Chris Gollon

Daren Lucas has been named the new president of the Motorsports Hall of Fame of America (MSHFA) in Daytona Beach, the organization announced on Monday. Lucas is transitioning into the role from a ten-year run as a sports marketing consultant.

The MSHFA’s museum is located at 1801 W International Speedway Blvd in Daytona Beach, adjacent to Daytona International Speedway. It’s accessible just next to the track’s ticketing office.

“The future of the Motorsports Hall of Fame of America is solid but has room to continue to grow,” said MSHFA Board of Directors Chair Paul Doleshal. “With the hiring of Daren, we feel that we are poised for that growth. We are more than confident that we have found the right person with Daren who can help advance the Hall into its next chapter of success.”

“It is both an honor and a privilege to join the Motorsports Hall of Fame of America as President,” Lucas said. “The impressive MSHFA Museum has grown extensively since relocating nearly 10 years ago in the DIS Ticket and Tours building, which is located just outside of the Speedway’s NASCAR Turn 4. The MSHFA administrative headquarters facility is housed in the same offices I worked in earlier in this century with DIS and NASCAR.”

Daren Lucas’ Career in Sports Business

The career path that led Lucas to Daytona Beach began at his alma mater, the University of North Carolina at Chapel Hill, where he spent over eight years as ticketing director. From there, Lucas accepted a position with NASCAR as the senior director of consumer marketing and ticketing, a post which he held from January 2000 to February 2003.

In 2003 and 2004 Lucas worked as the senior director of sales and marketing partnerships for Daytona International Speedway. He then returned to NASCAR in September 2004, becoming the senior director of business development. In January 2007, Lucas took a job as the VP of Business Development at PrimeSport, a sports travel company.

Along with stints at BOA Nutrition, SportsBiz, and FanIQ, Lucas in 2014 became President of the Soulor Group, where he continued his work in sports business and marketing consultancy. Based out of North Carolina, he has put in over ten years with Soulor while continuing to hold other roles across the country.

The MSHFA’s Third President

At last on January 5th the Motorsports Hall of Fame of America announced that Lucas would be returning to Daytona Beach, where he once worked with NASCAR and the speedway. He’ll be taking over the president role from George Levy, who’s retiring after a stint that lasted from 2019 to 2025. Prior to Levy, the MSHFA had only one president: Ron Watson, who served from 1989 to 2019, when he passed away.

According to the MSHFA’s statement, Lucas is credited with over 100 partnership deals in his career, including ones involving Indianapolis Motor Speedway and the iconic Indianapolis 500. Further endeavors have led Lucas to events such as the Super Bowl, the Olympics, the Masters, and the Kentucky Derby.

Lucas holds a Bachelor of Arts degree from the University of North Carolina at Chapel Hill, as well as a Master of Sports Administration from Ohio University.

“The history of motorsports in America is truly right at home in our family,” Lucas continued. “My wife, Dawn, is the daughter of stock car pioneer Dink Widenhouse, and we are thrilled to be able to once again live so close to where he and his friends and racing peers competed on the beach here in Daytona. Our daughter Caroline was born in Daytona, and we are so happy to come back to where both my father-in-law and our daughter’s grandfather was part of the amazing motorsports legacy in America, which I now have both the responsibility and honor to preserve for generations to come.”

Atrium Health has joined 15-time NASCAR Cup Series champions Hendrick Motorsports in an innovative partnership that includes naming rights to the new 35,000-square-foot Atrium Health Motorsports Athletic Center located on the team’s campus in Concord.

The agreement establishes Atrium Health as both a brand partner of Hendrick Motorsports and a long-term provider in athlete and employee wellness.

Atrium Health is home to the region’s largest sports medicine outreach program and is nationally ranked for orthopedic care by U.S. News & World Report. The organization supports more than 20 professional and collegiate teams and over 100 high schools across North Carolina and South Carolina.

Set to officially open later this month, the Atrium Health Motorsports Athletic Center at Hendrick Motorsports will provide integrated medical, wellness and sports performance resources for the team’s more than 50 pit crew athletes, while also supporting the health needs of Hendrick Motorsports’ Charlotte-area employees. Atrium Health clinicians will staff the facility.

