Insider delivers a blunt admission on NASCAR’s 'multi-million dollar activation plan' amid sponsors' 'powerful' control

Insider Brett Griffin has given his blunt take on NASCAR's recent 'multi-million dollar' announcement involving the drivers. The sanctioning body revealed that implementing a driver-centric marketing drive in 2025 would give NextGen pilots more traction and money, getting Griffin's stamp of approval.

The 2025 season will witness two major changes -the beginning of the $7.7 billion media rights deal and the commencement of the new charter system. Thus, NASCAR COO, Steve O'Donnell, told Sports Business Journal that it's the right time for the sport to create new advertising techniques by bringing the drivers on board.

It has been reported that NASCAR would create a pool of around $20 million to compensate drivers for their services in promoting the sport. Rewards could depend on the driver's stature and their contribution, ranging from a couple of ten thousands to upwards of a million dollars.

The decision marks a big shift from the 'powerful' control vested with big sponsors like Budweiser, Home Depot, UPS, and more, who have dominated the sport's promotional space. And Griffin, who has been in the motorsports business for over 20 years and has called the shots for Clint Bowyer, Jeff Burton, Elliott Saddler, and more, praised the officials' decision as it would help the drivers 'get back in front of fans.'

"When the sport was at its greatest height hundreds of sponsors were controlling the marketing messages. Those Sprint, UPS, Budweiser, Home Depot campaigns were powerful in the marketplace. It’s good to see a multi-million dollar activation plan to get drivers back in front of fans," Griffin admitted.

Steve O'Donnell highlighted that the focus is not limited to Cup Series drivers; the Xfinity and Truck racers will also be included.

A look into NASCAR's media rights deal and new charter set to commence in 2025

Before the 2024 season kicked off, NASCAR signed a $7.7 billion media rights deal, spanning seven years. While FOX and NBC will remain as the broadcasters, Warner Bros. Discovery's TNT Sports will mark its return after the 2014 season and Amazon Prime will debut NASCAR broadcasting. Thus, FOX and NBC will look after fewer races than their usual slate.

FOX and NBC will televise 14 races each, with the former broadcasting the first 14 races while the latter will air four regular season races and the entire 10-race playoffs. Warner Bros. and Amazon Prime will show five races each, with the former taking control of NASCAR's first-ever in-season tournament.

The 2025 season will also witness teams with new charters valid through to the 2031 season. After two years of negotiations, the sanctioning body shared the proposal and directed teams to ink approval by the deadline (midnight of September 6). The agreement has been signed by all but two teams, namely, 23XI Racing and Front Row Motorsports.

The two organizations have sued NASCAR for anticompetitive and monopolistic practices as they refused to sign the charter. Moreover, Judge Frank denied the preliminary injunction to race as chartered teams in the upcoming season. Thus, according to the latest developments, 23XI and FRM will be racing as open teams.

It's worth mentioning that the payout for last-placed teams has reportedly been increased from $5 million to approximately $8.5 million.