LAS VEGAS — Jimmie Johnson, the sport’s newest seven-time champion, leaned on another multi-time champion when wrapping up his acceptance speech at the Wynn Las Vegas Friday night.


Just 12 days after matching the championship record previously shared only by Richard Petty and Dale Earnhardt, Johnson paid homage to both legends.


“In closing, I spent time trying to study up for this night, and fortunately could find Dale Earnhardt’s acceptance speech,” Johnson told the crowd inside the Lafite Ballroom. “I took a quote from his speech, from the person bringing him to the stage in 1994 after he won his seventh.”


That person was Jim Johnston, then Chairman and CEO of series sponsor RJ Reynolds Tobacco Co., referencing the humility of Earnhardt as the champion equaled the seven championships won by Petty. Johnston recalled Earnhardt stating that, “I might have won as many Winston Cup titles but Richard Petty will always be ‘The King.’ “


Friday evening, the Hendrick Motorsports driver said he totally understood the sentiment.

“I completely agree, and must say, I might have won as many championships as Richard Petty and Dale Earnhardt, but I will never be ‘The King’ or ‘The Intimidator,’ ” Johnson said. “I am just a guy from California who always wanted to race.”


Petty won his seventh and final title with a fifth-place finish in the season-ending race at Ontario Motor Speedway in November of 1979, overcoming a two-point deficit to Darrell Waltrip.


The driver who wrapped up the rookie of the year title at that race? Earnhardt.


Fifteen years later, and with two races remaining to be run, Earnhardt tied the King, sealing the title with a victory at Rockingham, North Carolina.


NASCAR’s postseason Chase format has erased the possibility of a driver wrapping up the title before the season has been completed. The latest version, which includes an elimination element, had been particularly perplexing to Johnson, but he and crew chief Chad Knaus proved up to the task in 2016.


One of four drivers vying for the title in the season-ending race at Homestead, Johnson won the championship by winning the race.


Less than two weeks later, the driver of the blue and white No. 48 Lowe’s Chevrolet stood on stage and admitted “this is insane.”


Tribute was paid to Tony Stewart, the departing three-time champion who will return in 2017 strictly in an ownership role. Sprint was lauded for its 13-year run as the premier series’ entitlement sponsor.


But the night clearly belonged to Johnson. Fittingly.


His first win of the 2016 season at Atlanta drew him even with Earnhardt in career wins with 76. Less than one month later, win No. 77 was in the bag. Then 78, 79 and, with history on the line at Homestead, No. 80.


Johnson’s comments referencing icons of the sport didn’t take team owner Rick Hendrick by surprise.


“I thought that was just so Jimmie,” Hendrick said after Friday’s celebration began to wind down. “It’s hard to explain.


“I asked him one time about winning and trying to set a goal. He respects those guys so much. As good as he is and what he’s accomplished, he doesn’t see himself in that light. Those exact words — Richard will always be ‘The King and Dale will always be ‘The Intimidator.


“I just think it’s so refreshing to see someone that humble, that good that doesn’t have to be cocky. He doesn’t have to prove anything, just goes out and does his job.”


Maybe eight is out there, hiding somewhere in the tire smoke and bent sheet metal and confetti and Victory Lane celebrations.


Elusive? Try never been done before. Not elusive. Non-existent.


But Friday night wasn’t about eight. Eight will be a problem for tomorrow.


Friday night was about seven. Seven championships. One driver. One crew chief. One owner. One team. One sponsor.


“To be here on stage with our seventh championship is still sinking in,” Johnson admitted. “It’s mind blowing.”


Two of sports’ greatest collided Friday evening at the Sprint Cup Awards as Michael Phelps made a surprise appearance to introduce 2016’s Sprint Cup champion Jimmie Johnson in his official coronation.


“Seven-Time,” the man of the hour, received congratulations the entire evening, from Hendrick Motorsports owner Rick Hendrick to every Chase driver, but it was Phelps that took the driver by surprise. 


The most-decorated Olympian of all time took the stage to introduce Johnson — from one champion to the next — to the Las Vegas crowd.

Once Johnson got to the mic for his highly-anticipated champion speech he was indeed shocked. 


“It’s still sinking in,” he confessed. “It’s mind blowing.”

LAS VEGAS — Dale Earnhardt Jr.’s offseason plans include a test to confirm the Hendrick Motorsports driver is fit and ready to return to competition.

Wedding bells will be a part of the brief break as well.

