How NASCAR Is Using Netflix, YouTube, and Fan Data to Grow Fandom with Tim Clark

maybe talk about that balance between serving the avid fan and very few sports anywhere on the globe have as passionate a fan base avid fan base as nascar does but as you mentioned at the same time you have to balance that with You know, how do you creatively bring new people into a sport, especially considering that, you know, younger audiences, the behaviors are different, right? What they're attracted to is different.

The mediums are different.

Maybe talk about that balance between, you can talk about Hell Yeah too, right? Which is a step towards, you know, the roots of NASCAR.

How do you sort of balance those two things?

Yeah, I mean, I think the first thing is there's no world where you can pick, right? And I think if you're thinking, do we create this fan engagement lever to appeal to the more tenured core fan, or do we create it for a new fan? The answer is yes to both.

There is no picking and choosing.

Listen, I mean, I think we've got some expectations of our more tenured fans and the ones that have been most loyal to us for decades and really generationally.

There are some expectations of things that you have to do.

This sport and this brand means something to them.

And I think we take that responsibility seriously.

I think what we have learned is that you can pivot.

You can try new things.

You just have to be thoughtful about it and you have to be communicative about it.

We've talked about this and Dave, you and I have talked about this going back more than a decade of when we updated the website.

It was like you snuck into someone's house in the middle of the night and moved all their furniture around.

It doesn't matter if it's better or not.

It doesn't matter if it's made their lives easier or not.

It's just the fact that you just pulled the rug out from under them quite literally, and now they're having to adapt to this thing.

I think you can make the fan experience better, particularly for a new fan, while also keeping the core fan happy.

It's just a matter of meeting those expectations and having the wherewithal to communicate that.

There is certainly a matter of going too far too fast in this game of chasing a new fan.

And if you don't keep that core fan of P's, I don't think that there's matter of fact, I know there's not enough volume of new fan that is going to compensate for losing the ones that have been with you for a long

time.

Yeah.

I mean, as you said, you sort of need to do both.

maybe talk about that balance between serving the avid fan and very few sports anywhere on the globe have as passionate a fan base avid fan base as nascar does but as you mentioned at the same time you have to balance that with You know, how do you creatively bring new people into a sport, especially considering that, you know, younger audiences, the behaviors are different, right? What they're attracted to is different.

The mediums are different.

Maybe talk about that balance between, you can talk about Hell Yeah too, right? Which is a step towards, you know, the roots of NASCAR.

How do you sort of balance those two things?

Yeah, I mean, I think the first thing is there's no world where you can pick, right? And I think if you're thinking, do we create this fan engagement lever to appeal to the more tenured core fan, or do we create it for a new fan? The answer is yes to both.

There is no picking and choosing.

Listen, I mean, I think we've got some expectations of our more tenured fans and the ones that have been most loyal to us for decades and really generationally.

There are some expectations of things that you have to do.

This sport and this brand means something to them.

And I think we take that responsibility seriously.

I think what we have learned is that you can pivot.

You can try new things.

You just have to be thoughtful about it and you have to be communicative about it.

We've talked about this and Dave, you and I have talked about this going back more than a decade of when we updated the website.

It was like you snuck into someone's house in the middle of the night and moved all their furniture around.

It doesn't matter if it's better or not.

It doesn't matter if it's made their lives easier or not.

It's just the fact that you just pulled the rug out from under them quite literally, and now they're having to adapt to this thing.

I think you can make the fan experience better, particularly for a new fan, while also keeping the core fan happy.

It's just a matter of meeting those expectations and having the wherewithal to communicate that.

There is certainly a matter of going too far too fast in this game of chasing a new fan.

And if you don't keep that core fan of P's, I don't think that there's matter of fact, I know there's not enough volume of new fan that is going to compensate for losing the ones that have been with you for a long

time.

Yeah.

I mean, as you said, you sort of need to do both.