Sponsorships. Figures from the SportsBusinessJournal suggest that in 2024, outside partners fund nearly 65-80% of any race team’s annual earnings. With a new $7.7B media rights deal ready to kick off in a few months, that bit will surely change. After all, reports project a 40% rise in media revenue for chartered organizations, starting in 2025.

But how much of that moolah trickles down to the other two National Touring Series remains a mystery. Especially since securing personal sponsorship has become vital for drivers aiming to land a NASCAR seat. Take Ryan Truex, for instance, who clinched two wins this year for Joe Gibbs Racing on a part-time schedule. Despite his success, he still lacks the funding to lock in a full-time spot on Coach Gibbs’ race team. Meanwhile, 2x ARCA East champion William Sawalich, and his strong sponsorship support, has received a full-time ride on JGR’s Xfinity program for 2025. And the fans in the grandstands are well aware of the preference.

Sponsorship supersedes talent at Joe Gibbs Racing?

On October 21st, JGR announced William Sawalich as the full-time driver of their #18 Xfinity Toyota. He’s stepping in for Sheldon Creed, who will head to the Haas Factory Team next year. 18-year-old Sawalich has been part of Joe Gibbs Racing’s ARCA program for the last two seasons, with whom he won 18 races in 39 starts across all three series. He recently said in an official statement, ”I am honored to be driving the No. 18 full-time in the Xfinity Series next year… It has been really cool to drive for Joe Gibbs Racing, and I feel like I have developed so much as a driver over the past two years. I still have a lot to learn, especially with moving to a new series, so I am looking forward to taking this next step in racing.”

No doubt Sawalich’s talent has rightfully earned him an Xfinity seat on Joe Gibbs Racing. However, when Bob Pockrass shared the update from his Twitter handle, he revealed a detail that did not go down too well with the collective NASCAR community. Pockrass wrote, “Starkey, the hearing aid company founded by his grandfather, will be his primary sponsor.” William’s father, Brandon Sawalich, serves as the President and CEO of Starkey. 

This acquisition is part of a recent pattern of JGR Xfinity signings, which appear to be driven by financial favoritism. Early in September, they announced Brandon Jones as one of JGR’s full-time drivers for 2025. He will bring with him that lucrative Menards money, albeit his future employers have not yet disclosed the other specifics like his car number and other details. Brandon Jones has finished inside the top-5 only once this season for JR Motorsports and has ended his day with a DNF 9 times in the last 30 races. 

Then about a week ago, Truck Series driver Taylor Gray of Tricon Garage, who’s also been wheeling Joe Gibbs Racing’s rotational #19 Xfinity car on select tracks this year, was named as the official driver of the renumbered #54 for 2025. Interestingly, Joe Gibbs’ grandson, Ty Gibbs, will take over the ownership duties of the #54 Xfinity car next season. And even more intriguingly, Ty Gibbs and Taylor Gray are close friends off the track. Hence, some fans believe their relationship has some hand to play behind Gray getting that spot over someone else like Ryan Truex, although that may not be true necessarily.

Now, the appointment of William Sawalich has fallen under scrutiny for its economic advantages. In contrast, Truex, who’s been fairly consistent this season in his limited opportunities with two wins, one top-5, and three top-10s, is still scrambling to find himself a permanent spot to prove his mettle. Truex told Jeff Gluck of The Athletic a few weeks ago, “At the end of the day, it’s a business and it is about sponsorship and putting it all together. The more I put my name out there, put myself out there, show that I’m a winner… do all that cool stuff off the track, hopefully that’s going to translate into a sponsor.”

But before the Cup race at Watkins Glen, his older brother Martin Truex Jr revealed the reality facing Ryan. “As of now, he really has nothing,” lamented MTJ. “He is really working hard to try and figure some things out. It really boils down to sponsorship and what can you bring to the table. He is really working hard at that and is still doing his sim work and everything he does behind the scenes for his real job, and trying to put something together for Xfinity. We’ve got a few people that he is talking to, but nothing is done yet so we will see how it plays out.”

Many fans would agree that Ryan Truex deserves a competitive full-time seat at the latest. He’s a former 2x ARCA East Series champion as well. Above all, it’s certainly disappointing to see a talent like him run a limited schedule, simply because he cannot bring the big bucks that teams crave in the present picture. And the NASCAR community had a lot to say in response to Bob Pockrass’ Twitter update announcing William Sawalich’s JGR move.

Fans think a worthy contender could get stuck in part-time limbo again

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The reactions split between excitement for Sawalich’s promotion and frustration over the situation. One fan captured this divide perfectly, stating, “I love it when talent trumps mo4ney. Good on the kid for digging deep and fighting for this opportunity.” Others expressed their support for Ryan Truex clearly with comments like, “And yet Truex remains without a ride. Money talks,” while one fan did not wish to play nice about the issue and wrote, “Ryan Truex should be in the car full time if they want someone with talent.”

However, another well-informed member of the NASCAR audience was aware of Ryan Truex’s situation. “I know sponsorship but like, he deserves it,” they opined. And that is not a false statement at all. But then a few others believed this was just “Another rich generic Toyota development driver” who got fast-tracked to the second tier. The narrative sadly focused on “Another bought ride, no talent needed, just money.” Nevertheless, it was even more disheartening when Bob Pockrass shared a separate update: “JGR lineup (for 2025 Xfinity Series) is Brandon Jones, Taylor Gray, William Sawalich and would expect fourth car to be multiple drivers.”

That would mean two things. First, Chandler Smith, the driver of JGR’s #81 Xfinity Series team this season, is tentatively without a ride next year. Second, Ryan Truex will probably make part-time appearances in 2025 with stints in JGR’s rotational car, but for now, that’s only speculation. Regardless, Ryan Trues will return for a one-off with Sam Hunt Racing’s #26 car at the Xfinity race in Homestead this weekend. His performances are his only bargaining chip if he wishes to secure a permanent job opportunity. Will he make it happen? We must first wait for the 2024 Credit One NASCAR Amex Credit Card 300 on October 26th.