At the start of 2020, the motorsports industry faced a number of challenges. Attendance at events had been steadily dropping, threatening key revenue streams. New generations of fans wanted to experience and enjoy sports differently than previous generations. This case describes the motorsports ecosystem, and the challenges facing the industry. To illustrate these challenges, the case focuses on NASCAR, and describes: demographic headwinds, overbuilding of track capacity, failure of new car design introductions, the impact of social media, and challenges related to racial diversity.
