Could the Cup Series compete at Rockingham Speedway?
[Bob] Sargent is the president and CEO of Track Enterprises, one of the leading race promoter companies in the country. Sargent was approached by NASCAR last year to help ready the racetrack for Rockingham’s big return to the Truck Series and Xfinity Series schedules, and he handled the communications between the facility and the sanctioning body.
After Saturday’s race, he said he spoke with all the stakeholders of the weekend’s festivities and only heard positive responses. That included the Truck Series race Friday and the sold-out Xfinity Series race Saturday.
“I’m pretty hands on, so I talked to them from Thursday night, when we got here, to all day today,” Sargent told The Observer. “Talked to a lot of different people at NASCAR, whether they were here or weren’t here. Mike Helton was here yesterday, and I talked to people on the phone today. And the teams that were here, we talked to them a lot.
JUST MIGHT HAPPEN. When asked if he thought the weekend proved that Rockingham Speedway was deserving of being back on the Cup schedule, he offered nuance.
“Yes, absolutely, with the caveat that NASCAR is a big, worldwide entity, and when you look at dates, there are only so many,” he said. “There are only so many geographic regions and things like that. So there are many factors that go into when dates get put where. So it’s not a magic wand.
“But I feel comfortable, and am not saying anything out of line that, yes, we did everything we needed to do.”
He added: “It’s a process. But we are on the radar. We are in that process.”
NASCAR has changed the name of its Drive for Diversity program to the Driver Development program, a move that was made over the offseason but has largely gone unnoticed. Last year, NASCAR celebrated the 20th anniversary of the program, which has endeavored since 2004 to elevate drivers and pit crew members from diverse backgrounds. The initiative has seen its share of success, as there’s now a graduate from the project in every national series of the sport. The program was created under then-COO George Pyne and CEO Brian France.
Rev Racing, the team that NASCAR has worked with on the Drive for Diversity program since 2004, now says on its website that it is the “competition arm of the NASCAR Driver Development Program and serves as the NASCAR-supported racing team charged with developing drivers and pit crew members.” NASCAR still has a section of its website about its diversity efforts, and the Drive for Diversity name remained there as of Tuesday night. Some drivers involved with the program now have Driver Development Program in their social media biographies
The story of the 2024 NASCAR Cup Series Playoffs will unfold like you’ve never seen before in Full Speed Season 2 coming to Netflix on May 7.
Go behind the scenes and into the lives of NASCAR’s top stars such as Joey Logano, Ryan Blaney, William Byron, Christopher Bell and Daniel Suárez as they journey through the pressure-packed playoffs, culminating in the championship battle at Phoenix Raceway.
JR Motorsports announced today that Registix, a leader in the reverse logistics industry, rooted in home improvement, equipment, and specialized consumer product liquidations, will join the organization in a multi-year deal, beginning in June at Pocono Raceway. The North Carolina-based company will be featured as a primary partner in five NASCAR Xfinity Series events in both 2025 and 2026 across multiple JRM entries, starting with Connor Zilisch and the No. 88 Chevrolet at “The Tricky Triangle” on June 21. Registix will also partner with Dirty Mo Media, Dale Earnhardt Jr.’s multi-media entertainment company and branded content studio, throughout the duration of the agreement.
"It's always a special feeling when you can welcome a new company, like Registix, into the sport and introduce them to what JR Motorsports is all about and what we can provide," said JRM CEO Kelley Earnhardt Miller. "I feel like we have the ability to give them a unique path for continued growth across JRM and Dirty Mo Media and it's been great to see how excited and enthused they are about getting this partnership started."
Founded by Filip Maciolowski in 2018, Registix operates on a vision of revolutionizing the reverse logistics sector delivering an unmatched service focused on quality, consistency and reliability built on the strength of their three cornerstone principles: speed, execution and relationships. Working as the bridge between buyers and sellers, Registix has become a pioneering force in leveraging their customer-centric approach to set new industry standards in performance, innovation and growth. This comprehensive approach not only addresses the immediate challenges of inventory liquidation and logistics, but also offers a suite of solutions designed to enhance efficiencies and maximize revenue recovery.
“We’re thrilled to partner with JR Motorsports, an organization that shares our commitment to performance, innovation, and excellence,” said Registix CEO Filip Maciolowski. “Like Registix, they’re a team that knows how to move fast and deliver results. This sponsorship is more than just a logo on a car – it’s a strategic alignment with a team that knows what it takes to win. We’re proud to support one of most respected names in racing and to officially join the NASCAR community.”
