NASCAR plans to launch a new driver-focused incentive program aimed at boosting the sport’s visibility through a proprietary app. The initiative, which offers payouts ranging from tens of thousands to as much as $1 million annually, is designed to reward drivers for promoting NASCAR across various platforms. While NASCAR COO Steve O’Donnell is optimistic about its potential to elevate both the sport and its drivers, fans are questioning whether this approach aligns with NASCAR’s authentic roots.
As the organization prepares for new media rights agreements and charter deals in 2025, it’s unifying its promotional strategy. “There are too many conflicting messages in the industry,” O’Donnell told Sports Business Journal. “We want to focus more on our drivers across all series—Cup, Xfinity, Craftsman Truck, and grassroots racing.”
To support this vision, NASCAR is allocating an annual pool of $10 to $20 million to incentivize drivers to engage in promotional activities. This effort will be managed through an app developed with brand-building company INFLCR. The app will present opportunities like media appearances, podcast features, and non-traditional promotional outlets. Drivers can volunteer for these tasks, earn points, and compete for season-long rewards. However, critics argue that this structured approach could limit drivers’ freedom, as the app filters opportunities to align with NASCAR’s desired messaging.
The program aims to strengthen connections between fans and drivers by showcasing their personalities and behind-the-scenes lives. NASCAR’s new content production facility near Charlotte will play a central role in this effort, producing podcasts and other driver-focused media. “Drivers are eager to participate, not just to build their brands but to grow the sport,” O’Donnell said. He also highlighted the potential for the program to attract sponsors and expand audiences. “This is a sponsor-driven business. More sponsors and viewers benefit everyone.”
Despite O’Donnell’s optimism, fans have reacted with skepticism and frustration, viewing the initiative as a move to control the sport’s narrative. Many fear it could diminish drivers’ individuality. “So, they’ll just turn drivers into robots reading scripts. How authentic,” one fan commented online, summarizing broader concerns.
Criticism has also been fueled by recent controversies, including NASCAR’s handling of Michael Jordan’s 23XI Racing team amid an anti-trust lawsuit. Fans argue that instead of focusing on scripted marketing, NASCAR should address deeper issues. “How about not alienating your biggest stars and most marketable teams first?” one fan suggested.
The program’s emphasis on “unifying marketing messages” has also sparked backlash, with many interpreting it as NASCAR’s attempt to sanitize its gritty, unfiltered image. “It sounds like they want to control the narrative. How will fans know what’s real anymore?” one fan questioned. Others saw it as paying drivers to echo NASCAR’s talking points. “So, basically, they’re being paid to say what NASCAR wants?” a fan complained.
The initiative’s success will depend on its ability to balance authenticity with promotional goals. Can NASCAR spotlight its drivers’ personalities without losing its grassroots charm? Or will this strategy alienate fans who value the sport’s raw, unpolished appeal? For now, the debate continues, and the 2025 season will likely be a critical test of this new direction.
