The ISC-owned venue expected a strong crowd, in part due to nostalgia with various throwback paint schemesGETTY IMAGES
Sunday’s Monster Energy NASCAR Cup Series Bojangles’ Southern 500 at Darlington Raceway drew a crowd of between 40,000-50,000, according to sources, as the track’s revival under the throwback weekend mantra continued. The event marked the fourth year of the NASCAR Throwback program, with this year’s theme being seven decades of NASCAR to coincide with the series’ 70th anniversary of its founding. Track President Kerry Tharp had said in the leadup to the event that the ISC-owned venue was expecting a strong crowd for the race, and that showed with the frontstretch grandstands appearing mostly filled throughout the race. The track’s attendance had been around 60,000, though it was unclear whether its recent grandstand renovation changed that figure A host of NASCAR’s top execs were at the event including interim Chair & CEO Jim France; President Brent Dewar; COO Steve Phelps; Vice Chair Mike Helton; Exec VP & CMO Jill Gregory, Exec VP & Chief Sales & Partnership Officer Daryl Wolfe and ISC Exec VP & COO Joie Chitwood III (Adam Stern, Staff Writer). In Columbia, Lou Bezjak noted seats were "nearly full at the track," as teams and drivers seemed to enjoy once again "dipping into nostalgia with various throwback paint schemes, wardrobes and honoring legends of the sport" (Columbia STATE, 9/3).
GOTTA WANNA HAVE IT: Sunday night's race marked the seventh year that Bojangles' has sponsored the race, and motorsports writer Hunter Thomas noted the QSR is "seeing growth of its brand and expansion of its fanbase" through the deal. The national coverage of the race is "bringing Bojangles' brand to people who might not have a Bojangles' in their town or state." The race in some ways is a "prelude to the restaurant chain's NFL marketing efforts" for the Panthers' upcoming season (SCNOW.com, 9/2).
