With Drivers’ Lack of Pay in NASCAR, What Can Drivers Do to Make Them More Marketable?

With the reputation the NASCAR Cup Series has held over the years, racing in it has often been equated more or less with living the American dream. However, in recent years, it looks like the competition has gradually lost its appeal. With viewership numbers declining, it has been tough for the sport to endure. Additionally, with the sponsorship crisis, drivers have had a lot on their plates. Recently, when Kyle Larson spoke on the Kenny Wallace conversation, he highlighted the shortage of financial returns.

The Hendrick Motorsports star has been among the cream of the crop, and his hunger for victory has definitely shone out in recent years. Naturally, he values his services at a certain level. However, with NASCAR unable to satisfy the drivers in terms of payouts, solutions to the ongoing pay deficiency are the need of the hour.

A need to justify their position in the Cup Series for Drivers

A regular follower of the sport would be well-versed in the franchise-based system that NASCAR has used. Back in the days when drivers often had to fund their race cars themselves, there was an increased sense of urgency and a burning desire to win. The situation, however, has softened with the charter system warranting a good amount of money for drivers.

While finishing ahead of everyone might be the gist of racing, some cars are happy to participate. To add more context, Kyle Larson revealed how the World of Outlaws and Cup Series payouts are relative. Despite being a smaller competition with less money involved and even fewer revenue streams, the WoO’s top four drivers earn more than the bottom half of NASCAR Cup Series drivers.

While Kyle Larson has an affinity for prize money and payouts, which eventually earned him the moniker ‘Yung Money,’ he has resorted to various methods to prove his credentials as a driver. The #5 driver has raced extensively on different racing circuits across America. Wins in these events have helped him pocket a hefty prize. These extracurricular exploits have also added to his value and reputation as a driver, earning him more money.

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Drivers should take his example and prove themselves in different aspects of the sport if not their racing prowess. While it is true that certain teams have an advantage in equipment and driver quality, the disparity is bound to erode as teams gather financial common ground. The way to move forward is for NASCAR drivers to add more value on their own.

How can NASCAR drivers increase their value as an asset to the sport?

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Sponsorships are an aspect of NASCAR that has taken on paramount importance. We have seen world-class drivers like Kyle Busch separate from Joe Gibbs Racing due to a lack of backing. As a driver grows in stature, companies begin to notice their growing popularity. Having a popular driver represent the company through even a few decals can go a long way in attracting fans to the brand.

As more fans continue to watch a certain brand feature on their favorite driver’s car along with endorsements, it is only a matter of time before the brand gathers fans for itself in large numbers. This increases the driver’s revenue through sponsorship and is the easiest way to make money in the NASCAR Cup Series.

Another possible option is connecting with the fans and growing as a driver alone. A fine example would be Carson Hocevar. The Spire Motorsports youngster stood out with his Cup Series performances last year, which attracted many fans. In the later months of 2023, he also flaunted his iRacing skills on Twitch, which has enticed many fans. With the world advancing technologically, connecting with fans through streaming is a genius idea.

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As a result, before even making his full-time NASCAR Cup Series debut, there was much discussion about his expectations. The traction he has gained recently will go a long way. Apart from these possible solutions, NASCAR drivers should display what race car drivers are all about: winning. Drivers must show zeal and vigor if they want teams and sponsors to notice them.

Winning races is the shortest way to muster popularity and profit. Kyle Larson’s winning experiences in various racing divisions are a fine example of the same. The question that remains is: can NASCAR improve its current payout situation? Yes, but with a bit of help from the drivers.