NASCAR driver salaries have been shaved in recent years with fewer dollars available as sponsors cut back on their financial commitments to teams. Drivers that once made $4-6 million in salary are getting re-signed to deals for $3 million in some cases. Guys on poorly funded teams are lucky to make seven figures. Licensing and endorsement money has also dried up for all but the very elite drivers. Endorsement deals that once paid $500,000 a clip are now $250,000 and many have disappeared completely. But for the sport’s stars, the paychecks are nearly as big as ever and can reach eight figures in salary alone. The 10 highest-paid drivers pulled down $170 million in 2013 in cumulative salary, endorsements and their share of winnings and licensing income.
Leading the way for the sixth straight year is Dale Earnhardt Jr., who earned $25.6 million in 2013 by Forbes’ count. Earnhardt’s licensing income is down significantly from five years ago when he was making $30 million a year, but he is still the sport’s biggest star with the biggest salary, as well as the top licensing and endorsement income, according to sources. Earnhardt’s #88 Chevy carries the most expensive real estate in the sport. The Army National Guard spent $30 million in 2013 on sponsoring 20 races on the #88 car and activating around the sponsorship. Hendrick Motorsports entered the past two seasons with 13 races to sell on Earnhardt’s car, but even if owner Rick Hendrick has to pick up the tab on a couple of races, the sponsorship revenue for Earnhardt’s car is still the envy of the sport.
#48-Jimmie Johnson, ranks No. 2 with estimated earnings of $24.8 million last year. Johnson won his sixth Sprint Cup title, which carried bonuses and special awards of $5.8 million. Johnson’s total prize money haul of $14.7 is twice as much as Earnhardt, but Johnson’s endorsements and licensing income lag behind. #24-Jeff Gordon in third earning $18.2 million in 2013. His merchandise was the sport’s second best seller, behind Earnhardt, in 2013, according to multiple sources. Gordon also benefits from his ownership stake in the #48 car. NASCAR’s golden girl, Danica Patrick, ranks No. 9 with earnings of $13.5 million. See full report at Forbes.com.(2-22-2014)
