In the past twenty years, big-time stock-car racing has become America's fastest growing spectator sport. Winston Cup races draw larger audiences--at the tracks and on television--than any other sport, and drivers like Dale Jarrett, Jeff Gordon, and Mark Martin have become cultural icons whose endorsements command millions. What accounts for NASCAR's surging popularity?
For years a "closeted" NASCAR fan, Professor Jim Wright took advantage of a sabbatical in 1999 to attend stock-car races at seven of the Winston Cup's legendary venues: Daytona, Indianapolis, Darlington, Charlotte,...