In NASCAR, a car’s iconic status boils down to two key elements: the driver behind the wheel and the number on the side. Among the most legendary numbers is #11, currently driven by Denny Hamlin and historically linked to legends like Cale Yarborough, Ned Jarrett, and Darrell Waltrip. With 234 wins to its name, #11 is the winningest number in NASCAR history.
However, the placement of this famous number has sparked plenty of discussion in recent years. After some trial and error, NASCAR, teams, and sponsors reached a consensus on its optimal location. Joe Gibbs Racing President Dave Alpern shed light on the decision-making process in a recent video.
The shift began in the 2020 All-Star Race at Bristol Motor Speedway, where the number was moved to the back half of the car’s side panel, coupled with an underglow for the event. Chase Elliott won the race, and his #9 car showcased this new number placement. But the experiment didn’t stick. As Alpern explained in the video, “NASCAR worked with teams to move the numbers either backward or forward, and a lot of feedback came through social media. Many fans preferred the traditional placement. We tested moving the number back for one race, but it didn’t work well with our partners.” Consequently, the number reverted to its original spot.
When the Next Gen car debuted in 2022, things changed again. The new car design, featuring a smaller quarter panel, limited space for primary sponsor logos. To address this, the number was moved forward. Alpern noted, “The Next Gen car configuration reduced space on the quarter panel for primary sponsors, so moving the number forward allowed teams to use the door area for sponsor branding.”
The new placement premiered at the 2022 Daytona 500, and industry leaders welcomed the change. Richard Childress Racing President Torrey Galida praised the new design, saying, “All three manufacturers did an excellent job styling the new cars. Fans connect deeply with car numbers, and moving them forward enhances visibility while creating more opportunities for bold sponsor designs.”
Since then, the forward placement has remained, with sponsors taking center stage. This shift also affected contingency sponsor logos, which used to occupy the space now reserved for the car number. Historically, these logos represented companies providing parts or support to NASCAR teams, such as Monster or 3M on older cars like Kyle Busch’s 2019 vehicle.
With the Next Gen car, these logos were relocated to the rear, giving primary sponsors the prime space. Alpern explained, “Teams reallocated that space to prioritize primary sponsors. It enhances the car’s appearance and delivers more value to the sponsors, who cover the majority of the car’s costs.”
