With the Daytona
500 today, it is an appropriate time to analyze the meteoric growth of NASCAR
over the last three decades. As late as the mid-1980s, open wheel racing
(Indy cars) reigned supreme over stock cars (NASCAR) and the Indianapolis
500—not Daytona— was the most popular race in the country. Mario Andretti
and A.J. Foyt, not Richard Petty and Dale Earnhardt, Sr., were the most famous
drivers in the nation. In the last 30 years, though, stock car racing has
surpassed open wheel racing, evolving from a regional sport based in the rural
South to a national phenomenon with fanatical supporters across America.
According to
legend, NASCAR’s rise began with the dramatic conclusion to the 1979 Daytona
500, which was the first to air live on network television. A major
snowstorm on the East Coast left many trapped inside and some viewers who would
not normally have watched tuned in out of curiosity. Following the
conclusion of the race, won by Petty, drivers Cale Yarborough and Bobby and
Donnie Alison got into a fistfight over a last lap crash, bringing new
attention to this sport. Just as 1958’s “Greatest Game Ever Played”
between the Baltimore Colts and the New York Giants spurred football to new
heights, the ’79 Daytona launched NASCAR. See http://popculturemeetshistory.blogspot.com/2011/09/how-football-came-to-dominate-america.html
Over the next two
decades, led by charismatic drivers such as Earnhardt, Darrell Waltrip, and
Jeff Gordon, NASCAR became one of the most popular sports in the country, with
ratings only surpassed by the NFL. Like football, auto racing’s ratings
were augmented by its once-a-week format, but that does not diminish the
sport’s incredible rise. Meanwhile, internecine disputes in Indy car
racing split the sport into rival camps and many top drivers did not race in
the Indianapolis 500 for several years, leaving the auto racing market to
NASCAR alone.
NASCAR’s growth
also reflected the rise of the South during the time. As the region’s
population expanded, so did its influence on American culture. Other
traditionally southern phenomenon, like country music, developed crossover
appeal. Since the Reagan era, the political conservatism and religiosity
of the region has often seemed more reflective of the country than the
liberalism and relative secularism of New England. By the 1990s, some
discussed the “Southernization of America,” as Arkansas’ Bill Clinton,
Georgia’s Newt Gingrich, and Mississippi’s Trent Lott, served as President,
Speaker of the House, and Senate Majority Leader, respectively (Applebome, Dixie
Rising).
Dale Earnhardt,
Sr.’s death in a crash during the 2001 Daytona 500 precipitated Princess
Di-style mourning below the Mason-Dixon line. At the same time, some in
the North scratched their heads over the emotional reaction. I’ll never
forget where I was when I found out that “The Intimidator” had died: the Upper
West Side of Manhattan. The local news declared “tragedy strikes as a
legend dies at Daytona.” Though I can count on my hands the number of
NASCAR races I’ve watched, as a sports fan I immediately blurted out, “Oh my
G-D, did Dale Earnhardt die?” My Manhattan friends seemed totally
nonplussed and refused to even let me watch the sports segment to find out what
had happened. It was a reflection of the cultural chasm that still
exists, as NASCAR is very popular across a broad swath of the nation, except
for a few bastions of blue America. As a perceptive friend of mine said
later, the circumstances surrounding Earnhardt’s death were unbelievable, the
equivalent of Michael Jordan dying during Game 7 of the NBA Finals.
Paradoxically, the
period following Earnhardt’s crash may have been the sport’s peak. In
2004, “NASCAR dads” replaced “soccer moms” as the swing voters fawned over by
presidential candidates and the national media alike. President George W.
Bush campaigned for re-election at the 2004 Daytona 500, opening the race by
declaring, “Gentlemen, start your engines!”
While “The
Intimdator’s” death brought new attention to the sport, it also sparked a
greater awareness of its dangers. NASCAR instituted new safety guidelines
that have helped prevent any deaths since 2001, though some have suggested
these measures have reduced the excitement of the races. Over the last
decade, the sport’s popularity has declined as attendance has slipped and
television ratings have come back to earth a bit.
It is not just the
new safety measures, however, that have caused the sport to plateau.
NASCAR began as a working-class sport in the rural South, but the sports’
leadership pushed to attract a more upscale demographic. Races at some of
the older tracks have been abandoned in favor of larger venues, alienating some
of the sports’ traditional fans, often called “gearheads.” Since Earnhardt,
Sr.’s death, no driver has emerged to replace him as someone that fans either
love or hate. Jimmie Johnson has dominated the sport in (old) Tigeresque
fashion in recent years, winning five consecutive championships between
2006-2010. But he doesn’t seem to elicit strong emotions either way from
the “gearheads.”
As the 2013 race
commences, NASCAR could be on the verge of a resurgence. After
moving from Indy cars to stock cars, Danica Patrick won the pole position for
this year’s event and her celebrity may bring unprecedented interested in the
“Great American Race.” Regardless, NASCAR has come a long way since its early
days of moonshine and dirt tracks.