{
  "id": 16074576,
  "title": "Tim Clark wants NASCAR to be better storytellers to counter \"brand perception problem\"",
  "url": "https://urgent.news/2026/10/22/tim-clark-wants-nascar-to-be-better-storytellers-to-counter-brand",
  "topic": "world",
  "section": "World",
  "published": "2026-10-22T17:11:27.000Z",
  "source": {
    "name": "Motorsport.com",
    "slug": "motorsport-com",
    "url": "https://www.motorsport.com/nascar-cup/news/nascar-needs-to-be-better-storytellers-to-grow-the-sport-says-chief-brand-officer/10867036/"
  },
  "original_language": "en",
  "account": "Tim Clark, EVP & Chief Brand Officer at NASCAR, participated in a panel at the Autosport Business Exchange in New York City to discuss strategies for growing the sport's audience. Clark acknowledged the competitive landscape, with Formula 1's growing U.S. fanbase and IndyCar's partnership with FOX, but emphasized that NASCAR does not suffer from a brand awareness problem. Instead, he believes the issue lies in a potential brand perception problem that requires better storytelling.\n\nHe emphasized that NASCAR has exceptional drivers like Jimmie Johnson and Brad Keselowski, whose performances on the track create curiosity and engagement for casual fans. However, Clark argued that the sport must do a better job of conveying the behind-the-scenes experiences and stories that make NASCAR unique. This includes highlighting the complexities of engineering decisions, tire pressures, and risks taken, which often go unnoticed by casual observers.\n\nTo reach new audiences, Clark stressed the importance of adapting to modern platforms such as YouTube, where younger fans are more active. He noted the need for a tailored approach to each platform, moving beyond a one-size-fits-all strategy. Clark underscored the significance of storytelling in capturing and retaining the attention of potential fans, particularly those with shorter attention spans, such as younger generations.",
  "summary": "Tim Clark, EVP & Chief Brand Officer at NASCAR, joined a panel at the Autosport Business Exchange in New York where they discussed the constant effort to grow and expand the sport's audience. With the rise of Formula 1's U.S. fandom, IndyCar's new partnership with FOX, and NASCAR's $7.7 billion media rights deal, there's a lot to be excited about. Clark said how a 'rising tide lifts all ships'…",
  "key_points": [
    "NASCAR faces brand perception problem, not awareness issue",
    "Emphasizes storytelling to counter perception problem",
    "Highlights behind-the-scenes experiences and engineering decisions"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}