Nascar 2023 commercial guide: Every team, every sponsor, all the major TV deals

BlackBook Motorsport presents all the commercial details you need to know about Nascar as the US stock car racing series prepares for the season-opening Daytona 500.

The upcoming Nascar season is set to be dominated by talk off the track rather than on it.

With the US stock car series’ broadcast rights up for renewal at the end of the 2024 season, discussions over a new deal are likely to begin early this year and last potentially until autumn.

Teams are reportedly aiming for a bigger slice of the pie – between US$16 million and US$18 million – but whether Nascar accepts those demands will depend on how the series’ relationship with its teams has been affected by a series of public disagreements.

Most notably, Hendrick Motorsports vice chairman Jeff Gordon, 23XI Racing investor Curtis Polk, Joe Gibbs Racing president Dave Alpern, and RFK Racing president Steve Newmark went public last year with concerns over a “broken” economic model.

Still, reports suggest that Nascar could seek close to US$1 billion annually from its new deal, which would make the teams’ demands more realistic should that target be met.

While it is expected that Fox and NBC will look to retain their rights, they could face competition from the likes of Paramount and Warner Bros Discovery. It is also being reported that Nascar could carve out a third package of rights specifically to tempt a streaming company such as Amazon.

All of that is set to be parked this weekend as the 2023 season gets underway with the curtain-raising Daytona 500 on Sunday. Ahead of the new campaign, BlackBook Motorsport presents all the key commercial information you need to know about Nascar.

Cup Series teams

23XI Racing

Team owners: Michael Jordan and Denny Hamlin

Drivers: Bubba Wallace, Tyler Reddick, Travis Pastrana (Daytona 500 only)

Manufacturer: Toyota

Base: Mooresville, North Carolina

Partners: Columbia Sportswear, DoorDash, DraftKings, Dr Pepper, Jordan, Leidos, Logitech, McDonald’s, MoneyLion, Monster Energy, Novant Health, Toyota

What they’ve been up to: 23XI Racing are embarking on their third season in Nascar following a moderately successful 2022, which included a win for each driver. While the team will strive for improved on-track performance, it will also continue to drive real change outside the sport. Steve Lauletta, president of 23XI Racing, spoke to the BlackBook last season about the team’s plans for the future.


A post shared by 23XI Racing (@23xiracing)

Front Row Motorsports

Team owners: Bob and Brad Jenkins

Drivers: Michael McDowell, Todd Gilliland (30 rounds), Zane Smith (seven rounds)

Manufacturer: Ford

Base: Mooresville, North Carolina

Partners: Boot Barn, BTS Tire & Wheel Distributors, Centene Corporation, Chicago Pneumatic, Dr Pepper, Elliott’s Custom Trailers & Carts, Entrepreneurs’ Organization, First Phase, Flo Racing, Ford Performance, Fr8 Auctions, FrontLine Enterprises, Georgia Peanuts, Horizon Hobby, K&N Filters, Lincoln Welders, Love’s, Fr8 Auctions, MAC Tools, Michael Roberts Construction, Mobil 1, Naväge, Racing Electronics, RTA, Ruedebusch Development & Construction, Safety-Kleen, SEM, Sherwin Williams, Speedco, Speedy Cash, Stage Front, The Pete Store, The Racing Warehouse, Wiley X, Wise Power, Yanmar

What they’ve been up to: The big news to come out of Front Row Motorsports was their decision to limit Todd Gilliland’s season to just 30 races. Less than two weeks before the start of the campaign, Centene Corporation stepped in to give Zane Smith multi-race backing.

This has meant Gilliland will now be a part-time driver for 2023, having only stepped up to the team as a rookie last year. Smith will now compete in six races alongside his already confirmed outing at the Daytona 500.

Hendrick Motorsports

Team owners: Rick and Linda Hendrick

Drivers: Kyle Larson, Chase Elliott, William Byron, Alex Bowman

Manufacturer: Chevrolet

Base: Concord, North Carolina

Partners: Acronis, Advocare, Ally, Axalta, Chevrolet, Cincinnati, Club Car, Day Chaser, Freightliner, Hagerty, Hendrick Cars, Hooters, HP, Kelley Blue Book, Liberty University, LLumar, LoJack, Lord, MAC Tools, Mechanix Wear, Miller Welders, NAPA, Ricoh, Siemens, Sunnen, UniFirst, Valvoline, Wix Filters

What they’ve been up to: Hendrick Motorsports secured a three-year deal with LoJack, while long-time partner Ally has stepped up as an official sponsor of the Nascar series itself, in addition to its existing contract with the team.

