For the first time in series history, NASCAR will race on a city street circuit this weekend in Chicago. While the race itself has been highly anticipated, the bigger story is about the marketing.
In recent years, NASCAR has taken a number of innovative measures toward diversifying its schedule and expanding its viewership, such as moving the preseason Clash to the L.A. Coliseum and running a dirt race at Bristol. Chicago is maybe the boldest experiment yet, and the decision has been a controversial one.
Some have pointed out the city’s high crime rate and cited concerns about the safety of drivers, race teams and their families. This, simply put, is mostly just pot-stirring, as NASCAR has raced in or near more dangerous cities such as St. Louis without any issues.
There is a legitimate concern about the racing product, though. As anyone who follows IndyCar knows, street races don’t usually put on the most thrilling action. Because of how narrow the tracks are, there’s not much passing, and single-car accidents often lead to much bigger ones as there’s nowhere to go for the drivers behind them.
That said, it’s important to keep an open mind this Sunday. Even if the event is too dull, or perhaps the opposite and ends up being more of a demolition derby than an auto race, this experience is about the fans first and foremost.
NASCAR and its drivers have taken the extra mile to make Chicago an interactive experience for fans. 23XI Racing’s Bubba Wallace hosted a block party in Washington Park on Wednesday, while teammate Tyler Reddick’s car has been seen on display in Michael Jordan-themed colors. (Jordan is 23XI’s co-owner.)
Some people may not be thrilled about the idea of NASCAR racing on a street course, but everybody should want it to be a success. If this weekend results in a slew of new followers, then it’s a win for NASCAR — and if the race is a memorable one for the right reasons, then that’s just an added bonus.