Jeff Gordon on how NASCAR sponsorships changed during his career


In a parallel universe (as explored in this SportsWorld story about Shell’s Team Penske sponsorship), Jeff Gordon might be sporting a uniform look during his final full-time NASCAR season.

Instead the four-time series champion’s No. 24 Chevrolet is emblematic of the trend toward rotating primary sponsorships in Sprint Cup. Through the first 10 races this season, Gordon’s car has featured Axalta, Panasonic, Drive to End Hunger and 3M (which joined the Hendrick Motorsports team this year). Later this season, longtime sponsor Pepsi will be featured.

It’s a far cry in many ways from the first 18 seasons of Gordon’s career, which was synonymous with the DuPont Automotive Finishes brand. The eye-catching, multicolored hues of those paint schemes inspired the nickname for the vaunted No. 24 pit crew whose swift work helped win three titles: “The Rainbow Warriors.”

Gordon said there are advantages to having a single primary sponsor for a full season.

“When it comes to brand recognition, the fans want to see the same color paint scheme and sponsor every weekend,” he said. “We’d like that as well. We’re very fortunate to have the multiple partners we have, and it’s fantastic, and we’ve got great partners, and we feel very fortunate that we have them to fill up those races.

“But if we could take one or two of them and have them on the car the whole year? Absolutely.”

That scenario is becoming increasingly rare in Sprint Cup, though. While the price point for a championship-caliber sponsorship has remained static over the past decade (roughly $20 million per car annually), the number of companies available to stroke a check that large has declined.

That was partially a byproduct of the Great Recession, which wiped out many companies’ marketing budgets and put heavy scrutiny on big-ticket expenditures such as a NASCAR sponsorship.

“Everybody cut back and did a reset,” Gordon said. “We had to find ways to eliminate some costs. They said, ‘This is what we have to spend.’ We had to find a way to manage that and get through it, and we did.”

Yet it’s also a result of companies growing more efficient with their branding strategies (through new avenues such as social media) and landing on ways to generate the same return with fewer races.

“Companies are doing a really good job of getting that paint scheme on the car and saying, ‘OK we need to be on the car for this many races, but we don’t have to be on the car every race and still be able to use the marketing,’ ” Gordon said. “So we recognize that. They recognize that. We’re just trying to constantly give them everything we possibly can from the social media side — at track, away from track, videos, the drivers’ time, whether it’s customer events or media pops — and hope they recognize the value.”

That shift has increased the demands on Gordon’s time, too. Every primary sponsor is guaranteed production days (which typically mean six to eight hours of photo or video shoots), and those have become more coveted than track or store appearances (which might take two to three hours).

Gordon had DuPont as virtually his only primary sponsor from 1993-2010. During his early seasons, the company “probably had 30 appearances and used 15 of them. Then after we won the championship, they started using more of them. Then we started trying to understand their use of time, my time and managing it that way. Somewhere along the way, the production days became almost more important than appearances.”

Gordon said the multiple-sponsor model also has had an impact on the process of negotiating sponsorships during his career.

“What we’ve seen is companies basically have come to us and said, ‘Here’s our budget, what are we getting for that?’ Then we as a business have to try to figure out what our expenses are,” he said. “What it’s costing us, mainly in salaries (for) driver, crew chief, pit crews, engineers. That’s where our biggest expense is where it’s hard to cut back on.

“What we basically do is come up with a per race cost. So if somebody comes to us and says, ‘Here’s our budget,’ then we basically put that into the number of races and tell them here’s how many races you can get. Instead of saying, ‘OK, yeah, we’ll give you the whole season for that.’ We can’t do business that way.”

Jimmie Johnson, Gordon’s Hendrick teammate, is among the only drivers left with a full-season sponsor as Lowe’s has covered the entire year since the six-time series champion entered Cup in 2002.

Other remaining sponsors that are committed for full or nearly full seasons in 2015:

–Aaron’s (Michael Waltrip Racing’s No. 55 Toyota).

–Target (Chip Ganassi Racing’s No. 42 Chevrolet driven by Kyle Larson; many of the store’s brands are featured).

–Dollar General (30 of 36 races with Matt Kenseth’s No. 20 Toyota).

–Mars (No. 18 Toyota normally driven by Kyle Busch at Joe Gibbs Racing).

–Menards (No. 27 Chevrolet of Paul Menard at Richard Childress Racing).

–FedEx (JGR’s No. 11 Toyota of Denny Hamlin).

