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How Jimmie Johnson Is Redefining Sponsorship Inside NASCAR’s Infield

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There was a time when NASCAR hospitality meant a folding chair in the infield, a cooler full of light beer, and maybe—if you knew the right people—a perch atop a pit box. If you were really living large, you got a suite stocked with Budweiser and bowls of pretzels. Luxury, it was not.

Those days are long gone. Today, the infield is where corporate money meets corporate networking, a mashup of racing and buzzwords like “brand activation” and “synergy.” It’s less about whether your driver finishes third or thirteenth and more about how many deals get signed over sliders and a glass of Pinot.

Perhaps no one is embracing this more than Jimmie Johnson, a 7-time NASCAR Cup series champion who won 83 Cup races in a storied career that made his NASCAR Hall of Fame entry a forgone inclusion. When he stepped away from fulltime NASCAR racing as a driver at the end of 2020 he wasn’t done. Far from it. In fact, some would say he was just getting started.

In a move straight out of the “now for something completely different” playbook, Johnson swapped the thunderous roar of stock cars of NASCAR for the knife-edge precision of IndyCar, racing part-time in that series in 2021 and 2022 and even throwing himself into the deep end with the Indianapolis 500. The results weren’t exactly headline-grabbing, but that wasn’t the point. He’d stepped outside his comfort zone— and that willingness set the stage for his latest reinvention: not just co-owner, but now majority owner of Legacy Motor Club, a NASCAR team, formerly known as Petty GMS Motorsports.

He still straps in for the occasional NASCAR race with his new team. And in 2023 he checked off a bucket-list item, teaming with Chevrolet, NASCAR, and Hendrick Motorsports to haul a massive Next Gen car across the Atlantic and into the famed 24 Hours of Le Mans. But these days Johnson’s real impact isn’t just behind the wheel — he’s dragging in new ideas from IndyCar, Le Mans, and Formula 1 and dropping them squarely into NASCAR’s backyard, or more precisely the infield.

Legacy Motor Club has partnered with Newmar RV to create a sort of rolling Davos—a sleek motorcoach with air conditioning, private rooms, and high-quality food served in an upscale tent just outside.

“At the end of the day, having a home base is just so important,” Johnson said “For our working group, executive staff, board members, ownership partners—all these layers—it’s not the same every week, but we need a consistent workspace and level of hospitality. That’s what Newmar gives us.”

Legacy Motor Club’s Newmar setup isn’t just a place to talk business—it’s a place where you eat like royalty. Forget the pretzels and Bud Light of old; Johnson brought in Duyen Ha, a Chopped Champion chef, to curate the menu. It’s high-quality food with a personal touch, the kind of spread that makes corporate guests feel like they’re part of something special rather than just another face in the crowd. This is where sponsors, executives, and partners mingle, cut deals, and build the kind of relationships that keep teams funded.

“In my early NASCAR days, hospitality was controlled by the tracks,” Johnson said. “It lost the team touch point; it lost the sense of ownership. IndyCar does such a nice job letting people really see, touch, and feel the brand. That’s what I wanted to bring here.”

It’s part of a shift because the sponsorship model in NASCAR is evolving. Sticker space on the car is nice, but it’s the weekend experience that matters. Johnson really believes this is the future of the sponsorship model: creating an experience where people want to come to see, touch and feel. And for corporate sponsors, the B-to-B interaction for their individual brands that cross over into motorsport is just as valuable.

Sometimes that B-to-B networking is as simple as two sponsors realizing they should be doing business together. “We’ll have Family Dollar sitting there talking to Mobil 1,” Johnson says. “And you realize, wow, they sell oil in Family Dollar—these two should probably do more business together. If our race team can help those folks network and grow their business, then we’re more valuable as a partner.”

He’s seen this approach start to translate in real time as CEOs want to be at a race weekend and have even held corporate board meetings at the track built around a race weekend. That’s just part of the validation in what he’s trying to accomplish. The other comes from a new source: earlier this year he partnered with a private equity firm, Knighthead Capital. That firm has a sports car team they back with a model that mirrors what Johnson is doing in NASCAR.

