🛑 Denny Hamlin Sounds the Alarm: NASCAR Sponsorship Money Drying Up…
Alex Harrington has been a journalist for 8 years, specialising in technology, automotive, and motorsport coverage for the likes of Sports Illustrated, Men’s Journal, and Newsweek.
You can find him on the F1Briefings Podcast, and the F1Briefings YouTube channel. He can be reached at [email protected].
Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources.
Denny Hamlin, a long-time fixture in NASCAR and currently driving for Joe Gibbs Racing, has raised concerns about a drying well of sponsorship money within the sport of NASCAR.
For many followers of Hamlin’s career, the news of FedEx, his primary sponsor for nearly two decades, pulling out their support is not just a shock but also emblematic of a broader issue facing the sport today.
Recently, Hamlin was also involved in an antitrust lawsuit against NASCAR, alongside 23XI Racing and Front Row Motorsports. This has only made his year harder as he navigates the tricky landscape of NASCAR sponsorships.
Hamlin’s career has a strong history with numerous Cup Series victories, cementing his status as one of NASCAR’s stalwarts, with fans often recognizing him behind the wheel of the No. 11 car of Joe Gibbs Racing. FedEx has been a steadfast supporter since 2006, providing essential financial backing, reportedly amounting to $25 million annually at its height, giving Hamlin a consistent presence in competitive racing.
However, in 2021 FedEx began tapering its sponsorship, culminating in their recent full withdrawal.
Hamlin’s longtime crew chief, Chris Gabehart, has also taken on a new role within JGR as the director of competition, and Chris Gayle steps up to be the new crew chief.
The NASCAR ecosystem is heavily reliant on sponsorships, which serve as the primary financial ladder enabling teams to develop and compete. Hamlin recently discussed these challenges at Bowman Gray Stadium, unveiling how difficult securing sponsorship has become.
“I mean, it is tough out there. Sponsorship is hard to come by, and certainly, while it is such an important time in our sport to recognize that sponsorship dollars are not flowing like they used to for sure.
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“Everyone has had to adjust quite a bit, and there are certain aspects that JGR has to price into their pricing as well that is probably tough. I don’t know. It is part of it. Certainly, having one sponsor for 20 years, made things pretty easy and now it is all catching up. Is it concerning from my end?
“Maybe a little bit, but it is probably more concerning from JGR’s standpoint,” Hamlin shared with FOX Sport’s Bob Pockrass.
Denny Hamlin’s hauler has a lot of open white space as JGR continues to look for an anchor sponsor for him now that FedEx no longer sponsors a car. What he said Saturday about the sponsorship search: @NASCARONFOX pic.twitter.com/jyzen8mgRs
Joe Gibbs Racing, a team known for its legacy of excellence and multiple championships, now finds itself in search of a new main sponsor for Hamlin’s No. 11 team for 2025. Earlier experiences, such as the exit of Mars Inc. and its M&M’s brand sponsorship, which led to Kyle Busch moving to another team, prove the real-world impacts these financial challenges have.
Looking ahead, Hamlin’s entry to the upcoming Daytona 500 will be under the banner of National Debt Relief, albeit just for four races, while King’s Hawaiian will back another set of four races. This reflects a broader trend of teams relying on a patchwork of partial sponsors to keep operations running smoothly, moving away from the strong backing typically offered by a single sponsor.
In an environment of declining TV ratings and changing viewer behaviors, NASCAR teams like JGR must become creative, turning to smaller, niche brands to make up for the financial shortfall. Hamlin’s leadership and salability will be crucial as Joe Gibbs Racing hopes to find its financial standing.
As Hamlin’s contract with JGR is secured until at least the end of 2025, his next steps remain a subject of scrutiny. Whether it involves adapting to these sponsor changes, exploring alternative scenarios such as taking a more active role at 23XI Racing (which he co-founded with Michael Jordan), or maybe even retirement, Hamlin’s journey illustrates a potent example of how difficult this sport has become.
