An insight into the fans of the most popular NASCAR teams
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.
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.
Key demographics of NASCAR team fans
When it comes to age demographics, the data reveals significant insights into the composition of each team’s fanbase. Hendrick Motorsports, for example, has a slightly older fanbase, with 46% of their fans falling into the 55+ age group. This suggests that the team’s long-standing legacy has resonated strongly with older audiences, cementing their loyalty over decades. Joe Gibbs Racing has a more balanced audience, with 26% of their fans in the 18-34 range, 31% in the 35-54 range, and 43% aged 55+.
Teams like Team Penske and Stewart-Haas Racing stand out a slightly higher proportion of younger fans, with 27% and 28% of their respective fans aged 18-34. These teams represent strong opportunities for brands looking to reach younger, more dynamic audiences. Meanwhile, Richard Childress Racing also has a significant share of older fans, with 42% of their audience aged 55+, but it remains relatively well-rounded with a solid 24% of their fans in the 18-34 demographic.
Gender dynamics add another layer of nuance to understanding NASCAR fanbases. Joe Gibbs Racing boasts the largest proportion of male fans at 63%, whereas teams like Team Penske (56% male, 44% female) and Hendrick Motorsports (57% male, 43% female) show more balanced gender splits. These figures present valuable opportunities for sponsors to craft gender-specific messaging, with Joe Gibbs Racing being particularly attractive for male-oriented brands while teams with a more even gender split offer broader appeal.
Income data can add more depth to the understanding of each team’s fanbase. Hendrick Motorsports, for example, has a fanbase that is evenly split between lower-income (43%) and middle-income (42%) groups, with 7% in the higher-income category. Similar patterns emerge for the other teams, with Joe Gibbs Racing and Stewart-Haas Racing showing a slightly greater tilt toward middle-income fans (44%) and all teams maintaining 7-9% of their fans in the higher-income group. Overall, all five teams are fairly balanced in this regard.
Fans attitudes towards sponsorship
Perhaps the most compelling insights come from fan attitudes toward sponsorship. Across all teams, a majority of fans agree that sponsorship plays a critical role in keeping companies socially relevant. Richard Childress Racing and Joe Gibbs Racing fans are the most enthusiastic in this regard, with 68% of their respective audiences supporting the sentiment. This highlights a key opportunity for brands to leverage their sponsorships not just for visibility, but to communicate cultural value and relevance. Additionally, over 50% of fans across all teams indicate that they actively support their teams by purchasing products from their sponsors. Stewart-Haas Racing leads in this category at 57%, followed closely by Richard Childress Racing (56%) and Team Penske (55%), underscoring the direct impact that sponsorship has on consumer behavior.
Fans also value the quality of sponsorships, with around 60% of fans from Joe Gibbs Racing, Team Penske, and Stewart-Haas Racing saying they love seeing their teams partnered with “cool sponsors.” This enthusiasm demonstrates the importance of aligning with brands that not only resonate with the fans’ values but also enhance the prestige of the team itself. Fans are highly engaged with sponsorship visibility, with 59% of fans from several teams saying they take notice of who sponsors the events they watch. This speaks to the effectiveness of sponsorship as a direct means of influencing brand awareness among NASCAR’s loyal audience.
In summary, the data reveals a sport where fan loyalty is deeply intertwined with brand sponsorship, creating a mutually beneficial ecosystem for teams, sponsors, and fans alike. Hendrick Motorsports offers an older, highly loyal fanbase, while Stewart-Haas Racing and Team Penske provide access to younger, dynamic audiences.
Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the UK is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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