Tony Stewart is arguably one of the most famous names in the sport. A poster boy for NASCAR and even IndyCar, Smoke had no shortage of names coming after him. However, back in 2008, the driver lost a sponsorship, a massive one with a $14.7 billion brand Subway, who opted to go with Carl Edwards, another well-known name in the sport.

Here is a look into why Smoke might have lost Subway as a sponsor ahead of his move to Stewart-Haas Racing.

Tony Stewart’s miserable August 2008

August 2008 was a month Tony Stewart would likely rather forget. For starters, his team was slapped with a 150-point penalty after being caught trying to obscure his car’s true horsepower during a Nationwide Series race. If that wasn’t bad enough, the very same week brought the bombshell news that Subway had decided to cut ties with him.

The official line from the fast food giant was Stewart’s growing weight gain had nothing to do with it. Instead, Subway claimed it was a strategic shift—choosing Carl Edwards, dubbed “the fittest man in NASCAR” by Men’s Fitness magazine, to better align with their health-conscious brand. Edwards, known for his rigorous fitness routine and those iconic post-victory backflips, embodied the image Subway wanted to project.

However, speculation swirled. Behind closed doors, insiders pointed to another possible reason: Tony Stewart’s reported negotiations with Burger King as a potential sponsor for his new Stewart-Haas Racing venture. If true, this would have created a glaring conflict of interest for Subway, effectively forcing their hand. NASCAR sources said Subway officials were irked at Stewart’s talks with Burger King noted industry insiders at the time. Stewart’s shift to the No. 14 Chevrolet, sponsored by Office Depot, was already underway, but the rumored Burger King deal for Ryan Newman’s No. 4 car added another layer of tension.

This eventually came to fruition, as Tony Stewart‘s car was adorned with Burger King branding in 2009. Meanwhile, the sponsorship deal Subway struck with Carl Edwards was no small matter. As the primary sponsor for three Sprint Cup races the following year, they committed approximately $2.25 million. On top of that, Edwards signed a lucrative personal services agreement, earning him a high six-figure to low seven-figure annual sum. Subway had made their choice, and it was clear they were betting big on Edwards as the new face of their brand.

By 2016, Carl Edwards had been a Subway spokesperson for more than eight years. His partnership with the brand was a natural fit—his disciplined lifestyle and genuine enthusiasm for health made him a dream ambassador. But even the best partnerships come with moments of unexpected humor as, during the Championship 4 Media Day in Miami that year, Edwards shared a funny, and slightly humbling, story.

Carl Edwards: Subway’s most recognizable face…almost

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While on a long bike ride, he stopped at a Subway to grab a sandwich, only to realize he hadn’t brought any money. Despite being the face of Subway’s advertising campaigns, the staff didn’t recognize him. “I was like, I just want the black forest egg and ham breakfast sandwich, that’s it, and a glass of…” he recalled with a laugh. “I said, I swear I’ll pay next time I’m by here.” After some hesitation, the employees relented. “So bicyclists eat free at Subway every once in a while,” Edwards joked. It didn’t end there. Edwards admitted he hadn’t been back to the same Subway to settle the debt. “I did ask someone to do it for me,” he confessed, before adding with a grin, “I don’t know if they have.”

Looking back, the Stewart-to-Edwards sponsorship switch offers a fascinating glimpse into the evolving dynamics of corporate branding in sports. In Subway’s eyes, Edwards’s image as a fitness icon made him the perfect representative for their health-focused message. Stewart, on the other hand, represented a potential branding challenge, especially if the Burger King rumors were true (which they were).

Today, a similar move might face much greater scrutiny. Dropping an athlete, even indirectly, over perceived body image issues would likely spark outrage. In the court of public opinion, brand loyalty is fragile, and companies are held to a higher standard of accountability. But in 2008, the decision went largely unquestioned, save for some hushed commentary and chuckles in NASCAR circles.

For Subway, the Edwards partnership proved to be a strong move. His discipline, fitness achievements, and even his sense of humor made him a compelling ambassador. As for Tony Stewart, he went on to forge a successful path with Stewart-Haas Racing, solidifying his legacy as one of NASCAR’s greats.