In addition to being the primary partner on the No. 88 Chevrolet at Pocono, Registix will be featured as the primary sponsor on the No. 1 Chevrolet with Carson Kvapil at Atlanta Motor Speedway on June 28, the No. 7 Chevrolet with Justin Allgaier at Dover Motor Speedway on July 19, a return to Zilisch on August 8 at Watkins Glen International and culminating with the No. 9 Chevrolet and Connor Mosack at the Roval at Charlotte Motor Speedway on October 4. The Registix brand will also be featured as an associate partner for the duration of the 2025 season on board the No. 88.
Be sure to catch Zilisch and the No. 88 Registix Chevrolet at Pocono on June 21 at 3:30 p.m. ET on The CW, MRN and SiriusXM NASCAR Radio Channel 90.
As the start of the 2025 NASCAR Advance Auto Parts Weekly Series heats up across the country, Advance Auto Parts and NASCAR announced today they are teaming up to accelerate support for local short track racing through new “Advance Auto Parts Night at the Races” in 17 track markets.
The program is geared towards ramping up excitement and support for local tracks, drivers, and communities participating in the NASCAR Advance Auto Parts Weekly Series championship season. During designated race weeks throughout the year, fans of tracks ranging from Colorado National Speedway to Seekonk Speedway in Massachusetts will get to enjoy special activities both at their local tracks and at Advance Auto Parts retail locations in the market.
“Advance Auto Parts has been a tremendous partner in raising the profile of short track racing across the country for the past several years, and this is an exciting next step in working together to grow motorsports on the local level,” said Joseph Dennewitz, Managing Director of NASCAR Regional. “This is a great opportunity for NASCAR and Advance Auto Parts to show appreciation to our race fans who cheer on their favorite drivers at local short tracks each week, as well as support some of the best venues and racing in NASCAR.”
Virginia tracks Dominion Raceway in Woodford, Va., and South Boston Speedway will kick off the “Advance Auto Parts Night at the Races” in April, while Grandview Speedway in Pennsylvania will close out the festivities with the final event of the season in September.
Leading into each track’s “Advance Auto Parts Night at the Races,” a local Advance Auto Parts retail location will host fan-friendly activities such as driver autograph sessions, ticket or merchandise giveaways, and other fun opportunities featuring the local track.
“As NASCAR’s Official Auto Parts Retailer, we’re thrilled to further enhance fans’ experience and ignite their excitement both at our stores and at local tracks where people are passionate about racing,” said Jason Hand, Senior Vice President of U.S. Stores. “Advance Auto Parts is all about being your community store, so we’re excited to support local tracks, dedicated NASCAR fans, and our customers in their own backyard.”
Fans can go to the NASCAR Regional website for the latest on in-market and at-track activations when “Advance Auto Parts Night at the Races” comes to their local short track. The full schedule of participating tracks in the “Advance Auto Parts Night at the Races” is below:
April
19 – Dominion Raceway (Virginia)
26 – South Boston Speedway (Virginia)
May
10 – Bowman Gray Stadium (North Carolina)
17 – Seekonk Speedway (Massachusetts)
24 – Berlin Raceway (Michigan)
31 – Jennerstown Speedway Complex (Pennsylvania)
June
7 – Elko Speedway (Minnesota)
13 – Wake County Speedway (North Carolina)
13 – Limaland Motorsports Park (Ohio)
21 – Langley Speedway (Virginia)
July
26 – Riverhead Raceway (New York)
30 – Hawkeye Downs Speedway (Iowa)
August
9 – Salina Highbanks Speedway (Oklahoma)
9 – Colorado National Speedway (Colorado)
15 – Lee USA Speedway (New Hampshire)
30 – New Smyrna Speedway (Florida)
September
6 – Grandview Speedway (Pennsylvania)
The NASCAR Advance Auto Parts Weekly Series features local tracks across the United States and Canada that participate in weekly racing programs sanctioned by NASCAR. Drivers across several divisions can collect points for track, state, regional and national rankings to contend for NASCAR championships.
