The inside story of why Shell stayed with Penske – and the NASCAR superstar they nearly chose instead

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During its first three seasons with Team Penske, Shell-Pennzoil endured two driver swaps, a failed drug test and a bevy of negative headlines surrounding its No. 22 car.

And to think, the oil and gas giant nearly went in a completely different direction with its Sprint Cup sponsorship – the No. 24 Chevrolet of Jeff Gordon.

Instead, Shell went with Roger Penske’s NASCAR organization five years ago, and the decision finally has paid off the last two seasons with the breakthrough of 2015 Daytona 500 winner Joey Logano in the No. 22 Ford.

In a story for NBC’s SportsWorld site, Nate Ryan examines the behind-the-scenes machinations that led ShellPennzoil to Penske (including a chance meeting at Homestead-Miami Speedway) and helped keep the company there despite all the turbulence from 2011-12.

Ryan writes:

       Shell’s first Sprint Cup driver with Team Penske was Kurt Busch, whose incessant invective on the team radio and multiple meltdowns with the news media caused an unceremonious departure in December 2011. Replacement A.J. Allmendinger didn’t reach the midpoint of the next season before being booted for a positive drug test for amphetamines.

“It was a conversation we had with Joey that, ‘Look you’re driver No. 3, and I’ve learned how to rebrand marketing overnight,’ ” Heidi Massey-Bong, a senior business advisor at Shell, told NBC Sports. “So don’t be that guy. I don’t want to have to do it again, but I’m not going to be afraid to pull the trigger, either, and I’m done with the craziness.”

Logano wasn’t exactly a safe play, either. Penske was asking Shell to take a chance on a former can’t-miss prospect who won only twice during his first four disappointing seasons in Cup.

Over the course of the hourlong meeting in August 2012, a contrite Logano detailed his missteps – by now a familiar refrain for a company twice burned by its drivers’ poor decision-making.

“It was a gamble for them to go with me after everything that was going on,” Logano recently said. “But they’ve been so supportive of everything we’ve done since. It’s been a great sponsor, and it’s been kind of interesting.”

The intrigue has run deep for Shell, which has weathered a fairly dizzying turn of events since shortly before announcing its move to Penske’s organization five years ago last week.

The runner-up in its sweepstakes for choosing a new team was the No. 24 Chevrolet of four-time champion Jeff Gordon, meaning Shell could have been celebrating the farewell tour of a future Hall of Famer this season if not for a chance meeting between old friends in a hallway at Homestead-Miami Speedway that led to Penske.

But there hardly is remorse given how things have worked out with Logano, who turns 25 next month.

Last season marked his long-anticipated breakthrough in NASCAR’s premier series, notching six victories and taking the No. 22 Ford to the first championship round of the revamped Chase for the Sprint Cup. He opened the 2015 season with a Daytona 500 victory, bringing smiles to victory lane at Daytona International Speedway among team and sponsor executives who sat stone-faced across from each other in many boardrooms three years ago. Entering Saturday’s SpongeBob SquarePants 400 at Kansas Speedway (where Logano won the most recent race last October), he is ranked fourth in the points standings with eight top-10s in 10 races.

“You’re looking at this young kid, and he’s got his whole career ahead of him,” said Massey-Bong, who has overseen the NASCAR sponsorship since Shell entered Cup in 2007 with Richard Childress Racing. “We can be with him for another 20 years. We’ve got hopefully multiple more Daytona 500-type wins with him and hopefully a championship. We feel like we really hit the home run with him in somebody we can build our brand around long term.”

But Logano arrived only after the team faced “the unspoken third strike,” as Team Penske President Tim Cindric put it, of selecting a new driver.

During the tumultuous 18 months that began the Penske sponsorship, it would have been natural for Shell to question the value of an annual commitment well into eight figures (Sprint Cup teams generally ask at least $18 million per season for a top-line sponsorship, and companies spend as much marketing it).

Zak Brown, founder and CEO of the Just Marketing International agency that handles sponsorships in NASCAR, IndyCar and F1, said morality clauses would have allowed Shell to vacate its Penske contract during the Busch and Allmendinger ordeals, which both generated weeks of negative headlines.

