Tim Clark discusses NASCAR's brand perception at Autosport Business Exchange
Motorsport.com • 1 min read • Latest: Oct 22, 2026, 5:11 PM
Last updated Oct 22, 2026
Tim Clark, EVP & Chief Brand Officer at NASCAR, spoke at the Autosport Business Exchange in New York on October 22. He emphasized the need for NASCAR to improve its storytelling to address a perceived brand perception issue. While NASCAR enjoys strong brand awareness, Clark believes captivating narratives are essential to engage casual fans, especially in the wake of growing competition from Formula 1 and IndyCar. He highlighted that current fan engagement often relies on family traditions, and shifting to more effective social media strategies is necessary to attract new audiences. Panelist Jimmie Johnson also supported Clark's views, underscoring the importance of storytelling in NASCAR's outreach efforts.
- •Tim Clark spoke at the Autosport Business Exchange in New York.
- •Clark notes NASCAR has a brand perception problem, not a brand awareness problem.
- •Storytelling is crucial for attracting casual fans to NASCAR.
- •Jimmie Johnson supports enhanced storytelling in motorsports engagement.
- •Social media strategies need improvement to reach new audiences.
- 5:11 PMMotorsport.com — Tim Clark wants NASCAR to be better storytellers to counter "brand perception problem"
- 5:11 PMYahoo Sports — Tim Clark wants NASCAR to be better storytellers to counter "brand perception problem"
"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' ...Keep reading
"NASCAR EVP & Chief Brand Officer Tim Clark believes the sport may have a "brand perception problem," but not a "brand awareness problem"
Sources
External links- Motorsport.comOct 22, 2026, 5:11 PMTim Clark wants NASCAR to be better storytellers to counter "brand perception problem"
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' ...Keep reading
- Yahoo SportsOct 22, 2026, 5:11 PMTim Clark wants NASCAR to be better storytellers to counter "brand perception problem"
NASCAR EVP & Chief Brand Officer Tim Clark believes the sport may have a "brand perception problem," but not a "brand awareness problem"
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