For years, NASCAR has struggled to reclaim the mainstream dominance it once enjoyed. Declining viewership, sponsorship struggles, and shifting audience demographics had put the sport in a tricky position. However, 2025 is shaping up to be a turning point. With an expanded TV broadcasting deal bringing in five major media partners i.e.: Fox Sports, NBC Sports, Amazon Prime Video, Warner Bros. Discovery, and The CW, NASCAR is on the verge of a long-awaited resurgence.

But while this media expansion is breathing new life into the sport, a different battle is unfolding among the automakers that define its identity. Ford, once a dominant force in NASCAR, has been quietly pulling back its financial commitment to the sport. Meanwhile, Toyota, the Japanese giant that entered NASCAR two decades ago, is doubling down on its investment, emerging as the sport’s lifeline at a time when American manufacturers appear hesitant.

Toyota’s lifeline: A strategic investment in NASCAR’s future

Toyota entered NASCAR in 2004 with its Truck Series program before expanding into the Xfinity and Cup Series by 2007. Initially met with skepticism, the brand has since cemented itself as a powerhouse, claiming multiple championships and developing elite drivers through its Toyota Racing Development program. But Toyota’s impact isn’t limited to performance, it has become NASCAR’s most aggressive corporate backer.

In 2023, Toyota spent an estimated $3.37 million in advertising during live Cup Series races, making it the sport’s biggest advertiser. The brand has consistently increased its marketing spend over the years, leveraging NASCAR to boost its brand awareness in the crucial North American truck and SUV market.

And Toyota isn’t alone in this aggressive advertising push. Wendy’s ($2.52M), and Progressive ($1.85M), have also invested significantly, but none to the extent of the Japanese automaker. Toyota’s growing commitment over the last two decades has helped NASCAR maintain financial stability at a time when other manufacturers are reevaluating their investments.

For Toyota, this heavy investment isn’t just about NASCAR – it’s about conquering the American automotive market. NASCAR fans have long been known for their brand loyalty, and Toyota’s continued presence has allowed it to gain credibility among domestic truck buyers. The company’s North American sales have steadily grown. Toyota’s sales in the U.S. have gone up 3.7% in terms of volume sales in 2024. However, the biggest kicker is the EVs. A 53.1% increase in total volume of EV sales, to go with NASCAR’s interest in transitioning the sport to an EV is what could be keeping Toyota heavily invested in NASCAR. By staying deeply embedded in the sport, Toyota is positioning itself as the truck brand of choice for NASCAR’s die-hard audience.

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A giant’s gradual retreat from NASCAR

At one point, Ford was an untouchable force in NASCAR. The company spent upwards of $100 million in 2006 on motorsports, with significant branding efforts such as title sponsorship of the Ford 400 at Homestead-Miami Speedway. The iconic blue oval was synonymous with some of the sport’s most successful teams, from RFK Racing to Team Penske and Stewart-Haas Racing.

However, over the past decade, Ford’s financial footprint in NASCAR has eroded. The decline began with the end of the Ford 400 sponsorship in 2014, a sign that the automaker was beginning to reassess its long-term strategy in stock car racing. The trend continued as Ford gradually scaled back its overall marketing spend and track sponsorships, opting to do lesser targeted investments.

The reasons behind this retreat are multifaceted. For one, Ford has been prioritizing its electrification efforts, pouring billions into EV development as regulatory pressures mount. While Toyota seems to be rejoicing in this shift to EVs, Ford seems to be going into the EV market but isn’t willing to stretch their pockets. As Ford CEO Jim Farley said, “For larger retail, electric utilities, the economics are unresolvable.” Meanwhile, Toyota has been working on an all-electric pick-up Truck in America, set to launch in 2025.

Another key factor is the shifting media landscape. Ford’s peak NASCAR investment coincided with an era when the sport dominated network television. Today, with streaming services taking over and traditional TV viewership declining, Ford might not see the same marketing value in NASCAR as it once did. Meanwhile, Toyota, with its aggressive push to capture the American truck market, appears more willing to absorb the risks associated with a changing media environment.