NASCAR to Launch Driver-Focused Marketing Program in 2025

NASCAR is rolling out a driver-centric incentive program in 2025, rewarding drivers with payouts ranging from tens of thousands to $1M for promoting the sport. The initiative coincides with new media rights deals and an updated charter system, aiming to align stakeholders under a unified marketing strategy.

A funding pool of $10M-$20M per year will support the program, with contributions from NASCAR, teams, and tracks. The system will utilize a proprietary app, developed with INFLCR, to manage promotional opportunities like media appearances and podcasts. Drivers will earn points based on their participation, with payouts awarded at season's end.

NASCAR COO Steve O’Donnell emphasized a focus on driver personalities across all series, including Cup, Xfinity, and grassroots racing. “We’re raising profiles not just in motorsports but beyond,” said O’Donnell. He noted strong driver enthusiasm for the program, which aims to attract sponsors, grow fan engagement, and boost the sport overall.