NASCAR’s Driver Ambassador Program Drives Engagement Growth
NASCAR has reported a substantial rise in media engagement metrics this season, attributed to its newly launched Driver Ambassador Program (DAP). This initiative incentivizes drivers to promote the sport through a points-based system that includes financial rewards. Notably, Joey Logano emerged as the top participant, securing $1 million after leading the rankings at the end of the first payout term in late June.
“The Driver Ambassador Program has created a pathway for drivers to engage meaningfully with communities,” stated Pete Stuart, Managing Director of Impact Strategy and Development at NASCAR. This aligns with broader efforts through NASCAR IMPACT to foster community involvement.
The DAP has facilitated significant media exposure, with drivers participating in high-profile events including appearances on “Jimmy Kimmel Live!” (Logano), the ACM Awards (Chase Elliott), and “Good Morning America” (Bubba Wallace), among others. Collectively, DAP drivers have made substantial impacts in promoting NASCAR across various platforms.
Key Data Insights:
- Total Followers: DAP drivers have amassed 18,573,070 followers, showing a 4.5% increase (802,514 new followers) since the start of the year.
- Driver Engagements: A total of 5,569 engagement opportunities were completed in 2025, with a distribution of 3,250 from NASCAR/track requests and 2,319 from driver-generated submissions.
- Volunteer Hours: Drivers committed over 6,300 hours to the program in the current year.
At the end of the first term, Logano led the standings, followed by Kyle Larson, Ryan Blaney, Ross Chastain, and Daniel Suarez. In the second term, Ross Chastain took the lead, followed by Logano, Suarez, Christopher Bell, and Kyle Busch.
Megan Malayter, Vice President of Licensing and Consumer Products at NASCAR, emphasized the program’s core objective: “It’s about bringing fans closer to the drivers they love in organic and authentic ways. These connections turn casual fans into lifelong supporters, ultimately leading to increased merchandise demand and a more energized marketplace.”
As DAP continues to evolve, its impact on fan engagement and community connection remains a focal point for NASCAR’s strategic initiatives.
