Veteran NASCAR driver Kyle Busch, now in his 21st Cup season with two championships under his belt, has witnessed the sport’s peak popularity as well as its ongoing decline since the economic downturn of 2008 and 2009. Busch attributes the decrease in fan interest to a broader culture problem, highlighting changes that stretch beyond the racetrack and affect NASCAR’s ability to maintain its audience.
Despite efforts by NASCAR to revive interest through events like the Chicago Street Race and expanding road course events at venues such as Circuit of the Americas and Iowa Speedway, the sport struggles to reconnect with both long-time followers and younger generations. Busch’s optimism about NASCAR’s future has waned as he senses the challenges run deeper than event formats or locations.
Changing Interests Among New Generations and the “Culture Problem”
Busch identifies a shift in cultural interests as central to NASCAR‘s declining fan base, especially among younger people whose parents once embraced the sport. He explained that in the 1980s and 1990s, a strong subculture of Hot Rod enthusiasts who customized cars from the 1970s and 1980s contributed to NASCAR’s popularity. However, with those individuals aging, their children have embraced newer hobbies and trends that compete with traditional stock car racing.
I think it’s a culture problem, and I say that in regard to the world culture. In the ’80s and ’90s, you had a bunch of Hot Rod guys who were cool with souping up their 1970s, 1980s street rods. A lot of those guys are aged out.
—Kyle Busch, NASCAR Driver
He noted that today, many young people prefer video games, drift racing, and modified import cars over the Detroit muscle cars their parents loved. This change in interests poses a significant challenge for NASCAR’s growth, as it no longer commands automatic loyalty from future generations.
How Modern Life Competes with Attending NASCAR Events
Kyle Busch also pointed out that traditional race days have lost appeal due to evolving family lifestyles and other entertainment options. Activities like going to lakes, bounce houses, and various other leisure choices have reduced the numbers attending races, especially with the hot summer weather making bleacher seating uncomfortable.
I just think the problem we’re running into is there’s not a lot of race fans anymore. People would always bring their kids to the track, but now there are just so many other things people can do otherwise. Going to the lake, taking your kids to a bounce house.
—Kyle Busch, NASCAR Driver
No offense, but we just stood outside, right? It’s 90-something degrees outside. Who wants to sit in metal bleachers under the sun for three hours? If you’re out there, God bless you. More power to you. I appreciate that. We need to do more for those people who are here and who give us their time and their money. But you’re not going to find me out there.
—Kyle Busch, NASCAR Driver
The Potential Influence of NASCAR’s Youngest Generation
Kyle Busch’s 10-year-old son, Brexton, is already showing promise as a racer, possibly continuing the family legacy in NASCAR. Similarly, 13-year-old Keelan Harvick, son of former Cup champion and current broadcaster Kevin Harvick, represents the sport’s emerging young talent. These young drivers might help attract fresh fans, but Busch acknowledges that NASCAR must still break away from traditional approaches to secure its future.
In response, NASCAR has taken unconventional steps like holding races in Mexico City and scheduling a street race at Naval Base Coronado in San Diego, marking the first-ever race on a military installation. This venue choice coincides with the U.S. Navy’s 250th anniversary celebrations, highlighting NASCAR’s attempts to connect with broader audiences.
Safety Improvements and Their Impact on NASCAR’s Appeal
Busch also discussed how advancements in safety technology have altered the sport’s excitement factor for fans. He reflected on past eras when drivers took greater physical risks, noting that fatal crashes such as Dale Earnhardt’s death maintained a grim suspense around each race. As car and driver safety improved with devices like the HANS device and impact-absorbing barriers, the danger lessened, which influenced fan interest.
A little bit of it too was, back in that day, guys were getting hurt, the speeds were getting faster, cars were getting a little bit safer, obviously we lost Dale (Earnhardt), but there was this sense of ‘What are these guys going to do next? What’s this next crash going to look like? Are they going to come out of it OK?’
—Kyle Busch, NASCAR Driver
Now it seems like everything is neutered. I got hurt in 2015, so I can talk, but nobody really gets hurt. The safety aspect isn’t there. So there’s not this Evel Knievel type thing happening anymore. It’s just going to watch a race on Sunday and people feel like that’s boring.
—Kyle Busch, NASCAR Driver
This shift away from high-risk racing thrills has led some fans to lose interest, as the suspense and unpredictability once central to NASCAR’s appeal have diminished. While the sport’s increased safety is a positive development, it has unintentionally softened its edge for certain viewers.
Challenges Ahead for NASCAR’s Fan Engagement
Overall, Kyle Busch’s perspective paints a somber picture of NASCAR’s current struggles. The cultural shift away from traditional car enthusiasm and the abundance of modern distractions compound the shortage of race fans, while improvements in safety have paradoxically lessened the sport’s perceived drama. Younger drivers like Brexton Busch and Keelan Harvick offer hope for renewal, but NASCAR must continue exploring bold, innovative strategies to regain relevance and capture new audiences. The next few years will be critical in determining whether the sport can successfully adapt to these evolving challenges.