Motorsports
USAA, NFL renew long-term sponsorship deal
Start your morning with Buzzcast with Abe Madkour: Summer viewing suggestions; NASCAR lands big sponsor; UNC breaks down revenue sharing and LIV Golf’s hot market

USAA has renewed its longstanding NFL sponsorship, which the company termed a “significant long-term” extension. USAA, which markets insurance and other financial services to veterans, military members, and their families, has been an NFL corporate patron since 2011, when it became the league’s first “military appreciation” sponsor.
“The military community’s love for football above all sports far exceeds anything,” said USAA EVP & Chief Strategy & Brand Officer Ameesh Vakharia. “The NFL has been a great way for us to reach our audience and elevate our awareness, even outside of the military.”
The renewal isn’t drastically different from USAA’s prior rights. Given the NFL’s imperative for incremental overseas exposure, USAA will ramp up events around the league’s growing International Series of games, which will see six games in Europe this season. USAA remains the presenting sponsor of the Salute to Service Award. It will also be presenting sponsor of a 60-minute show focusing on its Salute to Service NFL efforts; distribution is TBD. Vakharia said, “The Salute to Service piece gives us real authenticity in a highly competitive category.”
160/90 and antecedent IMG have been handling USAA’s sports marketing since it became an NFL corporate sponsor. The most intriguing part of the deal is that the NFL simultaneously has Nationwide as an insurance sponsor, bifurcating one of the noisiest and most contentious marketing categories. Nationwide’s NFL marketing backs the Walter Payton NFL Man of the Year Award, while USAA leverages a military appreciation platform.

NASCAR this morning will name O’Reilly Auto Parts as the fourth title sponsor in the history of its second-tier national series, with a switch to an endemic car industry company meant to be part of NASCAR’s quest to return to its roots. What is currently called the NASCAR Xfinity Series will become the NASCAR O’Reilly Auto Parts Series Jan. 1 next year, ending the 11-year reign of Comcast’s Xfinity internet brand, which remains a premier partner of the top tier of the sport. NASCAR and O’Reilly aren’t revealing financial terms, but the multiyear deal will be medium term in length, not long term, NASCAR President Steve O’Donnell confirmed to SBJ.
Still, he said, “we expect any partnership we go into, we’re in it for the long haul.” NASCAR had been seeking $15M in average annual spend between rights and activation. Missouri-based O’Reilly was founded in 1957 and has over 6,400 stores in the U.S., Mexico and Canada, and plans in-store activations around the deal. O’Donnell told SBJ: “When you look at the Xfinity Series as its currently known, really from a popularity standpoint, No. 2 in the U.S. in terms of viewership, enthusiasm and the fan base, we knew we needed a partner that could continue to build on the story that Xfinity has had where names are made. They’ve done a really, really good job and it was important for us to find a partner that could activate in the local markets. O’Reilly Auto Parts stores are everywhere, and that’s going to be huge to have that activation, working with the race tracks where we’re hosting races, continuing to get the names of the drivers out there and obviously we believe we can really help them grow.”
With a new media rights agreement set to see Nexstar Media Group’s The CW channel air the entire upcoming season, the Xfinity Series is averaging around 1.1 million viewers per event with 19 of 23 races so far this season having topped 1 million viewers. The numbers are on pace to be the best since 2018, NASCAR said. Intriguingly, the Xfinity Series has become something of a favorite for some of NASCAR’s hardcore fans who say the seventh-generation car used in the top-tier Cup Series isn’t creating as much entertainment value as the old-fashioned car used in the second-tier circuit. In prepared remarks, O’Reilly VP/Advertising & Marketing Hugo Sanchez said: “Partnering with NASCAR and The CW at this level enables us to further deepen our connection to one of the most loyal fan bases in all of sports.”
