NASCAR is putting a new emphasis on driver engagement with the launch of its Driver Ambassador Program (DAP)—an initiative designed to reward drivers for promoting the sport. As part of the program, NASCAR will distribute payments twice a year, with payouts ranging from approximately $1 million for the top performer to $7,500 for the lowest-ranked participant.
What Is the Driver Ambassador Program?
The DAP is NASCAR’s latest effort to encourage drivers to be more active in growing the sport. The initiative incentivizes drivers to engage with fans, participate in media events, create social content, and represent NASCAR in positive ways outside of the race car.
With today’s digital landscape playing a major role in how fans interact with sports, NASCAR is looking to capitalize on its drivers’ star power to expand the sport’s reach.
“Drivers are the face of NASCAR,” a NASCAR official stated. “The Driver Ambassador Program is designed to reward those who go the extra mile in engaging with fans, promoting races, and representing the sport in the best way possible.”
How the Payouts Work
The twice-a-year payout system means drivers will have two chances per season to earn a significant bonus based on their off-track efforts. While the top performer will receive a $1 million payout per segment, even the bottom-ranked driver in the program will walk away with around $7,500—ensuring that all participants have an incentive to contribute.
The ranking system is expected to be based on various promotional efforts, including:
✅ Media appearances
✅ Social media engagement
✅ Fan interaction at events
✅ Promotional work for NASCAR and its partners
A Win-Win for NASCAR and Its Stars
With the DAP, NASCAR aims to bridge the gap between the sport and its audience, rewarding drivers who actively grow the fanbase and increase engagement. At the same time, drivers now have a financial incentive to market themselves and the sport at a higher level.
As the 2025 season unfolds, it will be interesting to see which drivers rise to the challenge and take home the $1 million prize. Will a veteran superstar dominate the program, or could a young driver use the platform to build their brand and climb the ranks?
One thing is certain—the competition won’t just be on the track this season.
