NASCAR draws roughly half the television audiences it once attracted a decade ago , just as Formula 1 has surged in popularity among American motorsports fans. In response to both pressures, the homegrown racing league has been quietly retuning its consumer brand and sponsorship operations. To refresh its image and appeal, NASCAR launched a brand campaign in late spring promoting the opening of the season. Behind the scenes, NASCAR has also been investing in its commercial operation to better attract sponsors and commercial partners. The league expanded its commercial sales team by 25%, and over the last 12 months, welcomed 17 fresh sponsors…
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