Jeff Gordon, vice chairman of Hendrick Motorsports, seized a pivotal moment at Texas Motor Speedway to honor key sponsors while subtly addressing the ongoing wave of criticism surrounding NASCAR’s Next-Gen car. As NAPA Auto Parts reached its 100th anniversary, Gordon demonstrated gratitude for their steadfast support, even as drivers—including his own—continued to struggle with the new vehicle. The celebration, marked by Chase Elliott debuting a special champagne gold paint scheme on his No. 9 Chevrolet, underscored how sponsor partnerships remain at the heart of NASCAR despite persistent technical challenges and vocal fans.
Emerging into the spotlight just ahead of the Texas race weekend, Jeff Gordon highlighted the value and energy sponsors contribute at a time when changes to the racing format have drawn mixed reviews. The 2022 arrival of the Next-Gen car was met with both hope and skepticism. Two years later, its competitive record remains spotty, leaving lingering doubts among drivers, crews, and fans. Still, Gordon remains positive, emphasizing the enduring opportunities created by long-term relationships such as the one with NAPA, which has partnered with Hendrick Motorsports for years.
“Things are going well,” Jeff Gordon remarked, emphasizing that the real health of the sport becomes evident through measurement of sponsorship activity and interest rather than mere race results. “I measure it more on activity, interest, and RFPs going around, and people coming to visit our campus that are interested. It’s hard to close deals, but at the same time, when you feel like there’s more activity or interest, the deals you’re going to close are also going to increase. I think there’s still a little bit of a battle as far as pricing, but we are definitely seeing more interest than we’ve seen in a long time.”
This perspective comes at a time when on-track developments have been challenging. At Darlington, William Byron led virtually the entire race only to lose his advantage in traffic, while at Talladega, another Hendrick driver, Kyle Larson, failed to make the moves needed to overtake Austin Cindric. Critics like Denny Hamlin and Dale Earnhardt Jr. have openly voiced frustration with the Next-Gen car’s limitations, especially its tough-to-pass configuration and lack of improvement on a variety of tracks. Goodyear’s new tire compounds offered hope of improved action at places like Martinsville, but races at Bristol and elsewhere exposed underlying problems that remain unsolved.
Historic Partnerships Amid Uncertainty
Chase Elliott’s weekend in Texas was about much more than looking for another win. As he donned the eye-catching, celebratory NAPA paint scheme, he became the face of a unique convergence: honoring NAPA’s century of business and marking the end of a 42-race winless streak last year. These milestones offered Hendrick Motorsports the chance to showcase its sponsor relationships in full force. Jeff Gordon, never missing a beat, amplified the enthusiasm for this partnership, underscoring how vital sponsor commitment is for NASCAR’s future.
“It’s probably been for us about a year planning for this event this weekend, and every time we’d get on the phone with them, you could just sense their excitement for the way this weekend was shaping up,” Jeff Gordon explained, highlighting how significant this sponsorship milestone felt to both sides. The celebration extends beyond the Cup race, with the No. 9’s gold scheme also appearing in the Truck Series and in a High Limit sprint car race at the same venue, bringing layers of corporate and motorsports synergy to life in a single weekend.
NAPA, already a cornerstone of the Hendrick sponsorship lineup, shares space with new names like Amazon Prime, Llumar, and Unifirst as the 2025 season begins. Jeff Gordon is quick to tie this diversity of support to the sport’s broader health, even as technical complaints continue to mount. “There’s still a little bit of a battle as far as pricing, but we are definitely seeing more interest than we’ve seen in a long time,” he noted, carefully balancing realism with optimism for NASCAR’s commercial outlook.
Bringing many company executives and guests to Texas, NAPA has planned a celebratory dinner on the eve of the race, further cementing the emotional and practical importance of their partnership with Hendrick Motorsports. As Jeff Gordon puts it, “We look at it as a partnership, not just a sponsorship,” a sentiment that captures the mutual investment and shared celebration at the heart of this weekend’s festivities.
