NASCAR is an organization which has a long history of exemplifying a stereotypical Southern pride culture into the sport. This Southern pride culture is evident in the symbols present at NASCAR racing events, such as the Confederate flag which can be seen as bumper stickers on spectator vehicles, flying at fan tailgate sites and adorning fan apparel. Although initially most NASCAR events were held in the South, today more than half of its racetrack venues are located outside the Southern United States. With that national migration of racetracks, NASCAR has attempted to diversify itself from being predominantly known as a regional sport to one of national significance. In order to accomplish this, NASCAR has to attract fans who previously did not patronize the sport.
NASCAR revenues are reportedly in excess of $3 billion annually and their television ratings surpass all other major U.S. sports, with the exception of the NFL. However, NASCAR is a business and all businesses want to grow. In order to accomplish this, NASCAR has to bring in new fans and with them, new sponsors who can infuse the sport with new money and new competition. Current reports have NASCAR car sponsorship ranging from $500,000, for a small logo on the lower portion of the car, to upwards of $20 million for a full season, full color and corporate logo on the hood of the car. If NASCAR wants these sponsorship costs to rise, new corporate sponsors must be found. To do this, NASCAR must show that their fans are diverse enough to attract these new corporations with deep pockets for marketing.
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