As the 2024 NASCAR Cup season gets underway, there’s this feeling of unfinished business and an air of uncertainty. The cause of this nervous energy is the stalled charter negotiation agreement that will come into action next year. While the Daytona 500 is taking up the headlines for now, new updates regarding the charter agreement can be expected soon after. It’s a massive deal that both NASCAR and the Cup teams are eyeing.

However, leading the charge for the team’s negotiations, Jeff Gordon from Hendrick Motorsports explained why the negotiations have stalled. He even went on to shed light on the major sacrifice team owner Rick Hendrick has taken up over the years that has kept the HMS boat afloat in the sport.

Rick Hendrick’s unmatched passion for NASCAR racing despite the financial repercussions

From the outside, it looks like a stalemate affair between the Cup teams and NASCAR. In reality, there are different layers and complex issues at hand that have caused genuine concerns for the team about their sustainable future. It is a known fact that NASCAR is not the powerhouse sport it once used to be. Due to this, teams have had to take drastic measures to survive in the sport.

And HMS is no different from any other team. If it weren’t for Mr Hendrick’s interventions and sacrifices, the team would be staring at dark days, as it has reportedly not been profitable for close to a decade. Now imagine running a business and not seeing a profit for almost 10 years. Mind-boggling, right? But how does Rick Hendrick still keep his team in the fray?

Answering this very question, Gordon joined Dale Earnhardt Jr on his podcast, The Dale Jr Download, and explained how HMS has been able to deal with the brunt of it all. He said, “We don’t make money right. I don’t think Hendrick Motorsports has made a profit in 10 years. And then you say, why do you do it? Well, it’s because Rick Hendrick loves the sport, he loves the cars and it’s good branding.”

“But if we didn’t have all the B2B, and we’re the few teams out there that are fortunate to be able to have B2B ties. The Hendrick Auto Group and Hendrick Motorsports together and bring these sponsors in, I don’t know where would that put us if we didn’t have that. It’s not just about Hendrick, and there’s a lot of teams struggling,” the HMS vice chairman added.

Gordon even went on to share the major roadblocks and key issues that have stalled the agreement with NASCAR. In doing so, he drew a parallel with Formula 1 and how they have turned a corner in being sustainable and successful.

NASCAR is competing with other leagues and sports, including the F1

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Formula 1 is a prime example for NASCAR to look toward and learn a thing or two about how to revitalize its operations. In NASCAR, teams are ever so dependent on the sponsors, and that being the sole source of revenue and sustainability is indeed a concern. What F1 has been able to do well is that they’ve created a financial ecosystem that is fruitful for both parties, and Gordon is looking to strike a similar deal with NASCAR in their ongoing negotiations.

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Explaining the cause of deadlock, Gordon added, “I think it certainly starts with revenue and trying to figure out what proper splits are. The old charter vs the new one. I just look at other leagues right and we’re competing with other major sports. And you look at what F1 has done. If you look at the way they’ve been structured, their popularity, and how they’ve turned the corner and ramped it back up. They are truly sharing in their revenues and sharing the ideas and philosophy, looking to grow together.”

If indeed NASCAR wants to spring a new dawn of success and relevancy, an even split and sustainable future for the teams should be their key focus.

Read More – EXPLAINED: NASCAR and Teams’ Extensively Complicated Charter Negotiations