The biggest event for the team this season, however, will be overseas. Away from Nascar, Hendrick is preparing to run the Garage 56 entry to Le Mans, Nascar’s first visit to the historic race in 47 years.

Last year, the BlackBook found out more about how Garage 56 is leading Nascar’s international drive.


A post shared by NASCAR (@nascar)

Joe Gibbs Racing

Team owner: Joe Gibbs

Drivers: Denny Hamlin, Martin Truex Jr, Christopher Bell, Ty Gibbs

Manufacturer: Toyota

Base: Huntersville, North Carolina

Partners: Acumatica, Auto-Owners Insurance, Bass Pro Shops, Coca-Cola, DeWalt, DN Solutions, FedEx, Interstate Batteries, Monster Energy, Reser’s Fine Foods, Rheem, Ruud, Sirium XM, SportClips Haircuts, Strategic Education, Toyota

What they’ve been up to: The five-time Nascar Cup Series champions come into the season on the back of Martin Truex Jr’s win at the preseason Busch Light Clash event at the LA Coliseum, so Joe Gibbs Racing will be hoping that is a sign of things to come this season.

Having signed a contract extension with long-time partner Rheem during last year’s playoffs, the off-season has seen more renewals with the likes of Monster Energy and Interstate Batteries.


JTG Daugherty Racing

Team owners: Tad and Jodi Geschickter, Brad Daugherty, Gordon Smith

Driver: Ricky Stenhouse Jr

Manufacturer: Chevrolet

Base: Harrisburg, North Carolina

Partners: Blue Buffalo, Coca-Cola, Cottonelle, Country Crock, Drumstick, Irish Spring, Kellogg’s, Kroger, Minute, Reese’s, Slim Jim, Sugarlands, SunnyD, Thomas’, Totino’s, Tree Top, Velveeta

What they’ve been up to: American retailer Kroger continues its support of the team, a relationship that begun in 2010. In addition to this long-running partnership, JTG Daugherty Racing has secured numerous new sponsorships for the 2023 season, including deals with the likes of Coca-Cola and Kellogg’s.

Kaulig Racing

Team owner: Matt Kaulig

Drivers: A J Allmendinger, Justin Haley, Chandler Smith (round four only)

Manufacturer: Chevrolet

Base: Welcome, North Carolina

Partners: Action Industries, Athletic Greens, Celsius, Chevrolet, Cure Token, Ellsworth Advisors, Fraternal Order of Eagles, Hyperice, Kaulig Companies, Leaf Filter, Majestic Steel, Nutrien, Offerpad, Poppy Bank, Skyline Sign, South Point, Sparco, SRS Distribution, Voyager

What they’ve been up to: Having only made their full-season debut in the Nascar Cup Series last year, 2023 is the first year that Kaulig will run two cars with two full-time drivers.

The off-season has seen two brands focus on Daytona 500 entries for the team, with Cirkul set to adorn Justin Haley’s entry and Quick Tie Products enabling a third potential entry for the team’s Xfinity Series driver Chandler Smith.

Legacy Motor Club

Team owners: Maury Gallagher, Richard Petty, Jimmie Johnson

Drivers: Noah Gragson, Erik Jones

Manufacturer: Chevrolet

Base: Statesville, North Carolina

Partners: Allegiant, Alsco Uniforms, Arrowhead Brass, Black Rifle Coffee Company, Carvana, Champion Power Equipment, Chevrolet, Club Wyndham, GMS Racing, Kingman Chevrolet Buick, MAC Tools, Miller, Racing America, R-M, Safety-Kleen, Simpson, STP, Sunseeker Resort, Superior Essex, US Air Force,

What they’ve been up to: The team formerly known as Petty GMS Motorsports will debut the Legacy Motor Club name in 2023. Seven-time Nascar Cup Series champion Jimmie Johnson purchased an ownership stake in the team towards the end of last year, adding to the seven trophies of fellow co-owner Richard Petty.

