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ASA STARS Aims to Revitalize Grassroots Racing with $655,000 Loyalty Program

Harry Stone by Harry Stone
January 9, 2025
in Motorsports
Reading Time: 4 mins read
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ASA STARS Aims to Revitalize Grassroots Racing with $655,000 Loyalty Program

Nov 3, 2024; Martinsville, Virginia, USA; NASCAR Cup Series driver Martin Truex Jr. (19) leads the field at the start during the Xfinity 500 at Martinsville Speedway. Mandatory Credit: Jim Dedmon-Imagn Images

The world of grassroots racing has long been the backbone of NASCAR, but financial struggles often plague its sustainability. ASA STARS, a national Super Late Model tour that launched in 2023, is attempting to change the game with a groundbreaking loyalty program designed to attract and retain racing talent. While its journey hasn’t been without challenges—including the high-profile exit of late model racing star Stephen Nasse after just the second event—the tour’s latest move could be the spark the grassroots racing scene desperately needs.


The Platinum Program: A Game-Changer

ASA STARS recently introduced the Platinum Program presented by Rackley Roofing, a massive overhaul of its previous winner’s circle initiative. Valued at $655,000, the program offers a staggering 925% increase in benefits compared to its predecessor, signaling the tour’s commitment to providing financial stability for teams and drivers.

The program ensures every racer receives a $1,500 bonus per event, with even the lowest finishers walking away with a minimum of $3,000 per race. It also includes digital media assets, brand-building opportunities, and a guaranteed provisional starting spot—a package designed to make full-season participation viable for more teams.

ASA STARS National Tour Director Marty Melo explained:
“It’s our goal to see asphalt Super Late Model team owners and drivers succeed so they can provide our fans and partners with exciting racing every time they unload at the racetrack, and the best way to do that is by supporting them as much as we can.”


Elevated Stakes in 2025

ASA STARS isn’t stopping at the Platinum Program. The 2025 season will see the introduction of a $100,000 points fund and purse payouts exceeding $1 million, further raising the stakes for participants. Melo emphasized the importance of these initiatives in delivering high-quality entertainment for fans while ensuring financial stability for teams.

“We are beyond excited for 2025 to have a strong $100,000 points fund, increased purse payouts to over $1 million, and increase our Platinum Program immensely.”


The Stephen Nasse Effect

Despite these ambitious plans, ASA STARS still faces questions about its ability to recover from the loss of Stephen Nasse, a prominent figure in late model racing. Nasse’s departure after the second event in 2023 left a noticeable void, raising concerns about the series’ ability to retain top talent.

Nasse’s exit underscored the financial and logistical challenges faced by teams, particularly in grassroots racing, where resources are often stretched thin. While the Platinum Program is a step in the right direction, its success will ultimately be measured by its ability to attract and retain marquee drivers like Nasse.


A Bold Step for Grassroots Racing

ASA STARS’ new initiative is a bold attempt to address the challenges plaguing grassroots racing. By offering substantial financial incentives and resources, the tour hopes to create a sustainable model that benefits drivers, teams, and fans alike.

However, the question remains: Is this enough to fill the void left by Stephen Nasse’s departure? While the Platinum Program and increased payouts are promising, the series must prove it can deliver consistent, competitive racing with a strong roster of drivers. If successful, ASA STARS could set a new standard for grassroots racing and inspire similar initiatives across the sport.


The Road Ahead

As the 2025 season approaches, all eyes will be on ASA STARS to see if its ambitious plans translate into a revitalized racing series. With $1 million in purse payouts, a $100,000 points fund, and the Platinum Program’s unprecedented benefits, the tour has laid the groundwork for success. Now, it’s up to the teams, drivers, and fans to bring the vision to life.

Will ASA STARS’ efforts usher in a new era for grassroots racing, or will challenges like the loss of Stephen Nasse continue to cast a shadow? Only time will tell—but the stakes have never been higher.

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