When NASCAR announced the launch of its first-ever in-season tournament for the Cup Series, many fans and industry insiders traced the idea back to one driver: Denny Hamlin. The Joe Gibbs Racing veteran and co-owner of 23XI Racing has long been vocal about wanting NASCAR to embrace new formats that inject more excitement and stakes into the season.
The in-season tournament has pretty much been Denny Hamlin's idea. What he has thought of NASCAR's execution of it: @NASCARONFOX pic.twitter.com/VBHy64rEXs
— Bob Pockrass (@bobpockrass) July 20, 2025
Now, as the tournament unfolds, Hamlin is weighing in on how NASCAR has executed his vision — and so far, he’s giving it a positive review.
“This was something I’d been pushing for because I felt like it would give us a ‘season within a season,’” Hamlin told FOX Sports. “And I think NASCAR has done a really solid job making it feel important. The fans seem to be engaged, the drivers are talking about it, and it’s created some urgency early in the summer stretch where things can sometimes feel stale.”
A Fresh Twist for the Cup Season
The in-season tournament, modeled loosely on concepts from other sports like the NBA’s midseason competition, uses a bracket-style points system to pit drivers against each other during a designated stretch of races. The top performers advance, with a cash bonus and bragging rights awaiting the eventual winner.
Hamlin, who has been in the thick of the competition himself, praised NASCAR’s decision to tie the tournament to existing races rather than creating separate stand-alone events.
“It’s not disruptive,” he said. “You’re not asking teams to bring special cars for some gimmick race. It’s just layering a new storyline on top of what we’re already doing. That’s smart.”
Room for Growth
While largely positive, Hamlin also noted there’s room to build on the foundation in future seasons.
“I think you could lean into it even more,” he suggested. “Maybe have unique paint schemes for drivers still alive in the bracket, or do a live draw show on TV like March Madness. Get fans really invested in the matchups week-to-week. The key is to make people feel like this matters, not just to us, but to them.”
The Bigger Picture
For Hamlin, who has become one of NASCAR’s most outspoken voices on competition and marketing, the in-season tournament represents the kind of innovation needed to keep the sport growing.
“NASCAR deserves credit for trying something new,” he said. “Not every idea is going to be a home run out of the gate, but you’ve got to swing the bat. This feels like a win so far, and it’s only going to get better if we keep refining it.”
As the tournament barrels toward its conclusion, Hamlin finds himself with an opportunity to not only claim the inaugural title but also validate the concept he helped bring to life.
“Trust me, I want to be the first name on that trophy,” he said with a grin. “It’d be pretty cool to win your own idea.”
