Driver Ambassador Program delivers big media gains in NASCAR’s 2025 season: Reports

NASCAR's Driver Ambassador Program has reportedly produced increased media metrics in its debut attempt. The initiative was driven by a $1 million bonus to the driver who completed the most promotional work.

Joey Logano won the first term payout by racking up the most points, while Ross Chastain secured the final payout of the season. Logano, Daniel Suarez, Kyle Busch, and Christopher Bell rounded out the top-5 in the second term.

The drivers saw a collective increase of 4.5% in their social media following since DAP was introduced. More than 6,300 hours of promotional work have resulted in 5,569 media events, which include shows like Jimmy Kimmel, Sesame Street and Good Morning America.

Pete Stuart, NASCAR's managing director of impact strategy and development, shared his thoughts on the successful venture. (via Racer.com)

"We’re fortunate to have drivers that are deeply passionate about serving and investing in their communities," he said, "especially as we expand upon our purpose-driven work through NASCAR IMPACT. The Driver Ambassador Program has created a pathway for drivers to meaningfully engage with non-profit organizations to benefit the communities they serve, whether it’s veterans, students, or club kids through Boys & Girls Clubs of America.”

Kyle Busch previously commented on the initiative and called it 'beneficial'. He couldn't find a fault in the program, but admitted that it's hard to beat the frontrunners.

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Ross Chastain calls NASCAR's Driver Ambassador Program a 'selfish' initiative

Ross Chastain recently reflected on NASCAR's Driver Ambassador Program with a glowing review. The Trackhouse Racing driver believes the initiative can only bring about positives.

In an interview shared by Frontstretch, Chastain said,

"I think it did exactly what it was intended to do. I mean we're self-promoting our own sport and ourselves. So it's just a competition-based program. I would say it's there's points. So I want to compete and it's self- serving, selfish. I want to promote myself, invest in myself and it's always worked out for me to put investment in myself and I did with the program and turned out pretty good." [1:17 onwards]

After failing to reach the playoffs last year, Chastain broke through with a Coke 600 win at Charlotte. Notably, the No.1 driver won the crown jewel event after starting dead last.

However, he couldn't relive the same glory in the track's road course offering. During the playoff race at Charlotte Roval, Chastain was battling Joey Logano for the final transfer spot. A desperate bump on the final chicane led to a spin and Chastain was facing the wrong side of the checkered flag.

He promptly put his car in reverse, but the time lost proved too costly, as Logano edged him out by a narrow margin.

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Edited by Vignesh Kanna