NASCAR plans to have a decidedly driver-centric marketing focus in 2025, as the series starts an incentive program that will pay drivers anywhere from tens of thousands of dollars up to around $1M for their efforts to promote the sport each season, according to people familiar with the matter.
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The pool of money is expected to be in the low eight figures a year, sources say, possibly between $10M-$20M, and it appears that NASCAR has reset prior deals with tracks and teams to help put the system together and contributed some of its own incremental funds. Teams are also getting more money in the new cycle from 2025 through 2031 than they had in the original charter deal from 2016 through 2024.