In a bold new move, the social media site TikTok has decided to sponsor young NASCAR driver Ryan Vargas for the remainder of the Xfinity Series season. The 20-year-old former winner of the Wendell Scott Trailblazer Award announced the partnership on social media recently, reveling the impressive new livery for his Chevrolet Camaro and generating quite a bit of buzz.
The relatively new social media site has seen massive growth this year most of its members being under the age of 25. Vargas's young age, Latinx heritage, and 44,000+ followers make him a great choice for the platform's entry into the sport.
Stronger Together
It's no secret that NASCAR has a fairly distinct following, however, recently with NASCAR's ban on the Confederate Flag, it appears the sport is looking to make a change and grow their fanbase into a more diverse and inclusive one.
NASCAR has been in a viewership decline since its peak in 2005 and has ever since been scrambling to increase its numbers. Tack on recent controversies regarding racism, and it would seem that their decline has only just begun. This is why this partnership could be huge for both parties.
Just as NASCAR frantically tries to gain a younger, more diverse followership, TikTok is frantically trying to gain the trust of the older and more conservative population.
The Future Is Bright, And On Your Phone
TikTok also received a lot of controversies lately, making headlines as President Trump condemning the app in lieu of national security concerns. However, the company's possible acquisition by Oracle and Walmart for its U.S. operations is a step to solving those issues, and the company is looking to quickly rebuild trust and gain a good reputation.
TikTok has successfully proven their ability to generate buzz and advertise to the masses with countless viral trends in this past year, meaning that as long as TikTok is able to strategically utilize this partnership to grow within NASCAR and expand its presence, this too should be a successful venture.
Some crowds aren't easily swayed, however, so they will have to tread carefully and find a way to both make a firm presence, but not push too hard or it could damage their reputation more than it could help it.
Sources: Twitter, NBC Sports