Two of the most successful drivers to ever race in the Nascar Cup Series will be hoping to inspire the team to more victories – it has only seen six triumphs since debuting as Richard Petty Motorsports in 2009.

Richard Petty (left) and Jimmie Johnson are two of the most successful Nascar Cup Series drivers of all time, with seven championships each

Live Fast Motorsports

Team owners: B J McLeod, Matt Tifft, Joe Falk

Drivers: B J McLeod (nine rounds), Josh Bilicki (TBC)

Manufacturer: Chevrolet

Base: Mooresville, North Carolina

Partners: American Brain Tumor Association, B’laster, Boggy Creek Airboat Adventures, Celsius, Corvette Parts, Da-Quick Clip, Gatorland, General Formulations, Green Mountain Grills, HardHead Marketing, Honor and Remember, IMI, Keen Parts, Little Joe’s Autos, Long-Lewis Automotive Group, Malco Products, Mechanix Wear, Motorsport Games, Pala Casino, Sherwin-Williams, Solomon Plumbing, Superior Logistics Services, Surface, Zeigler Auto Group, Zep

What they’ve been up to: The self-proclaimed youngest team in Nascar, Live Fast Motorsports are switching to Chevrolet power for the 2023 season. It is currently unknown how many races the team will be present at, as it seems largely dependent on sponsorship support for its drivers.

Zeigler Auto Group will serve as primary sponsor for Josh Bilicki at multiple races, with outings confirmed at the new Chicago street race, Michigan and Indianapolis. Meanwhile, B’laster has revealed it will support B J McLeod at nine races, in addition to serving as the official performance chemical of the team throughout the season.

Richard Childress Racing

Team owner: Richard Childress

Drivers: Austin Dillon, Kyle Busch

Manufacturer: Chevrolet

Base: Welcome, North Carolina

Partners: 3Chi, Alsco Uniforms, Ansys, ARP, Bass Pro Shops, Bennett Transportation & Logistics, BetMGM, Breztri Aerosphere, Cheddar’s, Chevrolet, Coca-Cola, Cometic, Dow, E-Z-Go, Ferris, Get Bioethanol, Global Industrial, Huk, JobBoss, Kalahari Resorts & Conventions, KC Motorgroup, Lenovo, Lucas Oil, Mahle, Mechanix Wear, Miller Welding, Moog, Neschen, Netspend, Okuma, OMax, PTC, Racing Electronics, Realtree, Red Kap, Roland, Sherwin Williams, Smith Bros. Push Rods, Smooth Finish, Sodick, Sparco, Spring Technologies, Total Seal, Tracker Off Road, United Rentals, Whelen Engineering, Wix Filters, Xpel, Zeiss

What they’ve been up to: Richard Childress Racing came away from a chaotic preseason race at the LA Coliseum with podium finishes for their new driver pairing of Austin Dillon and Kyle Busch. Despite a few incidents between the two, the team will be hoping this is a sign of a good working relationship beginning to develop.

Ahead of the season-opening Daytona 500, hemp industry pioneer 3Chi has confirmed it will sponsor Kyle Busch’s entry as part of a multi-race partnership. This is in addition to the previously announced Netspend deal that will see the company act as primary sponsor on Busch’s car at select races. Brands such as Cheddar’s Scratch Kitchen, Alsco, Lenovo and BetMGM will also return for 2023.

Kyle Busch (left) and Austin Dillon (right) both achieved a podium at the preseason Busch Light Clash event

RFK Racing

Team owners: Jack Roush, John Henry, Brad Keselowski

Drivers: Brad Keselowski, Chris Buescher

Manufacturer: Ford

Base: Concord, North Carolina

Partners: Acronis, Castrol, Elk Grove Village, Esperion, Fastenal, Fifth Third Bank, Ford Performance, International Trucks, King’s Hawaiian, K&N Filters, MAC Tools, Maui Jim, Pala Casino, Raybestos, Siemens, Socios, Solomon Plumbing, Thorne, Titan Fitness, Violet Defense, Wyndham Rewards

What they’ve been up to: RFK Racing have announced multiple partnership renewals ahead of the 2023 season. Castrol, King’s Hawaiian and Solomon Plumbing will continue their support of the team, while Esperion has come on board with a team-wide deal that includes primary billing on Keselowski’s Daytona 500 entry. The team has also partnered with Titan Fitness, which worked with RFK Racing during the off-season to open a 6,500-square-foot performance centre at the team’s headquarters in Concord.

