By Caleb Whisler, Staff Writer
William Byron.
Ryan Blaney.
Chase Elliott.
Kyle Larson.
Daniel Suarez.
Erik Jones.
Bubba Wallace.
What do all those names have in common?
Although they all have the common bond of being in the Monster Energy NASCAR Cup Series, these seven drivers have participated in the NASCAR Next program.
In 2018, names like Anthony Alfredo, Hailie Deegan, Riley Herbst, Derek Kraus, Chase Purdy, Will Rodgers, Zane Smith, Tanner Thorson and Ryan Vargas hope to use this initiative created by NASCAR to propel their name recognition as they work their way to NASCAR’s premier level.
As the program enters its eighth year, this initiative is led by Patrick Rogers, managing director of driver and team marketing for NASCAR. This lesser known initiative by NASCAR was started through Jason Christley, senior manager of racing communications for NASCAR, during the time when Blaney and Elliott were working their way through the grassroots level of racing.
With Christley’s role in the grassroots, he realized that the sanctioning bodhy needed to begin building the future stars of the sport so that when they did make it into the national series, their names would be known.
Today, the program has a dedicated team to find and build those future stars.
“We put a lot more resources behind it at the walls of NASCAR at the corporate level. We have a team dedicated to it. The process is a year-long process. We start taking nominations for the next year from current NASCAR stars, track promoters, OEM’s, other team owners who have their eyes on somebody,” Rogers told Kickin’ The Tires.
As the program has grown, drivers have begun to realize that it is an honor to be considered for the program. The program signifies that people are taking notice of what is being achieved on the track and the potential they have off the track.
Once the new class is selected, the work is just beginning for the drivers and NASCAR with these young stars. At the beginning of the selection year, the team at NASCAR helps generate and create content for social media. As the year progresses, the drivers will learn how to find a comfort zone in front of the camera and how to break down the barriers of nervousness.
Throughout the year, the Next class will meet for eight group sessions and one-on-one sessions ranging from establishing a business plan to going to official partners of NASCAR to see how the business operates and how they use their sponsorship to add value into the sport.
“Hopefully, they take that back and start to build their own brand awareness, why or how to attract a partner. It’s providing them tangibles off the track to make them more marketable and make it to where people can’t say no when they walk in and make a sponsorship pitch,” Rogers continued.
When the year ends, Rogers and the team at NASCAR hope the resources they have provided are current and valuable to the drivers as they begin to spread their wings within the industry.
“They are always a part of the NASCAR family and always going to get the resources, but when they do spread their wings and fly a little bit, it’s about making sure everything we taught them is current and meaningful that allows them to succeed in the auto racing industry,” Rogers said.
With its eighth session underway, Rogers believes the fruits of the labor put into the program are beginning to flourish. According to Rogers, the most beneficial thing was that the relationships were established early on with the drivers that they began to see what NASCAR wanted to do on a macro-level.
“As they make it through the ranks, we talk to them and they get that we have a vested interest in their growth. The sport is built around relationships and being able to establish those early on in their careers really helps us continue to grow,” Rogers continued.
For Alfredo, driver of the No. 40 NASCAR K&N Pro Series East entry for MDM Motorsports, the opportunity to be part of this program signifies that the hard work and sacrifice is beginning to pay off.
“It’s a great opportunity for me. It means that all the sacrificing my family and myself have made over the last few years and all the hard work I have put in is paying off,” Alfredo said.
“Just to be a candidate and to be considered for this program is an honor in itself. To be selected is something that I consider as a huge accomplishment and something I am proud of. I plan to make the most of it.
After being selected for the second and final year of the program, Purdy, driver in the ARCA Racing Series for MDM Motorsports, is looking at the second year as a way to learn more about himself.
“I want to learn about myself. These guys are here to help you and they are really your biggest fan and supporter. I want to show everyone my true authenticity, whether it is in person and over social media. It’s all about building your self-brand,” Purdy said.
As the program continues to grow, young racers will be longing to be a part of the NASCAR Next class as they look forward to the day of being called a driver at the premier level of NASCAR.