How Can Kyle Larson and Brad Sweet Grow the Sport?

Since the High Limit Racing announcement, a lot of focus has been on the bad. What about the regional void? What about the local racers? How is this truly growing the sport? There is a lot of things that have yet to be addressed, but I have not seen a lot of positive opinions in response to High Limit. One thing that has been said over and over again by both Brad Sweet and Kyle Larson is that they want to “grow the sport.” Many argue that their plans of going national is doing the exact opposite of growing the sport and just another way for the rich to get richer.

What does growing the sport really mean? The obvious is getting more attention to dirt racing in general and getting more fans at the tracks in person. Sprint car racing doesn’t exist without the tracks and local drivers and fans that keep those tracks open during times when the national series are not in town. What can High Limit do to help the local drivers and teams? Is this even a priority?

How do they separate themselves from the World of Outlaws and stick to their word of “growing the sport?” High Limit has already stressed their belief that improving the fan experience at the track will be a top priority. They want to make every race into an event that keeps fans engaged and wanting to come back for more. While this is definitely an important factor in growing the sport of sprint car racing, this is likely every promoters goal going into a new season. There needs to be more than just adding things to races such as concerts, free pit walks, driver autograph sessions and other things you might find at a racetrack.

We know that High Limit has already scheduled two races in conjunction with NASCAR. I think this is a smart move, as a lot of race fans will already be in the area and be looking for something else to do. However, this isn’t exactly a new method, as the World of Outlaws have done this in the past and are still currently doing this.

Use NASCAR Relationship to Their Advantage

There is a weird vibe when it comes to NASCAR fans and dirt racing fans. It’s almost like the two can’t mutually exist in the same setting. But let’s be honest, there is a huge demographic of motorsports fans that enjoy both dirt racing and NASCAR or asphalt racing. NASCAR wouldn’t have dumped a bunch of dirt on Bristol if they didn’t think there would be new fan engagement.

Last year, we got a small glimpse of what Kyle Larson can do with his connections to the NASCAR scene. Larson was able to cut a deal with Dale Earnhardt Jr. where he would drive a late model on the CARS Tour if Dale Jr. would attend a High Limit event. That deal came to fruition when Dale Jr. showed up with his Dirty Mo Media crew to Lernerville. It was a great success, as the crowd was massive and many attended a live Q&A with Larson, Sweet and Dale Jr.

Larson needs to use more than just his name as a way to get fans interested in sprint car racing to the point where they actually want to show up and attend an event. It is very evident that Larson is the main attraction, as he is usually swarmed with fans after every High Limit race. However, Larson will not always be in attendance and with the series going national, there needs to be more of an appeal to fans.

One of the biggest stories in all of motorsports last season was when Shane Van Gisbergen showed up to the Chicago Street Race and dominated the field. It was a massive success for NASCAR, Trackhouse Racing and Van Gisbergen himself. He enjoyed it so much that he announced that he would be coming to the states full time in 2024 for compete in various NASCAR events.

Dirt racing fans also became enamored with SVG once they learned that he has sprint car experience. Although SVG hasn’t spent much time driving a sprint car, he does seem like a guy who would literally drive anything if was given the opportunity.

This is where is all comes full circle. We know that Kyle Larson and Justin Marks have a relationship and are both interested in sprint car racing. We know that even after Marks departed from sprint car racing, he still sponsored a car for Shane Stewart. We know that SVG now drives for Justin Marks and has sprint car experience. So what is stopping Larson and the High Limit team from trying to make this happen? I don’t know that this conversation hasn’t already happened, but it definitely needs to be discussed if it hasn’t yet. An SVG appearance at a High Limit race would attract fans from NASCAR, Australia and New Zealand.

Sticking to the NASCAR theme, what about some other drivers in the sport that have an interest in sprint car racing. Alex Bowman committed his ABR no. 55 to the full High Limit schedule in 2022, but his season was quickly over after suffering a back injury. Bowman’s future behind the wheel of a 410 is probably undecided, but it’s clear that his operation isn’t going anywhere. Could we see Bowman field a car for a more competitive driver? We have seen Daryn Pittman and Hunter Schuerenberg drive the no. 55 recently, but what are the plans for 2024? The half-retired Pittman is a fan favorite, but it doesn’t seem realistic to have him back behind the wheel for more than just the Crown Jewels. Bowman himself is not exactly a huge fan draw, but putting someone in the car who is could help grow the sport.

Ricky Stenhouse Jr is still involved with Sheldon Haudenschild and the Stenhouse-Marshall no. 17. That team historically runs with the World of Outlaws and there hasn’t been many rumors or news surrounding their 2024 plans. Convincing Stenhouse and his team to move over to the High Limit series wouldn’t exactly grow the sport, as it would just be a lateral move. Haudenschild is one of the most popular sprint car drivers in the country, but him leaving the Outlaws wouldn’t exactly shock anyone or move the needle. What would move the needle a little but would be getting Stenhouse back behind the wheel for some races. If we saw a second NOS no. 17 out there, that could be something that fans could get behind.

Incentivize Local Teams

I am not sure what a national touring series can do to really satisfy local teams. The All Stars provided an opportunity for local teams to race for more money without much travel but the concern with High Limit is that the competition will be much tougher and the opportunity to have a good finish will be diminished. However, could High Limit do something to incentivize local teams? Could it be as simple as covering the teams pit entry fees and some fuel money? What about offering bonuses for “local” racers who make the A Main? The highest finishing local gets a $1,000 bonus or something similar. They will be offering tow money to teams that sign on full time, but how about allocating some of that money to the local drivers? I don’t know that this would provoke more teams to show up, but it can’t hurt to put the offer on the table.

Terry McCarl and crew do a fantastic job with the “Front Row Challenge” at Southern Iowa Speedway before the Knoxville Nationals. Not only do they advertise it as a party and do quirky things like a foot race for the drivers, but they offer giveaways to the drivers competing in the event. I specifically remember Matt Covington being incredibly thankful that he walked away with a new set of four racing rims. You could tell that it really meant a lot to him and his team. If High Limit could get some sponsors to sign on and offer some giveaways that specifically targeted the local teams, then this could be another way to peak their interest and help their team. A random draw for a new fuel tank, a new wing or even one tire could go a long way to a team that is underfunded.

Don’t Change The Rules

I grew up as a part of a family that owned a big block modified that raced in weekly competition. When a national touring series would show up to the track, we almost always would stay home because our car was not compliant with their rule book. We didn’t have the funding the get different rims and tires to run one event that we likely wouldn’t even qualify for. The same can be said about sprint car racing now.

If High Limit starts making their own rules that might increase costs for local teams, then they will only be harming the sport. Brad and Kyle have said that any rule changes would not be immediate, but that they are not ruling it out in the future. If anything, I think they should be doing everything possible to make racing in a High Limit event as affordable as can be. Obviously, compromising driver safety is not an option, but adjusting any rules that might make the sport more expensive should be looked at.

At this point in the news cycle, we do not know what High Limit has planned for 2024. We don’t know what is going on behind the scenes. All of the negative comments and outlooks could be for nothing. For me, I am waiting to see what happens, as my hope will always be that they stick to their word and grow the sport of sprint car racing for years to come.