So then, Johnson says he’s confident sponsors will deepen their involvement because of the team’s approach, which usually translates to more money that can help the team improve on-track in the future. “That year, you might not have the coupon to cash,” he admitted. “But in my mind, I know we’ve built a relationship and when it comes time to renew, we are valuable to them in a different way, and we’ll probably get an extension.”

And while Johnson’s team is still fighting to climb NASCAR’s competitive ladder, results are starting to follow. Both of Legacy Motor Club’s cars finished inside the top five at Darlington, a sign that the business foundation and on-track performance may be aligning.

From Johnson’s perspective, this is just the beginning. “From a macro standpoint, yes, I think NASCAR’s infield will look more like Formula 1 or IndyCar over the next decade,” he said. “You can’t just buy access—you’ve got to be with a team. That creates opportunity for us. We don’t need white glove service, but we do need a smart offering with high-quality food, staff, and a welcoming environment.”

Johnson admits he didn’t see this coming.

“It surprised me,” he said. “My two years in IndyCar really opened my eyes to the opportunity that hasn’t been maximized in NASCAR.

“I wake up with the same excitement I had when I was 25 and knew I was going to drive a Hendrick Cup car. I know there’s something here—not just building a championship team but building something that branches out into what car enthusiasts are interested in.”

For a driver who once made his name by winning everything in sight, Jimmie Johnson may have just found a new way to win—this time in the boardroom and the infield, not just on the track.



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Front Row Motorsports Announces Changes to Competition Staff for 2026 Season – Speedway Digest

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Front Row Motorsports (FRM) today announced several leadership updates within its Competition department ahead of the 2026 NASCAR Cup and Truck Series’ seasons.

Drew Blickensderfer will transition from his prior role as Crew Chief of the No. 4 and Noah Gragson and will become the organization’s Competition Director. In his new role, Blickensderfer will work alongside current Technical Director Seth Barbour, who will continue to lead the organization’s technical direction and engineering efforts. A 17-year NASCAR Cup Series Crew Chief veteran, Blickensderfer leaves the pit box with four wins, 30 top-five and 85 top-10 finishes, most notably winning the 2009 Daytona 500 with Matt Kenseth and 2021 Daytona 500 with Michael McDowell.

Grant Hutchens will assume the role of Crew Chief for Noah Gragson and the No. 4 team. A native of Omaha, Nebraska, Hutchens brings extensive NASCAR experience, beginning his career with Evernham Motorsports, where he spent five years. Hutchens later moved to Richard Childress Racing where he served as the race engineer for Paul Menard, Kevin Harvick, and Ryan Newman. Most recently, Hutchens worked at Team Penske, where he joined Ryan Blaney’s team during Blaney’s NASCAR Cup Series rookie season in 2016 and served in several different lead engineering roles before assuming the position as the organization’s test team Crew Chief in 2025.

FRM also announced that Jonathan DeHart has joined the organization as the Aerodynamics Manager, overseeing the team’s aerodynamic operations. DeHart brings a strong background to Front Row Motorsports, having previously held key roles most recently as the IndyCar Aero Car Chief for GM Racing and as Body Production Manager at Hendrick Motorsports.

“We are very fortunate, and I am extremely excited to add experienced, talented people like Grant and Jonathan to leadership roles in the organization”, said Front Row Motorsports team owner, Bob Jenkins. “With the inclusion of our Truck Series teams, we operate (5) full-time teams and I’m equally as excited to have Drew turn his attention to providing direction and guidance to our crew chiefs and competition group as a whole. Having Drew in this new role for us and Seth being able to focus on the technical aspects within our team, it puts us in a better position to execute on the track and achieve our goals in 2026.”

The changes go into effect immediately as the team has testing planned this month at North Wilkesboro (Cup) and Rockingham (Truck) heading into the season’s first Cup Series event at the Bowman Gray Clash on February 1st.

