NASCAR Enlists Agencies to Refresh Image, **Brad Keselowski** Sees Long Overdue Shift

Driver-Owner Praises New Marketing Push but Notes Timing Lag

Brad Keselowski, a prominent figure in NASCAR, is not just a driver but also deeply involved in the mechanical and administrative aspects of RFK Racing. His multifaceted role extends to steering the team’s strategic direction as a co-owner alongside Jack Roush and John W. Henry.

Marketing Overhaul Underway

Reports from *Ad Age* indicate NASCAR is in the midst of selecting a marketing agency from eleven contenders. The goal is to revitalize the sport’s image and attract both lapsed and new fan demographics through updated advertising campaigns and promotional efforts.

Keselowski has demonstrated a willingness to support NASCAR’s public relations initiatives, notably appearing in a well-received video with former rival **Kyle Busch**. He was particularly impressed by a recent NASCAR Productions video promoting an upcoming street race in San Diego.

A Decade in the Making?

However, Keselowski expressed that these marketing efforts, while positive, are arriving a decade later than he believes they were needed. He shared his perspective during media availability at Iowa Speedway.

“I think they’re doing a lot of things that were sorely needed a decade ago and we’re kind of at least heeding those lessons,”

—Brad Keselowski

He elaborated on the importance of initiatives like the driver ambassador program and star-driven marketing strategies. According to Keselowski, these are precisely the elements the sport required.

“The sport has to be realistic with itself that it went a decade or so of really weak marketing efforts. You’re not just going to recover from that overnight, but they’re doing the right things, I think now, to put the sport into a growth trajectory and that’s exciting to me.”

—Brad Keselowski

Beyond Traditional Promotion

When questioned about potentially taking acting lessons for future promotional videos, Keselowski indicated that the current strategy extends beyond conventional commercials. He noted the engagement across diverse media platforms with a momentum not seen in the past ten years.

NASCAR’s commitment to expanding its reach aligns with trends in other major sports. For instance, the NFL reported an average of 17.9 million viewers per game in the 2023 regular season, showing the potential for growth in sports viewership through strategic marketing (Sportspromedia, 2024).