NASCAR made major changes in its structure in the early 1970s. The top series found sponsorship from R.J. Reynolds Tobacco Company (RJR) (tobacco companies had been banned from television advertising and were looking for a promotional outlet). The "Winston Cup" (began in 1971) became the top competitive series, with a new points system and some significant cash benefits to compete for championship points. The next division down, called Late Model Sportsman, gained the "Grand National" title passed down from the top division and soon found a sponsor in Busch Beer. In the mid-1970s some races began to get partial television coverage, frequently on the ABC sports variety show, Wide World of Sports.

Finally, in 1979, the Daytona 500 became the first stock car race that was nationally televised from flag to flag on CBS. The leaders going into the last lap, Cale Yarborough and Donnie Allison, wrecked on the backstretch while dicing for the lead, allowing Richard Petty to pass them both and win the race. Immediately, Yarborough, Allison, and Allison's brother Bobby were engaged in a fistfight on national television. This underlined the drama and emotion of the sport and increased its broadcast marketability. Luckily for NASCAR, the race coincided with a major snowstorm along the United States' eastern seaboard, successfully introducing much of the captive audience to the sport.

The beginning of the modern era also brought a change in the competitive structure. The purse awarded for championship points accumulated over the course of the season began to be significant. Previously, drivers were mostly concerned about winning individual races. Now, their standing in championship points became an important factor.