A couple different agencies were involved in the search to find Xfinity’s replacement, O’Donnell said. Klutch Sports Group was the main agency NASCAR worked with, but NASCAR ultimately negotiated directly with O’Reilly because it already had a relationship with the company, which advertised on NASCAR’s Motor Racing Network. The search for NASCAR was led by SVP & Chief Commercial Officer Craig Stimmel. Offers were made by multiple companies, O’Donnell said. The switch to an endemic brand in the sport comes after NASCAR told Ad Age in July that it was looking for a new creative agency to “help steer the stock car racing circuit back to its heartland roots and reconnect with the blue-collar fans who have long been its backbone.” To that end, O’Donnell told SBJ: “There was a lot of interest, and for us it came down to who is going to support the series the best but also who fits our brand as well and where we’re going, and O’Reilly was a natural fit for us.” While the publicly traded O’Reilly has missed analyst expectations in five of the last six quarters, it met forecasts in the most recent period and its stock is up 28% year to date. SBJ first reported on Saturday that O’Reilly was in line to replace Xfinity as title sponsor.

Sharks Sports & Entertainment has reached an agreement with the city of San Jose that “promises to keep the NHL franchise in the city until 2051.” The agreement — scheduled for City Council approval later this month — “would commit the city to providing” $325M of the overall $425M investment in upgrades to SAP Center and “impose stiff penalties on the Sharks should they leave the city.” The finalized lease agreement “has been anticipated for a few months” after San Jose Mayor Matt Mahan announced that both sides “had struck a tentative deal” during his state of the city address in May. The current lease agreement — signed in 2015 — had ensured the team would play at the arena until July 1, 2025, with the lease renewing annually through 2040 (San Jose MERCURY NEWS, 8/15).

MLB Commissioner Rob Manfred said the league plans to have an answer shortly about who will receive the national TV package beginning in 2026 that ESPN currently holds. Manfred said during last night’s broadcast of the Little League Classic, “We’re having very detailed conversations with a number of parties, including ESPN. We hope to have it resolved in the next couple of weeks. It’s a little bit like a jigsaw puzzle, but we will have it resolved in the next few weeks.” ESPN’s Karl Ravech said, “I put my hand up for hoping that we stay involved.”
Manfred hit on some of the highlights for the league this season, saying, “We’re having another great attendance year, we’re going to be above 70 million again. I think it’s a good thing we’re seeing some teams — Detroit’s played so well, Milwaukee’s played so well, it’s a great thing. I think the Dodgers-Padres rivalry is getting into that same zone that the Yankees and the Red Sox are in and have been in. The game on the field we feel like is in really, really good shape.”
He also talked about the importance of global growth for the league, saying, “The money and time we have spent internationally has really paid off for us. We had a great opener in Japan, and our business in Japan — we do basically the same audience, 2.5 million people, for our game of the day in Japan that’s on at 8 o’clock in the morning as we do for your Sunday night game” (“Mariners-Mets,” ESPN, 8/17).

MLB’s Little League Classic was “a bit delayed due to rain” Sunday night, but once the game got going it was the Mets who “cruised” to a 7-3 win over the Mariners at the Journey Bank Ballpark at Historic Bowman Field in Williamsport. While it “was a blowout almost from the jump,” the Little Leaguers “were in it the entire time — and even repeatedly adoring” Mets RF Juan Soto for his signature shuffle. Both the Mariners and Mets “had plenty of face time with the participants in the Little League World Series throughout Sunday.” Players were “greeted by swarms of kids hoping for autographs, or to trade hats or items” (YAHOO SPORTS, 8/17).
Each year, the players that meet the teams at the airport “bring hats, balls and baseball cards to get signed, as well as create signs to wave.” This year, the Little Leaguers “also had a surprise: cardboard cutouts of the Major League players made from pictures when they were that age.” The Mariners “came up with the idea,” so MLB “reached out to the families of the players to provide the pictures” (Williamsport SUN-GAZETTE, 8/18).
MLB has “built a refreshing tradition” with the Little League Classic. Rather than “a gigantic spectacle” a la the Speedway Classic, the Little League Classic “annually features the smallest annual attendance of the season by a comfortable margin” — as Journey Bank Ballpark at Historic Bowman Field has a capacity of about 2,500. But MLB “ensures the bulk of the crowd is made up of the Little League players, coaches and families.” It’s “undeniably a long day at the office for the big leaguers,” but it “serves a greater purpose that is not lost on the players” (YAHOO SPORTS, 8/18).

