It has been a hard run for drivers to sustain themselves. Thanks to the kind of pressure that drivers have to go through, for sponsorship, sustainability becomes a major issue. Recently, NASCAR’s popular face Hailie Deegan had made a switch to the Indy NXT series and a major issue was with finding sponsors who could help Deegan keep up with the number game. 

Her recent revelation about the reasons behind her switch sent shockwaves through the community. For emerging drivers still honing their skills and securing sponsorships, this situation raises significant concerns. Lavar Scott, a driver from NASCAR’s Diversity Program, took to social media to express his reservations about the impact this could have on the future of up-and-coming talent.

Without sponsorship, instilling your position in NASCAR can get challenging 

There was a time in NASCAR when good skills and performance would make your way to the top tier. However, that is not the case anymore. There are leading drivers like Denny Hamlin and even Kyle Busch who have faced sponsorship issues in the past. For example, Busch left Joe Gibbs Racing in 2022 after M&M’s, the primary sponsor, chose to leave the partnership. Recently, Hailie Deegan also spoke on the same. While her career itself has not been very rewarding, it was not the only reason why she chose to leave NASCAR. 

In an account with Bob Pockrass, Hailie Deegan opened up in detail about how finding the right sponsor and meeting with the funding numbers was becoming a major issue for the driver. This is when she made up her mind to shift to IndyNXT where she already had her prior expertise. Deegan said, “As of now there’s just, it’s too much money for a lot of sponsors to put to the table and that’s something that was kind of a big factor for me. It’s hard, it’s hard to get sponsor money, it’s hard to get to that number of sponsor money”. Deegan is quite a popular face and it is not only from racing. She is quite active on social media, the breeding house for sponsors. If someone like her has struggled to find the right sponsors, it could be indeed worrying for the newcomers. 

Reflecting on the same emotion, Lavar Scott expressed his fear and the ambiguities related to the world of NASCAR. He took to X and tweeted, “Tbh it’s kind of scary when someone like Hailie deegan struggles that much to even find sponsorship dollars”. Scott has been a pretty impressive new talent and he is currently in the building stage of his career. In 2023, he made his mark by driving full-time in the ARCA Menards Series East and part-time in the main ARCA Menards Series, piloting the No. 6 car for Rev Racing. 

Scott was also a part of the season opener at Daytona, replacing Andrés Pérez de Lara in Rev’s No. 2 car. By December 2023, Scott’s hard work paid off as he was announced as a full-time driver for the main ARCA Menards Series in 2024. The 2024 season saw him finish strong with eleven Top 5 finishes and fifteen Top 10 finishes, securing an impressive second place in the points standings. Scott’s career has just started and it is a time to focus on growth and skills. The constant pressure for money and sponsorship might steer away real talent from NASCAR which in the longer run will bring down the enigma of the sport. 

Will TikTok’s looming ban prove to be disastrous for NASCAR’s Gen Z appeal?

For any type of sport to keep up with times and ensure that it is relevant, change and upgrades are inevitable. NASCAR, being one of the most elite sports in the United States, has always been quite niche. Reaching out to people with the help of social media platforms has made it easier not only for NASCAR but also for drivers who endorse sponsorships. For the past few years, NASCAR has relied heavily on TikTok to reconnect with younger audiences—a vital demographic for the sport’s future. 

A potential ban on the platform could unravel years of strategic progress and disrupt the sport’s marketing and sponsorship landscape. The official NASCAR page has a total of 2.6 million followers which ensures that the reach is widespread. Drivers like Toni Breidinger have more than 2.3 million followers which allows them to reach out to more people. Ryan Vargas, famously dubbed NASCAR’s “TikTok Guy,” has carved out a niche for himself on the social media platform. He has bagged an impressive 571,000 followers. While he may not be among the most celebrated names in the sport, his content is creative and unique. Such was the niche that it had attracted the attention of TikTok itself, leading to his first sponsorship deal covering six races.

Recently, even Kenny Wallace, a NASCAR insider, harped on the relevance of TikTok for the sport. He said, “These racers, they live on TikTok. It must be a really good app. This is controversial. I know for a fact that NASCAR needs TikTok. They put all their effort in TikTok because that’s where all the kids are, but I know for a fact NASCAR says TikTok is very important to them and they’ve invested everything. All their highlights, everything’s on TikTok”. Although currently there is a 75-day stay order until the future of the platform is decided, things could take a negative turn for the sport.