NASCAR star Chase Elliott will pilot a new look No. 9 car later this month for the Cup Series Saturday night race at Atlanta Motor Speedway, with the Hendrick Motorsports driver showing his class to the tune of half a million dollars.

The 2020 Cup Series champion, who recently apologized to the state of Michigan and made a very telling comment before being told “enough is enough” by his frustrated fans after the FireKeepers 400,is set to continue his partnership with NAPA and Hendrick Motorsports to collaborate with Children’s Healthcare of Atlanta via his foundation for the ninth edition of its “DESI9N TO DRIVE”.

Launched in 2017, the program, which has been supported by the Chase Elliott Foundation, has raised and donated nearly $500,000 to ‘Children’s’ over the first eight years since its inception.

Come June 28th, Elliott’s Chevrolet and uniform will feature a design from a pediatric cancer patient at ‘Children’s’ with fans also being given the opportunity to win the 29-year-old’s gear from the race via an online sweepstake.

They will also have the opportunity to have a meet-and-greet experience with Elliott with all donations made via the sweepstakes fundraiser benefiting the Aflac Cancer and Blood Disorders Center of ‘Children’s’, which opened last fall on a new hospital campus.

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“Every year, the DESI9N TO DRIVE program reminds me why I love what I do,” said Elliott in a Hendrick Motorsports statement.

“These kids pour their hearts into their artwork, and getting to meet them and see their creativity up close is incredibly inspiring. Partnering with Children’s Healthcare of Atlanta and NAPA at my home track always makes this one of the most meaningful weekends of the season.”

Elliott also confirmed his new scheme for later this month was created by 11-year-old cancer patient Rhealynn Mills. Posting on X, Elliott wrote: “#Desi9nToDrive is back for year No. 9 at Atlanta on June 28th! My @NAPARacing Chevy and @alpinestars race uniform features a Dream Big-themed design by 11-year-old cancer patient Rhealynn Mills!”

The 11-year-old was diagnosed with Metastatic Osteosarcoma after picking up a softball injury back in October 2022, which led to Mills needing 19 surgeries on her right leg, which was ultimately amputated.

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She now hopes to return to the softball field now she has been fitted with a prosthetic leg.

Emily Schneider, NAPA’s Senior Director of Marketing added: “It’s a privilege to once again team up with Chase and his foundation to support the incredible work being done at Children’s.

“We’re excited to unveil the inspiring designs on the No. 9 NAPA Auto Parts Chevrolet and are proud to play a part in driving awareness and support through this year’s sweepstakes.”

Travis Carter passed away on Tuesday, June 10, following a brief stay in hospice. Carter was 75 years old.

Carter had an exceptional career in the NASCAR Cup Series, which lasted more than 30 years. Throughout his tenure, the once aspiring race car driver served in a multitude of roles, including pit crew member, crew chief, and team owner.

As a crew chief, Carter reached the top of the mountain twice in the NASCAR Cup Series.

In 1973, the then 24-year-old Carter was selected by the DeWitt Racing team to serve as the crew chief for Benny Parsons. What resulted from that hire was one of the most consistent seasons in the history of the NASCAR Cup Series for a driver.

While Parsons won just one race that season, which came at Bristol in July, an impressive string of consistent finishes, including 15 top-fives and 21 top-10s through the 28-race season, allowed Parsons to overcome seven DNFs to win the NASCAR Cup Series championship.

Carter would spend three seasons as the crew chief for Parsons, and together, the duo also won the 1975 Daytona 500.

After a fourth-place finish in the championship standings with Bobby Allison in 1976 and a part-time effort with Dave Marcis in 1977, Carter split crew chief duties for Cale Yarborough’s No. 11 Junior Johnson & Associates race team with Tim Brewer in 1978.

Carter would collect his second NASCAR Cup Series championship during that 1978 season, which marked the third consecutive NASCAR Cup Series championship for Yarborough, which stood as an all-time record until Jimmie Johnson’s five-consecutive NASCAR Cup Series championship streak from 2006 to 2010.

In all, Carter won more than 30 races as a crew chief to go along with his two championships.

