The 2025 NASCAR Cup Series season began with a fresh twist as ‘The Clash’ returned to Bowman Gray Stadium for the first time since 1971. One of the most surprising developments was the participation of a seven-time Most Popular Driver award winner in promotional activities—something he had traditionally avoided. This shift is largely due to NASCAR’s new incentive program, which rewards drivers financially for promoting the sport.
Under this initiative, NASCAR has allocated a prize pool of $10 to $20 million, with drivers earning anywhere from a few thousand dollars to a million based on their level of involvement. The program appears to be gaining traction, as evidenced by Kyle Larson’s recent social media activity. Already in Las Vegas for the next race, Larson decided to take advantage of the opportunity, participating in a promotional event and sharing his enthusiasm on Instagram.
Historically, both Larson and Chase Elliott have been reluctant to engage in promotional efforts despite their popularity. However, Larson, who won the most races in the 2024 season, seems to recognize the importance of using his influence to boost NASCAR’s visibility. As the sport faces declining viewership, having top drivers more active on social media and at events could help reignite fan interest.
NASCAR President Steve Phelps has stressed the need for unity in growing the sport. Teams are embracing this idea, looking into ways to generate content, increase revenue, and collaborate. Driver Ryan Blaney compared the new incentive program to receiving overtime pay, stating that it motivates drivers to participate in significantly more promotional activities.
Beyond his NASCAR commitments, Larson also made time for personal interests while in Las Vegas. A dedicated hockey fan, he attended the Vegas Golden Knights’ game against the Toronto Maple Leafs, enjoying the fast-paced action from a close seat.
Despite his time off the track, Larson’s focus remains on the upcoming race at Phoenix Raceway. After a strong 2024 season—where he won six races and had the second-best average finish—he ultimately fell short of securing his second championship. His 2025 season has had a mixed start, with finishes of 20th at the Daytona 500, third at Atlanta, and a disappointing 32nd at COTA.
Phoenix, a 1-mile intermediate track, hasn’t been one of Larson’s best venues, as his last win at such a track was in the 2021 Phoenix fall race. However, his fourth-place finish in his most recent race there suggests he could be a contender. Still, competition will be tough, especially with Christopher Bell entering the race with back-to-back wins, including last year’s Phoenix spring race.
As Larson prepares for the challenge ahead, the question remains: Will he secure a victory at Phoenix? Time will tell.
