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These Are the Sponsors In Control of Silly Season

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What’s Happening?

In racing, sponsorship is vital to every race team and driver. Without sponsorship, bills don’t get paid, and drivers and race teams quickly fold. Because drivers and teams are so dependent on sponsors, these entities have a huge say in how Silly Season plays out at all levels of the sport, and these are the ones to watch this Silly Season.

  • Sponsors are often tied to drivers or race teams. If a race team has a lot of loyal sponsors, it means the driver does not have to depend on finding as many of their own sponsors. If a driver brings more sponsorship, the team doesn’t have to rely on finding as much funding.
  • This Silly Season, there is movement not only among drivers but also among sponsors. This movement means that sponsors may choose to support different drivers or teams, which could affect who goes where.
  • Fans love following Silly Season, and the sponsorship movement is one of the most interesting things to follow. This is often how fans speculate which drivers can race for which teams.


JTG-Daugherty Racing could be going through an ownership shakeup. Adam Stern of Sports Business Journal reported in April that co-owner Tad Geshickter was considering leaving JTG-Daugherty Racing and potentially joining Joe Gibbs Racing. More importantly, Kroger would go with Geshickter.

Ricky Stenhouse Jr. has signed a multi-year extension with the team, so JTG-Daugherty is not going anywhere. However, if Kroger joins JGR, it could start a domino effect for other sponsors on this list.

Bass Pro Shops

Martin Truex Jr. announced that he will not return to racing full-time in the Cup Series in 2025. As a result, Bass Pro Shops could be looking for another driver to support. With Kroger potentially looking at JGR, where could Bass Pro go?

Noah Gragson is a Bass Pro Shops driver, and he is looking for a new ride. Maybe Bass Pro Shops will stick with JGR and sponsor the next driver of the No. 19 car. Either way, this could play a big role in where Gragson goes in 2024.

Monster Energy

Monster Energy remains heavily in the sport despite no longer being a title sponsor. Monster sponsors Ty Gibbs, Tyler Reddick, and Riley Herbst. While Gibbs and Reddick are not going anywhere, Herbst could be on the move with Stewart-Haas Racing shutting down.

One such place sources have told us is possible is 23XI Racing to be Reddick’s teammate. Why not put all Monster Energy drivers in the same alliance, 23XI and Joe Gibbs Racing, with Toyota as the manufacturer? With Kroger potentially coming into JGR, could that change Monser’s commitment?


Mahindra Tractors has helped fund Chase Briscoe in the Cup Series. With Briscoe expected to go to Gibbs, does Mahindra follow? That could depend on how Bass Pro Shops and potentially Kroger fit in.

With SHR shutting down, Mahindra will have to find a new race team if it wants to stay in NASCAR. Could it move to the Haas Factory Team, or could someone like Gibbs, JTG-Daugherty, or someone else swoop in?


Ford, as a whole, is undergoing a major overhaul for 2024. With SHR gone, those four drivers will scatter across the NASCAR landscape, and Front Row Motorsports will expand from two cars to three. There’s also The Wood Brothers, who are likely looking for a new driver to replace Harrison Burton.

With all of these changes in the Ford camp and the struggles of development drivers, Ford has a lot of decisions to make. Ultimately, they have a lot of say in many of these moves.

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Joshua Lipowski

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