5 NASCAR drivers who quietly became social media favorites ft. Mark Martin

The last decade has quietly changed how NASCAR drivers communicate. What once went through team PR departments is now often shared instantly from a phone. Fans now can see their favorite drivers in training sessions, sponsor shoots, family milestones, travel plans, and behind-the-scenes paddock moments.

While the racetrack still decides careers, social media shapes conversations, builds fanbases, and reveals sides of drivers that TV never fully captures. As social platforms have grown, a handful of drivers have adapted better than most.

Some use humor. Some use nostalgia. Some show real life away from the garage, and without making noise about it, they have turned into consistent social media favorites. Here is a look at five such names in NASCAR who have built strong digital identities.

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5 NASCAR drivers who became social media favorites

5. Toni Breidinger

Instagram: 2.4M | X: 46.3K

Toni Breidinger has grown into one of the most recognizable young names online. Her presence matches her career path, blending motorsports with modeling. Her first full-time NASCAR Truck Series campaign coincided with major commercial campaigns, including the Coach Soho Sneaker alongside ties with Celsius, Sunoco, Victoria’s Secret, Uber, and Raising Cane’s.

Toni Breidinger attends Dave & Buster's Times Square on July 18, 2025. Source: Getty

Breidinger also appeared in the 2025 Sports Illustrated Swimsuit issue, adding more visibility outside racing. Most of her content lives on Instagram. She shares training, travel, race weeks with Tricon Garage, sponsor shoots, and everyday life in a way that's relatable for young fans. The 26-year-old has grown up in the social media generation, and that authenticity is what keeps followers watching.

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4. Kyle Busch

Instagram: 452K | X: 942.9K

Kyle Busch has always been direct on the track. Online, he is much the same, only with more humor. He has built a reputation for clapping back at critics, screenshot moments, and replies that often leave deleted posts in their wake. But that side is only part of the appeal.

Kyle Busch and Samantha Busch in Miami, Florida. Source: Getty

Over the last few years, Busch has shifted more toward family content. His social media posts feature his wife Samantha, son Brexton, and daughter Lennix, with racing updates and day-to-day snippets. The veteran RCR driver has shown fans a side, not visible in the matter-of-fact tone that defines him in the garage.

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3. Kenny Wallace

Instagram: 144K | X: 354.2K

Kenny Wallace has become one of the most active voices in NASCAR’s digital space. The former driver and FOX analyst leaned into social platforms at a time when many peers slowed down, and it has worked. With more than 150K subscribers on YouTube, his shows - Coffee with Kenny and Kenny Conversations - have gained traction recently.

Kenny Wallace during the Kenny Wallace Live show at Gateway 2024. Source: Getty

Wallace reacts to news, controversies, and everyday racing questions and has helped shape fan discussions online. His strength is his tone. He explains things humorously in his unique style, and as a racer who has seen everything, he invites debate rather than shutting it down.

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2. Denny Hamlin

Instagram: 305K | X: 769K

Denny Hamlin doesn’t always get credit for how early he embraced social media. Long before most drivers were using giveaways or interactive posts, he was offering race tickets and offseason experiences to fans. Today, his feed is a mix of family, humor, race talk, and the occasional sharper opinion. His “Taylor TV” clips, starring his daughter as a mini-reporter, became a favorite among fans.

Denny Hamlin before the NASCAR Cup Series Championship at Phoenix Raceway. Source: Getty

On the track, Hamlin went through a tense and dramatic 2025. The antitrust lawsuit against NASCAR placed him in a complicated spotlight among fans. Six wins built momentum, and losing the Cup Series title in overtime added to it. For once, many fans found themselves siding with him, seeing a different personality than the “villain” narrative he carried for years.

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1. Mark Martin

Instagram: 146K | X: 361K

Mark Martin may be retired, but he remains one of the strongest voices on NASCAR social media. On X, he rarely sits out major conversations. He has been vocal about playoff format discussions, echoing many of the concerns fans raise and shaping online discourse. When criticism comes his way, he remains blunt and answers directly, sometimes sharply, and always honestly.

Mark Martin speaks to fans at Las Vegas on October 15, 2022. Source: Getty

Away from debates, Martin often looks back at his career, sharing memories, photos, and reflections on X and Facebook. He carries the authority of a legend, but still interacts like a regular fan who loves NASCAR. That's what keeps fans hooked.

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Edited by Hitesh Nigam