A statue honoring former Storm F Sue Bird was “unveiled Sunday” by the entrance at Climate Pledge Arena in Seattle. The Storm are the “first WNBA franchise to dedicate a statue to a former player.” The statue, standing 8-foot, 650-pounds, was created by sculptor Julie Rotblatt-Amrany. Rotblatt-Amrany Studio is the “leading artistic team” behind the Lenny Wilkens statue outside the arena, plus the Ken Griffey Jr., Edgar Martinez and Dave Niehaus statues at T-Mobile Park. A fan festival and a Storm matchup with the Mercury, “called the ‘Forever Sue’ game,” followed the statue unveiling at 3pm PT. During the festivities, Sunday was “designated ‘Sue Bird Day’ at the city, county and state levels.” Multiple former WNBA players spoke at the ceremony (SEATTLE TIMES, 8/17).
Fans “gathered to witness Bird’s immortalization, listen to music, pose for caricature art, eat at food trucks and play games.” Many lined up to “take pictures with cardboard cutouts of Bird.” For many of the fans, seeing Bird “cemented outside of the stadium signifies an important new era for women’s sports, and women in general” (SEATTLE TIMES, 8/17). The sculpture encapsulates “maybe, the most accomplished athlete in Seattle history.” Attendance for Storm games was “long near or at the top of the league during Sue’s tenure.” And despite some of the “star power that sits courtside during Storm games, none of those celebs get the ovation Bird does when put on the jumbotron” (SEATTLE TIMES, 8/17).

Mythical Games’ FIFA Rivals has added Bundesliga club Borussia Dortmund to its NFT mobile game in a multiyear deal, its first with a single team as the free-to-play soccer game expands its offerings for markets outside the U.S. The new content launches Monday.
As part of the deal, Borussia Dortmund players coming to the game include the likes of Karim Adeyemi, Serhou Guirassy, Nico Schlotterbeck, Gregor Kobel, Jobe Bellingham, Yan Couto and Daniel Svensson. Team kits are also coming to Rivals, along with a variety of in-game events and other activations around the club and its players.
FIFA Rivals is for iOS and Android, launched in June. It’s an arcade-style soccer game in which players can also own and trade in-game collectibles — NFTs. Mythical Games also developed NFL Rivals, another blockchain-enabled mobile game. It’s an Activision Blizzard studio. Per mobile market researcher Sensor Tower’s tracking platform, it’s ranked 166th in sports games in the U.S. on Google Play, with 300,000 downloads since launch.

In this week’s issue:
- SBJ’s technology writers Ethan Joyce, Joe Lemire and Rob Schaefer explore the various ways sports organizations — teams, leagues, agencies, investors and more — deploy artificial intelligence in their business operations. From internal processes to identifying potential sponsors to evaluating technology investments, AI is ubiquitous in sports business.
- As the documentary “America’s Team: The Gambler and his Cowboys,” nears its debut on Netflix, owner Jerry Jones talks with SBJ football writer Ben Fischer about what he learned about himself and his business during and after the production.
- Ten mid-major conferences have launched a coalition to lobby Congress and protect their future in college sports amid changes in the NCAA governance process. SBJ college writer Ben Portnoy explains how these conferences plan to play defense.
- The USTA’s plan to move its mixed doubles championship to U.S. Open Fan Week has support from some of tennis’ top players and from fans, selling out Arthur Ashe Stadium a week before play begins on Aug. 19. SBJ tennis writer Rob Schaefer details the motivations behind the move, along with some tennis storylines to watch as the three-week U.S. Open gets underway.
- SBJ women’s sports writer Rachel Axon breaks down the business of U.S. rugby star and Olympic bronze medalist Ilona Maher and how it focuses on helping girls and women become more confident.
- Meet the 14 members of Charlotte Sports Business Fellowship’s fourth class, who recently completed their summer assignments at sports business organizations. They share the advice they received and how they want to make an impact in sports business.