The sport’s most popular driver confirmed Friday night that he and fiancée Amy Reimann will be married on New Year’s Eve.


MORE: Junior wins 2016’s Sprint Most Popular Driver Award


“It’s only a few weeks away,” Earnhardt said after accepting his 14th-consecutive National Motorsports Press Association Sprint Most Popular Driver award during ceremonies at the Wynn Las Vegas. “Amy spilled the beans tonight that we’re getting married on New Year’s Eve. I’m really excited and have enjoyed going through the process. I’ve never been married before and I’m excited to be marrying Amy.”

Earnhardt, 42, and Reimann became engaged last year during a trip to Germany. He said he is looking forward to being involved in all the planning for the upcoming event.

“I told her that when we were starting to plan that I wanted to be at every function and (a part of) every decision; I want to be involved in all the planning because I don’t want to get married and then go ‘yeah man, picking the flowers or whatever, what was that like? What did I miss?’ I don’t want to miss anything,” he said.

“I’m so excited, so thrilled to be a part of it and I look forward to our future.”

The winner of 26 NASCAR premier series races, including a pair of Daytona 500 titles, Earnhardt was sidelined for the final 18 races of the 2016 season after suffering concussion-like symptoms following crashes in two races this past summer. He has worked diligently with doctors to return to competition, and is expected to be cleared to compete when the 2017 season gets underway in February at Daytona.


MORE: Relive all of Junior’s wins | Dale Jr. on offseason: We’re going testing


“I’ll be happy to tell you guys what we’ve got planned when the time is right,” he said of an effort to test before returning to competition. “We do have a good plan and NASCAR has been very easy to work with. They made a new rule for situations for drivers like this to allow a driver to get back on the track in a bit of an open test without any data acquisition or anything like that on the car. We’ll get out there and spend half a day somewhere running some long runs and getting a good idea of whether I’m ready to go.

“I feel 100 percent; I don’t think we’re going to have any issues. If all that goes as planned, we’ll go to the Phoenix test which is a NASCAR test in January and will be plugged back in to work just right where we were when we started last year.”

Earnhardt is the son of seven-time champion Dale Earnhardt. In addition to competing for Hendrick Motorsports in NASCAR’s premier series, he co-owns JR Motorsports, an XFINITY Series organization which will field four full-time teams in that series in 2017. JRM also fielded an entry in the Camping World Truck Series in 2016 for driver Cole Custer.

MORE: Junior through the years | Relive all of Dale Jr.’s wins

DARLINGTON, S.C. — Although he missed one half of the 2016 NASCAR Sprint Cup Series season due to injury, race fans still overwhelmingly selected Dale Earnhardt Jr. as the National Motorsports Press Association Sprint Most Popular Driver.

Earnhardt’s selection was announced Friday during the NASCAR Sprint Cup Series Awards program at the Wynn Las Vegas. A $10,000 donation to the charity of his choice will be made on behalf of the NMPA.

It is the 14th consecutive season Earnhardt has been voted the series’ MPD. The award is the only major NASCAR honor to be determined solely by fan vote.

Only one other driver, Bill Elliott, has won the award more often. Elliott was named the series’ most popular driver 16 times between 1984 and 2002.

Earnhardt, driver of the No. 88 Chevrolet for Hendrick Motorsports, was sidelined at midseason after suffering concussion-like symptoms following on-track incidents at Michigan International Speedway and Daytona International Speedway. He is expected to return to competition for 2017.

RELATED: Junior injury timeline

“The Most Popular Driver Award is always very humbling to receive, even more so this year with my injury and time out of the car,” Earnhardt Jr. said. “The fans continue to amaze me with their loyalty and the support they’ve shown throughout my career no matter the circumstance.

“I try not to think about winning or losing the Most Popular Driver award; it’s a bit of a gift, you know. Whether we win the award or not, we get a lot of great support from our fans all season long. I certainly got some extra support this year through the injury and all that stuff; it’s unfortunate to be in that position but the fans were great. That was an incredible motivator for me during my recovery to get healthy. Not a lot of people that go through those types of support groups, but the fans really made a world of difference.

“I was pretty open and transparent in sharing the process and they were certainly open and honest replying and wishing us well. It made the bad days better and once I started feeling good about coming back it gave me a lot of motivation, maybe a reminder I guess of why I want to be back in the car. You race to have fun and win races, but it wouldn’t even be worth making the trip if the fans didn’t show up. They’re a huge reason why we want to get back in the car and be back at the track next year.”

