An Exploratory Investigation into NASCAR Fan Culture

Christie H. Amato
Cara Lee Okleshen Peters
Alan T. Shao

Marketers are taking notice of NASCAR¡¯s cultural impact and the impressive financial returns to be garnered from investing in the sport. This work examines NASCAR fans and their sport-related attitudes and behaviors. Results suggest that there are two follower types, those who are deeply bonded to the sport, and those who are pledged to the sport but demonstrate comparatively less commitment to racing, NASCAR related media, and sponsors¡¯ products. Managerial implications are discussed in terms of a relationship commitment metaphor.