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Chase Elliott’s Big Turnaround: The Real Reason Behind His Increased Media Presence

Simon Monroy by Simon Monroy
February 8, 2025
in Motorsports
Reading Time: 5 mins read
0
Chase Elliott’s Big Turnaround: The Real Reason Behind His Increased Media Presence

Nov 22, 2024; Charlotte, NC, USA; NASCAR Cup Series driver Chase Elliott (9) during the NASCAR Awards Banquet at Charlotte Convention Center. Mandatory Credit: Jim Dedmon-Imagn Images

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Chase Elliott is no longer just NASCAR’s golden boy on the track—he’s becoming a major media presence off it. After dominating the season-opening Clash at Bowman Gray Stadium, leading 171 of 200 laps, Elliott’s 2025 campaign is already off to a flying start. But while his on-track excellence isn’t surprising, his sudden willingness to embrace media and promotions has left fans raising eyebrows.

For years, Elliott has been one of NASCAR’s most reserved superstars. Unlike big personalities such as Denny Hamlin, Joey Logano, or Kyle Busch, the seven-time Most Popular Driver has preferred to let his results do the talking. He even skipped Netflix’s NASCAR: Full Speed, avoiding reality-style exposure. But now, something has changed.

So, what’s behind this major shift?

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The answer, according to 2023 NASCAR Cup Series champion Ryan Blaney, lies in a new NASCAR policy that financially incentivizes drivers to embrace media duties.


The NASCAR Driver Ambassador Program (DAP) – A Game Changer

Ryan Blaney recently shed light on the policy that’s pushing drivers like Elliott to step up their media game. Speaking on Beating and Banging, Blaney explained that NASCAR has created a system that rewards drivers for increased media and promotional efforts.

“The best way I can put it is, imagine if your boss came to you and said, ‘Hey, can you work overtime? We’re not going to pay you for overtime, though, but go do it out of goodwill.’ You’d have some reservations about it,” Blaney said.

“But 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.’”

According to Blaney, Elliott is the prime example of this shift, taking on “ten times more” media responsibilities than he ever did before.

How the Program Works

The Driver Ambassador Program (DAP) is NASCAR’s way of ensuring its biggest stars take an active role in promoting the sport. The program reportedly has a budget of $10 million to $20 million annually, offering drivers financial incentives ranging from tens of thousands to over $1 million based on their level of participation.

For someone like Chase Elliott—who already commands one of NASCAR’s largest fanbases—this extra exposure could translate into an even bigger mainstream presence, which in turn helps the sport grow its audience.


Not Everyone Sees It As a Positive Move

While Blaney painted the initiative as a win-win situation, former NASCAR driver Jeremy Mayfield sees it as something entirely different.

Mayfield, whose career ended in controversy after failing a drug test in 2009, believes NASCAR is paying drivers to control the narrative. In a conversation with Chase Holden, he suggested that NASCAR isn’t just incentivizing media participation—it’s ensuring that drivers present a carefully crafted, overly positive image of the sport.

“NASCAR’s going to start paying the drivers, I guess, to say good things about the sport. Some kind of marketing deal to reward drivers for doing great things on social media,” Mayfield claimed.

“Maybe I’m wrong, but I’m pretty sure I’m right about that.”

Mayfield has long accused NASCAR of managing its public image aggressively, and his latest comments only add to the ongoing debate.


Chase Elliott’s New Mindset: A Winning Formula?

Regardless of the controversy surrounding the incentive program, Elliott’s more public-facing attitude seems to be working.

  • He teamed up with Bubba Wallace for a Barstool Sports appearance—something he likely wouldn’t have done a year ago.
  • He won his first Cup Series race in 2024 at Texas, breaking a long winless streak.
  • His average finish of 11.7 was his best since 2021.
  • He has already started 2025 with a statement victory, dominating The Clash at Bowman Gray.

It’s clear that something has clicked for the Hendrick Motorsports driver. Whether it’s the financial incentives, a new personal mindset, or simply a desire to build momentum for another championship run, Elliott is embracing a more well-rounded approach.


Is Elliott’s 2025 Championship Bid Stronger Than Ever?

With one race win already in the books and his willingness to embrace NASCAR’s marketing machine, Elliott could be setting himself up for his strongest season in years.

His biggest challenge? Translating this early success into a consistent, season-long performance. The Next Gen car has been unpredictable, but Hendrick Motorsports appears to have found something that gives their No. 9 team an edge.

Can Elliott keep up the momentum? Will NASCAR’s new media push bring in new fans? And is Mayfield onto something about the sport’s controlled messaging?

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