It seems like NASCAR has a problem. Gone are the days when the stock car racing series had nationwide icons such as Dale Earnhardt or Jeff Gordon. Kevin Harvick’s recent snub at the NFL game between the Carolina Panthers and the Dallas Cowboys is proof enough. It was a clear indication that NASCAR drivers need to be promoting themselves in a much better way. Harvick is a former Cup Series winner, but he wasn’t even acknowledged by the NFL’s X account, while his son Keelan was described as a “young fan”.

However, it seems that the sanctioning body has not just identified but also taken steps to rectify the problem. NASCAR is switching to a driver-centric marketing strategy from 2025 onwards, where racers will be incentivized to participate in promotional activities going forward.

NASCAR’s lack of star power is a concern

It was quite an awkward situation. In a recent NFL game at the Bank of America Stadium, the Dallas Cowboys defeated the Carolina Panthers 30-14, but the headlines were dominated by a wholesome moment before the game. Panthers’ safety Sam Franklin Jr. was seen walking towards Keelan Harvick, after which the two orchestrated an elaborate handshake routine, while Kevin Harvick looked on in the background. Afterward, the NFL’s X account posted, “Sam Franklin Jr. has an incredible handshake with this young fan 💙”, failing to acknowledge the 2014 Cup Series winner in the background.

Sharing his thoughts about the situation, NASCAR YouTuber Eric Estepp said, “Look I wouldn’t expect most NFL social media content people to recognize a retired NASCAR driver out of uniform, but at the same time, it does highlight NASCAR’s superstar problem. NASCAR is a bigger brand than any of the drivers currently racing and I’m not counting part-time Dale Jr.” Highlighting the snub as proof that drivers need to do more to put themselves out there, Estepp went on to say, “It’s wild to me honestly that NASCAR basically has to bribe its drivers to go out and promote themselves but I hope this does work.”

Eric Estepp is talking about NASCAR’s incentive program for the 2025 season. The sanctioning body will be rewarding racers for taking part in marketing activities, in a bid to promote the sport while following the organization’s playbook. According to the YouTuber, drivers should not need a financial incentive to become a prominent figure in the sporting world, but despite Kevin Harvick’s stature in NASCAR, the driver was not recognized in an NFL game, which highlighted the need for racers to do more to improve their star-power.

The initiative seems to be a win-win for everyone involved. While NASCAR remains a beloved sport in the United States, it has yet to make its mark internationally. With drivers engaging in more promotional activities, they will become recognizable figures around the world, increasing viewership numbers and expanding financial avenues. Moreover, drivers will also open doors for more sponsorship opportunities through the initiative, which will play a crucial role in helping secure seats at the highest level. Lastly, it will also help avoid awkward situations, like the one Kevin Harvick experienced in the NFL.

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Steve O’Donnell is optimistic about the incentive program’s success

The 2025 season marks a new beginning for NASCAR in many ways. The sport’s multi-billion dollar media rights agreement will begin next year, while longer practice sessions and single-round qualifying will bring about a much-needed change in format. However, what seems to be the most exciting change of them all is their proprietary digital app, which will only be available for drivers and relevant stakeholders, where they can view various opportunities that they can participate in, including podcast interviews, promotional events, media appearances, and more.

Sharing his expectations about the incentive program, NASCAR COO Steve O’Donnell said, “I’m very bullish on it. We’ve got drivers who are eager to participate. We’ve got a really strong relationship with our drivers right now, great communication, and they’re eager to build not only their brands but the sport as well, so it’s important for us to raise their profiles certainly within the motorsports community but even beyond that. The drivers recognize that this is a sponsor-driven business. The more sponsors we can bring in, and the more eyeballs, it’s great for the sport, and ultimately, great for them as well.”

However, one drawback to this is it could restrict the driver’s freedom of choice. In a Sports Business Journal report, Adam Stern wrote, “COO Steve O’Donnell told SBJ that while the sport’s leaders are happy with a lot of the promotions across the series, “there’s a lot of different messages in the industry.” NASCAR leadership wants to get its stakeholders using the same playbook.” This sounds a lot like NASCAR saying they want drivers to change their public image based on NASCAR’s beliefs. Despite the increased optimism entering this new marketing era, this detail seems to add skepticism toward their intentions. However, with all the negativity surrounding the sport at the moment with the NASCAR lawsuit, this move is certainly a breath of fresh air.

Tapping into drivers’ competitive spirit, the app will feature a leaderboard where points will be awarded to each driver and the payout will be decided by the overall standing after the season-long championship ends. By giving fans unprecedented access to NASCAR drivers through content, the sanctioning body will tap into younger audiences, while also expanding their market internationally. Could this initiative pave the way for races being held in other countries going forward? Time will tell. However, it seems like a step in the right direction for everyone involved.