Brad Keselowski, the 2012 Cup champion, took up a new opportunity in 2022. He purchased an ownership stake in Roush Fenway Racing, leading to the formation of RFK Racing. His vision was clear – transforming the team from an afterthought to a legitimate contender in NASCAR. Now, with the 2023 season wrapped up, it’s evident that they are well on their way to achieving that vision.

The first season in 2022 was marked by an impressive Chris Buescher victory at Bristol in September. The win, along with a strong performance throughout the season, including 16 top-10 finishes and 418 laps led, clearly indicated that RFK Racing was no longer a backmarker team.

RFK Racing has done enough this season to be considered a proper contender for 2024

Fast forward to 2023, and the RFK Racing team has impressed even more. While they might not have been overly concerned with the opinions of their playoff rivals, Brad Keselowski and Chris Buescher believe that they were genuine contenders till the end. The regular season was proof of their confidence, with Buescher’s outstanding performances leading the way.

Chris Buescher was exceptional in 2023. He secured victory in three races, including Richmond, Michigan, and the regular-season finale at Daytona International Speedway. Meanwhile, Brad Keselowski, though yet to secure a win with RFK Racing, was also consistent. He had an impressive record with seven top-five and 16 top-10 finishes, including two runner-up performances.

In the season finale at Phoenix, Chris Buescher had a strong and competitive performance, which was a good sign for the upcoming year. Despite starting at the rear of the field due to a missed qualifying session, Brad Keselowski also had a good race. He briefly entered the top 10 before finishing 15th.

The recent success surely represents a significant step forward for the team. They have come to grow in confidence in their strategies. It is an indication that they are moving in the right direction. RFK Racing has firmly positioned itself as a force to be reckoned with in the Cup Series.

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RFK Racing is definitely on the rise. However, Brad Keselowski also raised some concerns lately regarding the state of modern-day NASCAR.

Brad Keselowski gives insights into modern NASCAR: Shaping driver brand images

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In a recent discussion on the Racers Forum, Brad Keselowski offered profound insights into the changing landscape of NASCAR, particularly in how driver brand images are shaped in today’s racing world.

Traditionally, the responsibility of developing a driver’s brand rested on the shoulders of primary sponsorship partners. However, Keselowski highlighted a significant shift in this paradigm. According to Brad, in today’s NASCAR, it’s the race teams themselves who must take on the task of nurturing a driver’s image.

Keselowski explained the challenges faced by teams when investing in building a driver’s brand. He stated, “Right now, there isn’t a really good ROI [return on investment] for the teams to invest.” Chase Elliott is a good example of what Keselowski was saying. Elliott had a pre-existing platform, making the overall process relatively easier for him. However, for most other drivers, creating a brand image demands more effort and investment. Keselowski further added, “It takes a long time to invest in driver star power unless you have some inherent… most drivers don’t. That takes a significant investment from someone.”

Keselowski raised the point that these days partners are less willing to make long-term commitments. And that shifts the entire responsibility onto the teams. He said, “I think our partners are less willing to do that than they were in years past, so that really puts the burden on the team to do so. And I think that’s a huge burden for them.”

Keselowski also expressed concerns about the consequences of a driver leaving a team, according to him it’s a “complete loss.” Keselowski also highlighted a significant misalignment within the sport, stating that NASCAR has yet to fully capitalize on the star power of the drivers. He explained, “We’re not fully aligned, at this time as a sport to fully capitalize on driver star power.” This misalignment, according to Keselowski, hinders progress and meaningful change within the sport.

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For now, it would seem that RFK Racing has little trouble building up their drivers’ brand images with Chris Buescher and Brad Keselowski at the helm of affairs.