"It makes a difference": How Jimmie Johnson's legacy in the sport is helping his team reel in sponsorships

NASCAR Hall of Famer Jimmie Johnson's first year as the co-owner of Legacy Motor Club has been a bumpy ride. Johnson and co. had to go through various ups and downs with the team only finding momentum in the latter part of the 2023 season.

It was almost a year ago, in November 2022, that Johnson was announced as the co-owner of Legacy Motor Club, joining hands with another seven-time cup champion, Richard Petty.

As per Jimmie Johnson, since his arrival in the team, he has spent more time in the front office than the competition department, where he spent his entire racing career. Speaking about his experiences as a team owner, Johnson said to NBC Sports:

“I really thought I would be deep in the competition department, in the world that I lived in. I’ve been more in the front office and more on the business side, on the branding side, new partners. That whole aspect, which is new territory for me.”

NASCAR's most popular figure being in the front office does make a difference for the team. He helps attract sponsors and investors, despite not being behind the wheel.

“The history I’ve had in this sport, the brand I’ve created, there is a big need on the business side, especially as a growing team. When I’m sitting in meetings with sponsors and partners, it makes a difference.”

Johnson added that he learned about the business side from his time with Chip Ganassi Racing in IndyCar.

“...There hasn’t been a ton of pressure to be in any one space. The two years I had in IndyCar, I saw more of the front office side and was inspired by it and enjoyed it.”

Jimmie Johnson and Legacy Motor Club are just getting started and have plenty to look forward to in 2024.

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Jimmie Johnson explains Matt Kenseth's arrival at Legacy Motor Club

The seven-time Cup Series champion welcomed his former rival Matt Kenseth to Legacy Motor Club as the competition advisor. Kenseth will mentor the team drivers Erik Jones and John Hunter Nemechek and also help the team transition to Toyota in 2024.

Johnson explained that the move to bring the 2003 Cup Champion on board has added Kenseth's experience and knowledge to the team's resources. It would be crucial to help the team's imminent switch to Toyota.

“So I think Matt’s experience, knowledge, and understanding of race teams, driver-crew chief relationships, drivers getting prepared, note taking, just all these little elements and putting it together, he’s done it so well.”

Jimmie Johnson is currently spending his time in London and explained he couldn't give the time and attention needed for the upcoming projects.

“I think from a competition standpoint and putting systems in place, building a team connection at Toyota, there’s just time and attention needed. I thought I would be spending a lot more time in that space, but I’ve been very busy with other aspects of the business on top of the fact I’m in London for a short period of time.”

Matt Kenseth has taken on the role of competition advisor effective immediately. How this impacts the team remains to be seen.