Hosting a Daytona 500 party for non-NASCAR fans, how can I lure them in (and keep them entertained)?

I intend on hosting a Daytona 500 party for a group of friends, the vast majority whom have not watched a race earlier. I intend on enticing many of them over with the guarantee of pizza, beer, and wings.
My first thought was to have everybody pick on a driver to root for, with some prizes for 1st, 2nd, and 3rd. Given that many of them won’t know any drivers, I had thought I’d do just random selections out of a hat.
Does anyone have any tips on how best to keep everyone enjoying the race? What exactly are the Daytona plans?

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