Topline Results
NASCAR & Black Lives Matter Study Topline Results June 26, 2020 Study Background & Methodology
BACKGROUND METHODOLOGY
On June 10th, 2020, amidst the height of Black Lives Matter protests and The NASCAR and Black Lives Matter Study was conducted by rallies across the United States, NASCAR officially banned the display of Performance Research in partnership with online sample provider Full the Confederate flag across all its events and properties. On the same Circle Research Co. Data collection took place between June 22 and day, Bubba Wallace, NASCAR’s only black driver in its top tier, raced the 24, roughly 2 weeks after NASCAR’s announcement, the same day as No. 43 car with a Black Lives Matter paint scheme. NASCAR’s first race with the ban in place (Talladega Superspeedway) and during the time period of a noose was discovered in the Richard
In a sport that traditionally highlighted its deep Southern roots and fans Petty Race Team/ Bubba Wallace assigned race garage. who are often raucous in their traditions, this move was a decisive and bold step to take a stand against racism and social injustice. In total 1,075 respondents were included in the study, with three distinct samples: The purpose of this study was to assess public reaction to NASCAR’s 1. General U.S. Population, matching U.S. Census data [N= 673] position, with the following key objectives: 2. NASCAR fans- “4” or “5” rating on a 5-point scale [N=467] 3. Those identifying as Black/African American [N=332] 1. To measure public support of NASCAR’s move, both among the general public and avid NASCAR fans This report includes comparative analysis of responses from the U.S. Gen. 2. To determine the impact on NASCAR’s overall image Pop Sample, Non-Fans of NASCAR, and NASCAR fans. For specific 3. To assess the net gain or loss in fanship of NASCAR as a result of the question sets, additional analyses are also shown between ban, and audiences most likely to support/revert from NASCAR Black/African American Non-Fans of NASCAR, NASCAR fans under 40, 4. To examine potential impact among NASCAR partners/sponsors and NASCAR fans 40+. The margin of error for this study is ± 3%.
NASCAR fans are very informed on current events surrounding the sport
Awareness of Racism & Social Justice Issues in NASCAR: Aware & “Somewhat” or “Very” Interested [NET]
62% NASCAR investigating a noose found in Bubba Wallace's garage at Talladega Race Track 61% 80% The decision by NASCAR to prohibit the display of Confederate flags from all NASCAR events and 59% properties 80% 79% 53% NASCAR driver Bubba Wallace requesting that the league outright ban Confederate flags at NASCAR 52% events 79%
NASCAR driver Bubba Wallace driving a “Black Lives Matter” paint scheme on a racecar at 48% 45% Martinsville Speedway 76%
NASCAR president Steve Phelps and several drivers (including Jimmie Johnson and Dale Earnhardt Jr.) producing 39% 35% a video making a pledge “To work together to make real change” against racism and social injustice 67% 37% Plane flying Confederate flag over Talladega racetrack 32% 65% 32% NASCAR driver Kyle Weatherman driving a “Blue Lives Matter” paint scheme on a racecar at 23% Homestead-Miami Speedway 64%
President Trump at opening the 2020 Daytona 500 with the declaration, “Gentlemen start your 28% 17% engines” 60% 25% NASCAR participating in the inaugural “You Can Play Pride Auction”- an effort supporting athletes in 18% the LGBTQ community 51%
General Population NASCAR Non-Fans NASCAR Fans
To what extent are you aware of and/or interested in the following recent events?
PAGE | 3 Fans are overall supportive of NASCAR’s social consciousness efforts
% Oppose Opposition vs. Support of Racism & Social % Support “Somewhat”/“Very Much” Justice Issues in NASCAR “Somewhat”/“Very Much”
7% NASCAR president Steve Phelps and several drivers (including Jimmie Johnson and Dale 63% 7% 65% 7% Earnhardt Jr.) producing a video making a pledge “To work together to make real change” against racism and social injustice 72% 17% 54% 15% NASCAR driver Bubba Wallace driving a “Black Lives Matter” paint scheme on a racecar at 58% 15% Martinsville Speedway 67%
20% 53% 16% The decision by NASCAR to prohibit the display of Confederate flags from all NASCAR events 58% 22% and properties 63%
19% 52% NASCAR driver Bubba Wallace requesting that the league outright ban Confederate flags at 16% 56% 20% NASCAR events 61%
47% 17% NASCAR participating in the inaugural “You Can Play Pride Auction”- an effort supporting 17% 46% athletes in the LGBTQ community 17% 59%
General Population NASCAR Non-Fans NASCAR Fans
Overall, how much do you oppose or support the following actions within NASCAR?
