This article profiles the ascent of stockcar racing from parochial pastime of the late industrial American South into an internationally-distributed corporate sport conglomerate. We explicate the role NASCAR (the sport’s governing body), its spectacles, and its consumer-spectators played in reproducing the political, economic, and cultural conditions by which it was made both “local” and “global.” It also briefly illustrates the problematic nature of recent initiatives to sell historically localized NASCAR commodities to “nontraditional” national and international markets.
Newman is with the School of Physical Education, University of Otago, Dunedin, New Zealand. Beissel is with the Dept. of Kinesiology, Towson University, Towson, Maryland.