Remember when Kyle Busch warned of a cultural problem, pointing to the sport’s fading narratives and personalities that failed to capture new fans’ imagination? Even back then, NASCAR’s star power crisis was evident, and it’s only grown since. The numbers tell the story, too. In 2025, the Cup Series race averaged just 2.71 million viewers, down 11 to 14% from the previous year. Now, bring in the raging playoffs debate into the picture, and the fan dissatisfaction is further amplified. As a NASCAR legend and Hendrick Motorsports Vice Chairman, Jeff Gordon has done his best to increase the visibility of NASCAR. But even he is skeptical…

From the get-go, Gordon hit the ground running. One of his biggest achievements this year was securing a multi-year partnership with Phorm Energy, a new venture by Anheuser-Busch. Under Gordon’s guidance, the company became the primary sponsor for William Byron’s No. 24 Chevrolet for select races and an associate sponsor for multiple Hendrick teams throughout the 2025 to 2027 seasons, and this definitely helps with increasing the visibility of the sport. What is more, Gordon urges drivers to push past their driving duties and contribute to the sport as a whole with innovations and ideas to really put NASCAR on the map.

Speaking to Racing America, Gordon didn’t hold back: “So when I’m talking to our drivers, let’s say, it’s guys, you know, be you. Find the things that you’re comfortable with, but don’t be afraid to step slightly outside the box, too. I think we do need superstars right now more than ever in the sport, and that’s not just going and winning races and leading laps.” 

Unlike Formula 1, where drivers like Lewis Hamilton and Max Verstappen are global household names, many of NASCAR’s top drivers struggle to make an impression outside the US, even in major cities like London or New York. Bubba Wallace has called attention to this gap. Speaking to The Athletic earlier this month, he said, ” We are very inside of our own four walls, and that’s it. I’m not sure on that, because you can take (Formula 1 drivers) Lewis Hamilton or Max Verstappen and drop them anywhere in the world, and people go crazy, right? You drop myself, Chase Elliott, or Ryan Blaney in London, and no one knows who we are. You drop us in New York City and maybe we get one or two people, right?”

And Wallace is correct in pointing that out. But Jeff Gordon is trying to do his part in making NASCAR more famous. The Phorm deal also includes prominent branding on fire suits, helmets, fueler uniforms, and around the cars’ fuel ports, as well as integration at the team’s upcoming 35,000 square-foot athletic center, showcasing Jeff Gordon’s knack for blending performance, marketing, and innovation to elevate the entire organization. And Gordon has advice for young budding drivers, passing the baton of spearheading NASCAR forward.

Jeff Gordon added, “Not everybody’s going to have the same mindset or, you know, approach that I did. The main thing I did was when an opportunity came along, was trying to measure, you know, the risk versus reward, and take the amount of time that you have and try to make the best choices and decisions with that. But when the right opportunity comes along, you got to be willing to take that risk and go for it.”

Moreover, Gordon has left his mark on the track itself. At the inaugural Viva Mexico 215 in Mexico City, he stood center stage as the official commander, firing up the engine and signaling NASCAR’s global ambition. His presence wasn’t just ceremonial; it was a statement: Hendrick Motorsports is racing into new markets, new partnerships, and new heights with Gordon leading the charge. But amid the Hendrick Motorsports playoff struggles, Gordon really has someone bigger to look up to and give credit to for keeping the team together.

Jeff Gordon tips his cap to Rick Hendrick’s steady hand at the helm

There is no doubt that Hendrick Motorsports is one of the most successful teams in the Cup Series. All thanks to Mr. H and his drive to not only put his team on the podium but also take care of it, and now, Jeff Gordon could not hold back praise on the boss, and he wishes to be just as great a leader as Rick Hendrick.

In an interview with Racing America, he said, “Oh my goodness. I mean, I wish that I could emulate his leadership style and the demeanor that he has. Of course, the experience that he has in dealing with, I feel like, every scenario that I’ve ever put in front of him or been a part of with him …He can read a room like nobody else, he can read people like nobody else, and I think it just comes from his background and his experiences in the car business as well as in motorsports and this business…I learn so much from him on a daily basis. …He’s really taught me patience, how to trust and believe in your people, how to read people, and how to use your instincts.” 

And this leadership is also showing results. As of May 2021, Hendrick Motorsports has cemented its place in history by becoming the winningest team in NASCAR Cup Series history, surpassing a record that has stood for over six decades under the legendary Petty Enterprises. At the sport’s highest level, the team dominates the record books, holding every major statistical milestone from championship and points-paying victories to pole positions and laps led. And it’s all due to Rick Hendrick’s leadership.

Now with three of their drivers advancing to the Round of 12, the team is ready to fire on all cylinders to try to make it to the Championship 4. Do you think they can do it?