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Rising From the Ashes: Alex Bowman’s Resurgence in NASCAR Backed by Jeff Gordon Amidst Sponsorship Concerns

Carl Harrison by Carl Harrison
March 25, 2025
in Motorsports
Reading Time: 3 mins read
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Rising From the Ashes: Alex Bowman’s Resurgence in NASCAR Backed by Jeff Gordon Amidst Sponsorship Concerns

Mar 23, 2025; Homestead, Florida, USA; NASCAR Cup Series driver Alex Bowman (48) leads the drives out of pit road before the start of the Straight Talk Wireless 400 at Homestead-Miami Speedway. Mandatory Credit: Sam Navarro-Imagn Images

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Two years ago, if you had to highlight one driver from Hendrick Motorsports as being on the brink, the name of Alex Bowman would have been at the top. A concussion in 2022 sidelined him from five races, and a crash during a sprint car event the following year knocked him off track, causing him to miss three key early season races. With teammates like Chase Elliott and Kyle Larson having already secured the sport’s most esteemed trophies, Bowman seemed like an outsider. Even William Byron made his presence felt with two consecutive Daytona 500 victories.

The year 2024 was a challenging one for Bowman. A win seemed to be the only way to secure his place in the No. 48 Chevy. Even a victory at the Chicago Street Race couldn’t quell the circulating rumors. Bowman was compelled to address the situation, stating, “Obviously, my contract is through the end of 2026. All I can tell you is what my bosses have told me, and that there is no plan to change anything.”

The surprise suspension after the Charlotte Roval race in the previous year’s playoffs could have marked a turning point for Bowman. However, one successful off-season or race victory was not enough to cement his position within the team. As the 2025 season rolled around, it seemed Bowman was prepared for the uncertainty and hit the ground running. Four top 10 finishes in the first five races, capped by a strong P2 finish at Homestead, signaled that Bowman had finally found his stride.

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Last year, Jeff Gordon publicly supported his driver to dispel the rumors and speculation. Now with Bowman demonstrating impressive performance and picking up momentum, Gordon is even more confident in his stance. His post-race comments reinforced his commitment to shutting down any external chatter.

Gordon said, “What we’ve worked on the most is ensuring he has the support behind him. When a team knows the organization is backing their moves and supporting them, and sponsors are there for them… But yes, the noise that’s been around and some of the things there, you know he’s our guy, and we’re happy to see them doing well.”

Gordon’s mention of “outside noise” is likely a reference to reports last year by Adam Stern about the financial troubles at Ally. The company faced significant job cuts and had to reconsider its credit card business strategy as borrowers struggled to repay their debts. By the end of 2023, about 11,100 employees had been laid off, and an additional 5% of jobs were slated to be cut. This led many to speculate that the company would withdraw its NASCAR sponsorship.

However, despite these challenges, Bowman’s recent performances and reassurances from his team should allow him to concentrate on his job.

On the track, Gordon found himself in a tricky situation when Kyle Larson and Alex Bowman fought for the win. Unlike Roger Penske, he wasn’t too concerned about his drivers competing aggressively but was more worried about the potential for green lap runs.

Larson was seeking redemption after the Xfinity Series disappointment. He was aiming to win all three weekend races, but a late-race restart on Saturday thwarted his plan, and he had to settle for a P4 finish. Larson, eager for redemption, was hot on the heels of his teammate, hoping for a mistake. Bowman wanted to justify his team’s faith in him. The critical error occurred on Lap 261 when Bowman hit the wall, giving Larson the opportunity to pass.

Gordon acknowledged the potential for both drivers to crash and let Bubba Wallace or Chase Briscoe take the lead. However, he was confident that his drivers were capable of avoiding this. He was more concerned about a late-race caution, stating, “I was just more nervous about a caution coming out than anything else… This track offers multiple different lanes, and so it’s a lot more nerve-wracking if it’s a single-groove racetrack… like what we’re going to see next weekend at Martinsville.”

Despite racing fiercely, the two drivers managed to avoid a crash, resulting in a 1-2 finish for Hendrick Motorsports. As we head to Martinsville, it remains to be seen if Bowman can sustain his early momentum. Chase Elliott is another contender who could benefit from some positive results after a lackluster start to his 2025 campaign.

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