In Case You Missed It…
In case you missed it in SBJ’s Weekend Rap:
Speed Reads…
NBC announced Sunday that the Premier League Mornings Live and Premier League Fan Fest “will visit” K.C. over the Sept. 20-21 weekend, taking place during the broadcast of the Premier League’s opening-weekend matchup of Arsenal-Manchester United. Premier League Mornings will “broadcast live from KC’s P&L” (K.C. STAR, 8/17).
Planet League and Ball Corporaton have expanded their sustainability partnership for the 2025–26 basketball and hockey seasons at Ball Arena. The partners plans to launch new programs designed to help fans choose aluminum and live more sustainably (Ball Corp.).
Morning Hot Reads: Buyer’s Remorse?
In a front-page piece, the L.A. TIMES goes with the header, “It’s too late for buyer’s remorse. Why L.A. can’t back out of hosting 2028 Olympics.” From “natural disasters, construction woes or unpopular opinion, every Olympics has faced threats in the planning process.” Yet “nearly every time, the city, ready or not, still hosted the Games.” With less than three years before the L.A. Olympics, calls on social media for the city to withdraw or cancel “have intensified.” But Olympic preparations “press forward.” No matter the calls for withdrawal, “the prospect remains almost impossible.” Could L.A. back out of the Olympics? Legally, no. The contract for the 2028 Games “states procedures for termination from the IOC’s perspective but doesn’t leave the same option for the host city or the national organizing committee.”
Also:
This Week’s Events: Aug. 18-24
TUESDAY
- The N.C. Courage will host their annual Women in Courage event, “From Sidelines to Spotlight: The Rise of Women’s Sports,” at Red Bird in Raleigh, N.C., from 3:30pm-5:30pm ET. Speakers will include Basketball HOFer and Fever play-by-play voice Debbie Antonelli, Courage President Francie Gottsegen, The Collective Managing Dir Thayer Lavielle, PWHL Senior Dir of Business Analytics Christopher Paolini and more. Read more about the event here.
- Amer Sports Inc. will release its quarterly earnings.
THURSDAY
- The International Tennis HOF will hold its 2025 induction ceremony in Newport, R.I., honoring former World No. 1 Maria Sharapova and American doubles duo Bob and Mike Bryan.
SUNDAY
- The 2025 U.S. Open tennis tournament begins (14 days).
Social Scoop…
Rob Manfred basically just said that expansion teams are coming and division re-alignment for easier travel and better TV
This has kinda been known but we’re saying that on national TV….that usually means like a 2 to 3 year plan to get going on that?
Wild
— Talkin’ Jake (@TalkinJake) August 18, 2025
Friday night’s ‘Final Jeopardy’ category was ‘Mythology’
“On an early book of Flemish cartographer Gerardus Mercator’s maps, an image of this Titan holding the world was used.”
Off the presses…
The Morning Buzz offers today’s back pages and sports covers from some of North America’s major metropolitan newspapers:
Final Jeopardy…
“Who is Atlas?”
Motorsports
Steve Phelps exit no NASCAR shocker. Also, CFP semifinal picks
Jan. 8, 2026, 5:02 a.m. ET
- Steve Phelps’ decision to leave NASCAR surprised few, if any.
- Once Johnny Morris went public with his anger, things went from bad to worse.
- And finally, who wins this week’s College Football Playoff semifinals?
Is it a stretch to say Johnny Morris fired Steve Phelps? The fisherman’s ultimate catch-and-release?
Maybe the exit door was opened by the highest rungs of NASCAR leadership, or maybe nothing had to be said at all, and Phelps knew he needed a clean break and maybe a new start elsewhere.
Whatever, however and whomever, the overriding lesson from all this: Be careful with that texting, emailing and all other forms of recordable communication. In extreme circumstances — such as, say, a big-money antitrust suit — it can be discovered and subsequently derail all of your best-laid plans.

Phelps’ harsh criticisms of team owner Richard Childress — who some might label NASCAR royalty — were likely the byproduct of short-term anger and careless tapping of fingers to keypad. But they sure left a mark.
