NASCAR’s initiative to get more drivers involved in promoting the sport has seemingly worked in its first season of implementation. 

NASCAR’s Driver Ambassador Program (DAP) incentivizes drivers to promote the sport by appearing in various media outlets, with each appearance earning points that ultimately lead to a payout. Joey Logano was awarded $1 million for coming in first in the first half, while Ross Chastain did so in the second half. 

Being incentivized to promote the sport when they can has worked wonders for the drivers, especially considering it seemingly is an easy way to be noticed. Much like how the DAP was a change of drivers, Chevrolet announced that its Cup Series car for 2026 will have a significant change. 

Ryan Blaney stated that the choice seemed simple for drivers, especially since it provided them with extra income and they were not obligated to participate. “It’s funny how that stuff works,” Blaney said to The Athletic. 

“If you get the option to make money going and taking time out of your week to go do stuff, you’re probably going to go do it. And if you don’t want to do it, fine. You weren’t mandated to do it. But if you said yes to a lot of things or go find some stuff on your own … then that’s on you, and you can do it. So it was good, and I’m happy to be a part of it.”

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Brad Keselowski added that having a program like DAP “tremendously moved the needle” for him, as he noted that his participation in the program was being recognized by NASCAR. “You have to make a lot of sacrifices to be a part of the sport, whether that’s on the competition side or the promotional side, and you just want to feel like it matters,” he told the outlet. 

“[The DAP] has some short-term effects that are positive, but more so has significant long-term healthy effects for the sport I’m proud to see us undertake.” For the veteran, he was “totally disenfranchised, totally disconnected” from wanting to promote the sport after he was neither paid nor thanked for doing so following his 2012 Cup Series championship win. 

“That’s not healthy, and that needed to change,” the 41-year-old continued. “[DAP repaired] drivers’ willingness to work to promote the sport, and NASCAR’s willingness to reward them for that was sorely missing.” He was even willing to work with long-time rival Kyle Busch for a promo, with Busch stating that the pairing only occurred due to the DAP.

Meanwhile, NASCAR commissioner Steve Phelps explained how important it was for the sport’s drivers to willingly participate in the initiative, especially as it helps grow the sport in its own way. “That is huge for us,” he said to the outlet. 

“They’re building our brands. They are the face of NASCAR. The more opportunities we give to them, the more opportunities they step up and take, the better it is for the growth of this sport.”

In all, drivers spent more than 6,300 hours promoting the sport, with 5,569 events being completed, according to The Athletic. Overall, Logano, Kyle Larson, Blaney, Chastain, and Daniel Suarez comprised the top five finishers in the first half of the season, while Chastain, Logano, Suarez, Christopher Bell, and Kyle Busch rounded out the top five in the second half.