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 ven

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