NASCAR intends to adopt a driver-focused marketing approach in 2025 by launching an incentive program. This program will reward drivers with amounts ranging from tens of thousands of dollars to approximately $1 million for their efforts in promoting the sport each season, according to sources familiar with the situation.
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According to sources, the amount of money is anticipated to be in the low eight figures annually, likely ranging from $10 million to $20 million. It seems NASCAR has renegotiated previous agreements with tracks and teams to establish the system and has added some of its own additional funds. From 2025 to 2031, teams will also receive more money than they did under the original charter agreement from 2016 to 2024.
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