NASCAR has been facing a significant sponsorship decline, impacting even top-tier teams like Joe Gibbs Racing. Denny Hamlin, a long-time star for JGR, recently lost his primary sponsor, FedEx, along with Mavis Tires. While he still has support from brands like Sports Clips, Yahoo!, and King’s Hawaiian for 2025, not all drivers have such stability. Rising talents like Christian Rose are struggling to secure financial backing, which has put their racing careers at risk.
Christian Rose, an ARCA Menards Series standout from Martinsburg, West Virginia, had been making steady progress in his career. With top-five finishes in the 2023 and 2024 championship standings under AM Racing, he was set to move up to the Craftsman Truck Series in 2025. However, his plans took a hit when he lost crucial sponsorship, leaving his future uncertain.
Coming from a non-racing background, Rose grew up on a family farm and was initially a Division 1 college baseball pitcher before transitioning to motorsports. After gaining experience in Late Models, he made a name for himself in ARCA. However, like many drivers, his career depends heavily on sponsorships. Despite being confirmed to drive Niece Motorsports’ No. 44 truck for the season opener at Daytona, the team had to withdraw their support just days before the race due to financial constraints.
Niece Motorsports’ General Manager, Cody Efaw, explained the decision, stating that the high costs of running a race team made it necessary to reconsider their plans. As a result, Bayley Currey will now take over the No. 44 Chevrolet Silverado with backing from Masked Owl Technologies. While Efaw expressed his desire to see Rose return once he secures funding, Currey’s performance in the series has positioned him well for future opportunities.
Christian Rose is not the only driver struggling with sponsorship troubles. NASCAR itself has seen a decline in financial backing over the years. The economic downturn from 2008 to 2010 had lasting effects, and the sport continues to feel its impact. A 2024 Global Data report highlighted this issue, showing that NASCAR’s sponsorship revenue dropped from $425.06 million in 2023 to $362.34 million by August 2024—a 16% decline. Long-time partner Sunoco also reduced its investment significantly, from $26.25 million in 2023 to just $2 million projected for 2025.
Denny Hamlin acknowledged the growing challenges, emphasizing how sponsorship dollars are harder to secure than ever. His situation mirrors what Kyle Busch faced in 2022 when JGR failed to replace M&M’s as a sponsor, ultimately leading Busch to leave for Richard Childress Racing in 2023.
With the Truck Series kicking off without Christian Rose, the young driver now faces an uphill battle to find his way back to competition.
