The Challenge
NASCAR was facing declining attendance and waning cultural relevance, threatening both fan growth and sponsor investment.
The organization commissioned my agency, Taylor, to diagnose the root causes, not just from a communications perspective, but from a broader societal and behavioral lens. The ask was to identify underlying trends impacting fan loyalty, digital engagement, and corporate sponsorship, and to develop a future-facing strategy to modernize the sport’s digital presence.
At the time, NASCAR’s digital ecosystem was fragmented, reactive, and not built for emerging fan behavior.
The Results
The work catalyzed both strategic and structural change:
Delivered a comprehensive digital and social audit identifying key barriers to fan growth
Rebuilt NASCAR’s online strategic approach, including web content and digital comms
Developed and implemented a new social media framework focused on engagement and community
Influenced a major sponsorship pivot from Sprint to Monster Energy
My Role
Led the digital and social audit across NASCAR’s online ecosystem
Identified systemic gaps in content strategy, fan engagement, and platform usage
Helped reshape NASCAR’s overarching digital strategy and communication approach
Developed training materials and led a 12-month education program for internal teams on all aspects of digital and social