“Sponsors always weigh their options, and I’d imagine there were plenty of conversations about, ‘What do we do here?’ ” Brown told NBC Sports. “Very few teams would have been able to retain Shell.”

So what made it work despite all the headaches?

Good business (the sponsorship essentially pays for itself).

And a good businessman behind it.

For more, check out the rest of Ryan’s story here.

Milestones in reach for NASCAR Cup drivers in 2023

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While the countdown to the start of the 2023 NASCAR season in February continues, here’s a look at some of the milestones Cup drivers could reach in the upcoming season:

AJ Allmendinger

Allmendinger returns to drive the No. 16 for Kaulig Racing in 2023. He’s scheduled to make his 400th career Cup start March 26 at Circuit of the Americas, a race he nearly won last year.

Aric Almirola

Almirola is 26 laps away from leading 1,000 laps in his Cup career.

Ryan Blaney 

Blaney is scheduled to make his 300th career Cup start Sept. 24 at Texas in the playoffs. Texas was the site of his last Cup win, which came in the All-Star Race in May.

Chase Briscoe

Briscoe is scheduled to make his 100th career Cup start Sept. 10 at Kansas in the playoffs.

Kyle Busch 

Busch needs one win to set the NASCAR record for most consecutive seasons with a win. He is tied with Richard Petty with 18 entering the 2023 season, which will see Busch drive for Richard Childress Racing.

Busch is 92 laps away from leading 19,000 laps in his Cup career.

He is 34 starts away from tying Dale Earnhardt Sr. for 23rd on the all-time list of most career starts at 676. Busch is scheduled to tie Earnhardt’s mark Oct. 22 at Homestead-Miami Speedway in the playoffs and surpass the mark the next weekend at Martinsville Speedway in the playoffs.

William Byron 

Byron is scheduled to make his 200th career Cup start July 16 at New Hampshire.

Chase Elliott

Elliott is a win from scoring a victory in six consecutive Cup seasons.

He is 100 laps away from leading 5,000 in his Cup career.

Justin Haley

Haley is scheduled to make his 100th career Cup start Sept. 10 at Kansas in the playoffs.

Denny Hamlin

Hamlin is two wins away from 50 career Cup wins. That would tie him with Junior Johnson and Ned Jarrett for 13th on the all-time victory list. 

Kevin Harvick

Harvick is scheduled to make his 800th career Cup start April 23 at Talladega.

He is 15 starts from tying Jeff Gordon for ninth on the all-time list for most career Cup starts at 805. Harvick is scheduled to tie Gordon’s mark June 4 at World Wide Technology Raceway and is scheduled to move ahead of Gordon on June 11 at Sonoma.

Harvick is 99 laps away from leading 16,000 laps in his Cup career.

He is five top fives away from having 250 in his Cup career.

Brad Keselowski

Keselowski is scheduled to make his 500th career Cup start June 4 at World Wide Technology Raceway.

He is 93 laps away from 9,000 career laps led in Cup.

Kyle Larson

Larson is scheduled to make his 300th career Cup start March 19 at Atlanta.

He is four top 10s away from 150 career top 10s.

Joey Logano

Logano is one win from having a Cup victory in 12 consecutive seasons, which would tie him for 13th on the all-time list with Denny Hamlin.

Logano is one top five away from 150 career top-five finishes.

He is nine starts away from tying Richard Petty for 19th on the all-time list of consecutive starts at 513. Logano is scheduled to reach that mark April 16 at Martinsville and surpass it April 23 at Talladega.

Tyler Reddick

Reddick is nine top 10s away from 50 career top 10s.

Ricky Stenhouse Jr.

Stenhouse is scheduled to make his 400th career start in the season finale at Phoenix.

He is five top 10s away from 50 career Cup top 10s.

Daniel Suarez

Suarez is one top 10 away from 50 career top 10s in Cup.

Martin Truex Jr.

Truex is 16 starts from tying Jeff Burton for 10th on the all-time list of consecutive starts at 628. Truex is scheduled to reach that mark at June 11 at Sonoma and surpass it June 25 at Nashville.