That the texts came firing off the digits of NASCAR’s president and soon-to-be commissioner added lots of propellant to the bombshell.
Reflecting on his own career demise, and speaking of the national media, Richard Nixon once said, “I gave them a sword. And they stuck it in. And they twisted it with relish.”
In an older world, they once said the pen is mightier than the sword. With pens in short supply these days, Johnny Morris, founder of Bass Pro and longtime NASCAR sponsor, took a more modern approach.
“We are extremely upset by the recent disclosure of shockingly offensive and false criticisms of Richard by the Commissioner of NASCAR Steve Phelps,” Morris posted on social media. “For the Commissioner and his allies to attack one of the pillars of the sport is incredibly irresponsible and a disservice to everyone involved in NASCAR and its partners, sponsors and fans.”
Bass Pro has been a wide-ranging sponsor of NASCAR races and drivers — particularly those working for Childress — over the years. Morris is known, liked and respected throughout an industry largely populated by like-minded folks. It’s not just the hunting and fishing angle, but Morris’ willingness to pour dollars into the sport (yes, we trust he gets a return on his investment).
His anger resonated, without a doubt.
And don’t forget Richard Childress himself. He hinted at turning the negativity into a legal matter. Not sure of the legal grounds that would’ve been adopted, but lawyers love such challenges and the billable hours they require. And if pursued, that’s the type of attention large entities, such as NASCAR, prefer to avoid.
It’s all a shame, obviously, since Phelps had done some quality lifting during his 20 years with NASCAR. He was always friendly with a quick smile, but he was no good ol’ boy from NASCAR’s days of yore.
His appearance and demeanor was always more Madison Avenue than, say, Darlington or Talladega, but today’s sports-entertainment landscape calls for a certain number of business folk. Needless to say, trying to please NASCAR’s traditional base while servicing the demands of 21st century media is a tight needle to thread.
Also in Phelps’ defense, he never tried to be something he wasn’t. If it was ever tempting to slip on a Goodyear cap and some Wranglers, he fought off the urge. Even his opening quote in Tuesday’s going-away press release was pure Steve Phelps.
“It has been an honor to help synthesize the enthusiasm of long-standing NASCAR stakeholders with that of new entrants to our ecosystem …”
Maybe one of these days we’ll shed the use of such buzzwords, especially in the sporting world, but not quite yet.
College Football Picks
Now, on to the real reason we’re here today: To officially declare this guy’s return to form.
Four big-league college playoff games were played last week, and therefore four picks were made here.
The result: zero-for-four. Not one winner. A fairly solid year of picking blown apart on the biggest stages. Do we cement the legacy this week, or simply shrug off one miserable set of quarterfinals and return to this season’s past form?
When in doubt, lean heavily on the old football truisms, particularly this one: Defense wins championships. And there are two defenses that have cracked the code on these modern passing games. Therefore …
Miami by 9 over Ole Miss.
Hoosiers by 12 over Oregon.
If that happens, make sure to take the “under” in the championship.
— Email Ken Willis at ken.willis@news-jrnl.com
Motorsports
NASCAR insider reveals seven expected cars vying for remaining Daytona 500 open spots
A NASCAR insider revealed which cars will compete for the remaining open spots for this year’s Daytona 500. Bob Pockrass of FOX Sports reported that seven cars will battle for four open spots in the first Cup Series race of the 2026 season.
The seven cars/drivers are Justin Allgaier from JR Motorsports, Corey Heim from 23XI Racing, Casey Mears from Garage 66, BJ McLeod from Live Fast Motorsports, JJ Yeley from NY Racing, a car from Beard Motorsports, and a car from Richard Childress Racing. This comes after Pockrass reported that Jimmie Johnson was awarded a spot in the Daytona 500 after applying for the “open exemption provisional.”
Of the drivers that were mentioned, Allgaier would be the one to watch. JR Motorsports announced in November that Allgaier will enter the Daytona 500 and drive the No. 40 car. The team made its Cup Series debut in last year’s Daytona 500, and Allgaier finished ninth.