Late in the 1990 season, Carter would form his own racing team, Travis Carter Enterprises. Over 13 years as a NASCAR Cup Series team owner, Carter’s race cars nearly started 500 races (493), and while he didn’t have any wins to show for his efforts as a team owner, Carter’s No. 23 team came dangerously close to victory lane on several occasions with Jimmy Spencer behind the wheel in the 1990s.

Carter’s team faced an uncertain future after Kmart, his team’s primary sponsor, filed for bankruptcy early in the 2002 season. The 2003 NASCAR Cup Series season would mark the final season for Travis Carter Enterprises.

The race team recorded 17 top-five finishes, 58 top-10s, and six poles. Spencer finished 14th in the NASCAR Cup Series championship standings in 1998, which was the best-ever point standings finish for any driver under the Travis Carter Enterprises banner.

The legendary crew chief and longtime successful team owner is survived by his wife Linda, son Matt, daughter Kim, and grandchildren Levi, Charlie, and Emma.

This past weekend in Bristol, Tennessee, we were reminded once again that drag racing isn’t just a technical sport – it’s an emotional one.

Following Greg Anderson’s milestone win at the NHRA Thunder Valley Nationals, a bit of drama erupted between the KB Titan Racing camp and their longtime rivals at Elite Motorsports. Words were exchanged. Tempers flared. A few racers and NHRA officials had to step in to keep it from escalating further.

Do we need to see fistfights on the starting line? Of course not. That’s not what I’m advocating for here.

But as a community, we’ve got to get off our high horse.

The knee-jerk reaction is to label this stuff as unsportsmanlike, or to worry about how it “looks” to fans or sponsors. But here’s the truth: we need more people in drag racing who care so deeply about what happens on that racetrack that it boils over from time to time.

I’ve said this for years – decades even: if you expect fans to care, then show them that you care. Passion is the price of admission in professional motorsports. If a driver can shrug off a loss or act like it doesn’t matter, why should anyone in the stands or at home watching on television or a livestream give a damn?

That blow-up in Bristol wasn’t a blemish. It was proof that the stakes are high again in Pro Stock.

Look, there’s been a noticeable shift over the last couple years. For a while, things got stale. The storylines were drying up. But then Greg Anderson and KB Titan Racing came storming back into the conversation over the course of the last couple years, and suddenly the top of the food chain was up for grabs again.

Elite Motorsports had been dominant for years, and rightfully so. But rivalries are born out of competition, not cooperation. Now, week in and week out, it’s a clash of titans – and that’s when things start to get interesting. That’s when tensions rise, when emotions peak, and when passion spills over. And honestly? That’s when fans start paying closer attention.

This isn’t unique to drag racing. Go back to the 1979 Daytona 500 – the race that put NASCAR on the map. Sure, Richard Petty won the thing, but what got the country talking was the infield brawl between Cale Yarborough and the Allison brothers. That moment, broadcast live on national TV during a snowstorm, made NASCAR.

Why? Because people saw raw, unfiltered emotion. They saw that it mattered.

Now, I’m not saying we should encourage fights. That’s not what this is about. What I am saying is that drag racing needs to stop pretending that emotion is a liability. It’s not. It’s an asset. It’s the foundation of every great story we’ve ever told in this sport. Every championship. Every comeback. Every upset.

Emotion is what connects the people in the grandstands to the people in the fire suits.

We’re in a time where fans crave authenticity more than polish. They don’t want canned interviews and sponsor-safe soundbites. They want the truth. They want to know that the men and women behind the wheel are human beings with skin in the game.

So when something like Bristol happens, I don’t cringe. I lean in. Because those moments, while maybe uncomfortable, are real. They’re proof that Pro Stock is alive and well – and that the people inside the ropes are racing with their hearts on fire.

Sportsmanship isn’t about being emotionless. It’s not about smiling while someone stomps your ass into the pavement. It’s about showing up, racing hard, and yes, sometimes letting your emotions out. The key is what happens next. Do you shake hands later? Do you come back and race just as hard next time? That’s sportsmanship.

Humans are going to human. That’s just how it works. We shouldn’t be surprised when competitors compete with emotion. We should expect it. Frankly, we should demand it.

