“We gonna just act like money isn’t number 1?” This impassioned comment from a fan came during the last-lap caution controversy in Atlanta. The legitimacy of a driver’s win is paramount because of one reason – the gigantic purse waiting at the end of a race. The fan’s words highlight the true driving force behind NASCAR drivers’ distinct pursuits. And they also ring true for the topic of the Driver Ambassador Program – which Chase Elliott has gobbled up.

The Hendrick Motorsports driver usually gave off a taciturn image, rarely appearing before the camera. However, Chase Elliott has started to shake things up from 2025. From doing more commercials to making a guest appearance at the Super Bowl, Elliott has amplified his public presence. The DAP’s success is thus visible.

DAP’s success shows through Chase Elliott

The Driver Ambassador Program is based on an app that drivers can use. Built with the help of an athlete brand-building software company INFLCR, it offers points to racers. They can accrue these points from potential media opportunities – like 1 point for every 15 minutes on national TV. NASCAR will pay drivers twice a year, with the top performer getting $1 Million and the lowest pay being $7500. Basically, a single driver can earn up to $2 Million from the program in a year. Chase Elliott may have said, ‘Hold my introverted drink’ and actively jumped into this program.

Just before the season began, Elliott flew to Chicago with Bubba Wallace to do a round of media hits, including with Barstool Sports. Then Chase Elliott trumpeted his support for the Philadelphia Eagles at the Super Bowl LIV. The 2024 Most Popular Driver’s name and credentials popped up on the big screen at the NFL mega event. These are just some of the ongoing media efforts that Elliott is taking part in. This shows just how successful the DAP policy already is.

NASCAR President Steve Phelps told Sports Business Journal that the policy has opened up several avenues. “There was an all-driver meeting yesterday and some discussion about kind of working closely with the drivers and the Driver Ambassador Program, but it’s really an industry coming together as one, which is critical in order to optimize the growth. Teams seem quite receptive to doing exactly that — what are the content opportunities, what are the opportunities to drive revenue together, what are the opportunities to look at JVs together — there’s lots of opportunities there.”

Besides Chase Elliott, other competitors of the sport are also bowing into this program. They have engaged in new advertisements in tune with the host of fresh brands supporting them. These include Xfinity with 23XI Racing driver Tyler Reddick, Consumer Cellular with RFK Racing driver and co-owner Brad Keselowski, and Chili’s with Spire Motorsports’ No. 7 Chevrolet. Chipotle is also in an endorsement deal with driver Ryan Blaney and a track agreement with Atlanta Motor Speedway.

Team Penske driver Ryan Blaney had broken the suspense around Chase Elliott’s active work. However, a former driver outlined a darker scenario in this regard.

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Using them just for a better image?

When the Driver Ambassador Program first came into fruition, Ryan Blaney painted the perfect picture of it. “If your boss said, ‘Hey, we’re going to pay you overtime—go work overtime,’ you’d be like, ‘Well, yeah, I’ll take it.” However, what is the main goal of this hugely incentivized prospect?

In recent times, NASCAR has drummed up a lot of controversy especially surrounding the lawsuit. After 23XI Racing and Front Row Motorsports refused to sign the charter deal, NBA legend Michael Jordan took NASCAR to court. The sanctioning body was accused of engaging in ‘monopolistic practices’ that deprived drivers and teams of fair shares of the media revenue.

With the NASCAR lawsuit continuing in the background, is NASCAR simply trying to project a better image? That is how former NASCAR driver Jeremy Mayfield, whose career ended in 2009 after failing a drug test, views it. He opined that the higher-ups are paying drivers to control the narrative of the sport. “NASCAR’s going to start paying the drivers, I guess, to say good things about the sport. Some kind of marketing deal to reward drivers for doing great things on social media. Maybe I’m wrong, but I’m pretty sure I’m right about that.”

Regardless of the end goal of the DAP, it is clear that it is already a success. With Chase Elliott and others leading the way, the policy presents a profitable opportunity for racers.