Junior also tweeted a message to his fans after receiving the award.

Sprint has been the presenting sponsor of the Most Popular Driver Award program since 2014.

Forty drivers received one or more votes from fans during this year’s 12-week voting period. Aside from Earnhardt Jr., others finishing in the top 10 in vote totals were (in alphabetical order): Kyle Busch, Carl Edwards, Chase Elliott, Jimmie Johnson, Kasey Kahne, Matt Kenseth, Danica Patrick, Tony Stewart and Martin Truex Jr.

The Most Popular Driver Award has been presented annually since 1953 and the recipient was originally determined by a poll of competitors. It became a fan-driven program in 1984 under the guidance of the NMPA.

 

MPD Winners

Year Recipient
2016 Dale Earnhardt Jr.
2015 Dale Earnhardt Jr.
2014 Dale Earnhardt Jr.
2013 Dale Earnhardt Jr.
2012 Dale Earnhardt Jr.
2011 Dale Earnhardt Jr.
2010 Dale Earnhardt Jr.
2009 Dale Earnhardt Jr.
2008 Dale Earnhardt Jr.
2007 Dale Earnhardt Jr.
2006 Dale Earnhardt Jr.
2005 Dale Earnhardt Jr.
2004 Dale Earnhardt Jr.
2003 Dale Earnhardt Jr.
2002 Bill Elliott
2001 Dale Earnhardt
2000 Bill Elliott
1999 Bill Elliott
1998 Bill Elliott
1997 Bill Elliott
1996 Bill Elliott
1995 Bill Elliott
1994 Bill Elliott
1993 Bill Elliott
1992 Bill Elliott
1991 Bill Elliott
1990 Darrell Waltrip
1989 Darrell Waltrip
1988 Bill Elliott
1987 Bill Elliott
1986 Bill Elliott
1985 Bill Elliott
1984 Bill Elliott
1983 Bobby Allison
1982 Bobby Allison
1981 Bobby Allison
1980 David Pearson
1979 David Pearson
1978 Richard Petty
1977 Richard Petty
1976 Richard Petty
1975 Richard Petty
1974 Richard Petty
1973 Bobby Allison
1972 Bobby Allison
1971 Bobby Allison
1970 Richard Petty
1969 Bobby Isaac
1968 Richard Petty
1967 Cale Yarborough
1966 Darel Dieringer
1965 Fred Lorenzen
1964 Richard Petty
1963 Fred Lorenzen
1962 Richard Petty
1961 Joe Weatherly
1960 Rex White
1959 Jack Smith
1958 Glen Wood
1957 Fireball Roberts
1956 Curtis Turner
1955 Tim Flock
1954 Lee Petty
1953 Lee Petty

RELATED: Competitors pay tribute to Stewart

LAS VEGAS — For a guy known for his sharp wit and bold attitude, Tony Stewart was decidedly more reflective and humbled on his last official night as a NASCAR Sprint Cup Series driver.

 

The entire NASCAR industry celebrated the three-time premier series champion at Friday night’s Sprint Cup Series Awards Banquet at the Wynn Las Vegas with video honors and nods from the speaker podium, from team owners and fellow drivers.

 

A surprise appearance and tribute from Eddie Vedder, the frontman of Pearl Jam, clearly caught Stewart off guard, however.

 

“I’m Tony’s surprise,” Vedder said, smiling.

 

So many praised the “retiring” 49-race winner for his massive ability behind the wheel. Vedder came on stage to also speak about Stewart’s impact away from the race track, the money he has donated to various charities, the time he has spent visiting with sick children.

 

It’s truly a toss-up as to which legacy Stewart will most be celebrated for.

In his honor, drivers, owners and team members surprised the champ with a $1.8 million donation in Stewart’s name to the EB Research Partnership, a global non-profit co-founded by Vedder and dedicated to curing EB or Epidermolysis Bullosa, which is a devastating skin disorder affecting children. 


“I did play a role in the donation and I knew Eddie would be here,” said Jimmie Johnson, who was crowned a seven-time premier series champion later in the evening. “Being as close to Tony and his whole group of people, I felt pretty honored to be one of just a handful of people that knew what was going on. We were convinced we were going to get tears out of Stewart for once, but nothing. He composed himself pretty well.


“He just kept smiling bigger and bigger, and maybe that was the best.”


