DAYTONA BEACH, Fla. (AP) - By allowing children in the garage and younger teens behind the wheel, it's clear NASCAR wants a youth movement.
Television executives do, too.
NASCAR has aged considerably the last decade, with stars such as Jeff Gordon, Dale Earnhardt Jr., Jimmie Johnson and Tony Stewart - and their faithful fans - growing grayer every year.
Team owner Rick Hendrick says NASCAR must appeal to ``the younger market.''
Only 10 of 43 drivers in Sunday's Daytona 500 are under the age of 30 - and there's little star power in that group beyond Kyle Busch and Joey Logano.
The result has been a steady decline in the highly coveted 18-to-34 TV demographic. Now, the sport is trying desperately to get it back.
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Driver Odds
Odds to win the Sprint Unlimited @ Daytona International Speedway
Dale Earnhardt, Jr. #88 +500
Jimmie Johnson #48 +800
Joey Logano #22 +900
Denny Hamlin #11 +1000
Kyle Busch #18 +1000