“TV Ain’t Covering 18th Place or 20th Place” – 23XI Racing President & Denny Hamlin Explain the Importance of Sponsors in Race: Bubba Wallace

In NASCAR, money and sponsors are the most important things for a racer. Without them, drivers cannot race at all, and it is difficult to meet expectations. Even when they do manage to rope in a sponsor or two, the arduous task is trying to keep them in the long run. In the Race: Bubba Wallace docuseries, 23XI Racing President Steve Lauletta & co-owner Denny Hamlin spoke about this subject.

Lauletta acknowledged that his team needs to win as many races as possible. Only then will the outfit be able to have some value for its sponsors.

Even Joe Gibbs Racing driver Hamlin said, “We’re sponsor-driven in our sport for a certain number of races. They pay a fee to be in my car. Flat out, you see the logo on the hood when you’re at the racetrack.”

“Sponsors get on your race car because they want to be seen. If you’re running middle to back of the pack, TV ain’t covering 18th place or 20th place.”

What else did Denny Hamlin and Steve Lauletta say?

The 23XI President affirmed that trying to be faster is an expensive business. This includes the cost of the cars, engineering, parts, pieces, and tires. He even revealed that competitive NASCAR teams are usually run with a budget upward of $20 million.

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According to him, if Doordash, McDonalds, Columbia, Root, Dr. Pepper, or any sponsor leaves 23XI, it will spell trouble.

In other words, if the 1-year-old outfit cannot find some extra revenue, Bubba Wallace cannot race. Admittedly, for teams like Hendrick Motorsports, Joe Gibbs, or Team Penske, sponsorships are not such an immense problem.

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However, the same cannot be said for the teams that run in the midfield or at the back, or even for brand new teams. For them, it is a massive struggle to find sponsors, and it could mean that a driver’s career is dead in the water.