Former NASCAR driver Kenny Wallace didn’t hold back when sharing his thoughts on 23XI Racing’s recent announcement that Riley Herbst will join the team as their third driver in 2025. Herbst, who has spent time in Stewart-Haas Racing’s Xfinity program, will take the wheel of the newly minted No. 33 Toyota Camry. However, Wallace and others in the racing world see this move as more about business partnerships than raw talent.
Herbst’s Signing Raises Eyebrows
Herbst’s deal with 23XI Racing has drawn criticism due to his underwhelming track record in NASCAR’s second-tier Xfinity Series. Many argue that 23XI overlooked more promising talents, including rumored future star John Hunter Nemechek. Speaking on his popular Coffee with Kenny segment, Wallace speculated that this decision may have been heavily influenced by sponsorship and corporate partnerships rather than performance.
“Riley Herbst, I know you watch this. Is it a B-to-B [business-to-business] deal? Because that’s interesting. I think it’s fantastic because I’m a sponsor-hunting guy. I think that’s fantastic.”
Wallace’s comments point to the significant sponsorship power Herbst brings to the table, particularly through Monster Energy, a long-time backer of the young driver.
Monster Energy’s Influence and the Terrible Herbst Connection
A central component of Herbst’s appeal is his family’s business, Terrible Herbst, a Nevada-based gas station chain with 98 locations. Wallace theorized that Monster Energy’s continued sponsorship could be tied to a strategic agreement between the energy drink company and the Herbst family’s business.
“I’m gonna bet… Monster Energy drinks in gas stations. Terrible Herbst, Riley Herbst’s family, I bet they’re gonna say, ‘We will put the Monster energy drink in our stores if you do this.’”
Wallace added that the business arrangement, if true, is a savvy sponsorship strategy. The deal would allow 23XI Racing to tap into Monster Energy’s resources while Herbst secures a Cup Series ride many drivers only dream of.
Opportunity or Risk for Herbst?
Wallace highlighted that while the deal might seem lucrative, it also puts immense pressure on Herbst to perform. Moving from Xfinity to Cup is a significant leap, and with critics already skeptical, Herbst has little room for error.
“Riley Herbst has landed an opportunity only a few would get in the Cup Series. Now it’s time for him to prove the doubters wrong. If he fails to perform to the level expected, he might never have a career at the top level the way he wishes it to be.”
23XI Racing’s Expanding Ambitions
The signing of Herbst comes amid 23XI Racing’s continued expansion, led by co-owner Denny Hamlin. Despite ongoing disputes over the charter system, the team’s addition of a third car for 2025 signals their growing presence in NASCAR’s premier series. However, the choice of Herbst over more proven drivers like Nemechek raises questions about the team’s long-term competitive strategy.
Wallace’s Final Take
Wallace, while critical, ultimately praised the sponsorship dynamics at play, suggesting they are a necessary part of modern NASCAR.
“I understand sponsorship more than anybody… It’s a business deal. I think it’s awesome for Monster, awesome for Riley, and we’ll see if it works on track.”
Herbst’s journey in the No. 33 will now be closely watched as he steps into the spotlight of the NASCAR Cup Series. Whether he thrives under pressure or falters remains to be seen, but one thing is certain: the stakes have never been higher for the young driver.
