Kyle Larson recently commended the introduction of the NASCAR Ambassador Program, a new initiative aimed at inspiring drivers to actively promote the sport outside the racetrack starting in 2025. The program gives drivers like Larson a fresh incentive to participate in charitable work, community efforts, and public events, advancing NASCAR’s visibility and connection to fans.
Launching a New Era for NASCAR Promotion
The Kyle Larson NASCAR Ambassador Program debuted with clear goals: encourage drivers to invest their time in growing the sport’s reach, add structure to ongoing goodwill, and create fair rewards amidst demanding racing schedules. Joey Logano emerged as the inaugural season’s top ambassador, earning a $1 million award. Larson and several fellow competitors embraced the program, citing both its financial advantages and the possibility to have a wider impact on the sport’s growth.
Unlike traditional expectations for media and sponsor engagements, this initiative awards points for every fifteen minutes spent on interviews, community appearances, and other promotional activities, both at the track and elsewhere. Each effort is tracked, with multipliers linked to a driver’s public profile, incentivizing not only frequency but also the reach and influence of their participation.
Drivers higher in the sport’s visibility gain a proportionally bigger reward, introducing a merit-based system blending meaningful effort with celebrity influence. As the season ends, the highest scoring ambassador claims the largest share of the reward pool, while others receive payouts reflecting their own contributions.
Drivers Find Value Beyond the Track
The design of the program has been described as one where both NASCAR and its drivers come out ahead, sparking greater involvement in initiatives that boost the sport’s profile alongside personal development. Larson, reflecting on his experiences during the program’s first year, shared candidly:
“I would say the NASCAR’s new DAP program that you mentioned was really cool this year. It got us all out doing way more things than we ever would have. Because we actually felt like we were making an impact on the sport.”
– Kyle Larson, NASCAR driver
“So, yeah, that was good. And yeah, we got to just speaking for myself and seeing what others had done, you we got to do a lot of fun things, going to cool sporting events, getting on shows and meeting different celebrities and just being out in the public eye a lot more,”
– Kyle Larson, NASCAR driver
Larson noted that while the full long-term effects may yet unfold, his initial experience was immensely positive. He expressed enthusiasm about continuing his involvement, especially as the program evolves and measures its broader influence on the sport and its community.
Widespread Support Among Top Drivers
Besides Kyle Larson, Ross Chastain and Joey Logano also praised the ambassador program, each highlighting unique strengths. During a media event in Atlanta, Chastain emphasized how the program’s competitive points system aligns naturally with racers’ mindsets, spurring participation by turning promotional activity into an extension of drivers’ own ambitions to win and excel.
Chastain viewed the opportunity as mutually beneficial, not only uplifting NASCAR’s brand but also serving to advance personal brands. At the same time, he acknowledged the challenge of balancing track commitments with promotional duties, underscoring that drivers must make considerations about how best to allocate their limited time.
Joey Logano, meanwhile, commended NASCAR’s decision to formally recognize and reward off-track contributions. He argued that incentivizing drivers respects the demands on their schedules and ensures promotional work does not go unappreciated. By treating appearances and community outreach as compensated efforts, the sport creates a win-win scenario that deepens engagement while recognizing individual sacrifice and commitment.
The Road Ahead for the Ambassador Program
Kyle Larson NASCAR Ambassador Program’s inaugural season appears to have set a positive standard, with key drivers expressing optimism about its future. As the program grows, its impact will likely shape not only driver-community interactions but also the way the NASCAR community relates to fans and partners. With enthusiastic support from the likes of Larson, Chastain, and Logano, the initiative is poised to cement itself as a driving force for both the sport’s promotion and the personal development of its athletes.