Several Advance Auto Parts Weekly Series drivers have vaulted into the NASCAR national series spotlight in recent years. The NASCAR Cup Series’ newest first-time race winner (Las Vegas Motor Speedway) and driver of the No. 21 Wood Brothers Racing Ford, Josh Berry, was the Advance Auto Parts Weekly Series national champion in 2020. The 2022 national champion, Layne Riggs, is a two-time winner in the NASCAR CRAFTSMAN Truck Series and competes full-time in the series for Front Row Motorsports.
The success of two-time – and most recent – national champion Connor Hall came to the attention of Dale Earnhardt Jr., and Hall now competes full-time for JR Motorsports in a Late Model stock car. He also posted a 10th-place finish in his CRAFTSMAN Truck Series debut last year at Richmond.
Real American Beer is bringing its grit and glory attitude to the World of Outlaws Late Models this season and beyond as the Series’ new title sponsor, joined by DIRTVision as the presenting sponsor.
Co-founded by WWE legend Hulk Hogan, Real American Beer has united with the World of Outlaws Late Model Series and World Racing Group in a multi-year deal that will showcase the Real American brand to race fans across the country.
The company will also serve as the Official Beer of the World of Outlaws Late Model Series, World of Outlaws NOS Energy Drink Sprint Car Series, Super DIRTcar Series, American Sprint Car Series and Xtreme Outlaw Midget Series presented by Toyota.
Select tracks will now carry Real American Beer, giving fans the chance to crack open 12-ounce and 24-ounce cans right at the heart of the action.
“Real American Beer was built for the folks who pack the stands at World of Outlaws races,” said Hulk Hogan, co-founder of Real American Beer. “We’re fired up to be part of something this big, at the heart of American racing.”
One of the fastest-growing light beers in the U.S., Real American Beer is proudly American-owned and brewed. With 110 calories and 4g of carbs, it’s the legendary light beer people want to bring to race tracks, tailgates, and anywhere they raise a can with friends.
Real American Beer is already an official partner of WWE and Arena Football One—two American brands that share our love of loud crowds and real fans.
“Hulk Hogan and Real American Beer share our passion of uniting a fanbase with a product everyone can enjoy,” said Brian Carter, World Racing Group CEO. “This is an exciting partnership not only for the World of Outlaws, but also the dirt racing community as we work together to enhance the race day experience for all fans and showcase what the World of Outlaws and Real American Beer have to offer to new fans. This includes their at-home experience when they’re watching every race live on DIRTVision.”
DIRTVision is the premier dirt racing broadcast provider, providing live and exclusive coverage of every event for the World of Outlaws Real American Beer Late Model Series, World of Outlaws NOS Energy Drink Sprint Car Series, Super DIRTcar Series, American Sprint Car Series, Xtreme Outlaw Midget Series presented by Toyota, 500 Sprint Car Tour and weekly racing from several tracks.
The World of Outlaws Real American Beer Late Models venture to 32 tracks across 16 states this season and will pay out a series-high points fund reaching more than $1 million.
“This partnership goes beyond racing—it’s about being present in the places that matter to our customers,” said James Case, SVP of Partnerships at Real American Beer. “The World of Outlaws is one of the most passionate communities in American sports. It’s a natural fit for Real American Beer and a big step in our national expansion.”
Bear Ridge Speedway is gearing up for their 58th year of consecutive racing with an “Elms at the Helm”. The Ridge continues to be the best source of great inexpensive high-quality entertainment for all ages and families.
The DIRTcar Sabil & Sons Sportsman Modifieds will see several of the veteran drivers returning in hopes of dethroning the 5-time champion Jason Gray and will see some rookies hoping to add to the competition. Max Dolliver can taste the victory, but as of yet has fallen short. Preregistration is in the double digits for this division, setting the stage for some great weekly competition.
In the DIRTcar Wells River Chevrolet Sportsman Coupes there are three rookies already registered anxious to try their hand in the Bear Ridge exclusive division. One rookie AJ Alsup the Alsup name legendary in New England is eager to give it a try, and hopes to honor his dad with a breakout win.
There is a lot of buzz around the newly created division the Dad’s 4 By Tool & Supply Sportsman Modifieds Limited and it is expected to see strong counts in this division.
The Xtreme DIRTcar DMA Midgets numbers are looking strong this year, with several drivers already talking about being the one on top at the end of the season. Will this year’s champion once again come from the Matczak stable or will the new young guns from the Miller Stable be able to have a banner year and claim the gold for their car owner? Chris Murray in his first year in a Midget in 2023 almost made it look easy as he claimed the championship, and one can rest assured that he is looking to make it back on top, so let the battles begin on opening day!
