Kansas Speedway for this past weekend's NASCAR Sprint Cup Series SpongeBob SquarePants 400 "transformed into Bikini Bottom, the fictional town where Nickelodeon’s beloved absorbent, yellow and porous character ... lives in a pineapple under the sea," according to Tod Palmer of the K.C. STAR. The backstretch "featured a long SpongeBob mural in the grass" designed by N.Y.-based artist KAWS, who also created a SpongeBob-themed trophy for the race winner. Track President Pat Warren: "It would be neat if it was more than a one-year situation. I’m not sure it will be, but I don’t think that’s a negative reflection on either us or Nickelodeon." Six different divers throughout the weekend's various races "all drove SpongeBob-themed cars." Driver Brad Keselowski: "It’s great when we can cross-promote and work with other industries. I think everybody wins" (K.C. STAR, 5/9). NASCAR.com's Pat DeCola reported all of the SpongeBob merchandise at Kansas Speedway "sold out" on Friday (NASCAR.com, 5/9).
CHILD'S PLAY: The AP's Dave Skretta noted NASCAR "has been trying to reach younger demographics for years." NASCAR a few years ago "announced an industry action plan designed to attract younger and more diverse fans." The series has "opened its garages to children accompanied by parents on race days, allowing them to get closer to the cars and drivers." It "lowered age limits on some regional competitions, giving up-and-coming drivers a chance to compete earlier." It also "embraced social media, fantasy racing and online simulators such as iRacing that are popular with younger demographics." Driver Clint Bowyer: "You're always looking for a younger demographic, and what better way to attract that younger demographic? I can't imagine any younger kid not wanting to come to the SpongeBob SquarePants race" (AP, 5/10).
