In the high-speed world of NASCAR, where loyalty runs as deep as the engines are loud, sponsorship plays a pivotal role in defining the fan experience and driving brand visibility. YouGov Profiles data sheds light on how some of the sport’s biggest teams are connecting with fans across diverse demographic segments.
Here are some key findings:
- Hendrick Motorsports: The most popular NASCAR team, with 32% of fans aligning themselves with this powerhouse. Its fanbase skews older, with 46% aged 55+, reflecting a legacy of loyalty.
- Joe Gibbs Racing & Team Penske: Both tied at 23%, with Joe Gibbs Racing boasting the largest male fanbase (63%) and Team Penske standing out with a higher share of younger fans (27% aged 18-34).
- Sponsorship Impact: Over 50% of NASCAR fans support their teams by purchasing sponsor products. Stewart-Haas Racing fans lead the pack, with 57% saying they buy from sponsors.
- Cultural Relevance: 68% of Richard Childress Racing and Joe Gibbs Racing fans believe sponsorships are critical to keeping companies socially relevant.
- Engagement with “Cool Sponsors”: Around 60% of Joe Gibbs Racing, Team Penske, and Stewart-Haas Racing fans love seeing their teams partnered with brands that resonate.
Which are the top NASCAR teams
Hendrick Motorsports continues to stand out as the most popular team, with 32% of fans aligning themselves with the powerhouse.
Fans here refer to American adults who have one or more favorite NASCAR team. Joe Gibbs Racing (23%) and Team Penske (23%), which produced the winner of the most recently concluded NASCAR Cup Championship in Joey Logano, follow closely.
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