Exciting times are ahead for NASCAR drivers! With the sport looking to broaden its markets in 2025 and beyond, the sanctioning body is all set to unveil an incentive program that will reward racers financially for engaging in promotional activities. From tens of thousands of dollars up to $1 million, there are plenty of reasons for stock car racing superstars to get more involved in the industry’s growth while following a playbook that is approved by the sanctioning body’s hierarchy.

Despite being one of the most popular motorsport series in the United States, viewership numbers have stagnated in recent years. The France family is now looking to expand its market internationally, in a bid to seize some of Formula 1’s market share.

NASCAR alters its marketing strategy ahead of the 2025 season

NASCAR is undergoing somewhat of a transition period. The sport recently signed a multi-billion dollar media rights deal with NBC, Fox, Amazon, and Warner Bros Discovery until the 2031 season, while renewed charter deals with 13 teams have improved financial incentives. Things are looking up from a commercial standpoint for the stock car racing series, at least in the Cup Series. However, while the sport remains beloved in the US, it has struggled to gain traction beyond its borders, an untapped marketing opportunity that the France family wants to exploit going forward.

While drivers engage in plenty of promotional activities throughout the season, NASCAR’s Chief Operating Officer Steve O’Donnell told Sports Business Journal that “there’s a lot of different messages in the industry.” To control the narrative, the sanctioning body wants all its stakeholders to follow the same playbook, with financial incentives being given to drivers for engaging in promotional activities. The initiative had been in talks since 2023 but was always set to start from the 2025 season when the new charter system finally begins.

According to sources, the overall pool of money that will be available for promotional activities will range from $10-$20 million, with NASCAR renegotiating deals with tracks and teams while using some of its funds to put this system in place. The initiative isn’t just meant for the biggest names in the sport either, with O’Donnell saying, “You’re going to see a lot more focus on our individual drivers, and that doesn’t mean just Cup”. That is positive news for Xfinity and Truck Series racers, who will be more inclined to take advantage of the financial incentives as part of this initiative.

While the incentive program hasn’t been officially unveiled yet, it’s unclear if NASCAR even intends to do it, considering that it’s meant for the stakeholders within the sport. However, the initiative is a step in the right direction for the financial sustainability of the sport’s biggest asset, their racecar drivers. Making them feel like they’re being taken care of, right from the grassroots, will go a long way in churning out the next generation of superstars, while retaining what they already have to ease into the transition.

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Steve O’Donnell is optimistic about the drivers’ response

NASCAR is leaving no stone unturned to make its incentive program a success. The sanctioning body is basing its system around a proprietary digital app, which is made with the assistance of brand-building software company INFLCR. Accessible only to drivers, it will allow the stakeholders to view various opportunities that they can engage in, including media appearances, promotional events, podcast interviews, and more. To tap into their competitive spirit, points will be awarded for each activity and payouts will be determined by the overall standing after a season-long championship.

NASCAR COO Steve O’Donnell expressed optimism at the initiative being a resounding success by saying, “I’m very bullish on it. We’ve got drivers who are eager to participate. We’ve got a really strong relationship with our drivers right now, great communication, and they’re eager to build not only their brands but the sport as well, so it’s important for us to raise their profiles certainly within the motorsports community but even beyond that. The drivers recognize that this is a sponsor-driven business. The more sponsors we can bring in, and the more eyeballs, it’s great for the sport, and ultimately, great for them as well.”

Seems like a win-win situation for all involved, doesn’t it? NASCAR aims to use its production facility near Charlotte, North Carolina to create podcasts and other forms of content. “The old building [in Charlotte, NC] was built more for long-form documentary-style shows, which we were doing a lot of 20 years ago,” said Steve Stum, VP, operations and technical production, NASCAR, in 2023. “The new one is built more for live event production. This sets us up for future production that the old building wasn’t capable of.” With the focus shifting to globalizing the sport, one can hope that this facility, launched before the 2024 season, can turn the content up in 2025.

Sharing his expectations from the initiative, O’Donnell went on to say, “You’ll see us focus more on personalities and really give the fans that behind-the-scenes look into each one of the people who participate in putting on the great racing.” Great content often translates into an expanding fanbase, which results in more lucrative opportunities. If the initiative works, it will be a game-changer in NASCAR’s growth for the foreseeable future.