FRM PR



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Ram Launches Innovative Reality Competition Series: Race For The Seat — A New Path to NASCAR – Speedway Digest

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     Race For The Seat is a competition reality series where 15 aspiring drivers battle for a coveted spot on the Kaulig Racing team behind the wheel of a Ram 1500 in the 2026 NASCAR CRAFTSMAN Truck Series

•       The eight-episode series hosted by Jacob Lofland taps into the dream of becoming a race car driver, appealing to motorsports fans and general sports audiences alike

•       Ram’s reentry is a strategic move to connect with a core audience of truck owners

•       The series provides a high-performance stage to showcase Ram’s next-generation trucks and the grit of grassroots racing talent

•       Race For The Seat will premiere in the United States on FOX on Sunday, January 25, at 12pm ET with new episodes airing for free across the globe on RAM’s official YouTube Channel for the show – youtube.com/RAMRacefortheSeat – from January 26 through February 6

Ram is charging back into the NASCAR CRAFTSMAN Truck Series — the way that only Ram can. In partnership with Thrill Sports Productions, Ram is launching Race For The Seat, a bold new reality competition series that gives 15 aspiring drivers the chance of a lifetime: to earn a spot in one of five Ram 1500 race trucks on the Kaulig Racing team for the 2026 season.

Over eight adrenaline-fueled episodes, contestants will go head-to-head on iconic tracks, including Virginia International Raceway and South Boston (Va.) Speedway. Viewers will get an inside look at the drivers’ lives, their triumphs and setbacks, and the raw determination it takes to rise through the ranks of motorsports.

“Ram is an iconic American brand, and I’m excited to partner up with them for their new reality series, Race for the Seat,” said Dana White, UFC CEO. “This reality show is all about finding up-and-coming drivers and giving them a massive platform. The best always rise to the top in this type of competition. We are going to find the next generation of superstars for the NASCAR truck series,” added White.

The series will feature unfiltered, behind-the-scenes commentary from UFC CEO Dana White, Ram CEO Tim Kuniskis and Kaulig Racing Team Owner Matt Kaulig — offering fans a rare look at the business, strategy, and heart of racing. Special guest appearances will add to drama both on and off the track.

“We promised Ram would approach NASCAR differently — and Race For The Seat is proof. Sometimes raw talent isn’t enough. Many successful careers start with an opportunity, a lucky break — or in my case, a good old-fashioned kick in the ass,” said Tim Kuniskis, CEO of Ram.

“There’s no one better at building champions than Dana White, which puts this show ‘in the draft’ before it even begins. Among these competitors, talent is a given. What we’re looking for is heart, hustle, attitude, and an insane drive to succeed — someone who lives our ‘Last Tenth’ culture. When a driver rises from a field of 15, it’ll be their shot, their break — and knowing Dana, probably a few kicks — that lead to a life-changing moment by the time we get to Daytona,” Kuniskis added.

Ram recently announced Kaulig Racing as the anchor factory team for the truck maker’s highly anticipated return to NASCAR, starting with the NASCAR CRAFTSMAN Truck Series in 2026.

Race for the Seat is a great opportunity for the next generation of drivers to show what they’ve got,” said Matt Kaulig, Owner of Kaulig Racing. “Working with RAM to bring this show to life allows us to think differently, push the limits, and give these talented drivers a platform they wouldn’t normally have. I can’t wait to see who earns the seat and joins us on the track.”

Race For The Seat will place the winner in the final seat on Kaulig Racing’s five-truck lineup for 2026:

  1. Brenden “Butterbean” Queen
  2. Daniel Dye
  3. Justin Haley
  4. Free Agent
  5. Race For The Seat

Race For The Seat will premiere in the United States on FOX on Sunday, January 25, at 12pm ET with new episodes airing for free across the globe on RAM’s official YouTube Channel for the show – youtube.com/RAMRacefortheSeat – from January 26 through February 6. Race For The Seat episodes will also be available on FS1. Check local listings.

