In the first months of the year, IndyCar’s fresh television partner has introduced several positive changes to the series; however, relying solely on a broadcaster like FOX is insufficient for IndyCar to effectively market itself and engage a broader audience of potential fans.

According to the fan demographics report released in December 2024, IndyCar is indeed showcasing encouraging trends. Utilizing Nielsen TV statistics from 2023, it was observed that 45% of IndyCar’s audience was aged 65 or older. In contrast, a separate study by YouGov in 2024 indicated that the 65+ age group constituted only 17% of the viewership. Additionally, viewers aged 55-64 dropped from 25% in 2023 to 12% in YouGov’s 2024 profile; the 45-54 age group also saw a decline from 13% to 12% within the same timeframe.

If the year-over-year differences between Nielsen and YouGov reflect accurate shifts, it suggests that IndyCar’s audience is indeed becoming younger, with the 45-65+ demographic reducing from 83% in 2023 to 41% last year. Notably, the 25-34 age bracket experienced a substantial increase, soaring from 7% in 2023 to 24% in 2024. IndyCar reports the average age of its fan base to be 44, while gender demographics have remained relatively stable, shifting slightly from 61% male and 39% female in 2023 to 62% male and 38% female in 2024.

Alex Damron, the VP of Communications at Penske Entertainment and the new Chief Marketing Officer of IndyCar, shared insights with RACER regarding the series’ strategic plans for the season. He emphasized how Penske and IndyCar aim to complement FOX’s initiatives to elevate the sport within the competitive landscape of sports entertainment.

ALEX DAMRON: “We believe we are at a pivotal moment where we can transition from stable growth to rapid expansion. FOX serves as a significant platform for showcasing our sport to a broader audience, and they are eager to collaborate with us to enhance awareness and market IndyCar in innovative ways.”

“We are diligently crafting a yearlong marketing and promotions strategy that aligns with our own IndyCar-led initiatives and synergizes with FOX Sports’ objectives. Our mission is to work collaboratively to advance the sport and exemplify a successful partnership between a sporting league and its media rights holder.”

“Our goals include boosting visibility, enhancing relevance, and charting the IndyCar fan experience. We anticipate an uptick in viewership this year, but also aim to offer more interactive opportunities with the brand. This investment includes a new fantasy platform and significant enhancements to our website to ensure it is user-friendly and mobile-responsive, as we recognize the increasing demand for mobile accessibility. We’re also heavily focusing our efforts on our digital channels.”

“We plan to increase the amount of content from the 2025 NTT IndyCar Series on YouTube, aiming to provide numerous touchpoints for fans to engage with IndyCar while eagerly awaiting the next race.”

Part of Penske Entertainment’s strategy involves creating as many opportunities for fans to connect with the IndyCar Series as possible. James Black/IMS Photo

As part of the collaboration with FOX Sports, we will also leverage the “Fastest Racing on Earth” campaign in our creative efforts. For instance, we have produced a seasonal anthem video that incorporates elements from the “Fastest Racing on Earth” campaign, although it was developed internally by the NTT IndyCar Series team. We truly admire FOX’s driver promotions, as they successfully build relatable heroes that fans can resonate with.

Our adjusted promotional strategy now includes incorporating those driver segments while encouraging viewership for St. Pete, along with our original promotional materials. This integration is a smart use of resources and showcases the value of collaborating with our media rights partner to drive growth effectively.

MARSHALL PRUETT: Can you elaborate on the initiative to attract younger fans and create a new audience for the series?

DAMRON: Attracting new, younger fans is a top priority for us. We believe that a key approach is through efficient and engaging digital content, with a strong focus on mapping out the fan experience while emphasizing social media engagement. Our efforts include collaborating with new content creators and influencers throughout the 2025 season.

Some will generate experiential content for their own platforms, while others will contribute directly to the NTT IndyCar Series social media channels. We find this collaboration thrilling, as we aim for their audiences to become engaged with IndyCar and recognize it as an exhilarating community to join, featuring what we believe to be the most competitive racing series in the world.

Another important focus is nurturing star power among our drivers. We partner with several agencies to coordinate interesting appearances and events for them. For instance, we will have an IndyCar presence at the South by Southwest Festival in Austin, Texas, which is a great example of reaching out to a new audience. We also strive to tell compelling stories that showcase what makes an NTT IndyCar Series driver a remarkable figure.

PRUETT: As for the digital aspect, it seems like the strategy involves intensifying efforts on Instagram, TikTok, and beyond. What’s IndyCar’s plan for maximizing YouTube and leveraging the new FOX relationship? How can you enhance the availability of live content there?

DAMRON: Video content has been our most significant area of growth across digital platforms. We have invested heavily in expanding our video production team, covering everything from race weekends to the personal journeys of IndyCar drivers during events and promotional activities. The response has been overwhelmingly positive.

Instagram has emerged as the platform with the highest growth in viewership and engagement for our videos, and we intend to continue sharing a wealth of video content there. However, we also see promising potential for growth on YouTube. In 2025, without revealing too much, fans can expect quicker recaps of some racing highlights on our YouTube channel, alongside the launch of more original content.

IndyCar has witnessed a notable rise in audience engagement on Instagram, especially regarding video content. Joe Skibinski/IMS Photo

Our ultimate aim is not just to increase video views or subscriptions, but to position YouTube as a vital platform that enhances interest in the NTT IndyCar Series. We seek to transition casual viewers into dedicated fans who tune in weekly, then engage further on our YouTube channel to deepen their connection with the sport.

PRUETT: Some of the demographic information is quite promising, although I must admit skepticism about the reported decrease of 42% in fans over the age of 45 in just one year. Can you shed light on that?

DAMRON: We are witnessing a shift towards a younger demographic, particularly with increased interest from millennial and Gen Z fans. Notably, we experienced double-digit growth in TV viewership among individuals aged 35 and under last year, which is a remarkable achievement. One common challenge is transitioning a digital audience into traditional TV viewership, but we feel we are making significant progress in that area, and we anticipate continuing that trend with FOX Sports moving forward.

This is particularly exciting for us, as we see racing capturing the interest of younger audiences. The NTT IndyCar Series stars resonate with them, and it is crucial for us to connect with this demographic through regular content engagement, demonstrating why the NTT IndyCar Series is a vibrant community to interact with every day.

PRUETT: Lastly, there have been whispers of an initiative to increase paid social media engagement—possibly boosting content on YouTube, Facebook, and other platforms. Is this significant in your plans for the upcoming year?

DAMRON: Indeed, we have maintained a digital marketing budget to amplify our content during the past few seasons, and that strategy is very much part of our plan moving forward. The push will begin during the two-week lead-up to St. Pete, continuing throughout the racing season. As we advance, we will analyze which initiatives perform best and refine our campaigns to target our desired audience more effectively.

We are eager to evaluate what works well and how we can enhance our approach after the initial races, especially as we head into May and the championship battle. This program will span platforms like paid searches, YouTube, and various social media channels, targeting audiences where they are most active.