From the stage during his championship acceptance speech, Johnson smiled at Stewart and said, “Don’t grow up. We all want to be more like you.”


A day earlier, Stewart’s racing hero, the legendary A.J. Foyt, surprised him at NASCAR’s After The Lap event featuring the 16 Chase for the NASCAR Sprint Cup drivers. The friends spent nearly two hours catching up backstage once Stewart’s appreciative shock wore off.


Stewart’s No. 14 is a nod to Foyt’s car number and during his speech Friday — following a lengthy standing ovation — Stewart offered his hero a message.


“I’m most honored that you’re my friend,” Stewart said.


For a driver who won 49 premier series races as a hard-nosed, aggressive competitor, known for losing his temper occasionally and “telling it straight” always, Stewart was calm and appreciative Friday night.


He conceded he was moved by both Vedder’s appearance and the staggering sum his friends in the industry donated on his behalf.


His NASCAR racing time is done, but there’s still a lot Stewart expects to do.


He is merely turning in a different direction.


“I’ve said it all along, the reason this isn’t a big deal is because I’ll be around,” Stewart said. “I’ll just have a different role. If I was retiring and walking away from the sport, I’d be a lot more emotional. I’m just changing roles.


“It’s been a helluva journey, and I haven’t retired from anything.”

RELATED: Johnson wins seventh championship, joins historic company

As Jimmie Johnson climbed out of his race-winning, title-clinching Chevrolet at Homestead-Miami Speedway, another Chevy team owner, Richard Childress made his way toward the erupting celebration. Childress walked quickly and deliberately, pausing to shake hands with Johnson’s father Gary and to share his heartfelt praise for Johnson’s extraordinary accomplishment. 

Johnson will formally accept his seventh trophy Friday night at NASCAR’s Sprint Cup Series banquet in Las Vegas, the culmination of the 2016 season. He is only the third driver in NASCAR history to earn seven Cup championships and Childress’ former driver, the late Dale Earnhardt was the last to do it in 1994.

“He’s a real champion and I just had to come over here and congratulate him,” Childress said, smiling and beaming over the celebrated accomplishment.

“It is unbelievable. I went over right before the race and told him I was pulling for him and wanted to see him do it. I’m really proud of him.”

Nearby on pit road on that night in Miami, the sport’s only other seven-time champ offered his own praise and perspective on Johnson’s feat.

“Records are a mark and they set something for everyone to shoot at,” Richard Petty said. “Jimmie and his team have done that. They set a goal to get where they are and circumstances and fate made it a reality. They did what they needed to do and now they are at seven championships. Congratulations to him and his team.

“Jimmie is a great champion and this is really good for our sport.”

RELATED: How the seven-time champions stack up

Meanwhile, alongside his car Johnson sprayed championship champagne, did television interviews and hugged his family. Patiently waiting alongside the stage was his Hendrick Motorsports teammate Dale Earnhardt Jr. who seemed nearly as happy in the accomplishment as Johnson.

Although he didn’t race because he is still recovering from concussion-like symptoms, Earnhardt was eager to help Johnson savor the historic moment. And he had plenty of praise for his teammate and friend.

 

MORE: Junior on offseason: ‘We’re going testing

“It is incredible what Jimmie’s been able to do in this sport in such a short period of time,” Earnhardt said. “That’s seven championships in 11 years. I think he’s one of the best drivers the sport has ever seen, maybe the best. He’s been in that conversation for many years and this really closes the book on any doubts that anybody had where he ranks.

“He’s in that discussion with my father and Richard and I’m glad I was a witness to it.”

 

The Sprint Cup Series Awards is the culmination of Champion’s Week, the industry-wide event in Las Vegas to honor the 2016 champion — as well as the entire 16-driver Chase for the NASCAR Sprint Cup field.

 

Comedian and talk-show host Jay Mohr will play host to the awards for the sixth time. Grammy Award-winning artist Sting headlines a collection of acts providing the musical entertainment.

 

Friday’s NBCSN broadcast schedule opens with a special live edition of NASCAR America at 7 p.m. ET, continues with a red-carpet special at 8 p.m. ET and concludes with the NASCAR Sprint Cup Series Awards at 9 p.m. ET.

RELATED: ENTRY LIST | SCHEDULE


Fresh off his 2016 NASCAR XFINITY Series championship, Daniel Suarez will make his highly anticipated return to Mexico this weekend in the very place his NASCAR career began — the NASCAR PEAK Mexico Series.