Also returning will be the High County Dispensary Late Models along with the LaValley Building Supply Dirt Stockers, the Woodsville Power Equipment Ridge Runners, the Joe Mama’s Sporting Goods 4/6 Cylinder Enduro Series, and the Sting Vintage Race Dash for Cash events.
Remember in today's society we could all use a little more family entertainment, and the Ridge is your best place to be for just that. The admission price is more than reasonable; the show top-notch, the food superior, and the family friendly atmosphere is just what you are looking for. If you haven’t been to the Ridge in a while or at all why not check us out in 2025 our 58th consecutive year of racing.
Highlighted special events for 2025 include a DIRTcar Sportsman Modifieds Eastern Series event one on May 17th, our annual 4th of July Extravaganza sponsored by Woodsville Power Equipment Bobcat with fireworks courtesy of Noise R Us Fireworks on June 28th, and our second annual bull riding, calf roping, barrel rolling RODEO Tuesday July 8th, tickets are on sale now at Tix.com a link can be found on our Facebook page. We will not be able to honor our racing season passes, as this is a non-race event.
Everyone is anxious to see the 2025 season, the Ridge’s 58th consecutive to kick into gear on May 3rd, and once you will be able to hear April May and Butch as they join Stephen John once again for all the highlights of Bear Ridge Speedway from the week before and what is coming up every Friday morning from 6:45 to 7:00 on WYKR.
Our Season pass application form is available online at our website. There are several different options available. Check out our website for all the details. www.bearridgespeedway.com
2025 driver and crew membership applications are now available on the website. Be sure to get yours sent in early to beat the lines on opening day. Get your application today, to ensure your car number for 2025. Enduro numbers will be assigned at the first event. To be eligible for the Bear Ridge Speedway points fund, and recognized at the annual awards banquet, drivers must hold a 2025 Bear Ridge Speedway or DIRTcar license, compete in the required number of events, and run on track designated tires as indicated in the rule book.
The price of a regular show general admission (front gate) ticket for adults (ages 16 to 61) is $15.00 a person and children 11 and under $2.00. Teens (12 to 15) and seniors 62 and older are $13.00. Military Discounts are available at $5.00 off for those with a valid ID.
The back gate (pit gate) ticket price for Bear Ridge Speedway and DIRTcar 2025 license holders is $30.00.
Non-license holders are $35.00 (both prices include the front gate ticket.)
Bear Ridge Speedway is an alcohol-free family friendly entertainment spot, with our goal to make each experience at the Ridge better than the last. We continue to offer the best source of good, inexpensive high-quality entertainment for families.
Visa and MasterCard are accepted. Racing begins at the famous “6:00-ish” start time every Saturday starting in May through September.
Bear Ridge Speedway is located on Kidder Road in Bradford, VT, just off Exit 16 on Interstate 91. For more information, call (802) 222-4052 or visit www.bearridgespeedway.com. Questions can be sent to brsdirt@gmail.com
Owning a NASCAR Team in Cup Doesn’t Compare to Trucks
Brad Keselowski told journalist Deb Williams there are different ownership challenges between the NASCAR series, saying, “I enjoy being an owner in the Cup Series the most.”
Brad Keselowski fielded a NASCAR Craftsman Truck Series team for a decade, but when he became co-owner of RFK Racing in 2022, he discovered very few similarities.
In fact, Keselowski says he became “jaded from owning teams in the Truck Series, in the Xfinity Series, because it becomes your ownership experience.”
“You almost extrapolate that to the Cup Series and the Cup Series is just such a completely different ownership experience than those two series,” Keselowski says. “If you carry that set of biases to it, it’s really limiting.
Keselowski thought a problem that existed in NASCAR’s Truck Series would be 10 times harder in the Cup Series. Instead, he discovered the problem didn’t exist in the Cup Series.
“It’s such a different set or series of problems being a Cup owner than being a Truck owner or an Xfinity Series owner, and it can be really scary and intimidating,” Keselowski says. “The set of problems you have are different and less discouraging.”
Keselowski points to the OEMS as presenting the biggest challenge in the Cup Series.
“There’s a clear pecking order,” Keselowski says. “You can’t make your way to the top just by performance. It’s significantly more political in the Cup Series with respect to the OEM stuff.