PAGE | 4 Younger Fans are significantly more supportive of these same efforts
% Oppose Opposition vs. Support of Racism & Social % Support “Somewhat”/“Very Much” Justice Issues in NASCAR “Somewhat”/“Very Much”
5% NASCAR president Steve Phelps and several drivers (including Jimmie Johnson and Dale 80% 7% 78% 8% Earnhardt Jr.) producing a video making a pledge “To work together to make real change” against racism and social injustice 68% 6% 78% 9% NASCAR driver Bubba Wallace driving a “Black Lives Matter” paint scheme on a racecar at 78% 20% Martinsville Speedway 58%
7% 77% 12% The decision by NASCAR to prohibit the display of Confederate flags from all NASCAR events 76% 30% and properties 53%
5% 77% NASCAR driver Bubba Wallace requesting that the league outright ban Confederate flags at 11% 71% 28% NASCAR events 53%
58% 13% NASCAR participating in the inaugural “You Can Play Pride Auction”- an effort supporting 10% 74% athletes in the LGBTQ community 21% 48%
African Americans NASCAR fans <40 NASCAR fans 40+
Overall, how much do you oppose or support the following actions within NASCAR?
PAGE | 5 Current events have had a minimal negative impact among fans
Impact of NASCAR’s Positions on Likelihood to Impact of NASCAR’s Positions on Likelihood to Attend Watch NASCAR NASCAR Events
51% 44% 22% 16% 19% 12%
Recent Events Make Me MORE Recent Events Make Me MORE Likely to Watch NASCAR Likely to Attend NASCAR Events
69% 75% 65% 70% 39% 33%
NO IMPACT on Likelihood to NO IMPACT on Likelihood to Watch Attend
13% 14% 16% 13% 13% 17%
Recent Events Make Me LESS Recent Events Make Me LESS LIKELY to Watch NASCAR LIKELY to Attend NASCAR Events
General Population NASCAR Non-Fans NASCAR Fans
Thinking about these recent events and NASCAR’s most recent position on racism and social injustice, overall do the recent events make you….
PAGE | 6 Current events have encouraged new and younger fans to the sport Impact of NASCAR’s Positions on Likelihood to Impact of NASCAR’s Positions on Likelihood to Attend Watch NASCAR NASCAR Events
66% 57% 40% 34% 27% 34%
Recent Events Make Me MORE Recent Events Make Me MORE Likely to Watch NASCAR Likely to Attend NASCAR Events
58% 51% 47% 43% 28% 20%
NO IMPACT on Likelihood to NO IMPACT on Likelihood to Watch Attend
16% 14% 17% 14% 15% 19%
Recent Events Make Me LESS Recent Events Make Me LESS LIKELY to Watch NASCAR LIKELY to Attend NASCAR Events
African Americans NASCAR fans <40 NASCAR fans 40+ Thinking about these recent events and NASCAR’s most recent position on racism and social injustice, overall do the recent events make you….
PAGE | 7 Overall, NASCAR’s social stances have had a positive impact on image
Impact of NASCAR’s Positions on NASCAR Image Impact of NASCAR’s Positions on Respect for NASCAR
57% 53% 44% 43% 42% 42%
MORE POSITIVE Image of NASCAR MORE RESPECT for NASCAR
44% 48% 45% 47% 30% 33%
NO IMPACT on Image of NASCAR NO IMPACT on Respect for NASCAR
14% 12% 9% 13% 13% 11%
MORE NEGATIVE Image of NASCAR LESS RESPECT for NASCAR
General Population NASCAR Non-Fans NASCAR Fans
Overall, thinking about NASCAR’s most recent position on racism and social injustice, would you say you have…
PAGE | 8 Younger Fans report the greatest increase in positive image of NASCAR
Impact of NASCAR’s Positions on NASCAR Image Impact of NASCAR’s Positions on Respect for NASCAR
73% 65% 59% 58% 45% 44%
MORE POSITIVE Image of NASCAR MORE RESPECT for NASCAR
37% 35% 37% 39% 22% 26%
NO IMPACT on Image of NASCAR NO IMPACT on Respect for NASCAR
19% 13% 11% 14% 4% 4%
MORE NEGATIVE Image of NASCAR LESS RESPECT for NASCAR
African Americans NASCAR fans <40 NASCAR fans 40+ Overall, thinking about NASCAR’s most recent position on racism and social injustice, would you say you have…
PAGE | 9 Audiences perceive NASCAR’s stances as genuine and appropriate
Perception of NASCAR’s Positions on Racism & Social Injustice
Showing leadership in the Aligning with my personal Making a difference in Showing it is relevant to sports world values society today’s world
52% 55% 45% 45% 47% 47% 45% 47% 44% 44% 44% 41% 43% 34% 33% 37% 34% 37% 36% 31% 31% 31% 29% 28% 23% 24% 25% 25% 25% 24% 18%18% 15% 16% 11% 14%
Not At All Somewhat Very Not At All Somewhat Very Not At All Somewhat Very Not At All Somewhat Very
Making a business-driven decision Doing too little too late Genuine in its stated Taking a risk about their bottom line rather than a commitment socially conscious decision
