The demographics of the modern NASCAR fan have seen an increasing shift over the course of the past two decades. In fact, when comparing demographics, the sport that aligns most in comparison is the PGA. NASCAR and the PGA almost mirror each other in the Male to Female consumer percentage with NASCAR leading the statistic with a 36% viewership with females according to the most recent data (Nielsen, 2018). NASCAR currently only trails the NFL in terms of viewership per event. On average, a typical NASCAR event averages 3.3 million total viewers with 1.1 million female viewers and 761,000 live television viewers in the 18-49 age demographic. There are many companies who strive to get on board with sponsorships; ESPR has done their homework before investing the sponsorship dollars.