Numbers have always played a prominent role in NASCAR. Points and statistics are one thing, but the values featured on the doors have become a source of identity in the sport. Drivers have been synonymous with their car numbers: Richard Petty in the No. 43, Dale Earnhardt in the No. 3, Jimmie Johnson in the No. 48, and the list goes on.
Hot on the heels of what should be a progressive 2022 season, the sanctioning body committed to an imminent change — number placement.
In a press release announcing Kurt Busch would be joining 23XI Racing next year, silly season news seemingly took a back seat to fans after seeing the car number move forward in a video. This has been a polarizing topic within the NASCAR community since the All-Star Race in 2020, where the sanctioning body experimented by pushing the numbers back.
With the inevitable finally occurring, it’s been a divisive topic thus far, with most fans seemingly leaning towards negative reception. Putting aside the historical and aesthetic aspect of things, this decision could restore the commercial success NASCAR once had.
The widely perceived motive is that moving the number should bring in more sponsorship dollars, which would be great for the sport. Money talks, especially in NASCAR, and more space on the car means more exposure.
Naturally, most everyone is resistant to change, but if it benefits the sport, that’s all that should matter. It’s no secret many of the recognizable Fortune 500 companies have withdrawn their sponsorships over the years. Hopefully, this might entice brands such as Pepsico, Home Depot, and Budweiser to make a welcomed return.
While numbers are the predominant method of association for drivers, sponsors have also been linked to them, especially at NASCAR’s commercial peak. Early examples included Goodwrench and Earnhardt, Mark Martin and Valvoline, but there is modern-day representation with combinations such as Johnson and Lowe’s or Denny Hamlin and FedEx.
It would also be refreshing to see stability on the sponsorship end. It seems as if each week, there are new sponsors showcased throughout the field, making it difficult for fans and even teams to distinguish drivers at times. Spotter, Coleman Pressley, radioed the No. 22 team during the Coke Zero Sugar 400 at Daytona International Speedway and confirmed these notions, saying that too many drivers were running with non-primary paint schemes.
Ultimately, 23XI Racing didn’t do NASCAR any favors with its subliminal reveal, and maybe that’s why there’s been so much apprehension. The video showcases Busch’s new ride as a generic, matte black Monster Energy sponsored Toyota Camry — a design which part-owner, Hamlin, cited as unofficial.
The reality is sponsors and teams will have the opportunity to get creative with designs that fit each brand. But in the end, does the sight of the car even matter?
There will definitely be an adjustment period in 2022 in terms of acceptance, but all that should matter is the sport is seeing revenue and the on-track product for the Next Gen car provides exceptional racing. If it doesn’t, that could be a problem. Not only would you be deciding with the numbers that was widely shunned by fans, but if you can’t balance that with good racing, it could spell trouble for NASCAR.