More on the 2026 Daytona 500
“I’m honored to be able to have the chance to drive this Traveller Whiskey Chevrolet again for Dale, Kelley, and all of JR Motorsports,” Allgaier said at the time. “Last year was such an incredible opportunity and experience, and I am really thankful that Chris Stapleton and Traveller wanted to come back and be a part of this again. We had the speed last year, and I know that we will again to make it into the Daytona 500. It’s going to be an unbelievable time.”
“Getting the opportunity to enter a second Daytona 500 is something that is extremely special to everyone at JR Motorsports,” JRM CEO Kelley Earnhardt Miller said. “Last year was an amazing moment, and I’m very proud to be able to see this group come back together with the support of Chris Stapleton and Traveller Whiskey to go after it again in February.”
The 2026 Daytona 500 will take place on Sunday, February 15, at 2:30 p.m. ET. Getting a Daytona 500 win would get the driver and the team a lot of recognition since it’s NASCAR’s biggest race of the year. But a victory also helps the driver and team get a leg up on the standings, and they clinch a spot in the playoffs.
Motorsports
Kaden Honeycutt has head start on ’26 with Tricon
Over the course of three years and 71 races together, Corey Heim and Scott Zipadelli amassed 21 wins and 45 top-5s with three final four appearances and the 2025 Truck Series championship.
It’s objectively a hard act to follow but Kaden Honeycutt isn’t allowing the pressure to exceed the privilege and intends to just put in the work in pursuit of the same results.
“From my end, I think it’s very important to wipe that slate clean and treat it like it didn’t happen,” Honeycutt told Motorsport.com on Wednesday. “I just want to try to be who I am, and definitely want to back up the success they’ve had the past three years, but also recognize that I’m my own person and need to figure out how to get there first.
“So there’s definitely some pressure, but I don’t feel much of it right now, because I’m just going to go out there and do the best I possibly can.”
And so far, Honeycutt’s best has methodically landed him in a position to get noticed by Toyota Racing Development and Tricon Garage’s No. 11.
“I feel like, being in that equipment, I’m going to be able to show what I can do,” Honeycatt added. “It’s going to be really fun. I want to enjoy every second of it and just try to go out there and win races, and give ourselves a title shot, whatever the format comes out to be.”
Honeycutt got to this point by being willing to do whatever it took to earn opportunities. He worked in the shop at OnPoint Motorsports and Niece Motorsports alongside the races he put the funding together for.
He won at the CARS Tour and ASA levels. He won the prestigious Snowball Derby in 2024. He made the playoffs last year for Niece and then advanced to the final four when signing with Tricon necessitated a move to Halmar Friesen Racing.
His story is very old school, conceptually.
“When I first moved to North Carolina, it was strictly as a working job,” Honeycutt said. “I was able to put together seven to eight races a year on the pavement Late Model side but was a full-time employee at whatever Truck Series shop I worked for.
“I worked really hard, and they knew I was a racer and wanted to drive, and eventually, when you work hard enough, opportunities will come and you need to be prepared to capitalize on it.”
So now, after working with successful crew chiefs like JC Umscheid and Phil Gould, Honeycutt’s journey has taken him to Zipadelli, the two-time champion and winner of 39 national touring series races atop the pit box.
“He doesn’t talk a lot but when he does, you listen to him, and take in what he’s saying because it’s really important and something you need to learn from,” Honeycutt said of Zipadelli. “He’s an extremely smart guy. He and David do a great job together and know what they need from their job.
“But from my experience, Scott is one of the quieter type guys and does his talking on the race track, and will talk afterwards once you’ve seen the hard work. I think that’s been awesome to see first hand.”
Honeycutt just met Zipadelli last year, once he signed with the team, but largely kept it casual as both of their teams chased the championship. But being able to make a playoff run last year with Toyota and HFR is what has Honeycutt most excited for this year.
He’s seen the tools and now he knows how to use them.