The Atrium Health Motorsports Athletic Center includes a high-performance gym with the latest training equipment, modern locker rooms, a team operations center for race-day competition operations, a nutrition area, athletic meeting and film rooms, and dedicated spaces for physical therapy, hydrotherapy and recovery. The facility also features a dedicated space for sports science research and a closed-loop pit stop practice circuit that can accommodate two teams concurrently.

Beginning with the 2026 NASCAR season, Atrium Health will have a significant presence across all Hendrick Motorsports-fielded teams, including logo placement on driver fire suits, crew apparel, athletic training gear and track equipment.

Atrium Health has actively supported the NASCAR industry through initiatives like the NASCAR Day Giveathon and by providing sports medicine coverage at major events such as the Coca-Cola 600 at Charlotte Motor Speedway. These efforts underscore Atrium Health’s commitment to improving health and wellness for athletes, fans and event participants at the speedway. 

Gene A. Woods, CEO, Advocate Health: “Partnering with Hendrick Motorsports is a defining opportunity to deliver world‑class, innovative medical care to one of the highest‑performance cultures in NASCAR. In both health care and auto racing, excellence is engineered – driven by precision, powered by state‑of‑the‑art technology and made possible by exceptional teammates. With Atrium Health’s nationally recognized clinicians embedded on the Hendrick campus, this partnership will help keep their record‑setting athletes fully on the throttle and give every team member faster, more seamless access to care – on and off the track.”

Rick Hendrick, owner, Hendrick Motorsports: “People are the foundation of our organization, and supporting their health and performance is essential to our success. Our new partnership with Atrium Health brings best-in-class clinical and performance resources directly to our campus. There’s no facility like this in the world of auto racing. It’s a game changer. The Atrium Health Motorsports Athletic Center will help our athletes perform at their best and give our teammates convenient access to high-quality health care. We value the shared commitment to people that defines both of our organizations, and we look forward to a truly incredible collaboration in the coming years.”

Dr. Claude T. Moorman, president, Atrium Health Musculoskeletal Institute: “We are proud to join Hendrick Motorsports in creating a facility that integrates sports medicine, performance services and clinical care. Our focus will be on supporting athlete fitness, injury prevention, treatment and rehabilitation, as well as optimizing performance throughout the NASCAR season, which is the longest season in professional sports. This partnership allows us to deliver high-level care in a purpose-built environment that meets the needs of both elite athletes and the broader workforce of the Hendrick organization.”

Jeff Gordon, vice chairman, Hendrick Motorsports: “The demands of NASCAR are different from any other sport – the schedule is relentless, the margins are extremely tight, and performance is about preparation as much as it is execution. This new facility allows our coaches and staff to work side by side with Atrium Health clinicians, ensuring every aspect of training, recovery and readiness is aligned. Everything in this space is designed around our athletes and our teammates. At the end of the day, it always comes back to people, and this new partnership reflects a shared commitment to supporting them the right way every day.”

Hendrick Motorsports PR

If you’ve been following the meteoric rise of Shane van Gisbergen the Kiwi road course ringer who turned the Cup Series upside down in Chicago you know sponsorships have been flooding in. But now, eagle-eyed fans have spotted a glaring omission on the Trackhouse official partner list: WeatherTech is gone.

It’s the kind of subtle detail that sends the garage rumor mill into overdrive. You’re scrolling through a team website, checking out the fresh paint schemes or driver lineups for the new season, and you notice something missing. That seems to be exactly what’s happening right now with Trackhouse Racing and one of their major partners.

This has left a lot of us scratching our heads. The Illinois-based automotive accessory giant isn’t just a sticker on a quarter panel. they are a massive player in American motorsports, serving as the title sponsor for the IMSA SportsCar Championship.

Their relationship with Trackhouse was supposed to be a cornerstone of the 2025 and 2026 campaigns, covering a huge chunk of the schedule for both Shane van Gisbergen and the young phenom, Connor Zilisch.

A Quiet Exit or a Glitch in the System?

Here is what we know. Late in 2024, the ink seemed dry on a deal that would see WeatherTech branding across 36 races split between Van Gisbergen and Zilisch. It felt like a perfect match a premium automotive brand backing two of the most exciting international and developmental talents in the garage.

Yet, as we gear up for the 2026 season, that familiar logo is nowhere to be found on the team’s digital roster. Instead, Shane van Gisbergen’s partner list reads like a who’s who of his previous backers: Moose, Chevrolet, Tootsie, Quad Lock, Siemens, Busch Light, SafetyCulture, Wendy’s, Jockey, and Kubota.

