Behind NASCAR Busch Light Clash’s relocation to the Coliseum

The Los Angeles Memorial Coliseum’s reputation as “The Greatest Stadium in the World” stems from its rich historical value. Counting the 2028 Olympics, it’s the three-time host of the Summer Olympics, home of the USC Trojans since 1923 and has hosted various sports teams such as the Rams, Clippers and UCLA Football in different periods. Most recently, the Coliseum hosted NASCAR fans for the Busch Light Clash in February of 2022. On Feb. 5, 2023, NASCAR will make its return to the storied stadium.

As a brand that reflects the American spirit, NASCAR no doubt sees the historical value of the Coliseum. However, the icing on the cake is the geological advantage — its proximity to the USC campus.

“It’s just a tremendous opportunity having it right here close to USC this year,” said Patrick Rogers, vice president of NASCAR Marketing Services.

Students are targeted specifically by the Coca-Cola Torch Party Porch, a standing-room-only general admission section on the steps of the Peristyle that provides up-close access to musical entertainment, driver introductions and racing action. NASCAR also announced that the pre-race performance will feature Cypress Hill, an American hip hop group from South Gate. They have yet to disclose the mid-race performer, but Rogers said they hope the performer helps to “build a much younger, more diverse fan base.”

If students have ever thought about coming to a NASCAR race, Rogers said the Clash will be an “easy access opportunity” and a chance to “make some lifelong fandom out of it.”

Constructing a track in the Coliseum is the latest in a series of efforts to broaden NASCAR’s audience. In 2020, during the Black Lives Matter Movement, NASCAR banned Confederate flags from all racetracks. According to a report from Performance Research, two-thirds of NASCAR fans under 40 said NASCAR’s actions made them more likely to watch a NASCAR event and 57% said they’d be more likely to attend a NASCAR event.

According to Morning Consult’s online survey, 46%of respondents aged 35 to 44 stated that they were NASCAR fans. On the other hand, 59% of respondents aged 18 to 34 said that they were not a fan. NASCAR is turning over a new leaf for the younger and more diverse groups. Kyle Larson, driver of the No. 5 Chevrolet Camaro for Hendrick Motorsports, said that his identity as a half-Japanese millennial racer has attracted a lot of Asian fans. He envisions himself to be an ambassador for the Asian community.

“I hope, again, that everybody comes out to this event. And, you know, if you weren’t here for the race earlier this year, it was probably unlike anything else that anybody would have ever seen before,” Larson said. “[It’s] definitely a spectacle and [I] hope to get a lot of younger party crowds out here.”

Although the quarter-mile Coliseum track is the shortest length for NASCAR racers to run on, the bold decision might just pay off for the sport. The 2023 Busch Light Clash at the Coliseum will begin at 5 p.m. on Sunday, Feb. 5 and the exclusive ticket offer for students is available online.