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Prospective NASCAR Drivers Need Talent, Money and (Surprise!) a Social Media Following

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Social Media Following Key to Securing NASCAR RideSean Gardner - Getty Images
  • The social landscape now plays a role in who gets what NASCAR ride.

  • Rumors have Chase Briscoe as the top contender to replace Martin Truex Jr. at Joe Gibbs Racing, beginning in 2025.

  • When SHR co-owner Tony Stewart informed the team’s drivers about the closing at season’s end, Briscoe immediately started texting people and likely sharing his social media numbers.


Chase Briscoe is one of four Stewart-Haas Racing NASCAR Cup Series drivers in free agency due to the team closing at season’s end, and he says the social landscape now plays a role in the way a team views a driver.

“How many followers you have is a big thing on how sellable you are and how attracted people are to you,” Briscoe says. “I think 15 years ago, nobody cared how many Twitter followers or Instagram followers you had, but now certainly they do and, for sure, the sponsors do. Just the landscape of how we do things has evolved.

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“Fifteen years from now, it’s gonna be totally different than how we’re doing it now, but I would say that is one thing that growing up racing you don’t really understand just the impact of everything you put online is always going to be out there. It’s gonna live forever. There are guys that I’m sure have stuff that in the past came back to bite them. You have to really be buttoned up from top to bottom now. There’s no weaknesses that aren’t gonna get shown, especially on the social media side.

“Essentially, we’re race car drivers, but we’re also a marketing company and to be a marketing company you have to be good on social media, so that’s kind of what we’ve turned into.”

Rumors have Briscoe as the top contender to replace Martin Truex Jr. at Joe Gibbs Racing, beginning in 2025. When SHR co-owner Tony Stewart informed the team’s drivers about the closing at season’s end, Briscoe immediately started texting people to inform them of his situation, even before the meeting concluded.

“This is one of the more unique and interesting Silly Seasons in the fact there are so many drivers,” Briscoe says. “We’ve never really been in that situation where there are this many drivers that are already in the Cup Series looking for a job, and then you also have the normal Xfinity and Truck guys trying to move up, too.

“I’m just trying to make sure that I’m not left out. I don’t have anything to fall back on. I’m not like some of the other people where they have family business or something like that. With a two-and-a-half-year-old and a wife and then twins on the way, I definitely can’t afford to be left out and not have anything.”