It’s worth noting that neither Trackhouse nor WeatherTech has released an official “break-up” statement. In this sport, silence is often louder than a press conference. Is the deal dead? Did something happen behind closed doors? Or is this just a massive website oversight?Considering Shane van Gisbergen’s performance, it’s hard to imagine a sponsor wanting to walk away.

The guy didn’t just show up. he kicked the door down. After that stunned-the-world victory at the Chicago Street Race in his debut, he ran a full Xfinity slate and is now hunting trophies full-time in the Cup Series behind the wheel of the No. 97 Chevy switching from the No. 88 designation previously discussed.

The Red Bull Revival and New Numbers

While the WeatherTech situation is murky, there is some undeniably good news for the No. 97 team. The energy drink giant that gave so many of us wings is back in a big way.Red Bull has expanded their footprint significantly.

After testing the waters, the Austrian powerhouse is locked in as a primary partner for 25 races in 2026.This is a massive vote of confidence in Van Gisbergen. Seeing that iconic silver and blue livery back on track at places like Daytona, Las Vegas, and Kansas just feels right. The team dynamics are shifting, too.

Ross Chastain is holding down the fort in the No. 1, but the rest of the stable is shuffling. Shane van Gisbergen takes the No. 97, a number he’s made famous globally, while the young gun Zilisch steps into the No. 88.It is a time of transition for Trackhouse. They lost freeway and Coca-Cola when Daniel Suarez exited after 2025, so maintaining solid corporate backing is critical.

Losing a heavyweight like WeatherTech would be a blow, but gaining ground with Red Bull softens the impact. For now, we wait. Maybe the website gets updated tomorrow, and this was all a false alarm. Or maybe, just maybe, the business of racing has taken another ruthless turn.

Chumba Casino is extending its sponsorship with 23XI Racing, deepening collaboration with Michael Jordan and Denny Hamlin’s NASCAR team across marketing.

Chumba Casino, the online social casino platform operated by the Play Studios portfolio, is expanding its relationship with 23XI Racing in a strengthened, multi-year commercial partnership that will continue across NASCAR’s premier circuit beginning with the 2026 season.

The enhanced deal builds on an initial sponsorship that saw Chumba’s branding on the No. 23 Toyota Camry driven by Erik Jones, adding broader marketing activations, fan engagement elements, and an elevated race-weekend presence for the Las Vegas-based casino brand.

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Putting Chumba Casino Front and Center With 23XI Racing

Under the expanded agreement, Chumba Casino’s logo will continue to appear prominently on the No. 23 car, a key asset for brand visibility in NASCAR’s top tier, while Play Studios and 23XI Racing will collaborate on a range of fan-facing initiatives.

These enhancements include:

• Race weekend activations aimed at bringing Chumba’s products and experiences closer to motorsports fans.
• Digital and social content series designed to engage audiences across platforms and tie into 23XI Racing’s growing fanbase.
• Cross-promotional opportunities that leverage both teams’ audiences, tying casino promotions to on-track performance and storytelling.

The extended partnership demonstrates Chumba’s commitment to NASCAR’s promotional ecosystem and reflects the sport’s continued attractiveness as an engagement vehicle for entertainment and gaming brands.

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We’re proud to continue and grow our partnership with Chumba Casino in 2026! This season, Chumba Casino will have an expanded schedule with Tyler Reddick and the No. 45 team, starting with The Clash and the Daytona 500, and will also return with Bubba Wallace and the No. 23… pic.twitter.com/P6cxRLpIkn

— 23XI Racing (@23XIRacing) January 6, 2026

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Why the Partnership Matters to Both Sides

For Chumba Casino, the expanded deal provides:

• Increased visibility among NASCAR’s passionate, affluent fan base.
• A platform to reach potential customers in key demographic segments aligned with its social casino offerings.
• High-impact brand placement at marquee events throughout the season.

For 23XI Racing, the extended sponsorship underscores continued investor confidence and commercial growth in the team’s brand.

Co-owned by NBA legend Michael Jordan and NASCAR star Denny Hamlin, 23XI has quickly become one of the sport’s most recognizable outfits, making it an appealing partner for lifestyle and entertainment sponsors.