Follow Race For The Seat on Instagram (@racefortheseat), Facebook (@racefortheseat), TikTok (@racefortheseat), X (@racefortheseat) and Snapchat (@racefortheseat).

RAM PR



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Michael McDowell announces rare non-Cup appearance ahead of Daytona – Motorsport – Sports

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NASCAR Cup Series veteran Michael McDowell has announced that he will make just his fifth career Craftsman Truck Series start in 2026.

The 41-year-old driver of the No. 71 Spire Motorsports Chevrolet has decided to pull double duty in Florida to open the 2026 season, competing not only in the Daytona 500, which he won in 2021, but also in the Truck Series’ Fresh From Florida 250 for Spire.

McDowell’s No. 7 Chevrolet will be sponsored by Tibbetts Lumber Company as he takes on his second career Truck Series race at Daytona International Speedway. Should he manage to reach victory lane, it would mark his first-ever Truck Series win and mean he has won at least one race in all three national series.

“I have a great deal of respect for the Tibbetts Lumber team,” McDowell said in a statement. “They’ve helped me on my own property and their team truly combines outstanding service with a high-quality product. 

“It’s special to have them racing with us at Daytona, and earning a win in all three national series is something I’ve wanted to make happen for a long time. I think we’ll have a real opportunity to do that on Friday night in Daytona in our Tibbetts Lumber Chevy Silverado.”

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As for Tibbetts, company CEO, Russ Hallenbeck said, “Tibbetts Lumber Co. is thrilled to be the primary sponsor of the Spire Motorsports No. 7 Chevrolet Silverado driven by Michael McDowell. 

“Being that we are headquartered in Florida, Daytona International Speedway has become a very special place for us come springtime. We are honored to be teaming up with Spire Motorsports and Michael this February.”

The Fresh From Florida 250 is scheduled to take place on Friday, February 13, the day after the America 250 Florida Duels, which will set the starting grid for the Daytona 500 on Sunday.

McDowell competed twice in the Truck Series in 2025 for Spire, including a 26th-place finish at Daytona, followed by a career-best 12th-place finish the following race at Atlanta Motor Speedway. Prior to these events, he had not competed in trucks since a one-off appearance for ThorSport Racing in 2009.

As for the Cup Series, McDowell’s overall record at Daytona is mixed, with one win, one further top five, three top 10s, and four top 20s in 16 attempts  – two of which he failed to qualify for.

Another win, or at least a top five/10, would be a welcome start to the season for McDowell, who failed to win in 2024 – his debut season for Spire after seven years with Front Row Motorsports. In fact, his most recent series win came back in 2023 with the Verizon 200 at the Brickyard.

This year, he’ll be battling for the bragging rights at Spire alongside Carson Hocevar once again, with the youngster returning for his third season with the team, while Daniel Suarez has taken the place of Justin Haley, who now competes in the Truck Series for Kaulig Racing.



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Andretti Formula E Collaborates with Universidad Anáhuac Querétaro to Inspire Future Motorsport Professionals in Mexico City

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INDIANAPOLIS & MEXICO CITY (January 10, 2026) – Ahead of the 2026 Hankook Mexico City E-Prix, Andretti Formula E partnered with Universidad Anáhuac Querétaro to host an educational activation for students from the university’s Acción group, a student-led community focused on pursuing careers in sport.

The initiative welcomed a group of students studying sports management, engineering, communications and business management for a behind-the-scenes day with the Andretti Formula E team. Designed to showcase the breadth of career pathways within motorsport, the activation featured a series of talks and interactive discussions with team members from across the organization.

Students heard from Andretti Formula E Team Ambassador Nerea Martí, full-time drivers Jake Dennis and Felipe Drugovich, Performance and Energy Management Engineer Albert Ruiz, Race Engineer Andreas Castillo, Team Principal Roger Griffiths and members of the team’s commercial department. Each speaker shared insights into their role, personal career journey and experiences working in motorsport, followed by dedicated Q&A sessions that allowed students to engage directly with professionals from different disciplines.

