NASCAR saw an increase in media metrics and reach this season through drivers participating in its Driver Ambassador Program (DAP).

The program, created and implemented this season, rewards drivers for promoting the sport. A points system tracks participation, and there are financial incentives tied to the rankings. Joey Logano, for instance, earned $1 million for topping the board at the end of the first term payout in late June.

“We’re fortunate to have drivers that are deeply passionate about serving and investing in their communities, especially as we expand upon our purpose-driven work through NASCAR IMPACT,” said Pete Stuart, managing director, impact strategy and development at NASCAR. “The Driver Ambassador Program has created a pathway for drivers to meaningfully engage with non-profit organizations to benefit the communities they serve, whether it’s veterans, students, or club kids through Boys & Girls Clubs of America.”

Impactful media hits and events included the following:

Jimmy Kimmel (Joey Logano)ACM Awards (Chase Elliott)Sesame Street (Bubba Wallace)Games with Names Podcast (Kyle Larson and Kyle Busch)The Pat McAfee Show (Kyle Larson and Kyle Busch)Good Morning America (Bubba Wallace)HypeBeast (Ryan Blaney)Record number of driver attendance at MLB, NFL, NBA, NHL, and PGA events

Here are some of the season-ending metrics that NASCAR released to RACER about the program:

DAP drivers have 18,573,070 followers collectively, which is +4.5% from the start of the year (+802,514 total followers from the start of the year).5,569 driver opportunities completed in 2025. Of those, 3,250 were NASCAR/ or track requests and 2,319 are approved driver-generated submissionsMore than 6.3k hours of time put toward the program from drivers in 2025

NASCAR also pointed to this post on its official Instagram page that highlights DAP activity:

As mentioned, Logano topped the program in the first term. Ross Chastain did so in the second term of the year.

The top five drivers from the first term were Logano, Kyle Larson, Ryan Blaney, Ross Chastain and Daniel Suarez. In the second term, it was Chastain, Logano, Suarez, Christopher Bell and Kyle Busch.

“At its core, the NASCAR Driver Ambassador Program is about bringing fans closer to the drivers they love in organic and authentic ways – and that connection has real impact at retail,” said Megan Malayter, vice president, licensing and consumer products, NASCAR, Inc. “When fans meet a driver at the trackside merchandise haulers, attend a Panini card breaker event, or when a kid races a driver at the LEGO build ramp in the NASCAR Kid Zone, those moments of connection matter and turn casual fans into lifelong supporters.

“That enthusiasm translates into stronger driver brands, higher merchandise demand, and a more energized trackside and retail marketplace. It’s a great example of how authentic fan engagement can strengthen our drivers’ brands, elevate the trackside experience, and drive results across the entire NASCAR ecosystem.”