The 2025 NASCAR Cup Series season kicked off with an element of novelty, marking the return of ‘The Clash’ at the legendary Bowman Gray Stadium, a venue that hasn’t hosted a Cup Series race since 1971. In a surprising turn of events, the seven-time Most Popular Driver awardee was seen participating in promotional events, a departure from his usual reluctance to do so. This change in tide can be attributed to NASCAR’s new incentive program, designed to motivate drivers like Chase Elliott and Bubba Wallace to become the faces of the sport.
NASCAR’s innovative driver-focused marketing plan is simple yet brilliant: a reward system that pays drivers to promote the sport. The organization has set aside a prize pool ranging from $10 to $20 million. Depending on the extent of promotional activities a driver undertakes, they can earn anything from several thousand dollars to a cool million. This strategy appears to be working, as evidenced by Kyle Larson’s recent Instagram post, indicating his interest in tapping into this lucrative opportunity.
With NASCAR shifting gears to its staple tracks, the Phoenix Raceway, and then Las Vegas, Larson saw an opportunity to earn some extra cash. After participating in two Superspeedways and a road course, he was already in Las Vegas and decided to join a promotional event. Larson shared his excitement on Instagram, hinting at a fun-filled night in Vegas while promoting the upcoming race.
Despite their popularity, neither Larson nor Elliott have been keen on participating in promotional events. However, Larson, the winningest driver of the 2024 Cup season, seems to have recognized the need to leverage his fame to boost the sport’s popularity. At a time when NASCAR’s popularity has taken a hit, the increased visibility of top drivers like Larson and Elliott on social media platforms could pique fan interest and encourage them to tune in or attend races.
NASCAR President, Steve Phelps emphasized the importance of unity for the sport’s growth. Teams seem receptive to this idea, exploring content opportunities, revenue generation, and joint ventures. Driver Ryan Blaney put it succinctly, likening the new incentive program to being paid for overtime, sparking a willingness among drivers to do “10 times more stuff” than usual.
But Larson’s time in Vegas wasn’t solely about promoting NASCAR. A die-hard hockey fan, Larson enjoyed the Vegas Golden Knights’ game against the Toronto Maple Leafs. He confessed his love for the fast-paced sport, relishing the thrill of watching the puck speed across the rink from a close vantage point.
While Larson is having fun in Vegas, his focus is also on Phoenix, the next stop on the NASCAR circuit. After finishing sixth last season, he’s keen on redeeming himself this year. Despite having the most wins (6) and the second-best average finish (12.9) among all drivers, Larson failed to secure his second championship. His current season hasn’t started on the best note either, with a P20 finish in the Daytona 500, a P3 at Atlanta, and a disappointing 32nd at the recent COTA race.
Phoenix, a 1-mile intermediate track, might not be Larson’s strongest suit. His last win at such a track was back in the fall of 2021 at Phoenix. However, the odds may be in his favor this time, considering his fourth-place finish in his last Phoenix race. But the competition is stiff, with Christopher Bell coming in hot with two consecutive wins and being the victor of last year’s spring race at Phoenix.
As Larson gears up for the next race, the question remains: Can he clinch a win at Phoenix? Only time will tell.