So let’s stop acting like drama is always a bad thing. Let’s stop rushing to throw cold water on the fire every time it sparks up. Because in a sport built on the back of passion and intensity, a little heat between teams might just be exactly what we need to keep this thing burning bright.

This story was originally published on June 11, 2025.

Louis Foster’s No. 45 Rahal Letterman Lanigan Racing Honda will feature a new primary sponsor for this weekend’s Bommarito Automotive Group 500 and all of the races across the remaining events on the NTT IndyCar Series calendar.

“We’re excited to welcome Droplight into the RLL family,” said Bobby Rahal, who co-owns RLL with David Letterman and Mike Lanigan. “Their team brings a rare combination of energy, vision, and execution that aligns perfectly with where we want to take this program. This isn’t just a sponsorship –it’s a platform for growth.”

According to RLL, “Droplight’s ecosystem includes investments and partnerships across entertainment, technology, media, and consumer brands. With this RLL partnership, the venture studio sees a unique opportunity to honor the legacy of motorsports excellence while helping shape its future.”

The strategic partnership runs through the end of the season

“The names Rahal, Letterman, and Lanigan stand for more than racing – they represent a legacy of discipline, vision, and leadership that has shaped generations of talent and performance,” said Droplight CEO Joseph Anderson. “We’re honored to support Louis Foster and the No. 45 team, and to play a role in building on that foundation. This is more than a partnership – it’s the next chapter in an ecosystem of innovation and impact.”

Formula 1 is no longer just a seasonal spectacle; it has become a major player in the marketing world. In 2024, the sport, alongside its teams, generated $2.04 billion from sponsorship, just behind the NFL’s figure of roughly $2.5 billion, according to Autosport.

That performance positions F1 ahead of numerous global sports properties like the NBA and MLB.

Distinct Sponsorship Strategy

Rather than signing many low-value agreements, F1 negotiates fewer, more lucrative deals. With 10 teams and 23 races, the sport averaged about $6 million per deal in 2024. By contrast, the NFL’s average sponsorship deal is in the neighborhood of $745,000.

These insights come from BlackBook Motorsport. That model highlights F1’s preference for depth over breadth, which appears to be working.

Premium Brand Partnerships

High-end and technology brands are eager to associate with F1. A prime example is the landmark 10-year, roughly $1 billion deal between Formula 1 and LVMH, covering its luxury portfolio including Louis Vuitton, TAG Heuer, and Moët & Chandon.

The Formula 1 announcement itself underlines the ambitions at play. That kind of alignment doesn’t just drive revenues, it elevates F1’s status as a lifestyle and innovation brand, not solely a racing sport.

A Younger, More Diverse Fanbase

A significant part of F1’s growth stems from its ability to attract younger fans. According to a recent Sports Stack report, the average F1 fan today is roughly 32 years old, a notable drop from 36 just five years ago.

This is further backed by FormulaRapida, which notes 42 percent of fans are under 35 and 41 percent are female. This trend aligns with F1’s conscious efforts around diversity and inclusion, factors that make the sport increasingly attractive to global brands.

The Streaming Effect

Netflix’s Drive to Survive changed the narrative. The series added depth and human drama, driving new viewer engagement, especially among younger audiences. Commentary in Motorsport suggests that the average age of viewers dropped from 44 to 32 following the show’s debut.

Additionally, FT’s reporting notes that U.S. viewership has roughly doubled since 2018, thanks to its growing presence and accessible storytelling. The show’s success offers lessons not just for F1 but for any sport looking to deepen storytelling and build emotional connections with fans.

Expanding Attendance and Engagement

F1’s global reach isn’t just about TV; it’s also about enthusiastic live audiences. The FormulaRapida stats report more than 6.5 million attendees over the season, with 17 sold-out events. Countries ranging from Australia to Mexico posted records of 300,000 to 480,000 attendees per weekend.

Combined with a 36 percent annual jump in social media followers and a strong WhatsApp and app user base, the sport has strengthened its relationship with fans offline and online.

What It Means for the NFL

The NFL remains the U.S. powerhouse in sports media, revenue, and franchise valuation. Still, Formula 1 is making rapid strides on the global stage. In 2024, its reach extended to 800 million fans across five continents, as noted by the Economic Times. If revenue equals reach, then F1 is increasingly punching what feels like above its weight.

