Bubba Wallace, the NASCAR driver recently embroiled in a controversy over falsely identifying a garage pull as a racist threat, has adopted an audacious stance towards fans disapproving of the sport’s progressive shift towards diversity, equity, and inclusion. The clear message? Adapt or depart.
Over the weekend, Wallace was in Chicago for the NASCAR Chicago Street Race and also had the honor of throwing the first pitch at a Cubs game.
He seized the occasion to host an event dubbed “Bubba’s Block Party” and subsequently spoke to the press about NASCAR’s efforts to be more inclusive and diversify its audience.
His remarks came across as dismissive to the fans resistant to these changes.
In his media conversation, Wallace said, “There are three types of people: ones that will accept change, the ones that are on the fence about change, and the ones that will never change.”
He suggested those unwilling to change should be left behind, stating, “So we don’t really focus our energy on those people.”
This divisive rhetoric suggests that Wallace, rather than promoting genuine unity, may be fanning the flames of a race-based controversy, further polarizing an already strained fanbase.
His unabashed claim that fans who don’t appreciate the sport’s changing focus must “live with it” raises questions about NASCAR’s commitment to its long-standing, core audience.
While Wallace seems comfortable straddling the line between controversial figure and advocate for social justice, NASCAR’s direction towards wokeness, as embodied by these comments, risks alienating traditional fans.
The insistence on pursuing this divisive strategy despite its potential fallout speaks to a concerning disregard for the fans that built the sport.
Both the NFL and NASCAR are indeed monopolies in their respective sports, but unlike the NFL, NASCAR fans are typically more exclusive, often dedicated solely to racing.
Yet this doesn’t mean they are without alternatives.
American-style, non-Formula 1 auto racing enthusiasts, though seemingly having limited choices, can indeed turn away from NASCAR and redirect their time and attention to other activities, effectively shrinking the sport’s viewership.
As Wallace and NASCAR steer this new path, their understanding of the sport’s unique dynamics may fall short.
In the quest for change and inclusivity, they run the risk of alienating the fans that brought them to prominence, underestimating the power and choice of the consumer.
As fans are faced with a sport that no longer resonates with them, they may simply choose to move on.