Bubba Wallace

Wallace is scheduled to make his 200th Cup start June 25 at Nashville.

Sammy Smith to run full Xfinity season for Joe Gibbs Racing in 2023

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Sammy Smith will run the full Xfinity schedule in the No. 18 car, Joe Gibbs Racing announced Monday.

The 18-year-old Smith, a Toyota development driver, won the ARCA Menards Series East title for a second consecutive year in 2022 and also made nine Xfinity starts with JGR.

Pilot Flying J, TMC Transportation and Allstate Peterbilt will be sponsors on Smith’s car throughout the 2023 season. Jeff Meendering will be Smith’s crew chief.

“This is an opportunity I have been working towards,” Smith said in a statement from the team. “I can’t wait to get behind the wheel full-time and am looking forward to a great season. I learned a lot in 2022 that will really help me to be competitive and run up front in the Xfinity Series. Thank you to Pilot Flying J, TMC Transportation, Allstate Peterbilt Group, and Toyota Racing Development for supporting me in my racing career. I am excited for next year and appreciate the opportunity.”

Said Steve DeSouza, JGR executive vice president of Xfinity Series and driver development, in a statement: “Sammy is a fantastic addition to our 2023 Xfinity lineup. He proved to have the passion and the talent to necessary to compete for wins in the races he ran for us in 2022,” .“We are excited to get him in the No. 18 full time and know he will be competitive from the jump.”

NASCAR Power Rankings: Racing through the numbers

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Some drivers carry one car number throughout their racing careers. The most famous racers in NASCAR’s 75-year history typically are associated with one number, although some have raced under several.

Victories, championships and driver personalities give life to something as generally mundane as a number. And the most popular produce even bigger numbers, as in sales of T-shirts, caps and other souvenirs.

Here’s a look at 10 of the most iconic NASCAR numbers:

NBC Sports NASCAR Power Rankings

1. 43 — Since Richard Petty’s emergence as a superstar in the 1960s, the number 43 has been NASCAR’s most iconic. Although Lee Petty, Richard’s father, usually drove No. 42, he actually scored the first win by the 43, in 1959. The Petty blue No. 43 carried Richard to a string of championships. He scored 192 of his 200 race wins with the number. It rolls on today with Erik Jones, who took the 43 to the Southern 500 victory lane this season.

2. 3 — The fiercely facing forward No. 3 became ultra-famous while driven by seven-time champion Dale Earnhardt (although Earnhardt won his first title driving the No. 2). Earnhardt’s black Chevrolet carried the number to new heights, but Fireball Roberts, David Pearson, Junior Johnson, Buck Baker, Buddy Baker and Ricky Rudd, among others, also won in the car.

MORE: Where are they now? Buddy Parrott

3. 21 — The list of drivers who have raced Wood Brothers Racing’s famous No. 21, with the familiar gold foil numbers, reads like a history of NASCAR. David Pearson brought the most fame to the number, but Tim Flock, Curtis Turner, team owner Glen Wood, Cale Yarborough, A.J. Foyt, Donnie Allison, Neil Bonnett and Dale Jarrett also have driven the 21.

4. 11 — This number is responsible for more race wins — 228 — than any other. It also has scored eight championships — three each by Darrell Waltrip and Cale Yarborough and two by Ned Jarrett. Other stars in the 11 over the years: Junior Johnson, Bobby Allison, A.J. Foyt, Terry Labonte, Geoffrey Bodine, Bill Elliott and Denny Hamlin. And some guy named Mario Andretti.

5. 48 — This number was largely ignored until the arrival of Jimmie Johnson, who carried it to seven championships, including five in a row.

6. 24 — The number 24 was a lonely number until 1994 when a kid named Jeff Gordon drove it to its first win, in the Coca-Cola 600 at Charlotte Motor Speedway. The brightly colored 24 became a regular visitor to victory lane from that point forward, carrying Gordon to four championships and becoming one of NASCAR’s most decorated numbers.

MORE: Will Kyle Busch follow footsteps of Tom Brady, Peyton Manning?

