They can parade Ray Lewis, TI, 50 Cent, and whomever else they want
around, but they’re not going to see any substantial increase in
non-white supporters until there are drivers of color to cheer for. Call
it “The Tiger Woods Effect.” Mind you, in order to get to that point, a
lot of other things would need to change, but in doing so, they’d most
likely alienate their core fanbase. Considering how marginalized that
group has already become due to expansion over the past decade, that’s
probably not a move they want to take.
NASCAR’s best bet? Focus on appeasing and cultivating their existing market. It’s working for hockey (pay no mind to that lockout), it can work for NASCAR. After they've taken the time to refocus and (re)determine what type of customer is important to them, then they can worry about expansion again. If I could play "Armchair Executive" for a second, I think that they would do better trying to increase international awareness and buy-in than they would trying to draw in the African-American audience. Well, unless they can find a way to make wearing driver jackets a cool thing again.
Black dudes sure loved representin' DuPont back in the lack 90s.