Female NASCAR drivers break social media records, leaving their male counterparts in the dust. While veterans like Kyle Busch and Chase Elliott dominate on the track, it’s the female stars like Hailie Deegan and Toni Breidinger who are winning fans online. Their massive social media followings and unique engagement strategies have turned them into digital icons. But what’s driving this shift? And why are some of NASCAR’s biggest names struggling to keep up?
Key Highlights
- Female NASCAR drivers like Toni Breidinger and Hailie Deegan excel in social media engagement, surpassing many male counterparts.
- Deegan boasts 1.6 million Instagram followers and over 500,000 YouTube subscribers, highlighting her digital influence.
- Toni Breidinger gains significant online traction with 2.5 million total social media followers.
- Traditional on-track success doesn’t guarantee online popularity for male drivers like Kyle Busch.
- Female drivers use innovative content strategies on platforms like Instagram and TikTok to connect with fans.
Social Media Impact on NASCAR Drivers’ Popularity
In recent years, social media has remarkably shaped the popularity dynamics within NASCAR, particularly affecting how drivers, both male and female, are perceived by the public. Platforms like Instagram and Twitter have become essential for drivers to exhibit their personalities and engage with fans.
Remarkably, male drivers such as Kyle Busch and Chase Elliott, despite their on-track success, have yet to dominate in the digital sphere. Their social media followings, surprisingly, lag behind compared to some of their female counterparts.
This disparity suggests that traditional on-track fame does not automatically translate to online popularity. While established drivers may rely on their racing achievements, those with less fame on the tracks often utilize social media to boost their profiles.
The contrast lies in the effort and planning employed; drivers with tactical online presence can considerably improve fan engagement and extend their influence beyond the racetrack, reshaping the traditional norms of popularity in NASCAR.
Dominance of Female Drivers on Social Media
While the on-track achievements of NASCAR’s male drivers are undeniably impressive, it is the female drivers who are making remarkable strides in the digital domain, showcasing a new dimension of influence.
Despite Kyle Busch, Chase Elliott, and Denny Hamlin’s established on-track records, they find themselves eclipsed by female counterparts in social media engagement. The digital skill of drivers like Toni Breidinger and Hailie Deegan stands as a proof of their ability to captivate audiences beyond the racetrack.
This shift highlights a broader trend where traditional metrics of success, such as race wins and championships, are being complemented by digital engagement.
"Joe Gibbs Racing comes out on top [in NASCAR social media] with 1.6 million overall followers, in part due to their huge following on TikTok of 897,400, which is more than double second-placed Trackhouse Racing on the platform." – @MotorsportBB https://t.co/An1QDN2hlP
— Adam Stern (@A_S12) January 27, 2025
The female drivers’ dominance on social media points to their tactical use of platforms like X, TikTok, and Instagram to build robust connections with fans.
Their cutting-edge content and engagement strategies have not only garnered notable followings but also positioned them as influential figures in the evolving landscape of motorsports.
Social Media Following of Hailie Deegan and Toni Breidinger
Toni Breidinger and Hailie Deegan‘s remarkable social media presence sets them apart as influential figures in the motorsports world, despite their limited time on the NASCAR circuit.
Deegan, moving from NASCAR to Indy NXT in 2025, has amassed a considerable following, with 1.6 million on Instagram and over 500,000 subscribers on YouTube, where she shares insights into her racing expedition.
Although her NASCAR stint garnered only four top 20 finishes, her digital influence remains formidable.
Breidinger, with a 2.5 million-strong social media following, has secured high-profile collaborations with brands like Victoria’s Secret and Celsius.
Her ability to engage audiences, despite not being a NASCAR Cup driver or having extensive experience, highlights her social media skill.
- Deegan’s Instagram followers: 1.6 million
- Deegan’s YouTube subscribers: 500,000+
- Breidinger’s total social media following: 2.5 million
- Brand collaborations: Victoria’s Secret, Celsius
Kyle Busch’s Struggles with Social Media Popularity
Why is it that Kyle Busch, one of NASCAR’s most successful drivers with a staggering 231 victories across all three divisions, struggles to find the same success on social media? Despite his impressive track record, Busch’s online presence doesn’t match his on-track skill.
Known for his old-school approach, he often uses social media to highlight family moments and racing ventures, lacking the engagement seen in more digitally-savvy drivers. Remarkably, Busch was absent from the top three in the 2024 Most Popular Driver votes, reflecting a gap between his racing acclaim and social media traction.
Chase Elliott Secures Amazon Prime Sponsorship Deal
Chase Elliott’s ability to secure a notable sponsorship deal with Amazon Prime Video highlights the value of marketability beyond mere social media metrics in NASCAR.
Despite having fewer followers than emerging talents like Hailie Deegan, Elliott’s partnership with Amazon Prime Video emphasizes his robust appeal.
“We’re thrilled to work with Hendrick Motorsports and Chase as we begin our NASCAR coverage in 2025. It represents an exciting extension of our new NASCAR relationship. Chase is a wildly popular, championship-winning driver, and we can’t wait to see the No. 9 Prime Video team in action as we approach our streaming debut.” – Stacey Rosenson, Amazon’s Director and Head of U.S. Sports Marketing
Hendrick Motorsports announced that Amazon’s Prime Video will sponsor Elliott’s No. 9 team for three races annually from 2025 to 2027.
This collaboration is a tactical move aligning Amazon’s new NASCAR broadcasting venture with a proven driver.
Key details include:
- Races featuring the Amazon Prime livery will be Talladega, Kansas, and the All-Star race at North Wilkesboro Speedway.
- Amazon’s sponsorship coincides with their five-race NASCAR Cup Series broadcast.
- Elliott’s championship credentials and popularity attract top-tier sponsors.
- Amazon’s involvement marks an extension of its NASCAR relationship.
News in Brief: Female NASCAR Drivers Break Social Media Records
The rise of female NASCAR drivers on social media highlights a shifting dynamic in the sport’s popularity landscape. With stars like Deegan and Breidinger gaining considerable followings, female drivers are setting new engagement benchmarks, challenging traditional norms.
Meanwhile, male drivers like Kyle Busch face difficulties in maintaining similar social media traction, emphasizing a changing fan base. Remarkably, Chase Elliott’s Amazon Prime sponsorship deal exemplifies how digital presence can greatly impact opportunities, marking a crucial shift in NASCAR’s promotional strategies.
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