NASCAR’s new Driver Ambassador Program (DAP) has turned off-track promotions into a high-stakes competition, with drivers like Chase Elliott and Bubba Wallace competing for $2 million in annual payouts. The initiative rewards drivers for media appearances, brand partnerships, and fan engagement, blending marketing with motorsport in unique ways.
Elliott and Wallace, once known for their reserved public personas, are now leading the charge. Their recent media blitz in Chicago and Super Bowl 59 appearances highlight the program’s potential to transform NASCAR’s visibility and fatten drivers’ wallets.
How NASCAR’s Driver Ambassador Program Works
The DAP, developed in collaboration with athlete-branding firm INFLCR, uses a points system tied to promotional efforts. Drivers earn 1 point for every 15 minutes spent on national TV, social media campaigns, or events like Elliott’s Super Bowl appearance. Top performers earn $1 million bi-annually, while the lowest-ranked driver receives $7,500.
NASCAR President Steve Phelps spoke to Sports Business Journal about this collaboration: “It’s really an industry coming together as one, which is critical in order to optimize the growth. Teams seem quite receptive to doing exactly that — what are the content opportunities, what are the opportunities to drive revenue together, what are the opportunities to look at JVs together — there’s lots of opportunities there.”
The app also categorizes drivers into five tiers based on star power, with the reigning champion (Ryan Blaney) earning an extra point. Partnerships with brands like Xfinity, Chipotle, and Chili’s have expanded drivers’ roles beyond the track. Tyler Reddick, Brad Keselowski, and Ryan Blaney are among those leveraging deals to climb the DAP leaderboard.
Drivers Weigh In: ‘Extra Dough’ vs. Controversy
Elliott and Wallace’s Chicago media tour with Barstool Sports exemplifies the program’s early success. Elliott, historically introverted, even flashed his Philadelphia Eagles fandom on the Super Bowl jumbotron. His name and credentials appeared on the screen, a visible marker of his amplified media presence under the DAP.
Reigning champion Ryan Blaney compared the program to paid overtime: “If your boss said, ‘Hey, we’re going to pay you overtime—go work overtime,’ you’d be like, ‘Well, yeah, I’ll take it.’” He added, “Chase is a great example of doing 10 times more stuff … because you’re getting some extra dough.”
Not all feedback is positive. Former driver Jeremy Mayfield accused NASCAR of using the DAP to “control the narrative” amid legal battles, including Michael Jordan’s antitrust lawsuit.
“They’re paying drivers to say good things about the sport,” Mayfield claimed.
Despite skepticism, the DAP’s financial incentives are reshaping driver priorities. With $2 million on the line, the battle for visibility is as fierce as the racing, and fans get front-row seats to both.
