NASCAR’s Next Generation: Lavar Scott and the Power of TikTok
Lavar Scott, a 22-year-old from Carneys Point, New Jersey, is making headlines in NASCAR not just for his driving skills but for his unique ability to connect with a younger fan base through social media.
A New Era for NASCAR
As one of only 16 Black drivers in NASCAR history, Scott joins the ranks of pioneers like Wendell Scott and Bubba Wallace. Currently, there are just five Black drivers actively competing across all NASCAR series.Â
NASCAR is at a pivotal moment, facing declining viewership and a need for new personalities. The sport has seen a drop from 13.3 million viewers a decade ago to just 6.8 million in 2025. Scott’s emergence is part of a broader strategy to revitalize NASCAR’s image and attract a more diverse fan base.
The industry is increasingly recognizing the importance of digital culture, with NASCAR embracing influencer marketing and partnerships to reach younger audiences. Scott’s efforts on platforms like TikTok exemplify this trend, as he seeks to connect with fans beyond the racetrack.
Lavar Scott’s rise in NASCAR signifies a broader cultural shift within the sport. As he breaks through barriers and embraces modern marketing techniques, Scott represents a new generation of drivers who are not only athletes but also influencers.Â
With his eyes set on the track, Lavar Scott is not just racing cars; he is racing toward a more inclusive future for NASCAR.