Ryan Blaney and the Problem with NASCAR Marketing

NASCAR has a marketing problem.

More specifically, NASCAR and its sponsors have a driver marketing problem.

Back on Feb. 19, the day of the Daytona 500, I only recall seeing one commercial during the entire FOX broadcast that featured a driver speaking words.

It was the hilarious Chili’s ad featuring Corey LaJoie modifying his No. 7 Spire Chevrolet to run on margaritas.

“It’s Chili’s science!” LaJoie declared as he fueled the car up, his face covered in margarita salt, a clear euphemism for … well … nevermind.

It aired at least twice during the race.

I haven’t seen it on TV since. But Chili’s continues to sponsor LaJoie’s on-board camera each race.

Then there was the Consumer Cellular campaign with Brad Keselowski and the “half-car.”

A great social media asset for sure, but as far as I know, it never aired on TV where I live. If you have seen it on TV, let me know where in the comments.

Both ads featured great performances by LaJoie and Keselowski and reminded me of the halcyon days of the 2000s, when drivers were featured in commercials for the products that sponsored them at every turn and every commercial break.

Then the 2008 recession hit, and companies would now rather use targeted social media ads and blah … blah …blah.

Ally Financial and Bass Pro Shops are more than happy to spend the money on ads during races … as long as they feature Dale Earnhardt Jr. doing a voiceover.

Alex Bowman, Martin Truex Jr. and Austin Dillon are nowhere in sight.

Bowman was technically in one a year or two ago, but he was a blink-and-you’ll-miss-it aspect of it. Which is a shame, because Bowman’s the funniest driver in the Cup Series, and his droll sense of humor needs to be utilized.

Truex was in that Toyota Racing “corner office” ad last year, but said ad never identified Truex or any of the other motorsports drivers included in it.

The last time I recall NASCAR airing a commercial itself that showed off multiple drivers and their personalities was a NASCAR Fantasy ad.

It was cute.

But it’s at least four years old now, right?

*check notes*

It aired in 2018.

Since then, we’ve been inundated with a constant steam of the overly dramatic “I am NASCAR” ads, which are only slightly more useful than the old Nationwide Series ads proclaiming it the series “where names are made”… and didn’t name any drivers.

And in 2024, there’s an even bigger…