Following the talks, the students were given exclusive access to watch Free Practice 1 from inside the Andretti Formula E garage, offering a firsthand look at the operational and technical environment of a Formula E race weekend. Andretti Formula E has also arranged race tickets for the group, with the students set to attend tomorrow’s Mexico City E-Prix and continue their experience of the championship.

The activation reflects Andretti Formula E’s ongoing commitment to development, education and inclusion, with a focus on inspiring the next generation of talent and providing real-world exposure to the diverse roles that power a modern motorsport team. By working closely with Universidad Anáhuac Querétaro and the Acción group, the team continues to support aspiring professionals as they explore opportunities within the global motorsport industry.


NEREA MARTÍ, TEAM AMBASSADOR, ANDRETTI FORMULA E 

“It was great to welcome students from the University here at the track. They were all really engaging and asked some interesting questions about advice for starting a career in motorsports. It was a pleasure to meet them and hopefully they enjoy their day at the race.”

“Fue un placer recibir a los estudiantes de la universidad aquí en la pista. Todos fueron muy amables y me hicieron preguntas interesantes sobre consejos para empezar una carrera en el Motorsport. Fue un placer conocerlos y espero que disfruten mucho de su día en la carrera.”


Images for use
A selection of images from the event are available below. Please credit all photography to Andretti Formula E.


About Andretti Global
Andretti Global, part of the TWG Motorsports umbrella, is a leading racing organization competing in INDYCAR, INDY NXT and Formula E. With more than 300 race wins, multiple series championships and decades of success across premier racing categories, Andretti Global is built on a legacy of innovation, teamwork and competitive spirit. The team continues to push performance forward while representing the best of American motorsport on the world stage.



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Front Row Motorsports Updates Competition Department Roles

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Front Row Motorsports (FRM) today announced several leadership updates within its Competition department ahead of the 2026 NASCAR Cup and Truck Series’ seasons.

Drew Blickensderfer will transition from his prior role as Crew Chief of the No. 4 and Noah Gragson and will become the organization’s Competition Director. In his new role, Blickensderfer will work alongside current Technical Director Seth Barbour, who will continue to lead the organization’s technical direction and engineering efforts. A 17-year NASCAR Cup Series Crew Chief veteran, Blickensderfer leaves the pit box with four wins, 30 top-five and 85 top-10 finishes, most notably winning the 2009 Daytona 500 with Matt Kenseth and 2021 Daytona 500 with Michael McDowell.

Grant Hutchens will assume the role of Crew Chief for Noah Gragson and the No. 4 team. A native of Omaha, Nebraska, Hutchens brings extensive NASCAR experience, beginning his career with Evernham Motorsports, where he spent five years. Hutchens later moved to Richard Childress Racing where he served as the race engineer for Paul Menard, Kevin Harvick, and Ryan Newman. Most recently, Hutchens worked at Team Penske, where he joined Ryan Blaney’s team during Blaney’s NASCAR Cup Series rookie season in 2016 and served in several different lead engineering roles before assuming the position as the organization’s test team Crew Chief in 2025.

Front Row Motorsports Announces Changes to Competition Staff for 2026 Season

FRM also announced that Jonathan DeHart has joined the organization as the Aerodynamics Manager, overseeing the team’s aerodynamic operations. DeHart brings a strong background to Front Row Motorsports, having previously held key roles most recently as the IndyCar Aero Car Chief for GM Racing and as Body Production Manager at Hendrick Motorsports.

“We are very fortunate, and I am extremely excited to add experienced, talented people like Grant and Jonathan to leadership roles in the organization”, said Front Row Motorsports team owner, Bob Jenkins. “With the inclusion of our Truck Series teams, we operate (5) full-time teams and I’m equally as excited to have Drew turn his attention to providing direction and guidance to our crew chiefs and competition group as a whole. Having Drew in this new role for us and Seth being able to focus on the technical aspects within our team, it puts us in a better position to execute on the track and achieve our goals in 2026.”

The changes go into effect immediately as the team has testing planned this month at North Wilkesboro (Cup) and Rockingham (Truck) heading into the season’s first Cup Series event at the Bowman Gray Clash on February 1st.



