“I never necessarily felt uncomfortable,” he said. While the frequently toxic nature of social media makes it easier for haters to reach Sims and others, he’s a popular personality each weekend at the track. Phelps said NASCAR was committed to strengthening ties to various programs that can attract a broader fan base, from Boys & Girls Clubs to “some of the other areas we have from a partnership standpoint that really speak to what’s happening in the African American community, what’s happening in the Hispanic, Latino community (to) what’s happening in the LGBTQ community.” Rising stars in the developmental series include Rajah Caruth, a 20-year-old graduate of the “Drive for Diversity” program. Owners now include Pitbull and Michael Jordan, whose team features Bubba Wallace, the Black driver who prompted the flag ban. John Ferguson, a Black man, is the chief human resources officer. Amanda Oliver, a Black woman, negotiates high-profile deals as NASCAR’s senior vice president. “I think the events of 2020 allowed the sport to get younger and more diverse,” he said at his state-of-the sport address in November.Īmong the notable achievements: Jusan Hamilton, who last year became the first Black race director in Daytona 500 history, will do it again this season. NASCAR is still overwhelmingly white, but NASCAR President Steve Phelps isn’t exaggerating when he says you notice the change when walking through the garage. It was, of course, a very low bar but the garage and grid and fans certainly appears to be more diverse now than before 2020 when NASCAR banned the Confederate flag from its tracks and properties. It’s not necessarily about getting more people in, it’s showing what you already have.” “Getting that out there might help in terms of more people coming to the track and getting more different faces to the stands. “I think if more people out there saw it, saw people that looked them, instead of just driver, crew chief, you might be more inclined to feel like, hey, I feel a little more comfortable going to the track,” Sims said.
Minorities may not necessarily become the dominant demographic for the series, but they can certainly grab a larger share of the marketplace. And this season, he wants to share the stories on what he sees at the track beyond the in-race reports and fantastic finishes.
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