Let's face it, today, you're either NASCAR -- or you're not. This special report by host David Brown offers a unique examination of how the second biggest sport in America tightly controls its brand and, in turn, the culture of NASCAR fandom, even as it aggressively expands its national profile. NASCAR has evolved from its humble Southern roots to a multi-billion-dollar industry, complete with media-savvy drivers and sophisticated marketing, brand-management and politics.
When asked to describe NASCAR fans, NASCAR's company president responds, "They're the people that fight and win wars for America." Studies show that's true: While NASCAR fans live across the U.S., they are typically more socially conservative and more likely to vote Republican than the general populace. David Brown goes to Daytona International Speedway to investigate what NASCAR has become, who the devotees are, and how corporations have created such brand loyalty among the millions of core fans.