Rick Ware Racing

Team owner: Rick Ware

Drivers: Riley Herbst (TBC), Cody Ware

Manufacturer: Ford

Base: Concord, North Carolina

Partners*: Nurtec OTD, Jacob Companies, Hoist, Victory Lane, Fort Worth Screen Printing, Trophy Tractor, Arrowhead Brass, My Place Hotels, Thriv5, Select Blinds, SunnyD

What they’ve been up to: Rick Ware Racing confirmed in January that they would be giving a first Cup Series start to their Xfinity driver Riley Herbst at the Daytona 500, thanks to primary sponsorship from SunnyD.

* Partners unchanged from 2022 commercial guide as Rick Ware Racing’s website has been down for maintenance.

Spire Motorsports

Team owners: Jeff Dickerson, TJ Puchyr

Drivers: Corey LaJoie, Ty Dillon

Manufacturer: Chevrolet

Base: Concord, North Carolina

Partners: Animal Control on Fox, Celsius, Chevrolet, Circle Diecast, Cometic, Diamond Creek, Dorman, EnviroXstream, Federal Order of Eagles, Ferris, Garner Trucking, General Formulations, Graphic Finishing Partners, Jessie Rees Foundation, MakerBot, Mechanix Wear, Mutoh, NationsGuard, Raze Energy, Schluter Systems, Sherwin Williams, Star Tron, Usana, Wix Filters

What they’ve been up to: The team will have two full-time entries for the 2023 season, with several sponsors already signed up to multi-race contracts. LaJoie has secured multi-race deals with the Jessie Rees Foundation, Celsius and Fox’s Animal Control, while Dillon will be supported by Ferris.

Stewart-Haas Racing

Team owners: Tony Stewart, Gene Haas

Drivers: Kevin Harvick, Aric Almirola, Chase Briscoe, Ryan Preece

Manufacturer: Ford

Base: Kannapolis, North Carolina

Partners: 3D Systems, Autodesk, Busch Light, Code 3 Associates, Cummins, Ford Performance, Ford Performance Racing School, GearWrench, Go Bowling, Haas, Highpoint, Hunt Brothers Pizza, Magical Vacation Planner, Mahindra Tractors, Mobil 1, Monster Energy, One Cure, Pristine Auction, Production Alliance Group, Rheem, Rinnai, Roush Yates Engines, Rush Truck Centers, Smithfield Foods, SunnyD, Terrible Herbst, United Rentals

What they’ve been up to: The team secured SunnyD as primary sponsor for two races on Kevin Harvick’s entry, in addition to a season-long associate sponsorship deal covering the team’s Xfinity Series outfit. This is set to be Harvick’s 23rd and final season as a Nascar driver, so it will be likely that more sponsorship opportunities will be seized upon throughout the year to pay tribute to his career.

Team Penske

Team owner: Roger Penske

Drivers: Austin Cindric, Ryan Blaney, Joey Logano

Manufacturer: Ford

Base: Mooresville, North Carolina

Partners: AAA, Advance Auto Parts, Autotrader, Big Daishowa, BodyArmor, CarShop, Cintas, Coca-Cola, Dent Wizard, Dex Imaging, Discount Tire, EnerSys, FlightSafety International, Ford, Freightliner, Gulfstream, Lincoln Welders, Mazak, Menards, Molson Coors, Nikon Metrology, Penske Transportation Solutions, Pirtek, PPG, Puma, PVA, Safety-Kleen, Shell-Pennzoil, Siemens, Snap-on, Stratasys, Thorne, Tungaloy, Verizon, Wabash, Wurth

What they’ve been up to: Reigning champion Joey Logano returns to see if he can add to his two Nascar Cup Series championships. Having also won the IndyCar championship with Will Power, 2022 proved to be an extremely successful year for the Penske organisation.

