NASCAR has been busy trying new ways to grow the sport. But one of those efforts is now facing questions from a different place—inside a courtroom. A new legal move has brought fresh attention to how promotion and control are handled. It’s not just about cars and races anymore. Something bigger is building behind the scenes, and it could change how things work at the top. What started as a business plan may now have much more at stake.
Key Highlights
23XI Racing, Front Row Motorsports, and Curtis Polk have formally responded to NASCAR’s amended counterclaim in the ongoing charter system lawsuit.
The latest filing adds a new point of contention: NASCAR’s Driver Ambassador Program (DAP), launched in 2025.
Fans are divided, with some supporting NASCAR’s effort to promote drivers, while others say the lawsuit has made them rethink their support for the teams.
Driver Program Now Part of Charter Fight
The legal battle between NASCAR and a group of Cup Series teams has taken a new turn, as concerns over the sport’s Driver Ambassador Program are now part of the teams’ official response in federal court.
23XI Racing, Front Row Motorsports, and Curtis Polk filed their formal answer this week to NASCAR’s amended counterclaim in the ongoing dispute over the structure and control of the Cup Series charter system. While much of the filing revisits previous arguments—mainly that NASCAR holds too much power over charter terms and revenue sharing—it also introduces fresh objections surrounding the DAP.
The Driver Ambassador Program, launched ahead of the 2025 season, was designed to increase driver involvement in promotional efforts through paid appearances and media work. While NASCAR says the initiative strengthens fan engagement, some teams argue it threatens traditional sponsorship structures and undermines their ability to manage driver schedules.
What the Program Offers
Through the DAP, drivers are paid directly by NASCAR for promotional efforts outside the typical race weekend obligations. These include interviews, commercial shoots, and community appearances. The program includes a point system tracked by a mobile app, with the most active drivers eligible to earn up to $2 million per term. All full-time Cup drivers are guaranteed a base payout of $7,500.
But the teams involved in the lawsuit say that model poses problems. Because NASCAR compensates drivers directly, it creates potential conflicts with team sponsorships. Teams also cite concerns over scheduling, noting that drivers may prioritize DAP activities over appearances arranged by their own teams.
The teams stop short of alleging wrongdoing, but say the DAP fits into a broader trend: NASCAR, in their view, is expanding its influence in areas traditionally handled by individual organizations.
23XI/FRM/Curtis Polk have filed answer to NASCAR's amended counterclaim. Mostly same arguments. One nugget — some teams believe Driver Ambassador Program, where NASCAR pays drivers directly based on how many/what appearances they do, interferes with team relationships w/drivers.
— Bob Pockrass (@bobpockrass) July 21, 2025
Fans Sound Off on the Latest Twist
The introduction of the DAP into the charter lawsuit sparked a wave of fan discussion. Some were confused, trying to understand how promotional appearances could be a legal sticking point.
“I’m just going to guess what they’re getting at is NASCAR incentivizes drivers to do media appearances above and beyond what’s normally scheduled for them, so now drivers are making those a priority over team-related sponsor obligations. Maybe not, I don’t know.” – a nascar fan
Others defended NASCAR’s efforts.
“DAP has led me to see more driver appearances and interactions than ever before. It has helped in making it feel much more like mid-2000’s popularity.” – a nascar fan
Another added,
“Interesting to see the teams are upset that NASCAR is promoting their drivers. It’s almost like if they had been doing a better job of it, NASCAR wouldn’t have stepped in.” – a nascar fan
But not everyone remains supportive of the teams in this fight. “I think they just lost me with this lawsuit,” one fan wrote. “Was really in their corner for a while.”
Still, some questioned the foundation of the teams’ complaint. “Some teams? What teams?” a fan asked. “This is Dennis going, ‘We’re hearing from a reliable source that some teams, who wish to remain anonymous, feel that…’”
News in Brief: Fans React to NASCAR’s Promotion Dispute
The NASCAR charter system dispute continues to escalate, with 23XI Racing, Front Row Motorsports, and Curtis Polk now adding objections to the 2025 Driver Ambassador Program. The teams argue that the program disrupts sponsor relationships and scheduling, citing it as further evidence of NASCAR exerting undue control over operations traditionally left to individual organizations. While the DAP remains popular among some fans for bringing drivers closer to the public, others are now questioning whether the lawsuit is straining the sport’s internal dynamics. The case remains active in federal court with no resolution in sight.
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