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Denny Hamlin Challenges NASCAR’s Incentive Scheme and Contemplates Future of COTA in Cup Series

Carl Harrison by Carl Harrison
March 6, 2025
in Motorsports
Reading Time: 2 mins read
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Denny Hamlin Challenges NASCAR’s Incentive Scheme and Contemplates Future of COTA in Cup Series

Mar 2, 2025; Austin, Texas, USA; NASCAR Cup Series driver Denny Hamlin (11) walks out onto the stage for driver introductions before the EchoPark Automotive Grand Prix at Circuit of the Americas. Mandatory Credit: Jamie Harms-Imagn Images

Since filing an antitrust lawsuit against NASCAR in 2024, 23XI Racing has not shied away from expressing their discontent, either through legal proceedings or symbolic actions such as their ‘UNBANNABLE’ campaign during the Clash. Leading the charge are team co-owners Michael Jordan and Denny Hamlin, who are seemingly reveling in these indirect critiques.

23XI Racing’s lawsuit was set to go to trial on December 1, 2024, with an appeal expected by June 2025, leaving the future uncertain. NASCAR, in response, has filed a counterclaim against 23XI Racing, alleging that the team has hurt the sport by refusing to sign the 2025 charter agreement. Hamlin’s team was also accused by NASCAR of being unwilling to ‘grow the sport.’

Denny Hamlin has a reputation for never backing down from a challenge, proven by his past feuds, most notably with Joey Logano in 2013, which ended in a dramatic final lap collision at the Auto Club Speedway. He was also outspoken about his concerns regarding the safety of NASCAR’s Next Gen car in 2022. Despite these controversies, Hamlin has consistently championed the sport, unlike Chase Elliott, who only recently began promoting the sport.

NASCAR’s return to Bowman Gray Stadium for the Clash after a 54-year hiatus stirred excitement among fans. The promotional campaign prominently featured seven-time Most Popular Driver Chase Elliott, despite his previous reluctance to participate in promotional activities. Ironically, his change in attitude in 2025 was influenced by NASCAR’s $10M-$20M driver marketing incentives. This decision has drawn both praise and criticism. Denny Hamlin, however, has embraced this promotional path while simultaneously taking jabs at the governing body. He implies that it took financial incentives to motivate drivers to promote the sport.

Hamlin took a sarcastic jab at NASCAR via a post on X, stating, “Come see me actively promoting and growing our sport this Saturday,” in reply to Joe Gibbs Racing’s announcement about his appearances at Phoenix Raceway. Besides racing, Hamlin is also part of NASCAR’s new 2025 Driver Ambassador Program (DAP), which offers drivers up to $2 million a year for off-track promotional activities.

This subtle critique stems from NASCAR attorney, Chris Yates’ claim that, “NASCAR wants to work with teams to grow the sport. I don’t know if 23XI and Front Row truly want to grow the sport.” This countersuit is part of a legal battle that began in October 2024, when 23XI and Front Row Motorsports sued NASCAR, alleging that its rules create a monopoly that stifles teams, drivers, sponsors, and fans.

Hamlin, a NASCAR Cup Series driver since 2005, and a vocal critic of the sport’s structure, expressed his frustration at the Daytona 500 Media Day on February 14, 2025. He stated that he has been trying to effect positive change in the sport he adores for 20 years. However, he believes that change comes with resistance and that legal action was necessary to instigate this change.

Hamlin also recently shared his perspective on the future of the Circuit of the Americas (COTA) in NASCAR. COTA’s place in the NASCAR schedule is uncertain. Speedway Motorsports Inc., which leases the track, is weighing its options regarding COTA’s return in 2026, with financial considerations being a major factor. Hamlin, with his two-decade experience in NASCAR, understands the business dynamics and believes that if leasing COTA proves too costly, Speedway might relocate the race.

Hamlin’s perspective is pragmatic, acknowledging that while COTA is a popular track, the decision ultimately would be determined by financial considerations and not just the entertainment value. As fans await the verdict on whether COTA will remain a part of NASCAR in 2026, Hamlin continues to keep it real.

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