NASCAR today presents a stark contrast to its glory days in the 1980s and 1990s. Many observers argue that the sport is facing significant challenges. There has been a noticeable decline in the support from Fortune 500 companies, and television ratings have also dipped, reflecting a waning interest. Compounding these issues is the rising costs associated with operating a race team, which create additional hurdles for the sport.

Moreover, young and aspiring drivers find it increasingly difficult to break into NASCAR. While having sponsorship and a solid family background can provide significant advantages, these factors don’t apply universally to every emerging talent. This substantial shift showcases a declining trend for the future of the sport. Veteran driver Mark Martin has voiced his worries, suggesting that such trends could have detrimental effects on NASCAR in the long run.

Mark Martin offers his two cents on sponsorships in NASCAR

There were multiple openings within the NASCAR Cup Series teams after the conclusion of the 2024 season. But 23XI Racing signing Riley Herbst certainly aligns with Martin’s contention about the NASCAR team’s sponsorship methods. In a recent interview with Mark Martin, Chase Holden mentioned the absurdity of NFL teams from college having to bring their own sponsors. He then asked Martin about his views on people getting their own sponsors vs. having them in-house.

And, diplomatically, Martin said, “I applaud anybody who has sponsorship attached to them. I don’t know the in-depth details of Riley Herbst, but Monster follows him around. I love that. Riley’s got talent. He deserves all of it. He deserves the rise; he deserves the sponsorship. I am not opposed to that. But I am certainly a pro-old-school type of guy.”

In Martin’s time, the team got the sponsors. In the same interview, he said that in the old days, Roush and Hendrick got the money in. Herbst hails from an affluent family that operates a chain of convenience stores. He is also widely recognized for his partnership with Monster, which has been his sponsor in the Xfinity Series.

Martin added, “Everyone who knows me knows that I love the underdog. Rusty Wallace and I didn’t have anything special. So, I am a big proponent of making it happen with your hands. But, we do live in a different age. It’s a different culture, and these drivers start at five years old. They are probably not making it happen with their hands. They are making it happen with their hands around the steering wheel.” He has previously accepted that he never got a sponsor with him in particular.

He also spoke to Holden about underdogs and the risk Hendrick Motorsports took in taking Kyle Larson back after 2020. Larson’s 2021 season was a turnaround after he was out of NASCAR for most of the previous year.

Mark Martin said, “Kyle Larson is a once-in-a-generation talent that we have the privilege of witnessing.” Martin also offered his opinion on how corporate pressure creeps into a racer’s mind and how authenticity of drivers is being threatened.

Martin’s view on dealing with corporate pressure

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On August 25, 2012, Tony Stewart displayed his fiery temperament in Bristol when Matt Kenseth spun him out. After stepping out of his car, Stewart dramatically threw his helmet onto Kenseth’s car before finishing in 27th place. Surprisingly, his organization chose not to fine him, allowing Stewart to joke about his outburst. 

In 2013, Stewart confronted Joey Logano after a race that involved a crash with Denny Hamlin, leading to a scuffle that required mediation from crew members. Stewart criticized Logano’s privileged background and reckless actions, which had hospitalized Hamlin.

As the sport has evolved, confrontations like these have become less common, as noted by retired driver Mark Martin, who pointed out that drivers today face more corporate pressure and seem less authentic. He suggested that the sport misses figures like Stewart, who were unfiltered and could reconnect fans with the sport. Stewart’s rebellious nature made him polarizing but also electrifying, embodying the untamed spirit of NASCAR. Although his confrontational style lessened over time, his reputation for boldness remained, raising discussions about the authenticity of current drivers.

How do you feel about the role of sponsorship in NASCAR? Do you think it helps or hinders young drivers trying to break into the sport?