Toni Breidinger’s rise in NASCAR’s Craftsman Truck Series has ignited a firestorm. The 25-year-old driver, with five million social media followers and a Sports Illustrated Swimsuit feature, secured a full-time 2025 ride in TRICON Garage’s #5 Toyota Tundra. However, her contract, which is tied to Toyota’s marketing department instead of its driver development program, has fans divided.
Breidinger brings a resume: 65 ARCA starts, 27 top-10 finishes, and a historic 15th-place Truck debut at Kansas in 2023. Yet critics argue her influencer status overshadows her racing credentials. Toyota’s strategy of leveraging her online reach echoes past controversies involving Danica Patrick and Hailie Deegan.
Toyota’s Marketing Play and Toni Breidinger’s Racing Pedigree
Breidinger’s partnership with Toyota is unconventional. Paul Doleshal, Toyota’s motorsports group manager, confirmed her contract stems from the marketing department, citing her ability to “reach outside [motorsports].” The deal includes simulator access, media training, and mentorship from Truck Series leader Corey Heim. But unlike development drivers, her role emphasizes brand visibility.
"Breidinger’s contract with Toyota is not through the manufacturer’s driver development program, but rather its marketing department where she’s viewed as an “influencer from a driver standpoint.” (via u/BigFan2424) https://t.co/MsCqS1iw2R #NASCAR
— r/NASCAR on Reddit (@NASCARonReddit) March 16, 2025
“Toni reaches outside that sphere and can bring … what’s going on over there, let me go check it out kind of aspect,” Doleshal told. Breidinger acknowledges the balance, “I think people want to know the real you.”
“People watch me race on TV, (but) they get to know the real me (through social media). Hopefully, I can bring a new demographic to watch the Truck Series and to watch NASCAR. I do feel like my fan base is very international,” she added.
Her 2025 season, however, opened with 28th and 24th-place finishes, testing patience.
Her path mirrors her predecessors. Despite 191 Cup starts, Danica Patrick faced “marketing gimmick” slurs. Hailie Deegan, once a Toyota prospect, flamed out in Xfinity with zero top-10s. Breidinger, on the other hand, defends her grind through efforts on track.
“Racing full-time with TRICON is a dream for me. It’s been a 15-year process to get here,” she said after signing with TRICON.
Toyota Faces Fan Backlash and the Shadow of NASCAR’s Past
Fans aren’t buying the hype—or Toyota’s approach. Online forums erupted after Doleshal’s revelation, with critics calling the deal “embarrassing” and a “bad precedent.”
One Reddit user noted, “It just makes it look like female drivers aren’t serious about racing even if almost all of them are.” Another lamented, “There are women … who work their a** off every week at their local track and have tons of skill, but will never get a chance because they don’t have tons of money and can’t be marketed.”
Breidinger’s supporters counter that sponsorship has always blended marketing and merit. “Being sponsored by Toyota is no different than any corporate deal,” an X user argued.
Yet comparisons linger. While Isabella Robusto, Toyota’s other female prospect, quietly notched five ARCA top-5s in 2024, Breidinger’s SI Swimsuit fame eclipses her 15th-place Kansas run.
The stakes are high. Deegan’s downfall after similar hype looms large. “I hate to see that,” Breidinger said of Deegan’s exit. “She’s super talented.” For now, Toyota’s gamble hinges on Breidinger’s dual appeal.