Women and Sports: Female NASCAR Fans, a Growing Trend

The National Association for Stock Car Auto Racing was founded in 1949 by Bill France, but the history of racing dates back much earlier. Started in the mountains of Virginia and the Carolinas during prohibition, men would smuggle moonshine from illegal distilleries in the dense mountains down to the waiting public for sale. Often having to out run police and revenue agents the job of the whiskey runners was extremely dangerous, many times chases ended in the death of the police, the revenuer, or the runner as a result of high speed crashes and shootouts. In order to get past police, runners would often soup up their cars in order to gain more power and ultimately more speed. On Sundays runners would gather together and race each other to see who had the fastest car.

Although auto racing in the South started as a result of illegal alcohol distribution, today’s racing is completely different. The multi-billion dollar a year industry relies on its diverse fan base to assist in its promotion, sponsorship, and financial success. What used to be a Southern sport geared almost exclusively to men, the marketplace has begun to change. More and more women are filling the seats in the stands and helping to support sponsors by their purchases.

The female fan base in the sport of auto racing has grown from almost non-existent to one of the fastest growing trends in almost any sport. Women like auto racing for a variety of reasons, some enjoy the inherent danger of high speeds, others are attracted to the men behind the wheel. Whatever the reason for the growing interest among women NASCAR has recently begun an initiative to include more female friendly (and other diverse groups of spectators) racing coverage and events during the pre-race spectacles. The increased number of female fans has not gone unnoticed by others who have a financial interest in the sport either. In a sport where a successful team spends upwards of 15 million dollars a year to field just one car, organizations rely on financial backers to help offset costs. One of the ways that this happens is by companies sponsoring a driver and vehicle. The better a driver does during a season the more money companies are willing to invest to advertise on that vehicle.

Race car driver Jimmie Johnson is in his fifth season in the Nextel Cup series. He has never finished outside of the top five in points in his Cup series career, as a result companies are willing to spend the money to have their name on his car. Recently Johnson’s primary sponsor Lowe’s Home Improvement Warehouse signed a deal with Hendrick Motorsports, which would continue their sponsorship of Jimmie and his no. 48 Chevrolet through the year 2010. Although many products advertised on race cars have men in mind, more and more companies are conscious of the female fans’ position and influence in the marketplace.

Since women are widely considered to be the primary shopper in the household it has become increasingly important to gear products to women. Not only do companies want to be seen by the female fan base during commercials but more and more are sponsoring the drivers and their cars. Clorox, Tide, and Kellogg’s are just some of the brand names that have adorned the hood of race cars. The bonus for many of these companies is that when they spend millions of dollars sponsoring the car they have a certain amount of rights to the driver.

Sponsorship obligations fill the schedules of many of the NASCAR Nextel Cup series drivers. With race car drivers like Kasey Kahne being listed as one of People Magazine’s most eligible bachelor’s it is no wonder that many companies are beginning to utilize their driver’s good looks (if they happen to be blessed with them) as a selling tool. Companies realized a long time ago that NASCAR fans are fiercely loyal. This loyalty doesn’t just pertain to their favorite driver however, it can also affect the kind of car they drive and even the type of beer they drink. Those fans who support the Earnhardt legacy root for Dale Earnhardt Jr’s Budweiser Chevrolet, many of whom would never think about driving anything but a Chevy and drinking a Bud.

Between NASCAR’s interest in cultivating the female fan base and sponsor’s vested interest, women’s impact on auto racing is likely to continue on its astonishing path. A sport that was created from men’s innate interest in out-doing one another has manifested into an industry that relies on men and women’s purchasing power for its survival. With more and more women buying tickets, goods, and services from racing sponsors it is unclear what the economic, social, and entertainment future holds for the sport. One thing is evident however, NASCAR’s growing female fan base will have an everlasting effect on auto racing as it is seen today.