NASCAR Driver Ambassador Program Gains Momentum Among Competitors
The NASCAR Driver Ambassador Program (DAP) is reshaping driver engagement within the sport, generating both competition and increased visibility. Originating this year, the DAP incentivizes drivers to promote NASCAR through a points-based system tracked by a dedicated app. Daniel Suarez’s recent discovery of this app underscores its impact on participants, as he remarked, “It’s a lot of work, but I think it’s a win for everyone.”
The app monitors live standings, allowing drivers to earn rankings that influence financial rewards. At the end of the first payout period, Joey Logano emerged as the top finisher, earning $1 million, followed by Kyle Larson and Ryan Blaney. Reports suggest Ross Chastain placed fourth, with Suarez landing fifth, indicating a highly competitive landscape among participants.
Suarez emphasized the program’s significance, especially regarding the inaugural event in Mexico, saying, “Mexico, I was going to do everything all over because that race was very important for me." His dedication helped elevate engagement levels, with many drivers reportedly increasing their promotional efforts as the competition progressed.
Logano, who played an integral role in the program’s development, noted, “The real winner is the fans… It’s been a real successful program.” He highlighted the dual benefit of heightened driver visibility and fan engagement, stating, “Everyone tracks it… it’s like, ‘Oh, you can win this? Yeah, let’s get it.’”
The program draws parallels to the PGA’s Player Impact Program, which incentivized golfers for growing the sport’s visibility. While the DAP has no mandatory participation, its voluntary nature has led to a competitive spirit among drivers. Ongoing interactions and events are not only enriching the fan experience but also reshaping how drivers engage with their communities.
Drivers like Alex Bowman acknowledged that the increased visibility is beneficial for fans, remarking, “It’s ranged from public events and appearances to local promotion around racetracks, media obligations, and appearances with fans.” The diverse activities receive varying points based on their significance, driving further commitment from participants as seen with drivers, including Kyle Busch, who noted the intense competition at the top of the leaderboard.
While NASCAR has yet to comment on the program’s overall efficacy, drivers unanimously agree on its positive implications for the sport’s future. Ryan Preece stated, “It was fun to be a part of… it’s awesome to see because as a kid, I saw that.” As the season progresses, the rivalry fostered by the DAP could yield long-term benefits for Atlantic City and beyond.
