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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