The International Speedway Corp. released some positive news regarding NASCAR attendance from its third quarter earnings.
ISC owns 12 tracks where Cup races are held, including Daytona, Watkins Glen and Michigan, and they reported an admissions revenue of $22.8 million, which is about a $100,000 decrease from 2016. ISC senior vice president and chief financial officer Greg Motto said reserved grandstand tickets were sold out at Watkins Glen.
ISC president John Saunders indicated that he is pleased with the stability of attendance, which he deems as a positive sign moving forward.
“We remain confident our consumer-focused marketing and sales strategy are working to bring ticket sales in line to deliver stronger results,” Saunders said.
Of course, there are more challenges on the horizon for NASCAR. Dale Earnhardt Jr. is unquestionably the most popular driver in the sport, and he is retiring at the end of the season. The sport might lose viewership and attendance from some fans, though it’s also possible they simply begin cheering for another driver.
On the other hand, there are several young drivers who could potentially be stars in the coming years, and that’s a positive sign for the sport.
“They are very engaging people, they resonate with younger folks,” Saunders said. “They’re active in engagement in social and digital platforms. I would say that is one of our greatest opportunities for the first quarter and going into 2018.”
NASCAR has struggled some with TV ratings this season, and it will be interesting to monitor how the ratings are during the postseason.
(h/t NBC Sports)