–AdvoCare (No. 6 Ford of Trevor Bayne at Roush Fenway Racing).

–Shell-Pennzoil (32 of 36 races on Joey Logano’s No. 22 Ford at Team Penske).

Read more here about how the Shell sponsorship nearly landed with Gordon, how the company selected Team Penske and why it stuck through some turbulent times.

North Wilkesboro’s worn surface will prove challenging to drivers


NORTH WILKESBORO, N.C. — Three Cup drivers got their first chance to experience North Wilkesboro Speedway’s worn racing surface Tuesday and said tires will play a key role in the NASCAR All-Star Race there on May 21.

Chris Buescher, Austin Dillon and Tyler Reddick took part in a Goodyear tire test Tuesday. That test was to continue Wednesday.

The verdict was unanimous about how important tire wear will be.

“This place has got a lot of character to it,” Reddick said. “Not a lot of grip and it’s pretty unforgiving. It’s a really fun place.”

Dillon said: “If you use up your tire too early, you’re going to really be in trouble. You really got to try to make those four tires live.”

Buescher said: “The surface here was so worn out already that we expect to be all over the place. The speeds are fairly slow just because of the amount of grip here. It’s hard to get wide open until you’re straight.”

Reddick noted the drop in speed over a short run during Tuesday’s test. That will mean a lot of off-throttle time.

“I think we were seeing a second-and-a-half falloff or so over even 50 laps and that was kind of surprising for me we didn’t have more falloff,” he said. “But, one little miscue, misstep into Turn 1 or Turn 3, you lose a second sliding up out of the groove and losing control of your car.”

“That’s with no traffic. Maybe with more traffic and everything, the falloff will be more, but certainly we’re out of control from I’d say Lap 10 on. You have to really take care of your car. … It’s really hard 30-40 laps into a run to even get wide open.”

Chris Buescher runs laps during a Goodyear tire test at North Wilkesboro Speedway, while Austin Dillon is on pit road. (Photo: Dustin Long)

One thing that stood out to Dillon was how the facility looks.

While the .625-mile racing surface remains the same since Cup last raced there in 1996, most everything else has changed.

In some cases, it is fresh red paint applied to structures but other work has been more extensive, including repaving the infield and pit road, adding lights for night racing, adding SAFER barriers, the construction of new suites in Turn 4 and new stands along the backstretch.

“It’s cool to see how much they’ve done to the track, the suites, the stands that they’re putting in,” Dillon said. “To me, the work that is going in here, we’re not just coming for one race. We’re coming here for a while. I’m excited about that.”

Drivers to watch in NASCAR Cup race at COTA


Sunday’s NASCAR Cup Series race at Circuit of the Americas in Austin, Texas, has attracted an entry list that includes talent beyond that of the tour regulars.

Jordan Taylor, who is substituting in the Hendrick Motorsports No. 9 Chevrolet for injured Chase Elliott, brings a resume that includes 31 IMSA class wins, two 24 Hours of Daytona overall wins and two IMSA wins at COTA.

MORE: NBC Driver Rankings: Christopher Bell is No. 1

Jenson Button won the Formula One championship in 2009 and has five F1 starts at COTA. He is scheduled to be a driver for the NASCAR entry in this year’s 24 Hours of Le Mans.

Kimi Raikkonen, entered by Trackhouse Racing as part of its Project 91 program, won the 2007 F1 championship and has eight F1 starts at the Austin track.

They will draw attention at COTA this weekend, along with these other drivers to watch:


Brad Keselowski

  • Points position: 5th
  • Best seasonal finish: 2nd (Atlanta I)
  • Past at COTA: 19th and 14th in two career starts

Keselowski hasn’t been a star in road course racing, but his 2023 season has started well, and he figures to be in the mix at the front Sunday. He led the white-flag lap at Atlanta last Sunday before Joey Logano passed him for the win.

AJ Allmendinger

  • Points position: 17th
  • Best seasonal finish: 6th (Daytona 500)
  • Past at COTA: 5th and 33rd in two starts

The Dinger is a road course expert. Last year at COTA, he was involved in tight racing on the final lap with Ross Chastain and Alex Bowman before Chastain emerged with the victory.

Ross Chastain

  • Points position: 3rd
  • Best seasonal finish: 3rd (Auto Club)
  • Past at COTA: Two straight top fours, including a win

Chastain lifted Trackhouse Racing’s profile by scoring his — and the team’s — first Cup victory at COTA last season. He’s not shy about participating in the last-lap bumping and thumping that often mark road course races.


