This was a planned, coordinated operation. In Rahm Emanuel-ese, "Never let a crisis go to waste; have plans ready to be executed for any crisis; if there is no crisis, create one."
It appears that the leadership of NASCAR was groomed for this, Petty Motorsports was bought for this, the media have their orders and major sponsors whose globo-corporate suits hate the yokel crackers' guts were likely on board already.
"By God, all you knuckle-dragging, hick gearheads will eat the damn peas we feed you. And if you don't eat them, we'll administer them from the other end of your gastrointestinal tract."