7. 18 — Although Dale Jarrett and Bobby Labonte won in the 18, Kyle Busch, draped in the bright colors of sponsor M&Ms, took it into new territory.

8. 22 — NASCAR’s first Cup champion (Red Byron) and its most recent (Joey Logano) rode with the 22. The number has produced 87 wins over the years, including victories by Fireball Roberts, Bobby Allison, Ward Burton, Kurt Busch, Byron and Logano.

9. 2 — Although the 2 carried Dale Earnhardt (1980) and Brad Keselowski (2012) to Cup championships, it is perhaps most identified with Rusty Wallace, whose menacing black No. 2 was powerful at Team Penske. Also successful in the 2: Bill Blair, Kurt Busch and Austin Cindric, this year’s Daytona 500 winner.

10. 9 — The 9 was basically nondescript until Bill Elliott roared out of the north Georgia mountains to turn it into a big winner in the mid-1980s. His son, Chase, continues the trend.

 

 

Truck Series: Rajah Caruth joins GMS Racing

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Rajah Caruth will drive the No. 24 truck full-time for GMS Racing in the NASCAR Craftsman Truck Series in 2023, the team announced Tuesday.

The 20-year-old Caruth ran a full season in the ARCA Menards Series last year, placing third in points. He also made seven Xfinity starts and four Truck starts last year. 

“I am extremely honored, and really excited to join GMS Racing and be in the fold of a professional race team with so much history,” Caruth said in a statement from the team. “I’ve been waiting for an opportunity like this throughout my whole career, and I’m going to do the best in my power to make the most of it.

“First and foremost, I can’t thank everybody at GMS enough for believing in me and believing that I have what it takes to drive one of their trucks. Same goes for everybody at Chevrolet for their support, we truly wouldn’t be able to make this happen without them. 

Caruth joins Grant Enfinger and Daniel Dye as GMS Racing’s full-time Craftsman Truck Series drivers. Chad Walter will be Caruth’s crew chief. Jeff Hensley will be Enfinger’s crew chief. Travis Sharpe will be Dye’s crew chief. 

The primary partner on Caruth’s truck will be the Wendell Scott Foundation. The foundation, named for the first Black driver to win a NASCAR Cup race, seeks to provide resources and services to underprivileged Black youth communities near Scott’s hometown of Danville, Virginia. Since the foundation’s formation in 2011, more than 25 students have been awarded more than $50,000 from the Wendell Scott Legacy Scholarship programs.

“We are excited for Rajah to compete full-time with GMS Racing in the NASCAR Craftsman Truck Series in 2023,” said Dayne Pierantoni, GM Racing Program Manager for the NASCAR Craftsman Truck Series. “Through Chevrolet’s partnership with Rev Racing, we have been impressed with Rajah’s talent both on and off the track. He has proven his ability to compete at the NASCAR national level, and we look forward to seeing his continued success with a series championship winning team.”

The Truck season begins Feb. 17 at Daytona International Speedway. 

In other Truck Series news:

Dean Thompson will drive the No. 5 for TRICON Garage this coming season. The 21-year-old was a rookie in the series this past season. He had a season-best finish of 11th at Las Vegas.

“I am thrilled to start the next chapter of my career with TRICON Garage and Toyota Racing Development,” Thompson said in a statement from the team. “The team and manufacturer have quickly made a statement in the Truck Series as striving to be the best of the best. I’m ready to take on the challenge and live up to the expectations of being a driver for TRICON.”

McAnally Hilgemann Racing announced Tuesday that Christian Eckes and Jake Garcia will drive full-time in the Truck series for the team next season.

Eckes, who will drive the No. 19 truck, moves over from ThorSport Racing. Garcia will drive the No. 35 truck in pursuit of the series Rookie of the Year award.

NAPA AutoCare will continue as a team sponsor.

Garcia is 17 and is scheduled to make his first start March 3 at Las Vegas Motor Speedway. Because of NASCAR’s age restrictions, he will miss the season opener at Daytona International Speedway. The team’s Daytona driver has not been announced.