Darlington’s Throwback Weekend used to feel like a love letter to NASCAR’s roots. The roar of the engines, the sight of cars draped in retro paint schemes honoring the sport’s legends. It was a weekend that made you feel connected to the past. Drivers would light up talking about it, fans would pack the stands, and for a moment, it was like time travel was real. But now it’s starting to feel like that magic is slipping through our fingers, and the voices in the sport are laying it out plain and simple: Things aren’t what they used to be.

Jordan Bianchi reveals the threat to NASCAR’s Throwback Weekend

Over at RFK Racing, Brad Keselowski is taking it a step further by skipping the throwback scheme entirely this year. He explained, “It’s hard to get all the different people to line up to pull it off.” Even Denny Hamlin, a guy who’s seen it all, sounded almost resigned when he told on his podcast, “The world has changed… We don’t have sponsors in our sport now that are on these cars for 20-some races… When you’ve got sponsors on the car for three-four races, they’re not going to give up one of their races to change their logo, change their colors, change their brand like that’s you’re not not giving them value doing that.” It’s like he’s watching something he loves get chipped away.

And then there’s Jordan Bianchi, dropping a truth bomb that cuts right to the core. He said on an episode of ‘The Teardown’ with Jeff Gluck, “The game has changed. So few sponsors now are 20-plus races, and (it’s) a lot of them are 5, 6, 7 races. And so you have such few inventory if you’re one of those sponsors. All of a sudden, you’re going to be like, ‘oh no, we’re going to completely change our logos, our imaging, our colors, and all of this stuff.’ For what? Like, what are we [sponsors] really getting out of this? Because all it’s really going to do is maybe promote a past sponsor, whatever that is. What are we getting out of this? We need to promote our brand, and that’s a huge part of it.” It’s a wake-up call.

Sponsors aren’t here to play dress-up—they want their logos front and center, not some tribute that might confuse a casual viewer into Googling a company from 1980. And if slapping a retro logo on a car doesn’t move the needle for their brand, they’re out. It’s a harsh shift from the days when throwbacks were a no-brainer, a celebration everyone bought into. Meanwhile, NASCAR’s kicking off 2025 with a hefty roster of 51 official sponsors. Big names like Coca-Cola, Xfinity, and Busch Beer are locked in, showing the sport’s still got pull. But even that muscle isn’t guaranteeing throwback love.

Legendary broadcaster Mike Joy didn’t mince words during Saturday’s practice and qualifying at Darlington. “Many of them have one or several race sponsors who want their branding on the car and have elected not to buy into the throwback theme. And the less said about that, the better. But we respect what they have to do,” he said, throwing shade at the companies opting out. It’s a brutal honesty that stings, especially when you see Kyle Busch advocating for such schemes, saying, “It’s for the people that are in the grandstands and for their pure joy in just seeing some of the older, cool schemes that come back to life in this day and age.”

Darlington’s 75th anniversary this year was supposed to be a milestone, but it’s feeling more like a crossroads. NBC Sports showcased some of the 2025 Cup and Xfinity schemes, and they’re still gorgeous—vibrant nods to drivers like Austin Cindric’s nod to Dale Earnhardt and Erik Jones reprising the Petty-Blue with a tribute to John Andretti. Other media also covered the same with schemes like Chase Elliott’s nod to Ken Schrader or Josh Berry’s tribute to the Wood Brothers’ 1965 Indy 500 win. But the list isn’t as long as it once was.

Even with those highlights, you can’t shake the feeling that the event’s soul is taking a hit. It’s tough to swallow. This weekend used to be a sacred thing—a chance to step back and feel the heartbeat of NASCAR’s history. Now, it’s a tug-of-war between passion and profit. Will it survive? Maybe. You can’t help but wonder if we’re watching the slow fade of something special.

As sponsorship continues to be the central takeaway from Throwback Weekend, Kyle Larson seems to have found the right balance. The #5 won the throwback scheme of the weekend with his Kellogg’s Terry Labonte scheme that, unfortunately, didn’t get enough time on the track as Larson spun out early in the race and returned over 150 laps down. However, his latest sponsorship deal shows that Hendrick Motorsports sponsors are managing to balance throwback schemes while maintaining their stronghold with powerful sponsors.

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Kyle Larson’s sponsorship pull is at its Prime

Kyle Larson, the 2021 NASCAR Cup Series Champion, is teaming up with a big-time sponsor that’s got everyone buzzing: Prime Hydration. Yes, the same folks who’ve been hydrating athletes like Cody Rhodes and Patrick Mahomes with Prime Hydration are now jumping into the driver’s seat with Larson for something huge. And get this—Prime Hydration’s even dropping a special Kyle Larson edition bottle, tying him to those big names in a way that’s got us all hyped.

Another Prime is also betting on Larson. Prime Video is slapping their logo on both his IndyCar and NASCAR rides as Larson attempts ‘The Double’ once again in 2025. And they’re not stopping there—they’re filming a documentary about it, too. Starting back in October 2023, this film’s gonna show us Larson like never before. Rick Hendrick, the big boss at Hendrick Motorsports, can’t hide his excitement. “We’re proud to grow our relationship with Prime Video.”

Stacey Rosenson from Prime Video feels the same rush. “Kyle’s double attempt is one of the most exciting storylines in all of sports, and we’re thrilled to be part of it,” she said. “As we prepare to broadcast our first NASCAR Cup Series race with the Coca-Cola 600, having this kind of historic moment unfold live on Prime Video—and capturing it in a documentary film—is a truly unique opportunity.”

For Larson, it’s personal. “Having Prime Video on board—especially with them streaming the 600 and documenting my whole experience—is pretty special,” he shared. “May is going to be a crazy month, and I’m ready to get after it.” It’s a redemption story, and we’re all along for the ride. So, mark your calendars, folks. Larson’s coming back with a vengeance, and Prime Video’s got the front-row seat. Let’s cheer him on as he chases that finish line—twice in one day!