The Future of NASCAR: Bowman Gray Stadium and the Driver Ambassador Program
Bowman Gray Stadium: A Historic Venue for NASCAR’s Future
Bowman Gray Stadium, NASCAR’s longest-running weekly track, is poised to continue its legacy as the host of the season-opening Clash exhibition race in 2026. This decision underscores NASCAR’s commitment to its roots and the importance of smaller communities in the sport’s ecosystem.
A Sellout Success
In early February, the Cook Out Clash at Bowman Gray Stadium drew a sellout crowd of over 15,000 fans. The venue, built during the Great Depression in 1937, serves as the home of the Winston-Salem State University HBCU football team. The event was a resounding success, with fans displaying unparalleled passion, earning the venue its nickname, “The Madhouse.”
One of the most memorable moments occurred when 2023 Daytona 500 winner Ricky Stenhouse Jr. tangled with local favorite Burt Myers, leading to a surge of fan vitriol directed at Stenhouse. Stenhouse later described the incident as “gnarly” on the Dirty Mo Media podcast “The Teardown.”
The Future of the Clash
Despite discussions about moving the Clash to international locations, such as São Paulo, Brazil, Bowman Gray remains the favorite to host the event again in 2026. This decision aligns with NASCAR’s mission to balance expansion into new markets with a return to historic venues that have shaped the sport.
Fox Sports collaborated with NASCAR to produce a documentary, “The Madhouse: NASCAR’s Return to Bowman Gray,” narrated by Tom Rinaldi. The documentary aired during the event week, highlighting the rich history of Bowman Gray Stadium.
International Ambitions
While Bowman Gray is likely to host the Clash, NASCAR continues to explore international opportunities. The sanctioning body is in talks with government officials and businesspeople from various countries, including Asia, the Middle East, South America, and Canada. However, the high costs associated with international events may lead NASCAR to hold an invitational exhibition overseas while keeping the Clash at Bowman Gray for the next few years.
This year, NASCAR will hold its first premier series points race outside the U.S. since 1958, traveling to Mexico City in June. The event will be aired exclusively by Prime Video, marking a significant step in NASCAR’s international expansion.
The Driver Ambassador Program: A New Era for NASCAR Marketing
NASCAR’s Driver Ambassador Program, launched this year, is already showing promising results. The program, developed with athlete brand-building software company INFLCR, incentivizes drivers to promote the sport through a proprietary digital app. Drivers earn points based on the quantity and quality of their promotional activities, which ultimately translate into cash payments.
How the Program Works
The app ranks drivers on a scale of 1-5 based on their star power, with the reigning champion receiving an additional point. Drivers and their agents can submit ideas for media opportunities outside of regular race events. Points are awarded based on the size of the media platform, with national TV appearances earning four points per hour and smaller platforms earning one point every 15 minutes.
NASCAR will pay out drivers twice a year, with the top performer receiving $1 million and the bottom performer earning around $7,500. This means a driver could potentially make up to $2 million annually from the program.
Early Success Stories
Drivers have already started taking advantage of the new earning potential. Chase Elliott, the sport’s most popular driver, flew to Chicago with Bubba Wallace before the season began to do a round of media hits, including with Barstool Sports. This proactive approach by drivers is a clear indication that the program is gaining traction.
NASCAR President Steve Phelps highlighted the industry’s collaborative efforts, stating, "There was an all-driver meeting yesterday and some discussion about kind of working closely with the drivers and the Driver Ambassador Program, but it’s really an industry coming together as one, which is critical in order to optimize the growth."
Brand Partnerships and Advertisements
Several drivers have been involved in new TV advertisements this year, and brands around the sport have debuted fresh spots. Notable partnerships include:
- Xfinity with 23XI Racing driver Tyler Reddick
- Consumer Cellular with RFK Racing driver and co-owner Brad Keselowski
- Ford Motor Co.
- Chevrolet
- Toyota
- Interstate Batteries with Joe Gibbs Racing driver Christopher Bell
- Chili’s with Spire Motorsports’ No. 7 Chevrolet
New entrants like Chipotle, through an endorsement deal with driver Ryan Blaney and a track agreement with Atlanta Motor Speedway, and Buc-ee’s founder Arch “Beaver” Aplin III, who was at the Daytona 500 evaluating possible sponsorships, further underscore the growing interest in NASCAR.
FAQ: Understanding the Future of NASCAR
Q: Why is Bowman Gray Stadium a favorite to host the Clash in 2026?
A: Bowman Gray Stadium’s rich history, passionate fan base, and successful past events make it a strong contender to continue hosting the Clash. It aligns with NASCAR’s mission to honor its roots while exploring new markets.
Q: How does the Driver Ambassador Program work?
A: The program uses a proprietary digital app to track drivers’ promotional activities. Drivers earn points based on the size and quality of media appearances, which are then converted into cash payments.
Q: What are some of the international opportunities NASCAR is exploring?
A: NASCAR is in talks with officials from various countries, including Asia, the Middle East, South America, and Canada, about bringing races to international markets. The first premier series points race outside the U.S. since 1958 will take place in Mexico City in June.
Did You Know?
Bowman Gray Stadium is the oldest continuously operating NASCAR track, having hosted races since 1949. The stadium’s rich history and passionate fan base make it a beloved venue for both drivers and spectators.
Pro Tip
For drivers looking to maximize their earnings from the Driver Ambassador Program, consider submitting creative and unique media opportunities. Engaging with smaller, niche platforms can also earn valuable points and help build a diverse fan base.
Call to Action
What do you think about NASCAR’s future plans? Will Bowman Gray Stadium continue to be a key player in the sport’s growth? Share your thoughts in the comments below and explore more articles on the evolving world of NASCAR. Don’t forget to subscribe to our newsletter for the latest updates and insights!