Jeff Gordon recently paid a moving tribute to the late Jon Edwards, highlighting the crucial role Edwards played in shaping the Hendrick Motorsports public image. The emotional acknowledgment comes after Edwards’ passing in April 2025 underscored his lasting influence on Hendrick’s communication strategy and on the broader NASCAR community.
Remembering Jon Edwards’ Role in Hendrick Motorsports’ Success
On October 27, 2024, at Homestead-Miami Speedway in Florida, Jeff Gordon, vice chairman of Hendrick Motorsports, stood on pit road before the start of the Straight Talk Wireless 400. Though known for his reserved demeanor, Gordon did not hesitate to honor Edwards, who operated behind the scenes, ensuring the team’s message was authentic and compelling. Edwards had first joined Gordon’s circle in 1994 through Performance PR Plus, a company managing public relations and hospitality for DuPont as it entered NASCAR.
As Gordon reflected,
Jon came to us through a company called Performance PR Plus, who, when DuPont first came to NASCAR, was an agency that handled PR and hospitality, and he became my PR guy through them,
Jeff Gordon, Vice Chairman. The professional relationship rapidly developed into a deep personal bond.
And it was just an instant connection because this is a guy that loved his job, and he loved racing…and over time, that built more than just a working relationship. It built a friendship as well.
Jeff Gordon, Vice Chairman.
Edwards helped transform the reputation of Gordon, who, as a young Californian and a four-time NASCAR champion, could initially seem intimidating to fans. By coaching Gordon on handling the media and making him approachable, Edwards not only turned the driver into a fan favorite but also improved how the entire Hendrick Motorsports operation was perceived by the public.
Edwards’ remarkable skill at building team narratives was rewarded with accolades such as NASCAR PR Rep of the Year. His leadership extended further as he mentored new communicators, influencing the next wave of professionals responsible for shaping stories around drivers, teams, and major sporting events across the USA, from Homestead-Miami Speedway to Phoenix and Martinsville.
Gordon depended on Edwards for nearly every media engagement, forming a partnership built on trust and understanding.
He became my memory bank, which people that know me know I have a terrible memory… this was a guy that sat in on every interview that I ever did, and when I needed answers and reminders, boom, he was there,
Jeff Gordon, Vice Chairman.
His Legacy Among Drivers: A Profound Impact on Careers
Edwards was brought on as Gordon’s full-time PR representative in the mid-2000s. By 2021, he transitioned to Kyle Larson’s team, helping steer the California-born driver through a critical period of his career with Hendrick Motorsports. Through strategic media work, Edwards helped Larson recover from a controversial entry into Rick Hendrick’s stable and elevated the No. 5 driver to renewed stardom. In 2022, Edwards rose to Director of Racing Communications at Hendrick, a capstone role in which he influenced not only race-day narratives but the longer-term perception of HMS across the motorsports industry.
Edwards’ sudden death from complications related to a diabetes-related illness in April 2025 was a significant loss to many, especially Jeff Gordon and Kyle Larson. Days after Edwards’ passing, Larson earned a win at Bristol, dedicating it to his late communication director.
This one’s definitely for Jon. He’s just a great guy here. We’re going to miss him. Wish he was going to be here with us to celebrate, but I know he’s celebrating with us in spirit.
Kyle Larson, Driver.
In November at Phoenix, after securing his second Cup championship, Larson again paid tribute to Edwards during his awards speech.
I want to dedicate this championship to someone who meant so much to us, Jon Edwards,
Kyle Larson, Driver. He added,
Jon wasn’t just our director of racing communications; he was our friend, our teammate, and truly, the heart of this team. Even though he’s no longer with us, his spirit has been with us every step of the way this season. Jon, this one’s for you. We miss you; we love you, and I hope we made you proud.
Kyle Larson, Driver.
Edwards’ influence clearly played a role in the performance of the team, with Larson achieving not only the Bristol win but also a season marked by 15 top-five finishes, leading Hendrick Motorsports through both success and challenge. Even after shifting to William Byron and Chase Elliott, the effects of Edwards’ mentorship and guidance continued to ripple through the organization.
Keeping Momentum: Gordon’s Vision for the Team’s Future
Reflecting on a challenging 2025 season, Jeff Gordon sees Hendrick Motorsports as strong and ready for resurgence, thanks to the groundwork laid by Edwards and the determination of its current drivers. The squad finished with eight victories, with William Byron not only reaching the finals but also capturing the regular-season championship. Gordon acknowledged that short tracks like Martinsville and Phoenix proved tough mid-season, making the team’s adaptability and improvement particularly meaningful.
During the post-season, Gordon expressed both humility and hope about the campaign’s ups and downs.
I wasn’t sure if we could get one here, let alone two here. Our program on the shorter tracks, the one-mile tracks, was just not quite there,
Jeff Gordon, Vice Chairman. However, both Byron’s win and Chase Elliott’s impressive third-place result at Martinsville demonstrated the strength present at Hendrick Motorsports.
The outlook extends to drivers looking for breakthroughs. Alex Bowman, piloting the No. 48 entry, saw glimpses of promise with six top-five results despite not securing a victory. As Gordon explained,
We know that they’re very valuable, but we also know there’s things that need to be improved there,
Jeff Gordon, Vice Chairman. Gordon outlined priorities for the off-season, aiming to enhance the team’s resources and strategy:
It’s a big part of our focus in this off-season: giving Alex and Blake the tools that they need and making sure to surround them with all the things that can help strengthen their team and button up some of those things. I’m with Rick, I don’t think they’re that far off,
Jeff Gordon, Vice Chairman.
These ambitions are underpinned by the mindset instilled by Rick Hendrick, who emphasizes maximizing engineering and simulator technology to help drivers achieve top results. In his role as vice chairman since 2019, Gordon has ensured the team remains both high-performing and relatable, showcasing a well-tuned public image driven by values championed by Edwards.
The Enduring Influence of Jon Edwards on Hendrick Motorsports Public Image
Jon Edwards’ career in racing publicity, marked by creativity, integrity, and genuine friendship, has left an enduring legacy at every level of Hendrick Motorsports. From helping Jeff Gordon and Kyle Larson navigate careers in the national spotlight, to nurturing generations of communicators, he provided the steady presence behind one of NASCAR’s most celebrated teams. His work not only strengthened the Hendrick Motorsports public image but highlighted the vital, often unseen, roles that shape a sports organization’s relationship with fans and the wider community.
The coming season at Hendrick Motorsports will unfold without Edwards’ physical presence, yet his values, standards, and commitment to excellence, as remembered by Gordon, Larson, and the wider garage community, remain integral. Supporters, drivers, and staff alike continue to honor his legacy with every achievement and story told – a tribute to a hero who made sure the heart of Hendrick Motorsports was always seen in the best possible light.