Brad Keselowski fielded a NASCAR Craftsman Truck Series team for a decade.
“The interesting thing about the OEM level and the Cup Series is you can’t win your way to being at the top of the pecking order. It takes a combination of success and politics.”
In the Truck Series, Keselowski says a team owner picks the OEM, wins a championship and several races, and that may move that team to the top of the pecking order, but not in the Cup Series. Also in the Cup Series, the team owner gets to pick his driver, which isn’t necessarily the case in the Truck Series, where it can depend on the OEM with whom the truck team is associated. It can also depend on which driver can bring a sponsor to the truck team.
However, in the Cup Series, Keselowski notes, it’s much easier to find partners and be a sustainable business because the race weekends are built around NASCAR’s premier series; whereas, the Xfinity and Craftsman Truck Series are “a part of the show.”
“I enjoy being an owner in the Cup Series the most,” says Keselowski, who has a long-term contract with Ford.
Today Elevate, an award-winning, global integrated agency network helping properties in sports and beyond, has announced a partnership with NASCAR to co-develop NASCAR’s new experiential premium hospitality program: NASCAR ONE Fueled by Elevate. The multi-year partnership will see Elevate Experiences, the agency’s best-in-class premium event and experiential hospitality division, develop unique premium experience packages, including track access, standalone events, camping enhancements, and more across 22 events at 13 NASCAR racetracks.
Elevate Experiences will lead commercialization, from overall strategy, product development, business operations, and guest service, to execution of event-day operations, and more. New NASCAR ONE premium experiential offerings will build upon popular NASCAR VIP experiences including one-of-a-kind on-track opportunities, NASCAR driver and legend events and photo opportunities, specialty programming, and more. Fans can purchase NASCAR ONE packages at www.nascarone.com.
“Developing these new VIP experience packages is a testament to our shared commitment to delivering unparalleled fan experiences. Together, Elevate and NASCAR are redefining what it means to be part of the NASCAR community, and I’m thrilled to see this collaboration elevate the sport’s engagement with its most passionate supporters,” said Flavil Hampsten, Elevate President of Property Sales.
“Elevate has been a valued and trusted partner for over a decade, so we are proud to expand our collaboration in developing NASCAR ONE,” said Kari Gritton, Senior Vice President, Consumer Strategy, NASCAR. “As our sport continues to grow, this new experiential premium hospitality program will offer unique experiences that will take our NASCAR experience to another level.”
“Elevate is proud to stand alongside NASCAR in developing the next generation of premium experiences to meet this critical moment in NASCAR’s growth,” said Dan Rosenthal, Senior Vice President, Elevate Experiences. “The introduction of ‘NASCAR ONE Fueled by Elevate’ will create unforgettable moments that reflect the passion and diverse interests of NASCAR fans while introducing new audiences to opportunities across the sport.”
With the announcement of NASCAR ONE, Elevate builds upon its long history working alongside NASCAR on strategy consulting, ticketing and dynamic pricing, experiential design, and more. In 2024, Elevate Experiences designed, curated, sold, and delivered original premium experiential hospitality offerings for the Shriners Children’s 500 at Phoenix Raceway, Cook Out 400 at Martinsville Speedway, Geico 500 at Talladega Superspeedway, and AdventHealth 400 at Kansas Speedway. This season, Elevate has delivered premium experiences for the DAYTONA 500, Rolex 24, and DAYTONA Supercross at Daytona International Speedway, Shriners Children’s 500 at Phoenix Raceway, and Straight Talk Wireless 400 at Homestead-Miami Speedway.
The Official Partnership announcement follows a consulting relationship between Elevate and NASCAR dating back to 2014; which has seen the agency utilize its Insights, Experiences, Marketplace, Creative, and Talent Divisions to provide revenue-driving solutions. Notably, Elevate Creative (via Infinite Scale) has supported over nine NASCAR motorsports tracks and events since 2007; including designing and installing wayfinding and partnership creative at the Chicago Street Race, and designing the midway and injector graphics packages at Daytona International Speedway as part of the 2016 Daytona Rising venue reimagination.
To service the new NASCAR ONE, Elevate Experiences and Insights will create, deliver, and analyze dynamic NASCAR guest and stakeholder feedback to develop optimal premium experiential hospitality offerings, programming, pricing, and more; creating VIP opportunities that anticipate and exceed guest expectations, priorities, and passions.
