NASCAR has found a rather novel use for its drivers’ colourful language, turning the inevitable stream to profanity over race radio into prize money for its fans.
Created by 72andSunny, ‘Swear Jar’ will launch at Darlington, Sunday September 6, and will add $5 to the pot every time a driveR swears throughout the race.
It’s a great fit for a sport where tempers frequently run wild. When a competitor makes a questionable move or a pit stop goes to shit, the radio is what provides the fans with an unfiltered version of the situation.
Now, the radio will also make one lucky fan a whole lot richer.
NASCAR will track which drivers are contributing the most to the swear jars and using which words. Fans can then predict the most popular profanity for each race and will guess exactly how many expletives will be used.
The nine best predictors will progress to a championship race showdown at Homestead-Miami Speedway. The winner will take the lot.
The campaign, gives fans a reason to pay much closer attention to each and every part of the race. Drivers already provide plenty of insight into what is happening inside the car, NASCAR has just found a way to put a dollar value on the more colourful bits.
There is a certain logic to it. A driver having an awful afternoon could be turned into good news for fans and the prize pool.
For a taste of just how filthy the NASCAR radio’s get, check out the video below. The jar’s going to fill up pretty fast.
