Examining what’s next for NASCAR after Monster deal ends in 2019

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CHARLOTTE, North Carolina — NASCAR announced Tuesday that Monster Energy will return as Cup Series sponsor through the 2019 season but is not expected to be in that role after that.

So what does that all mean?

Let us explain.

What happened Tuesday?

Monster Energy’s contract to be the Cup sponsor was set to end after the 2018 season. There was an option for Monster Energy to extend the deal. Monster was to have notified NASCAR before Jan. 1 of its decision. Instead, Monster asked for an extension. Both sides agreed to extend the sponsorship through the 2019 season only.

Why only a one-year extension?

Steve Phelps, NASCAR’s chief operating officer, said both sides wanted it that way.

“For Monster, I think it would be highly unlikely that they would come back,’’ Phelps said. “Both NASCAR and Monster, I believe, are on the same page on that. I wouldn’t say there is anything there hard and fast, but it is highly unlikely that they would return or we would have them return. That is not one-sided. That’s a decision that has been made by both companies. It will give us an opportunity to explore what this new (sponsorship) model looks like.’’

Wait, what is this new sponsorship model?

NASCAR wants to change the structure in how sponsorship would look. The plan would be to bundle the sanctioning body, tracks and media partners instead of having to do separate deals with each.

After NASCAR agreed to a deal with Monster Energy in December 2016, Monster then had to work out agreements with the tracks for signage and such. That took additional time.

Under NASCAR’s new sponsorship model, that shouldn’t be as big an issue.

“What we’re talking about here,” Phelps said, “is looking at combining assets and creating a new sponsorship model.’’

Such a model, though, would not include teams.

“It’s a little more difficult given the number of entities that are out there that are teams to make sure all the teams are participating in one fashion,’’ Phelps said.

So what will the name of the series be after 2019?

Good chance there will be no sponsor name tied to the Cup Series. That way it can be called the NASCAR Cup Series or NASCAR Premier Series or whatever NASCAR chooses to call.

One benefit is that fans don’t have to go through name changes as they have in going from Nextel Cup to Sprint Cup to Monster Energy Cup.

The Premier League did a similar thing in 2016 when Barclays did not renew its deal with the soccer league. There’s no sponsor of the NBA, NFL, NHL and Major League Baseball, but all those leagues have categories of sponsors. That’s the approach NASCAR wants to take.

What if the new model doesn’t work?

“We want to keep our options open,” Phelps said. “There’s some benefit to trying to go all in on something. I think the stakeholders will be in a good place. If the sponsors come back and say, ‘you know what, we’re not sure this is the best avenue to partner with this sport,’ then we’ll have to pivot and go in a different direction. Could we go back to an entitlement model for our top series? We could. Again, I think that’s not our intention. I don’t think we’ll get there, but we certainly want to keep our options open.’’

How does all this impact the Xfinity Series and Camping World Truck Series?

It does not for now. Xfinity signed a 10-year deal to be the entitlement sponsor of that series through the 2024 season. Camping World has a deal in place to be the Truck Series sponsor through 2022.

What happens with Monster Energy after 2019?

Phelps said NASCAR expects Monster Energy to remain in the sport. Monster Energy was aligned with drivers and teams before becoming series sponsor. That avenue would remain for Monster if it chose to do so.

A Monster Energy spokesperson told the Sports Business Journal that the company “wants to continue to be a part of the sport one way or the other.”

What about the sport using a sponsor to build a younger fan base? What happens now?

NASCAR continues to tout efforts to reach a younger fan base. That includes, among other things, children 12 and younger getting in free for Xfinity and Camping World Truck Series races.

Phelps said it was challenging to say if one thing over another was the overriding factor in reaching a younger demographic.

“It’s very difficult to isolate one particular thing vs. another in terms of it being the cause of something,’’ Phelps said. “There are other things that this industry has done over the past couple of years to increase the Millennial audience of NASCAR. That’s a journey we’re going to continue on.

“We have to continue to make sure our content is as strong as it can be that we’re pushing through the digital and social channels. We need to make sure that we continue to cater to kids and to make sure that our Millennial audience is happy. We have to continue the gains we’ve made with our Hispanic fans, which has been significant over the last three years. That journey doesn’t end. And, by the way, we have to make sure that we’re nurturing the existing fan base that we’ve had for many, many years. They’re incredibly important.’’

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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.