The Monterrey native will serve as honorary grand marshal for the series’ exhibition race Sunday at Autódromo Hermanos Rodríguez in Mexico City, site of Suarez’s first NASCAR Peak Mexico Series win in 2012.

After a year’s hiatus, Mexico’s national stock car championship series will be back on track in 2017 with a full race schedule. The series will celebrate its 10th season with its first year of a multi-year agreement with PEAK as its entitlement sponsor.

To get ramped up for the return, the series will compete this weekend in the country’s capital.

Nearly 30 drivers have registered for the event, which will be run in two 70-lap segments. Each segment will include a 50-minute time limit. Teams will be allowed to make adjustments in the intermission, and the top 10 positions will be inverted for the second segment. Practice and qualifying will be Saturday.

The race is slated to include past champions Abraham Calderón (2014), Rodrigo Peralta (2013), Jorge Goeters (2005, 2012) and Rafael Martinez (2007). Martinez was the first Mexico Series champion under the NASCAR banner.

Suarez finished third in the championship in 2012, and was runner-up in 2013 — missing out on the title by just eight points. Suarez was part of the inaugural NASCAR Next class in 2011, the industry initiative that spotlights the sport’s rising young stars.

Three of Suarez’s 10 series wins took place at Autódromo Hermanos Rodríguez, which was named after legendary Formula One driver and one of the earliest Hispanic NASCAR drivers, Pedro Rodriguez.

Suarez also notched 25 top-five finishes in 58 races over his four seasons competing in the Mexico Series. He moved up to the NASCAR K&N Pro Series, where he won three times driving for Rev Racing and the NASCAR Drive for Diversity program.

On November 19, the Joe Gibbs Racing driver became the sport’s first foreign-born national series champion, beating out Elliott Sadler, Justin Allgaier and Erik Jones in the inaugural NASCAR XFINITY Series Chase by virtue of his victory in the series finale at Homestead-Miami Speedway.  

The motorsports world was sent into a state of hysteria Friday morning when Formula 1 champion Nico Rosberg, 31, abruptly announced his retirement less than a week after winning the title, garnering congratulatory tweets from a few NASCAR drivers.



After the initial shock of the news subsided, speculation immediately began regarding who would fill Rosberg’s coveted seat. There was one particular name that seemed to be making its way into a lot of speculatory tweets.


Take a look at the guy pictured above sharing a laugh with Rosberg’s (now former) Mercedes teammate and F1 standout, Lewis Hamilton. FOX Sports analyst Mike Joy jokingly tossed it out there …

… and his FOX partner Gordon certainly didn’t do much to quell those rumors.


Four-time NASCAR premier series champion Jeff Gordon will make his return to the Rolex 24 At Daytona for the first time in 10 years as Wayne Taylor Racing on Thursday confirmed Gordon alongside full-season co-drivers Jordan and Ricky Taylor and endurance driver Max Angelelli as the driver lineup in the No. 10 Konica Minolta Cadillac DPi-V.R for the 55th Rolex 24 At Daytona. The race opens the IMSA WeatherTech SportsCar Championship season on Jan. 28-29, 2017.


Gordon’s lone previous Rolex 24 appearance in 2007 came with the same team. He co-drove the No. 10 Pontiac Riley Daytona Prototype with Angelelli, Wayne Taylor and Jan Magnussen to a third-place result.


“When I announced I would no longer be competing full-time in the NASCAR Sprint Cup Series, my hope was that I would get an opportunity like this to compete again in such a prestigious event — with Konica Minolta and Wayne Taylor Racing — with the hopes of winning it this time,” Gordon said. “I know that Ricky and Jordan are super-fast, and I believe it will be a very strong combination.”





Gordon, now an analyst on NASCAR on FOX telecasts, and the No. 10 team will be part of the debut race for the brand-new Cadillac DPi-V.R, which was officially unveiled Wednesday by the manufacturer.


“I think it is exceptional to have Jeff back with us after 10 years,” Angelelli said. “I look forward to sharing our new Konica Minolta Cadillac DPi-V.R racecar with him, discussing our setup and race strategy. It was great the first time — we might have won that race if some things would have gone our way. Now that it’s happening again, with the new car, it’s going to be absolutely great.”


Ricky and Jordan Taylor, who finished third in the 2016 WeatherTech Championship Prototype standings, are also looking forward to running with the NASCAR legend.


