NASCAR’s Only Driver With Asian Heritage, Kyle Larson, Launches the Ultimate Publicity Mission Backed by His Sponsor

The last season of NASCAR landed a new surprise for its followers, especially for the fans of Joe Gibbs Racing, as the team announced that Kyle Busch would be leaving the team at the end of the. The reason? Failed sponsorship talks with M&M’s, which had been the primary sponsor for the 2x Cup Series champion since 2008. 

While there may have been other reasons that may have played a role in Busch’s leaving the team, the whole saga did put under limelight the power of sponsorships and marketing. Being one of the most dynamic sports with members from different age groups, and boasting more than a million devoted followers, what could be a better place to showcase the company and its products than NASCAR?

Moreover, with their celebrity status, star drivers are often coveted by corporates to advertise their commodities and services in the most fashionable style. But on the contrary, the sponsors of NASCAR have been a select few without any indulgence from overseas organizations. 

But fret not, as things are taking a turn for sure, as NASCAR will finally be able to showcase its first overseas sponsor. Thanks to Kyle Larson and his Asian heritage.

Kyle Larson might be hoping for more Asian fans after bagging a new sponsor

While many would be aware of the fact that Japan has been an active participant in Formula 1 and also the supplier of engines, only a few know that NASCAR too has an Asian connection. It was in 1996 and 1997 when stock car racing flew across the Pacific, with the likes of Dale Earnhardt racing at the Suzuka Circuit as a part of an exhibition race. But since then, a long time has passed and those days seem to be a part of the distant past and seem to have been forgotten by many.

Nevertheless, things are on the verge of revival as Hendrick Motorsports’s star driver Kyle Larson bagged a new sponsorship from a Japanese food chain. The news was shared by FOX Sports journalist Bob Pockrass on Twitter. He revealed, “Kyle Larson has not had a sponsor related to his Japanese heritage since 2019 [he had Eneos in Xfinity]. Jinya Ramen Bar now appears on Larson’s uniform, a deal announced Wednesday during Asian/Pacific American Heritage Month. Larson hopes it can increase the Asian fan base.”

It is not known by many, that the #5 Chevy driver has Japanese ancestry owing to his mother, whose parents were of Japanese origin. The 2021 Cup Series champion spilled the beans about his new sponsorship with Jinya and also about his Asian lineage in an interview with Fox.

He shared, “I always hope that it would naturally kind of happen. And I feel like there are more Asian fans, come to the races more on the west coast, for sure. I would love to see more on the track. I think having a partnership to grow along with me, hopefully, help bring more Asians to the race track.

“So I think, not that’s a priority of mine. But if I can keep running up front, winning races, and having partners like Jinya, help grow the brand, I think it will surely attract more Asian fans to the stands.”

When asked, who had reached out first regarding the sponsorship, the driver stated, “They came to us so that was pretty special. I think it’s not very often, feel like sponsors are reaching out to teams and drivers to build partnerships. So I think they originally had touched base with NASCAR in search of a driver and found out my background.”

He also disclosed to everyone’s surprise, “And I’m half Japanese and it was kind of a perfect fit. And then from there, NASCAR put them with our agency.”

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Fans highlight their surprise after Larson reveals his ancestry

And the apparent shock was evident from the fans, as they revealed their reactions in the comment section.

One wrote, “Wait…Larson is Japanese? I had no idea.”

“Wow, someone actually mentioned his Japanese heritage?”

However, few fans had their distinctive notions after Larson’s ancestry was revealed and drew comparisons with other drivers.

Few wrote, “Imagine the surprise to Jinya when they approached NASCAR for a sponsorship deal, only to find out the best driver in the entire sport is half Asian. Amazing.”

“It shouldn’t matter who you are or anything else to be a NASCAR fan.  Some drivers like to beat the drum to promote whatever cause to gain some type attention they think they deserve rather than just be who they are and move forward. #23”

Perhaps, this can be assumed that through this sponsorship, NASCAR would be able to attract a larger Asian fanbase. It also raises the hopes of many and also the question of will NASCAR will venture out into the international markets and be able to tap the global audience like Formula 1.

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