NASCAR launched a driver ambassador program paying millions to drivers simply for promoting the sport through media appearances and fan engagement. Joey Logano earned $1 million during the first half of 2025 for talking about NASCAR on various platforms, while Ross Chastain collected another million in the second half doing the same promotional work.
Kenny Wallace Highlights The Same About NASCAR on Herm & Schrader on YouTube
On Herm & Schrader show with guest Craig Moore, Wallace highlighted:
“So, in 2025, this year, this year, Joey Logano for running his mouth about how great NASCAR is, received a cool $1 million in real money. That is insane. And, at the end of the year, the winner was Ross Chastain, so NASCAR gave away $2 million dollars, cause the drivers are so damn lazy now, that they just won’t talk about the sport. And, that’s true.”
Drivers accumulate points through a structured system where every 15 minutes spent promoting NASCAR equals one point. Additional points get awarded for TV show appearances, podcast interviews, and live fan events. The program incentivizes drivers to expand their public presence beyond race weekends, pushing them toward entertainment venues traditionally outside NASCAR’s world.
Joey Logano appeared on Jimmy Kimmel Live, Chase Elliott showed up at the Academy of Country Music Awards, and Bubba Wallace made an appearance on Sesame Street. Each of these media moments earned drivers bonus compensation on top of their base racing income. NASCAR designed the program after realizing drivers had become less vocal and less involved in promoting the sport to mainstream audiences.
Racing Meets Entertainment Industry as Highlighted by Wallace?
The ambassador program signals NASCAR’s shift toward a Hollywood style model where marketability matters as much as racing performance. Drivers now get paid substantial money for being media savvy and building their personal brands beyond winning races. Some fans view this as selling out, arguing that racing talent should speak louder than promotional skills.
Kenny Wallace discussed the program’s impact on his podcast, noting how millions in promotional dollars are changing driver culture. The sport now blends competition with celebrity status, creating financial incentives that encourage drivers to become entertainment personalities first and racers second. NASCAR hopes leveraging driver influence attracts new audiences nationally and internationally.
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