year, this high-banked 2.66-mile track is a name that’s synonymous with NASCAR. Millions tune in to watch some of the best athletes across professional sports compete at speeds excess of 200 miles per hour, as they try to avoid ‘The Big One’ and emerge victoriously. This is probably the only upcoming marquee event that doesn’t need over-the-top marketing to succeed.
Shifting from Talladega, the Cup Series makes its way up to Pocono Raceway double-header. When the 2020 schedule was first revealed, this was one of the most intriguing and promising changes that were implemented. Admittedly, the allure has somewhat faded due to the series of one-day events that have taken place already. While they weren’t necessarily consecutive days, we’ve already been treated to premier series events within three-day spans of each other. Not to mention, Pocono isn’t exactly notorious for producing the best racing. Nonetheless, it will be refreshing to have two straight days of Cup racing.
Lastly is another Xfinity Series event with a plethora of highly marketable elements. On July 4th, two-time champion Tony Stewart makes his return to racing for the inaugural road course event at Indianapolis Motor Speedway. Unlike Earnhardt, who has run two races since retiring from full-time racing, Stewart will be competing in NASCAR for the first time in four years. One of the most historic venues across all of racing, Indy, will be showcased in a way that’s never been seen before on Independence Day. To have Stewart be a part of this monumental moment for the sport will be a gift to fans around the world. Much like the event at Homestead, this has mainstream appeal, and it could provide a real jolt to the sport before others resume activities.
If done right, the possibilities of growing the sport are infinite. There are also a pair of hindrances that could limit this potential. One being that half of these events are being televised on Fox Sports 1. The other is the unpredictability of inclement weather. These are two factors that could have very easily played a significant role in preventing overwhelming success since NASCAR’s return. While there isn’t much you can do with Mother Nature, it would be nice to see these events easily accessible to viewers on FOX. You’d have to think there is some rhyme or reason to scheduling in that regard, but hopefully, the marketing is done right to ensure a successful turnout over the next four weeks.
Whether you’re getting home from work or looking for some entertainment during your continued quarantine, you won’t want to miss some high stakes short track racing at one of the most exciting venues on the circuit. Stay tuned to see if NASCAR can redeem themselves from a lackluster ratings rut in a time where they need it most.
