In New Hampshire, victory lane trophies come with claws. Since 2010, winners at the “Magic Mile” in Loudon, NH, have received a live giant lobster, nicknamed “Loudon,” as their trophy. This 18-28 pound lobster with dinner-plate-sized claws and a body nearly a yard long is a nod to New England’s heritage. But how did NHMS swap a Segway for a seafood platter, and what becomes of Loudon after the checkered flag? Let’s dive in.

A lobster in victory lane: NHMS’s quirky tradition

New Hampshire Motor Speedway stands out not just for its 1.058-mile oval, but for its living victory trophy. Instead of a crystal statuette, each NHMS winner poses with Loudon the Lobster, a massive shellfish kept in a tank by local restaurateurs. The tradition began a decade ago, and the crustacean prize has become as famous as the race itself.

For example, track owner Jerry Gappens proudly told reporters that they wanted something symbolic of New England and its unique personality, so the largest lobsters Makris Brothers could find became the trophy. Even NASCAR champion Ryan Blaney admitted, “I’ve always wanted to hold the lobster (in Victory Lane) ever since I was a kid.” But given that past winners have posed with a 20+ lb lobster soaking wet, a key question remains: why the lobster?

The origin story: from Segways to seafood

Before 2010, NHMS used run-of-the-mill trophies. But former GM Jerry Gappens wanted something more memorable and regionally authentic. The idea struck during a dinner at Makris Lobster & Steakhouse in Concord: why not honor the winner with the biggest lobster around? Starting that year, track officials scoured Maine and Canada for the heaviest lobsters, bringing them to the Makris brothers’ tank for race week.

The heaviest crustacean was rechristened “Loudon” (after the town) and presented live in Victory Lane. As Greg Markis explained, “We’re one of the three states that relish in big lobsters. It’s Maine, Massachusetts, and New Hampshire.” With the stage set and Loudon ready, another question arises: what actually happens to the lobster after the fireworks fade?

Loudon’s journey: the fate and the live trophy

After the winner’s photo op, Loudon heads back to Makris’ kitchen, but not for permanent display. The staff pressure-cooks the 18-28 lb lobster, extracting roughly 6-8 pounds of meat. That meat is flash-frozen and shipped to the winning team’s race shop to be enjoyed (often turned into giant lobster rolls, by all accounts). Meanwhile, the empty shell gets a second life: a taxidermist painstakingly reassembles and repaints it to look as if it had never felt the flames. The restored shell is displayed at the NHMS track for a while and then sent to the driver as the official trophy.

In short, Loudon provides both a feast and a keepsake. “Joey Logano had no problem,” Markis said, “because he’s an East Coast guy. Jimmie Johnson was a little intimidated by Loudon, but drivers tell me they like it.” Drivers can choose to feast on their victory dinner or mount the crustacean on their wall; after all, they have earned that lobster fair and square, and can do with it what they wish. But even with the process clear, Loudon tends to elicit very strong reactions among competitors.

Drivers and the lobster: love it or hate it

When Loudon comes to Victory Lane, drivers react in memorable ways. Some NASCAR stars relish the novelty, such as the Team Penske star, Ryan Blaney. While others have been downright horrified. After winning in 2017, Joe Gibbs Racing star and 23XI Racing co-owner Denny Hamlin begged to send Loudon back into the ocean, flatly stating, “I’m not going to do anything with it. I’ve seen it and touched it for the last time. I have a lobster phobia. I just don’t like them. I can’t look at it.  So as far as I’m concerned, they need to put it back in the water and let it live.”

Kyle Busch‘s wife, Samantha Busch, also recoiled at Loudon’s stench in 2015, even pleading, “I didn’t realize the lobster would be alive. It was smelly and had massive claws. I made a face, and of course, it was caught on camera. I turned Brexton away from the lobster but you can see how big it is compared to his head.” 

Meanwhile, Martin Truex Jr. joked about grilling his lobster on a future fishing boat, insisting, “I won’t fish for lobster on my boat. I’ll fish for fish. Tuna. Catch tuna, not lobster. I don’t know. It’s a long-winded question, but I just don’t know what to do.” Loudon never fails to steal the headlines. All of these lobster tales set the stage for the bigger question: which drivers will actually be hunting for NHMS’s famous trophy in 2025?

2025 NHMS Playoff stakes: who is eyeing the lobster?

The next NASCAR Cup Series race at NHMS is the Mobil 1 301 on September 21, 2025, which kicks off the Round of 12 in the playoffs. That means the 12 remaining championship hopefuls will be battling at Loudon, and naturally, for Loudon the Lobster.

NASCAR officially listed the Round of 12 drivers: No. 11 Denny Hamlin, No. 24 William Byron, No. 5 Kyle Larson, No. 20 Christopher Bell, No. 12 Ryan Blaney, No. 19 Chase Briscoe, No. 9 Chase Elliott, No. 23 Bubba Wallace, No. 2 Austin Cindric, No. 22 Joey Logano, No. 1 Ross Chastain, and No. 45 Tyler Reddick.

Among them are the 23XI teammates Bubba Wallace and Tyler Reddick, both still in championship contention. These dozen drivers will not only chase playoff points, but each secretly hopes to lead the field at NHMS and claim Loudon’s crustacean crown. And when the checkered flag falls, the new champion can look forward to a “taste of New England” unlike any other.