Chatting with a couple of NASCAR fans recently, I was reminded that any competition is boring if you don’t care who wins. But if you do care, then even cars driving around in circles can be very compelling entertainment.
Those NASCAR fans really cared about how their favorite drivers finished, and not only how they finished in the latest race, but what and how those drivers were doing off the track as well.
Those fans had been captured by the personalities of those drivers. One of the things NASCAR does well is sell personalities. All major sports-related businesses do this to some extent, but some organizations do it better than others.
The NASCAR fans loved their drivers and loathed the others, so each race becomes a contest of great emotional importance. Will Good triumph over Evil? Will Justice prevail? This drama is acted out lap after lap, and then continued post-race with interviews, public appearances, blogs, and so on.