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NASCAR Looks To Regain Luster As Daytona 500 Turns 60

Daytona Int'l Speedway hopes to see strong attendance this weekend to give NASCAR a boostGETTY IMAGES

This Sunday "marks the diamond anniversary" of the Daytona 500, and NASCAR is "seeking to regain some of its overall luster," according to the Daytona Beach NEWS-JOURNAL. NASCAR's TV ratings have fallen by 45% since their peak in '05 and attendance has "been declining -- by how much is anyone’s guess, as many speedways (including Daytona) don’t announce attendance figures." Admission revenues also are "down substantially from a decade ago, which is confirmed by the sight of so many empty seats in the grandstands each week." Monster Energy has "twice asked NASCAR for more time to decide if it wants to commit" beyond '18 as title sponsor of the Cup Series, and such indecision is "not a sign of confidence in the future value of the product." Meanwhile, NASCAR’s star power has "dimmed as the sport continues to lose several of its most accomplished and popular drivers to retirement." While NASCAR's popularity may "never again reach its peak of a decade ago, it must reverse the current trend" (Daytona Beach NEWS-JOURNAL, 2/16). In Ft. Worth, Drew Davison notes Texas Motor Speedway President Eddie Gossage "believes it’s too early to say" whether the NASCAR-Monster Energy partnership is "beneficial for each long-term." However, Gossage "likes the youthful demographic that Monster Energy targets." Gossage: “They came on board just before the season last year, so I don’t think we saw what they’re fully capable of doing. Hopefully Monster will do some big things this year. If nothing else, just having the name on it is fabulous. That makes it cool for young folks" (Ft. Worth STAR-TELEGRAM, 2/16).

NEW KIDS ON THE BLOCK: In Richmond, Chris Wilbers notes NASCAR is now turning to a "group of shiny, new replacement parts to fill the void" left by the loss of stars like Tony Stewart, Jeff Gordon and Dale Earnhardt Jr. Chase Elliott "could end up assuming the role of the people's champion," but for all his success, Elliott "still hasn't won" a Cup race. Older fans may appreciate Ryan Blaney for his "throwback style," and his social media skills "could make him a favorite among younger fans." Bubba Wallace is "not afraid to let his personality and sense of humor shine" despite only having four career Cup races under his belt (RICHMOND TIMES-DISPATCH, 2/16).

MONEY PIT: ESPN.com's Bob Pockrass noted BK Racing has "filed for Chapter 11 bankruptcy, which likely would allow the team to compete in the Daytona 500 this weekend and potentially operate while coming up with a plan to pay debtors." The filing Thursday came "less than an hour before a hearing on a request from Union Bank & Trust to appoint a receiver to take over BK Racing assets, which include a charter." BK Racing could "still have competed as a nonchartered team for one of the four open spots in the field, but a noncharter team gets" 35% of what a charter team earns per race. NASCAR still could "revoke BK Racing's charter because of the bankruptcy filing." The sanctioning body "did not indicate whether it would pursue that route in bankruptcy court" (ESPN.com, 2/15).

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