Next-Gen Car Under Scrutiny, Sponsors in the Spotlight
Amid the positivity surrounding NAPA’s anniversary, the performance of the Next-Gen car remains a stubborn obstacle. Fans and analysts continue to question whether an emphasis on sponsor relations is overshadowing deeper concerns. The new car, intended to reinvigorate racing dynamics, instead left veterans lamenting a lack of overtaking and lackluster finishes, even as tire adjustments offered only piecemeal fixes.
Jeff Gordon’s vocal support of sponsors comes as the HMS executive seeks to look beyond the immediate frustrations. Although the car’s shortcomings are well-reported, Gordon channels energy into the commercial side of the sport, preferring to highlight growth in sponsor engagement and interest, which, he believes, bodes well for long-term stability. For a figure whose racing legacy is matched only by his business acumen, championing sponsors—especially those with decades of loyalty—offers a practical path through turbulent competition.
Social media has amplified this debate. Observers and insiders question whether Jeff Gordon’s focus on celebrating sponsors effectively addresses, or distracts from, the core competitive problems of the Next-Gen car. While his optimism is real, some worry that the broader satisfaction from sponsor success may risk eclipsing the urgent demand for mechanical improvements.
Honoring NASCAR’s Unsung Heroes
While focusing on present and future milestones, the NASCAR community recently paused to remember a crucial figure behind the scenes. Neurosurgeon Dr. Jerry Petty, a comforting and skilled presence in NASCAR for more than fifty years, passed away at the age of ninety. Dr. Petty was cherished among drivers and teams for helping navigate the physical toll of racing at more than 170 miles per hour. His passing prompted words of respect and gratitude from Dale Earnhardt Jr, Jeff Burton, Kyle Petty, and many others.
Jeff Gordon’s tribute carried special significance, shaped by personal experience. “I’m deeply saddened by the loss of Dr. Jerry Petty. He was the person I trusted most for anything related to the head, neck or spine. He helped me through some of the toughest moments, including times when I was dealing with severe back pain. But what stood out even more than his medical expertise was his kindness. After every hard crash, he would check in—not just as a doctor, but as someone who truly cared. Through his compassion and support, he became a dear friend. I’ll always be grateful for his guidance, and I’ll never forget the impact he had on me and so many others in our sport,” Jeff Gordon shared, reinforcing the deep bonds that form within NASCAR beyond the public eye.
Safety and care continue to lurk at the core of the racing debate, transcending technology or commercial shifts. Gordon’s sincere remembrance of Dr. Petty serves as a reminder that, behind the pursuit of speed and sponsorship, the well-being of drivers and teams remains paramount.
The Road Ahead for Jeff Gordon and NASCAR
Jeff Gordon’s outlook, defined by appreciation for sponsors like NAPA Auto Parts, offers a hopeful vision as NASCAR navigates one of its more difficult periods. The persistence of technical issues with the Next-Gen car has not dulled his commitment to highlighting achievements and maintaining strong relationships with core partners. As the series works to balance on-track excitement, competitive parity, and financial security, Gordon’s blend of optimism and realism reflects a leadership style shaped by both track and boardroom experience.
The future for Jeff Gordon and NASCAR hinges not solely on engineering breakthroughs, but on the continued engagement of dedicated partners and a supportive ecosystem. Sponsors ensure opportunities for innovation, keep teams financially viable, and strengthen the culture that sustains the sport through every challenge. If the Next-Gen car’s issues are addressed in the months ahead, as some hope, that progress will likely be supported by the same sponsors Gordon has so avidly praised.
Ultimately, while some may criticize the prioritization of sponsorship in turbulent times, Jeff Gordon’s example demonstrates that recognizing loyal partners and nurturing those relationships is a powerful way to ensure NASCAR’s stability. For drivers like Chase Elliott, who represent both the legacy and future of the sport, the backing of sponsors like NAPA is not just cause for celebration—it is a foundation upon which memories are made and milestones are achieved, no matter how much the competition evolves.
As the celebrations for NAPA’s 100th year draw to a close and attention returns to the racetrack, Jeff Gordon remains a central figure, striving to unite the sport’s business health with the competitive spirit that first made NASCAR great. This blend of resilience, gratitude, and ambition will serve both himself and the sport well as they race toward an uncertain, but engaged, future.
