NASCAR Chicago Street Race: Driving For New Fans

Led by CEO Jim France and President Steve Phelps, NASCAR is tapping into new markets to build on its position as one of the top spectator sports in America. The goal: Take the checkered flag as the No. 1 motorsports organization in the world. NASCAR’s Drive for Diversity program is key to their strategy, fueling the sport’s transformation from the pit crews to its executive ranks, with athletes like Bubba Wallace and Rajah Caruth attracting legions of new fans. Ahead of the second annual NASCAR Chicago Street Race, VP of Diversity & Inclusion Brandon Thompson provides insight into the sport’s transition from a family past-time of the rural South to one of rapidly growing appeal to audiences in urban markets and beyond.