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Porsche mourns the loss of Hans Herrmann

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Dr. Ing. h.c. F. Porsche AG mourns the loss of Hans Herrmann. The former racing driver passed away on January 9, 2026, at the age of 97. During his motorsport career, he achieved more than 80 overall and class victories, the vast majority of them for Porsche.

Herrmann not only competed in all major endurance races and European hill climb championship events, but also conducted countless test drives at the Weissach Development Center. “The passing of Hans Herrmann has deeply affected us all,” says Thomas Laudenbach, Head of Porsche Motorsport. “He was one of Porsche AG’s most successful factory racing drivers. With the victory at the 24 Hours of Le Mans in 1970 in the Porsche 917, Richard Attwood and he made history.” The sports car manufacturer from Zuffenhausen owes him not only many triumphs but also the historic milestone he set, making Porsche a serious competitor in endurance racing.

Porsche 917 K, Hans Herrmann, Le Mans, 1970, Porsche AG

Hans Herrmann was born on February 23, 1928. He completed training as a confectioner, intending to later take over his mother’s café. However, this did not come to pass, as his talent and passion lay in motorsport. In 1952, the Stuttgart native started his first circuit race at the Nürburgring in a Porsche 356 – and won. The following year, he achieved a class victory at the 24 Hours of Le Mans in a Porsche 550 Coupé. Also in 1953, Herrmann claimed the title of German Sports Car Champion. Mercedes-Benz then recruited him into their factory team, making him a colleague of Juan Manuel Fangio, Stirling Moss, and Karl Kling. In 1954, Herrmann continued to race for Porsche in smaller displacement classes and won class victories in the 550 Spyder at the Carrera Panamericana and the Mille Miglia. The latter race is remembered for a particularly spectacular moment: Herrmann drove the open mid-engine sports car under a closing railway barrier. He later captioned the image as a postcard with the words: “You have to be lucky.”

Herrmann repeatedly returned to Porsche
Luck would remain a constant companion throughout his career. After Daimler-Benz withdrew from motorsport, he spent years with Maserati, B.R.M., Borgward, and repeatedly Porsche. In 1960, Olivier Gendebien and Herrmann triumphed with a 718 RS 60 Spyder at the 12 Hours of Sebring – Porsche’s first overall victory in a World Sportscar Championship race. Shortly afterwards, Herrmann and Joakim Bonnier won the Targa Florio in the Porsche 718 RS 60 Spyder, and in the same year, he was celebrated as Formula 2 European Champion with the Porsche 718/2. In 1962, he switched to Carlo Abarth to become a factory driver for the Viennese constructor from 1963. In 1966, he returned to the Porsche factory team alongside drivers Jo Siffert, Vic Elford, Rolf Stommelen, Udo Schütz, and Gerhard Mitter.

917 KH Coupé, Hans Herrmann, Ferry Porsche (l-r), ca. 1997, Porsche AG

A victory for the history books
In 1970, Herrmann faced the toughest race of his life in the Porsche 917 at the 24 Hours of Le Mans. “In 1969, I narrowly lost the victory to Jacky Ickx after we overtook each other several times in the last hour and a half of the race. In 1970, Ferdinand Piëch ensured we had a stronger engine and a real chance of winning. Winning exactly one year after the narrowly missed victory at Le Mans was, of course, special. It was also Porsche’s first overall victory – and it was my last race,” Herrmann recalled. He had already lost too many friends by that June day; his wife was worried, and Herrmann himself was clear: “It can’t be that I’m so lucky, and at some point, this phase might end.”

The endurance and single-seater specialist has become one of the most reliable and consistent racers of all time in motorsport history. During his career, Herrmann raced for many manufacturers, but his closest and most formative connection was always with Porsche. He accompanied the Porsche Museum for decades after retiring from active racing at the age of 42, participating in driving events at renowned classic car events worldwide. Hans Herrmann leaves behind his wife, Magdalena, two sons and a grandson



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