The implication is clear: If the NFL wants to maintain dominance beyond U.S. borders, it should apply some of the strategies that have worked for F1. That includes investing in international storytelling, launching digital-first content that appeals to a youthful audience, and forging partnerships with global consumer brands seeking wide reach.

As audiences and data show, the world of sports marketing now demands a more interconnected, media-savvy approach.

Also Read: How To Stream Formula 1 Live Without Cable

Side-by-Side Comparison

 

In the final weeks of Alexa DeLeon Reddick’s pregnancy, husband Tyler Reddick slept in a tent.

No, he wasn’t in trouble. He was in training.

NASCAR’s first race outside the continental United States since 1958 presents drivers and teams with a unique challenge — Mexico City’s elevation.

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Autódromo Hermanos Rodríguez, the 15-turn, 2.42-mile course Xfinity and Cup drivers will compete on this weekend, sits at an elevation of nearly 7,500 feet. The next highest track on the Cup circuit in terms of elevation is Las Vegas Motor Speedway at about 2,000 feet above sea level.

With less oxygen at higher altitudes, driver performance could be impacted.

Drivers have tried different methods to prepare for the impact on their bodies from arriving in Mexico City earlier to acclimate, to wearing a mask that simulates less oxygen to sleeping in a hypoxic tent.

Reddick was among those who slept in a tent to adjust to the higher altitude and mitigate potential symptoms of altitude sickness.

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“One side effect of it is my wife hasn’t been super happy about me sleeping in a hypoxic environment especially at the later stages of her pregnancy,” said Reddick, whose wife delivered the couple’s second child May 25.

Mexico’s altitude will test engines for NASCAR Cup, Xfinity Series teams this weekend

Mexico’s Autódromo Hermanos Rodríguez is about 7,500 feet above sea level and the thinner air will impact engines.

While he said he noticed benefits from using the tent, will Reddick continue to use it as a part of his training after Mexico?

“My wife would throw a fit if I come home from Mexico and I’m like, ‘Yeah, we’re going to keep this tent thing going.’ She might put the tent outside,” Reddick said laughing.

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The tent was part of the training program Toyota developed for its drivers after Christopher Bell raised questions before the season about what would be done to help maintain maximum performance in such trying conditions.

“We started that early in the season just talking and getting a plan together, making sure we’re prepared for it,” Bell said. “I’m proud of everyone at Toyota, the Toyota Performance Center. Caitlin Quinn has really headed up the department of physical fitness and made sure we’re ready for this challenge. Hopefully, the Toyota drivers are the ones that are succeeding.”

Quinn is the director of performance for the Toyota Performance Center in Mooresville, North Carolina. She was a strength coach at Florida State University before joining Toyota Performance Center.

Good news, bad news for NASCAR Cup teams ahead of Mexico City weekend

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William Byron ranks first for the season in speed and restart rankings, according to Racing Insights.

The department has grown to include a sports dietician, physical therapist, physician assistant for orthopedic issues, mental health and wellness specialist, an additional strength coach and, as Quinn said, “just every science tool we can imagine.”

Quinn said all that is done “to help drivers find their edge in the car. The teams work really hard on making the cars as fast as possible and we’re trying to make the drivers able to perform at the best of their ability physically and mentally.”

After the conversation with Bell, Quinn began to work on a program to help drivers prepare for Mexico. That led to a couple of ways to help drivers adjust.

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One was having drivers get used to a lower oxygen environment when they’re resting (the tent). Another was having them exercise in an environment where there was less oxygen. Toyota enclosed a space in its center with a bicycle inside it for drivers to ride in a lower oxygen setting.

Quinn said Toyota starting implementing those programs about eight weeks ago for drivers.

“I did a lot of exercising in the altitude tent,” said Bell, who will compete in both the Xfinity and Cup races in Mexico City. “Let’s see if it works.”

Reddick said sleeping in hypoxic tent proved beneficial, noting he felt he got better sleep in it.

“It is different sleeping in a hypoxic environment,” he said. “I’ve noted the changes so far, and I’m excited to see what it’s going to be like when I get there to Mexico City.”