The collaboration also reflects broader trends in NASCAR, where digital-first and lifestyle brands increasingly seek integrated partnerships that go beyond simple logo placement and into creative content, events and fan experiences.

Chumba Casino will expand its partnership with 23XI Racing in 2026. The company will sponsor Tyler Reddick in The Clash and Daytona 500 and will return as a sponsor for Bubba Wallace, 2025 Brickyard 400 champion, as well. pic.twitter.com/VCm0BEPkDf

— NASCAR Fans UK (@NASCARFansUK) January 6, 2026

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A Growing Trend: Gaming Brands in Motorsports

Chumba Casino’s expanded deal follows a wave of gaming and entertainment companies investing in motorsports sponsorships that combine brand marketing with experiential activations.

Social casino platforms, which allow users to play casino-style games for fun, not real money, are increasingly embracing live events and sports partnerships to broaden their audience reach.

The NASCAR platform, with its broad demographic appeal and emotionally engaged fan community, offers sponsors opportunities beyond traditional advertising, including branded activations on-site, interactive content and sweepstakes tied to performance outcomes throughout the season.

This evolution demonstrates how brands outside classic consumer packaged goods and automotive categories are leveraging the visibility and excitement of motorsports to diversify their consumer touchpoints.

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A Win-Win Expansion on Track and Off

Chumba Casino’s expanded partnership with 23XI Racing, anchored by increased branding on the No. 23 Toyota and a suite of fan engagement initiatives, represents a strategic deepening of ties between entertainment-oriented gaming brands and professional motorsports.

As both entities gear up for the 2026 NASCAR season, fans can expect to see even more collaboration and shared experiences that connect the excitement of the race track with interactive digital entertainment.

With motorsports sponsorships evolving into multifaceted partnerships, Chumba’s move signals that casino and gaming brands see continued value in NASCAR’s platform, both on and off the track.

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Jimmie Johnson has a guaranteed spot next month in the 2026 Daytona 500. Legacy Motor Club applied for and has been granted an open exemption provisional, Bob Pockrass of FOX Sports reported Wednesday.

Johnson will officially be in the field Sunday, Feb. 15. The field will be 41 cars deep, and Johnson won’t get purse money. His starting position will likely be determined on where he finishes in the duels.

With Johnson guaranteed a spot, that means seven cars will be vying for four open spots in the Daytona 500. Among those attempting to qualify are Justin Allgaier (JR Motorsports), Corey Heim (23XI Racing), Casey Mears (Garage 66), B.J. McLeod (Live Fast Motorsports), and J.J. Yeley (NY Racing Team). Beard Motorsports and Richard Childress Racing are expected to field extra entrants.

The open exemption provisional was introduced ahead of last year’s Daytona 500. It created a guaranteed “promoter’s choice” provisional spot in the field for accomplished, world-class drivers, including those with compelling credentials from other forms of motorsports, per NASCAR.com. Trackhouse Racing used it to allow IndyCar Series legend Helio Castroneves to compete in the Daytona 500 after he crashed in his duel.

This past March, NASCAR revised the rules to mandate a 41-car field when the open exemption provisional is granted. “The Open Exemption Provisional will be applied only if more than 40 vehicles are qualifying for the Event. In that case, it will be applied regardless of the vehicle’s Qualifying position, and the starting field will be 41,” the rule states.

Jimmie Johnson is chasing win No. 84

Johnson, 50, has kept up a limited schedule since retiring from full-time competition after the 2020 season. Since 2023, the seven-time Cup champion has competed in 14 races for his team, Legacy Motor Club. Johnson struggled to race inside the top 30 in 2023 and 2024 before finishing third in last year’s Daytona 500. 

As far as his 2026 schedule beyond Daytona, Johnson announced in November he will race at Coronado Naval Base in NASCAR’s inaugural event in San Diego. Whether in San Diego or somewhere else, Johnson doesn’t just want to run some laps; he wants to win. He’s got 83 Cup wins to his name, and he would like to make it 84, driving the No. 84 car for Legacy.

“That was a very nice day [Daytona]. I hope to have more shots [at that]. We don’t really speak of the podiums in our industry but to finish third and essentially be on the podium was an incredible opportunity,” Johnson said. “Man, the 84th win, I wanna believe that opportunity is there one way shape or another. To be in the 84 car chasing that 84th win, I really would like to tick that box.”