Kyle Larson Joins NASCAR’s Bold New Marketing Initiative as Drivers Cash In on Promotions

The 2025 Cup Series season has already delivered thrilling surprises, from ‘The Clash’ returning to the legendary Bowman Gray Stadium for the first time since 1971 to a new shift in how NASCAR’s biggest stars promote the sport. Among the most notable changes is NASCAR’s fresh incentive-driven marketing plan, which has already roped in Chase Elliott, Bubba Wallace, and now Kyle Larson.

NASCAR’s Genius Marketing Plan

NASCAR’s latest driver-focused promotional strategy is built on a simple yet effective principle: fans want to see their favorite drivers, so why not pay them to represent the sport? This initiative, backed by a $10-$20 million prize pool, compensates drivers based on their promotional efforts—ranging from a few thousand dollars to a cool million.

While Elliott, a seven-time Most Popular Driver, rarely participates in promotional events, this cash incentive seems to have changed his tune. Now, Larson has joined the movement, as seen in his latest Instagram story from Las Vegas.

Larson Jumps In on the Action

With NASCAR set to hit Phoenix Raceway and Las Vegas next, Larson found himself in Sin City—and saw an opportunity. In his Instagram story, he shared:

“We are in Las Vegas, Nevada for the day. Here doing a luncheon promoting the race, upcoming race next week. And yeah, we are gonna build the Las Vegas nights scheme here in a little while. Get to probably do the little siren thing. Excited about that. It’s always fun to be in Vegas. Good excuse to get here and have some fun. Should be a good night.”

Unlike Elliott, Larson doesn’t need an MPD title to prove his popularity—his track record speaks for itself. However, as one of NASCAR’s most successful drivers, his involvement in promoting the sport is crucial.

Drivers React to NASCAR’s Promotional Paychecks

The marketing plan has stirred conversation within the industry. NASCAR President Steve Phelps explained the initiative, saying:

“It’s really an industry coming together as one, which is critical in order to optimize the growth. Teams seem quite receptive to doing exactly that—what are the content opportunities, what are the opportunities to drive revenue together, what are the opportunities to look at JVs together—there’s lots of opportunities there.”

Meanwhile, Ryan Blaney broke it down in simpler terms, likening it to getting paid for overtime:

“The best way I could put it is if your boss came to you and said, ‘Hey, can you work overtime? We’re not going to pay you for overtime though, but go do it out of good faith.’ You’d have some reservations about it. But if your boss is like, ‘Hey, we’re going to give you overtime, go work overtime,’ well, yeah, I’ll take it, right? I think that’s the best way to compare the two.”

Larson’s Vegas Trip: More Than Just Business

While in Vegas, Larson also took time to enjoy another passion—hockey. He was spotted cheering for the Vegas Golden Knights in their matchup against the Toronto Maple Leafs, and it seems his energy helped, as the Knights secured a win.

A longtime hockey fan, Larson has expressed his love for the sport, saying:

“I like going and sitting as close as I can to the action. Hockey was cool because, I mean, dude… the puck is flying so fast you can’t even hardly keep up with it, and those guys are zipping up and down the rink like it’s nothing.”

Can Larson Strike Gold at Phoenix?

As NASCAR heads to Phoenix, all eyes are on Larson, who is looking to bounce back after a mixed start to the season. Following a P20 finish at the Daytona 500, he impressed with P3 at Atlanta but struggled at COTA, finishing 32nd.

Historically, Phoenix hasn’t been his strongest track. While he has been consistent, his last win at a 1-mile track came in Phoenix (Fall 2021), and he hasn’t won on such a track in the Next Gen era. Out of 54 starts on 1-milers, he has just two wins, the other coming at Dover in 2019.

However, there’s still hope. In his last Phoenix race, he secured a P4 finish, showing promise. But he’ll face stiff competition—Christopher Bell is on fire, coming off back-to-back wins and aiming for a three-peat. Bell, the winner of last year’s spring race at Phoenix, will be a major threat.

With high stakes, a tough field, and a shot at redemption, will Larson rise to the challenge at Phoenix? Stay tuned.