49% 51% 47% 49% 49% 43% 44% 43% 42% 42% 38% 37% 40% 39% 37%40% 38% 31% 35% 28% 30% 27% 25% 26% 28% 23% 24% 25% 22% 23% 25% 23% 20% 22% 15% 19%
Not At All Somewhat Very Not At All Somewhat Very Not At All Somewhat Very Not At All Somewhat Very
General Population NASCAR Non-Fans NASCAR Fans
Thinking about these recent events and NASCAR’s most recent position on racism and social injustice, overall, do you view NASCAR as…
PAGE | 10 Potential and younger audiences perceive NASCAR’s stances as genuine and appropriate
Perception of NASCAR’s Positions on Racism & Social Injustice
Showing leadership in the Aligning with my personal Making a difference in Showing it is relevant to sports world values society today’s world 62% 68% 58% 50% 52% 55% 50% 44% 46% 48% 45% 42% 43% 40% 36% 37% 38% 34% 38% 38% 36% 29% 30% 26% 22% 19% 14% 18% 13% 14% 12% 14% 15% 8% 6% 6%
Not At All Somewhat Very Not At All Somewhat Very Not At All Somewhat Very Not At All Somewhat Very
Making a business-driven decision Doing too little too late Genuine in its stated Taking a risk about their bottom line rather than a commitment socially conscious decision
56% 50% 49% 45% 42% 44% 42% 38% 41% 37% 38% 38% 38% 38%38% 32% 33%36% 35% 35% 35% 33% 35% 34% 28% 26% 27% 29% 28% 17% 23% 18% 17% 12% 17% 16%
Not At All Somewhat Very Not At All Somewhat Very Not At All Somewhat Very Not At All Somewhat Very
African Americans NASCAR fans <40 NASCAR fans 40+ Thinking about these recent events and NASCAR’s most recent position on racism and social injustice, overall, do you view NASCAR as…
PAGE | 11 Fans and non-fans support actions taken by NASCAR to be socially conscious
% Disagree Agreement vs. Disagreement with NASCAR’s % Agree “Somewhat”/“Very Much” Stance on Racism & Social Justice Issues “Somewhat”/“Very Much”
18% 60% NASCAR took a positive step by encouraging the inclusion of a 16% Black Lives Matter race car 63% 14% 70%
26% 52% 27% NASCAR took a big risk by banning Confederate flags at its events 49%
18% 69%
30% 40% I would take extra steps to support NASCAR sponsors who incorporate a 29% Black Lives Matter message into their NASCAR partnerships 40% 21% 60%
41% 32% The decision to ban Confederate flags at NASCAR has elevated 41% my interest in the sport 31% 28% 56%
General Population NASCAR Non-Fans NASCAR Fans
Thinking about NASCAR, how much do you agree or disagree with the following statements?
PAGE | 12 Potential and younger Fans support recent actions taken by NASCAR
% Disagree Agreement vs. Disagreement with NASCAR’s % Agree “Somewhat”/“Very Much” Stance on Racism & Social Justice Issues “Somewhat”/“Very Much”
7% 80% NASCAR took a positive step by encouraging the inclusion of a 7% Black Lives Matter race car 82% 19% 61%
27% 54% 15% NASCAR took a big risk by banning Confederate flags at its events 71%
20% 67%
13% 62% I would take extra steps to support NASCAR sponsors who incorporate a 10% Black Lives Matter message into their NASCAR partnerships 76% 30% 49%
25% 49% The decision to ban Confederate flags at NASCAR has elevated 12% my interest in the sport 74% 40% 42%
African Americans NASCAR fans <40 NASCAR fans 40+ Thinking about NASCAR, how much do you agree or disagree with the following statements?
PAGE | 13 NASCAR fans show a positive perception of Bubba Wallace
Positive Perception of NASCAR Drivers
Bubba Wallace Jimmie Johnson Kyle Busch Kevin Harvick Chase Elliott
67% 61% 63% 60% 60%
38% 37% 26% 24% 22% 20% 17% 15% 11% 9%
Positive Positive Positive Positive Positive
Denny Hamlin Brad Keselowski Joey Logano Daniel Suárez
57% 53% 51% 50%
19% 19% 17% 10% 16% 9% 8% 7%
Positive Positive Positive Positive
General Population NASCAR Non-Fans NASCAR Fans
What is your impression of the following NASCAR drivers?
PAGE | 14 Greatest increase in perception of Bubba Wallace came from younger fans and black respondents
Positive Perception of NASCAR Drivers
Bubba Wallace Jimmie Johnson Kyle Busch Kevin Harvick Chase Elliott
70% 65% 63% 62% 64% 63% 62% 58% 58% 56% 58%
31% 30% 25% 22%
Positive Positive Positive Positive Positive
Denny Hamlin Brad Keselowski Joey Logano Daniel Suárez
57% 56% 59% 51% 52% 50% 43%
19% 21% 20% 23% 10%
Positive Positive Positive Positive
African Americans NASCAR fans <40 NASCAR fans 40+
What is your impression of the following NASCAR drivers?
PAGE | 15 Bill Doyle (Vice President) Questions? Just want [email protected] to say “hello”? Feel 401-848-0111 free to reach out to us: Performance Research 25 Mill Street Newport, Rhode Island 02840