Why American Motorsports Is Losing the Race

In American motorsports, television has always been king. Broadcast deals keep sanctioning bodies alive. They drive sponsorship, pay purses, and keep the lights on. I respect that. It’s the bottom line, and I understand the business.

The Next Generation of Fans Are Paying Attention to New Media

But here’s the truth: the industry is still far too traditional in how it treats media.

We now live in a non-traditional digital-first world. Fans don’t follow sanctioning bodies; they follow stars. They follow the Dystany Spurlock’s, Bubba Wallace’s, or Steve Torrence’s. They follow the people, not the logos. And instead of limiting how that connection happens, the sport needs to find new ways to open the door. TV is important, but TV alone is not enough. Younger and more diverse fans aren’t tuning into a Sunday broadcast first. They’re discovering the sport through TikTok clips, Instagram reels, and YouTube behind-the-scenes content. They’re connecting through personality, culture, and access.

Look at how other sports do it. The NBA rolls out the red carpet for its athletes and their media teams. The NFL knows that every clip Patrick Mahomes posts only strengthens their broadcast ratings. Formula 1’s growth in the U.S. wasn’t fueled by TV alone. It exploded because they embraced storytelling, social media, and let their drivers become global personalities.

Motorsports here in America has the same opportunity. Classes like Pro Stock Motorcycle, for example, carry enormous potential to reach new audiences. Riders like Dystany Spurlock, Gage Herrera, and Jianna Evaristo aren’t just competitors, they’re cultural touchpoints who can connect the sport to younger, more diverse fans who might never have considered drag racing before. That’s why a balance has to be struck. Yes, protect the broadcast contracts. They’re essential. But don’t be so locked into tradition that you miss out on what’s next. Social media isn’t competition to TV; it’s an amplifier. Every viral post, every behind-the-scenes clip, every lifestyle moment only brings more eyes back to the broadcast product.

And that’s where Foxxtecca’s mission comes in. We don’t just provide access and opportunity through our events and education initiatives. We push the envelope with our athletes. We show our industry how to thrive in the analog world while embracing digital-first storytelling. For us, culture, talent, and technology move together.

I speak on this from experience. My foundation is in media and communications, and I’ve spent my life building in the sports world. I launched a roll racing sanctioning body under the IHRA, led the largest flag football organization on the planet with national TV deals, and today I’m driving initiatives that open motorsports to new audiences. I know the landscape and I know what it takes to put new eyes on a brand. If motorsports in America wants to grow, we need to embrace both sides of the equation. Broadcast keeps the foundation strong, but social media is what builds the future. The key is empowering the athletes and their teams to tell their stories and invite new fans into the sport.

Because if the stick-and-ball sports world gets it, and global motorsports gets it, then it’s time we make sure American motorsports gets it too.