Will Power (left) and Joey Logano both won titles for Team Penske last year in IndyCar and Nascar respectively

Trackhouse Racing Team

Team owners: Justin Marks, Armando Christian Pérez

Drivers: Ross Chastain, Daniel Suárez

Manufacturer: Chevrolet

Base: Concord, North Carolina

Partners: Advent Health, Chevrolet, Coca-Cola, Commscope, Freeway Insurance, GoPro, Jockey, Kubota, Moose Fraternity, ONX, Princess, Renu, Siemens, Tootsies, Worldwide Express

What they’ve been up to: Running a two-car line-up for the first time in 2022, Trackhouse Racing showed that small teams can compete with the traditional greats of Nascar, with Ross Chastain and Daniel Suárez picking up three wins between them.

With Armando Christian Pérez – better known as Pitbull – pulling the strings as co-owner, the team will be hoping to secure more deals like new sponsor Kubota, through which US$10,000 will be donated to the Farmer Veteran Coalition for every top ten finish Chastain achieves this season.

Trackhouse Racing Team picked up three wins in only their second full season, with Daniel Suárez (pictured) coming out on top at the Toyota/Save Mart 350

Wood Brothers Racing

Team owners: Leonard and Eddie Wood

Driver: Harrison Burton

Manufacturer: Ford

Base: Stuart, Virginia

Partners: ARP, Dex Imaging, Ford, Ford Parts, Goodyear, Lincoln Welders, Menards, Motorcraft, Quick Lane, Safety-Kleen, Sunoco, University of Racing Legends

What they’ve been up to: Last season was a transition year for the typically successful Wood Brothers Racing, with a rookie driver having to adjust to the next gen cars. This season represents more of a barometer for where they stand moving forwards, especially with their technical alliance with last season’s champions Team Penske.

Broadcast partners


Fox and NBC: Combined US$820 million per year (contract extension signed 2013, runs from 2015 until the end of the 2024 season)

Fox and NBC will air 21 races between them in 2023, one more than last season. This represents the highest number of races broadcast since 2009.

Fox will broadcast 19 races across its Fox Sports and FS1 channels, including the Daytona 500 and the Bristol Dirt Race. The network’s deal also includes one Xfinity Series race at Darlington Raceway. FS1 also receives the entire 22-race Craftsman Truck Series season, with 13 set to air during primetime.

NBC, meanwhile, will split 20 races equally between the NBC commercial network and pay-TV USA Network. The latter will also broadcast 15 Xfinity Series races throughout the 2023 season, while four Xfinity races will make it onto the commercial network. The Peacock streaming platform airs simulcasts from the linear networks and other select live races.


Africa and Middle East

Israel: Charlton (Sport 1)
MENA: Abu Dhabi Media
Sub-Saharan Africa: SuperSport


China: Huya
Hong Kong: PCCW
Indonesia: Mola TV
Malaysia: Astro
Philippines: TAP Media Ventures
Singapore: Mola TV, Starhub
Taiwan: Sportcast
Thailand: 3BBTV (Mono Streaming Company), True Vision (Cineplex Company)
Vietnam: Viettel Media


Balkans: SportKlub (Adria Media)
Baltics: Nordic Entertainment Group (NENT/Viasat)
Belgium: Ziggo Sport
Bulgaria: A1 (Max Sport)
Czech Republic, Slovakia, Turkey: Saran Media International
France: Mediawan (AB Moteurs/Automoto)
Germany: Sport 1, Motorvision
Hungary: Network4
Italy: Mola TV
Netherlands: Ziggo Sport (Liberty Global)
Pan-Europe: Eurasian Broadcasting Enterprises (Setanta)
Poland: Motowizja
Romania: Greenlight TV (Sport Extra)
Spain: Telefonica
United Kingdom, Ireland: Viaplay Group, Sunset & Vine


Australia: Fox Sports

North and South America

Brazil: Bandeirantes
Canada: TSN, RDS
Latin America: Fox Sports

The BlackBook is a 360 degree media platform, supported by SportsPro, covering the business behind global motorsport across print, digital and events. Find out more here.


Related content