“Having that head start last year was huge for sure,” Honeycutt said. “Getting acclimated with the sim, how Toyota approaches races, working out of the performance center and being involved in, early, with everything we’re going to be doing this year helped a lot.
“I know my way around.
“I’ve been at the shop a lot since the off-season has started and the guys going back to work. Scott and I have a good relationship going. It’s basically their same team from last year, besides one, and that’s really important. So now we just have to go out and win races, try to repeat what they did the last years. We’re going to try and work towards that and I’m really optimistic about our chances.”
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Motorsports
DTM champion Güven joins Manthey for Rolex 24
Porsche works driver Ayhancan Güven will drive Manthey’s No. 911 Porsche 911 GT3 R in this month’s Rolex 24 At Daytona.
Güven, the reigning DTM Champion who won the 2025 title with a memorable last-lap overtake in the season finale at Hockenheim, joins the already-announced GTD PRO trio of Klaus Bachler, Ricardo Feller, and Thomas Preining in the No. 911 Porsche.
The Turkish driver made his IMSA and Rolex 24 debut last year with Wright Motorsports. Alongside co-drivers Adam Adelson, Elliott Skeer, and Tom Sargent, Güven finished second in GTD behind the winning No. 13 AWA (now 13 Autosport) Chevrolet Corvette Z06 GT3.R.
Güven has already been confirmed as one of Manthey’s full-time pro drivers for the 2026 FIA World Endurance Championship, driving their No. 91 Porsche with James Cottingham and Timur Boguslavskiy. In the winter, Güven was promoted to a full-fledged works driver role at Porsche.
Ryan Hardwick, Riccardo Pera, Morris Schuring, and Richard Lietz will drive Manthey’s No. 912 Porsche in GTD, as announced last month.
Motorsports
Toyota Officially Spins Off Gazoo Racing As A Standalone Performance Brand
- Gazoo Racing becomes the fifth Toyota brand, joining Toyota, Lexus, Daihatsu, and Century.
- The GR GT doesn’t have any Toyota badges.
- Future performance models are also expected to only use GR badging.
Toyota’s already large corporate umbrella is expanding to make room for a fifth brand. Just months after Century was spun off as a standalone marque, Gazoo Racing is also becoming a distinct entity. The world’s largest carmaker has long hinted at a clearer separation between Toyota and GR models, and it’s now formalizing those plans.
Going forward, Toyota Gazoo Racing will be known simply as Gazoo Racing, reverting to a name that traces its roots back to 2007. Based on a previously outlined hierarchy, GR sits above the core Toyota brand and the entry-level Daihatsu but below Lexus and the newly founded Century. The latter is now its own entity as well, aspiring to take on Rolls-Royce and Bentley.
Even before the official announcement, we knew this day would come. When the GR GT debuted a month ago, there were no Toyota badges inside or out. Since then, we’ve learned the V8 supercar won’t even be sold at Toyota dealerships, instead being offered through select Lexus showrooms.

Photo by: Toyota
As you can imagine, Gazoo Racing won’t be limited to the GR GT. If the MR2 is indeed making a comeback, it’s also likely to forgo the Toyota badge. A new Supra, this time likely without BMW ties, has already been confirmed, and it, too, would fit perfectly within the GR lineup. It would make sense for a next-generation 86 to serve as Gazoo Racing’s entry-level model.
GR will continue to live up to the “Racing” part of its name by competing in top-tier motorsports, including WRC. Additionally, the newly formed brand will cater to “customer motorsports using production vehicles.” That statement gives us hope for homologation specials and performance cars in general.
While the new twin-turbo 4.0-liter V8 will be exclusive to the GR GT, lesser models are expected to use Toyota’s new four-cylinder engine. The turbocharged 2.0-liter unit, codenamed “G20E,” is rated at more than 400 horsepower. This four-pot could become the backbone of the GR division, as it won’t be limited to front-engine applications.

Photo by: Toyota
The GR Yaris M concept features a mid-mounted layout, fueling rumors of an MR2 revival. As if that weren’t exciting enough, U.S. dealers have allegedly received a sneak preview of a reborn Celica. Add the Yaris and Corolla hot hatches to the mix, and the GR portfolio could look mighty impressive before the decade’s end.