“It used to be common to have NASCAR guys joining teams for the Rolex but, over recent years, it’s become less and less frequent,” Jordan Taylor said. “Jeff Gordon is a name that everyone knows worldwide. I can’t wait to compare notes and feedback with such a legend of our sport. It’s going to be an experience of a lifetime.”


“Having Jeff Gordon join the team is really a dream come true for all of us,” added Ricky Taylor. “It is a huge compliment to how well-respected the team has become over the years for someone with the history and career of Jeff Gordon to want to be a part of it. I’m sure he will be a great addition to the lineup and hopefully we can all get our first Rolex 24 win together.”


The No. 10 entry will compete for the overall Rolex 24 race victory in the WeatherTech Championship’s Prototype (P) class. It will be one of three Cadillac DPi-V.R race cars in the field, as three-time defending series champions Action Express Racing confirmed its plans to field a pair of the new race cars earlier Thursday morning.


Gordon, who has participated in private test sessions with the team in recent weeks, is expected to join the team for the upcoming IMSA-sanctioned test at Daytona International Speedway in Dec. 13-14, as well as the three-day Roar Before The Rolex 24 At Daytona test on Jan. 6-8, 2017 prior to the race on the final weekend of January.

RELATED: NASCAR, Monster Energy announce entitlement deal

LAS VEGAS — Mark Hall called it “a rare opportunity that doesn’t come along every day.”

“If you would have asked me five years ago if I’ve ever contemplated something like this, the answer would be never in a million years,” said Hall, Chief Marketing Officer for Monster Energy.

Time flies.

Contemplation became reality Thursday as NASCAR and officials with the energy drink brand announced a multi-year agreement that will see Monster become entitlement sponsor of the sanctioning body’s premier series beginning in 2017.

“It’s a global brand that we took a long time to figure out,” NASCAR Chairman & CEO Brian France said during a press conference at the Wynn Las Vegas.

So why is Monster, headquartered in Corona, California, the right fit for auto racing’s most popular series?

“The reality for how impactful they are and what they can do differently is obviously they’re an edgy brand,” France said. “They’re a fun brand. They get at a millennial audience in a different way clearly than we’ve ever been associated with, particularly at this level, and they know what they’re doing.”

Monster will become just the third entitlement sponsor for NASCAR’s top series, following Sprint, which departs after a 13-year run. Tobacco giant RJ Reynolds served as series sponsor from 1971 through 2003.

RELATED: Drivers pumped for Monster deal

France said the Monster project was “one of the few sales calls that I actually personally made because of how important it was to align ourselves with a dynamic brand that reaches different places and different audiences … they made us feel comfortable over time on a couple of things.”

Motorsports was the “DNA” of Monster, according to France.

“When you walk through their lobby in California, you see that,” France said. “You see the motorcycles and NASCAR memorabilia and all kinds of things, and that’s who they are, so they understand motorsports. They understand NASCAR. They understand how to reach across and excite our core audience and help us deliver on a new audience, and that was very exciting for us.”

The company is or has been involved in Formula One, rally and motocross among its various motorsports endeavors.

On the NASCAR side, the brand currently sponsors the No. 41 of Stewart-Haas Racing driver Kurt Busch; NOS, a brand of drink also produced by the company, has an affiliation with 2015 NASCAR premier series champ Kyle Busch and provides sponsorship at the XFINITY Series level.

According to officials, those relationships won’t be impacted by the series’ sponsorship.

Their previous marketing efforts have been non-traditional — you haven’t see Monster Energy commercials airing during broadcasts of sporting events, for instance.

“We do count on our athletes and our endorsers and to a certain extent our fans to do our marketing,” Hall said. “… We have never created a commercial or an ad. We’ve done different things that we’ve been successful getting a lot of eyeballs on.”

The NASCAR sponsorship could change that approach somewhat.

Then again, the previous NASCAR approach may also evolve under the new arrangement.

The world of motorsports and how to market to its fans was new for the previous series sponsor. It took time to “get sorted out,” France said.

“But these guys are ready on day one. They have the activation tools, the plans and the people. They’re a fun brand that’s going to interact with our core fans in kind of a cool, neat way actually, and we’ve seen some of the plans, and they’ll get bigger and more robust as we go along.”

So is Monster the right partner?

France says officials are confident that’s the case.

“We’re in the fun business,” he said. “We’re racing cars. We’re crowning champions. We’re — this is where people come to have fun … our speedways and (to) watch us on television. What better brand to have associated with us than the people who understand that?”