Chris Buescher

  • Points position: 13th
  • Best seasonal finish: 4th (Daytona 500)
  • Past at COTA: 13th and 21st in two starts

Buescher has never led a lap at COTA and is coming off a 35th-place finish at Atlanta after being swept up in a Lap 190 crash. Although he has shown the power to run near the front this year, he has four consecutive finishes of 13th or worse.

Alex Bowman

  • Points position: 20th
  • Best seasonal finish: 3rd (Las Vegas I)
  • Past at COTA: Two straight top 10s

Bowman’s four-race run of consistent excellence (finishes of fifth, eighth, third and ninth) ended at Atlanta as he came home 14th and failed to lead a lap. At COTA, he is one of only four drivers with top-10 finishes in both races.

William Byron

  • Points position: 28th
  • Best seasonal finish: 1st (Las Vegas I, Phoenix I)
  • Past at COTA: 11th and 12th in two starts

Involvement in an accident at Atlanta ended Byron’s two-race winning streak. He’ll be looking to lead a lap at COTA for the first time.



Three Reaume Brothers Racing team members suspended by NASCAR


Three members of the Reaume Brothers Racing No. 33 Craftsman Truck Series team have been suspended for three races by NASCAR after a piece of tungsten ballast came off their truck during last Saturday’s race at Atlanta Motor Speedway.

The suspensions were announced Tuesday.

Crew chief Gregory Rayl and crew members Matthew Crossman and Travis Armstrong were suspended because of the safety violation. Mason Massey is the team’s driver.

MORE: Xfinity driver Josh Williams suspended for one race

In a tweet following the announcement of the penalty, the team said it will not file an appeal. “The ballast became dislodged only after the left side ballast container had significant contact with the racing surface,” according to the statement. “We would like to be clear that there was no negligence on the part of RBR personnel.”

NASCAR also announced Tuesday that Truck Series owner/driver Cory Roper, who had been suspended indefinitely for violating the substance abuse policy, has been reinstated.

The Cup, Xfinity and Truck Series are scheduled to race this weekend at Circuit of the Americas.


Josh Williams suspended for one race after Atlanta infraction


NASCAR Xfinity Series driver Josh Williams has been suspended for one race because of his actions during last Saturday’s Xfinity race at Atlanta Motor Speedway.

Williams will be ineligible to participate in Saturday’s Xfinity race at Circuit of the Americas in Austin, Texas. He would be able to return for the April 1 race at Richmond, Virginia.

Williams was penalized for a “behavioral” infraction, specifically disobeying a NASCAR request.

In a tweet after the suspension was announced, Williams said: “I stand behind what I did and I don’t regret any decisions I made. I stand behind NASCAR for these decisions and will continue and always support them.” He said Alex Labbe will drive the team’s No. 92 car at Circuit of the Americas this weekend.

MORE: Three Reaume Brothers Racing team members suspended

NASCAR officials ordered Williams off the track during Saturday’s race after his car was involved in an accident. Debris falling from his car prompted a caution flag, leading NASCAR to order him to park.

Instead of going to the garage area, Williams parked his car at the start-finish line and walked to pit road.

Williams was escorted to the NASCAR hauler office at the track. He waited there until the conclusion of the race and then met with officials for about 20 minutes.

MORE: NBC Power Rankings: Christopher Bell rises to the top

Section 8.8.9.I of the Xfinity Series Rule Book states that with the Damaged Vehicle Policy, NASCAR can order a car off the track: “At the discretion of the Series Managing Director, if a damaged vehicle elects not to enter pit road on the first opportunity or if a damaged vehicle exits pit road before sufficient repairs had been made and thereafter causes or extends a caution (e.g. leaking fluid, debris, etc.), then said vehicle may incur a lap(s) or time penalty or may not be permitted to return to the Race.”

Williams later admitted he had violated a rule but said he was frustrated by the NASCAR decision.

“We all work really hard and to only run ‘X’ amount of laps and then to have something like a piece of Bear Bond and put us out of the race, it’s really frustrating,” Williams said after his meeting with series officials. “Small team. We work really hard. We’ve got to make our sponsors happy, right? It doesn’t do any good sitting in the garage. It is what it is. We’ll learn from it and move on.

“I told them I was a little bit frustrated,” Williams said of NASCAR’s call, “but it was in the rule book.”