That’s not all. Remember the FT-Se concept with dual motors and all-wheel drive? The fully electric sports car could arrive after 2026, and it wouldn’t be the only electric performance vehicle within the Toyota empire. The LFA concept won’t have a combustion engine when it eventually arrives.

The GR GT’s interior lacks the Toyota badge on the steering wheel
Photo by: Toyota
Motor1’s Take:
Toyota’s decision to elevate the Gazoo Racing name makes sense when you consider the influx of highly anticipated models. With affordable sports cars becoming increasingly rare, Toyota appears intent on dominating the niche with its GR products. The GR GT will sit at the top as the flagship, easily commanding a six-figure price. In fact, some reports suggest it could cost more than $200,000.
It’ll be interesting to see how Toyota fleshes out the GR lineup in the coming years. It’s unrealistic to expect every rumor to materialize, though. Reviving the MR2, Celica, and Supra while also adding an EV may be overkill, as all would be low-volume products. Still, the GR GT is a tremendous start, even if it’s reserved for deep-pocketed buyers.
Motorsports
Mark Martin hails Kaulig Racing and RAM’s partnership with historic engine manufacturer
Mark Martin shared his reaction to Cummins returning as a NASCAR sponsor for Kaulig Racing’s No.12 RAM 1500 truck in 2026. The engineering giant used to be Martin’s sponsor during his Roush Racing era in the 1990s.
Cummins has been operating for over a century, and its partnership with Dodge RAM began in 1989, when the first Cummins-powered truck rolled off the block. Now that RAM has decided to re-enter NASCAR, the engine manufacturer has followed suit.
The season-long sponsorship features a red and yellow paint scheme for Brenden ‘Butterbean’ Queen’s Truck Series debut. Queen is the defending ARCA Menards champion who has five Truck Series starts to his name. Notably, he was also the first driver announced to Kaulig Racing’s lineup.
The Chesapeake, Virginia native addressed the collaboration and shared an X post, writing:
“Pumped to partner with @Cummins this season. Excited to go chase some wins in the Cummins Ram #12. 🤘🏼”
Elated by the news, Mark Martin welcomed his former sponsor and wrote,
“Proud that @Cummins is still here in @NASCAR supporting this sport 🏁”
Brett Merritt, Vice President and President, Engine Business, Cummins, had this to say about the partnership,
“Cummins has racing in its DNA. From Clessie Cummins’ winning the first Indianapolis 500 as a crew member to our leadership in commercial power, we’ve always pushed the limits of what’s possible. Brenden Queen represents that same spirit – talented, hardworking, and full of momentum. Partnering with both Kaulig Racing and Ram provides the opportunity for us to continue to write our motorsport legacy.”
Mark Martin has become a leading voice in the sport. The Hall of Famer has been vocal about his misgivings with the playoff format, which has drawn the support of drivers and fans alike. He believes the elimination-style format rewards one-off performances over season-long dominance, and has called for the return of the classic points system.
With the playoff races drawing lower viewership numbers, the sport appears to be moving away from the single-race title-decider. Although a full-season championship seems far-fetched at the moment, many believe a three or four-race finale is in order.
Mark Martin ‘impressed’ by NASCAR’s playoff turnaround
In a recent interview with Kenny Wallace Media, Mark Martin shared a rather positive take on NASCAR’s playoff committee. While he was also a part of the initiative, Martin noted that much of his complaints fell on deaf ears at the start.
“I’m not super optimistic about whether, I was involved in the committee and in the beginning, [I] was the only one that was, I was screaming about it. And I wasn’t doing it for me. I was screaming about it because they asked me to be on it and because everywhere I go and every fan I talk to hates playoffs,” Mark Martin said.
“I don’t think we’ll get it, but I am very impressed that it’s actually a consideration,” he added.
Martin also noted that it’s farcical to name the championship format ‘playoffs’ when there’s no playing involved. Since the playoffs were largely influenced by the NBA and NFL, the terminology was carried over.
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