From Michael Jordan’s 23XI Racing to the illuminating perspective of Jeff Gordon, the asphalt of NASCAR may soon be witnessing not just rubber burnouts but a significant change in fan loyalty. The reason? A potential new strategy to make fans cheer for the teams and not just the drivers.

At Tuesday’s Racers Forum, Jeff Gordon, a four-time NASCAR Cup Series champion and Vice Chairman of Hendrick Motorsports, pitched an interesting curveball. He opined that fans should resonate more with the race teams, much like in other sports where fans rally around teams regardless of individual players. And Brad Keselowski joined in!

Teams Over Drivers for Branding

Brad Keselowski, not just a driver but also the owner of RFK Racing, takes a pragmatic perspective. He believes that the era of sponsors uplifting a driver’s brand, like the classic Rusty Wallace and Miller Beer partnership, is dwindling. The onus of brand building now lies primarily on the teams.

Brad Keselowski told RacingAmerica, “Right now, there isn’t a really good ROI for the teams to invest [in driver starpower]….If a driver leaves, it’s a big loss in that investment, which is not great. And they don’t get anything long-lasting value out of it.” 

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Remember Tyler Reddick? Richard Childress Racing sure does. They took a chance on him when no one else would. Fast forward to three wins in 2022, and what happens? He gets scooped up by 23XI Racing in 2023, owned by none other than basketball icon Michael Jordan. It’s a classic “build them up, watch them leave” scenario.

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What does Jeff Gordon have to say about the change in loyalties in NASCAR? 

Jeff Gordon’s Vision for NASCAR Fans 

At the recent Racers Forum, racing legend Jeff Gordon expressed his desire for NASCAR teams to bolster their brands, aiming to foster loyalty among fans regardless of driver changes. He recalled a recent statement by Joey Logano, which resonated deeply with him.

Drawing a parallel with traditional sports, Jeff Gordon mentioned, “In most sports, fans predominantly root for teams. As a San Francisco 49ers enthusiast, Gordon’s loyalty remains unwavering, irrespective of player changes.”

He emphasized the potential benefits for both the teams and the sport if they could establish a direct connection with their fanbase. Gordon reflected on the massive shift in the sport during the late 2010s, when several iconic drivers, including himself, Jimmie Johnson, and Dale Earnhardt Jr., retired.

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With intense debates firing up at the NASCAR Hall of Fame’s Inaugural Racers Forum, one thing’s for sure: the race for fan loyalty is just heating up. So, where do you stand – Team or Driver?