NASCAR has introduced a $1 million prize for the winner of its first-ever Driver Ambassador Program, a new initiative rewarding drivers who actively promote the sport. Joey Logano claimed the inaugural $1 million award after topping the ambassador rankings, which measure drivers’ efforts through media appearances, fan engagement, and promotional duties. The announcement was made Friday at Echo Park Speedway, formerly known as Atlanta Motor Speedway.
Logano Emphasizes Program’s Success and Competitive Appeal
Logano described the program as a long-planned effort that is now successfully underway. He remarked on how the initiative brings a fresh motivation for drivers to promote NASCAR beyond the racetrack, benefiting their teams, sponsors, and the sport overall.
“It’s been a real successful program,”
Logano said.
“It’s been in the works for quite some time. It’s cool to see it all work out and be executed for the first time.”
He admitted that competition fuels his drive to excel in these extra efforts, tracking points throughout the program’s first phase.
“If there’s a trickle-down, if you want to say it, is you become more popular and it’s better for your sport, your sponsors and your team,”
Logano stated.
“Absolutely, everyone tracks it,”
he added.
“If there’s something to win, you want to go win it. That’s the competitor in us. It’s like, ‘Oh, you can win this (and get a nice check), yeah, let’s go get it.”
Kyle Larson Increases Media Presence Significantly
Kyle Larson earned second place in the Driver Ambassador standings, greatly expanding his media involvement compared to last year. Larson’s schedule included frequent interviews linked to NASCAR as well as his participation in the Indianapolis 500.
“I think we math-ed it out where I did like 220 hours of stuff,”
Larson revealed.
“I bet last year to this point, (we did) 50 hours. It’s good to be compensated for it and also you feel like we are actually doing something good for the sport.”
“You look at all of us and we’re out and about way more than we ever have been. Maybe short-term you don’t notice it a whole lot making an impact, but hopefully long-term we’ll see a big impact from it.”
Details of the Ambassador Program and Upcoming Opportunities
The NASCAR Driver Ambassador Program is divided into two parts. The first segment covered the start of the 2024 season through the recent Pocono race weekend, with Logano leading the rankings. The top five finishers in this initial phase were Joey Logano, Kyle Larson, Ryan Blaney, Ross Chastain, and Daniel Suarez, followed by Chase Elliott, William Byron, Kyle Busch, Austin Dillon, and Chase Briscoe rounding out the top ten.
The second portion of the Program began at Atlanta and will continue through the season’s end, with another $1 million dollar prize available for the highest-performing driver in this phase.
Financial Backing and Future Impact on the Sport
The funding for this new Driver Ambassador Program comes from NASCAR’s recently negotiated broadcast rights deals. This strategic investment aims to increase fan engagement and media attention, encouraging drivers to extend their presence beyond race weekends. As drivers like Logano and Larson exemplify, this program motivates competitors to embrace their roles not only on the track but also as faces of NASCAR, contributing to the sport’s visibility and growth.
