NASCAR nation witnessed massive money maneuvers ahead of the upcoming 2024 season. It had almost everything from major sponsorship changes and crew changes to driver swaps unlike any other in recent times. In contrast to its initial years, NASCAR now has grown out of its shell to become a million-dollar promotion that necessitates the backing of large sponsors for teams/drivers to stay relevant in the fray.

In fact, a financial backing holds so much weight that even the 2-time Cup Series champion, Kyle Busch was forced to end his long-time association with Joe Gibbs Racing due to lack of sponsorships, to go over to team Chevy at Richard Childress Racing. However, drivers, especially young aspiring racers, need to be wary of these corporate traps. And in true Kenny Wallace fashion, the NASCAR veteran took to his social media to remind them of it yet again.

Kenny Wallace bestowed a piece of important sponsorship advice amidst NASCAR’s silly season

Often, drivers are constricted to legalities once they’re part of an organization. No, we’re not talking about race teams, but about sponsors and sponsorship ties. While money and contracts were “a” factor in the sport, now it has become “the” factor with drivers doing anything and everything to get themselves larger-than-life sponsors to secure themselves a future.

Reflecting on how these corporate executives work, veteran racer Kenny Wallace put out a tweet for the youngsters out there. Essentially mentioning how these corporates w0rk during the holiday season, he said, “Do not take the bait. 2024 has not started yet. Corporate executives will not be back to work until Monday, January 8th. Even at that, they will clean their desks off and a more realistic date is Monday, January 15th.” 

‘The Hermanator’ has been on and around race tracks for a long time. Wallace, being a consummate veteran of the sport, knows a thing or two about sponsors and the reality of it. Prior to his tweet, the veteran also got real about corporate America, denouncing these multinational companies for their cutthroat ways.

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Veteran Wallace calls a spade a spade as he uncovers the dark truth about sponsors in NASCAR

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As mentioned above, NASCAR is no longer the bootlegger’s racing promotion. In fact, it is now a million-dollar business, with each of its events churning out massive revenues. And Cup Series being the elite division of the organization, has a monetary side to it, where sponsors play a critical role in making or breaking a driver’s career.

Speaking about this, Wallace said, “In NASCAR, you’re always looking for sponsorship. So you’re just 24×7 on the phone trying to find sponsorship. There’s an old saying, ‘If you’re going to play, you got to pay’. Learned that years ago. December 19th, that’s when all the companies start going; ‘Well we’re getting out of town right now. We’re leaving our desks, and we’ll get back to you after the first of the year.”

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Usually, it is in the off-season when major money deals are inked. Talking about it, Wallace got straight to the point. He said, “It’s a pain in the a** because they just shut their stuff down, and they are gleeful about it. They’re so excited. They won’t come back to the desk until January 9th. When they get back to that desk, on January 9th, they’re going to act like they can’t find anything. Don’t call on January 9th. In some cases, for the ones that really stretch it out, January 15th.”

Kenny Wallace’s statements are definitely a stark reminder of what to expect when looking for the ever-elusive sponsorships.