Before NASCAR legends became household names, they paid their dues in the Xfinity and Truck Series. Dale Earnhardt Jr. earned back-to-back Xfinity titles in 1998 and 1999, learning from Cup regulars like Mark Martin, who never hesitated to lap the young guns. Kevin Harvick famously juggled both series, often using Saturday races to sharpen his skills for Sunday showdowns. Kyle Busch built his ruthless reputation by dominating wherever he ran, turning Truck and Xfinity events into masterclasses for up-and-comers. And he’s letting the younger guns know that aplenty.
Those stepping-stone series weren’t participation prizes. In fact, they were proving grounds where young drivers got schooled by the best. The value wasn’t just in winning but in learning how to lose to greatness. That hard-earned education molded champions ready for Sundays. But in recent years, the script has flipped. Restrictions on Cup drivers in lower series left rookies racing each other, missing lessons only big names could teach. Now, one superstar’s bold stance is stirring up that conversation again.
Kevin Harvick and Kyle Larson call out NASCAR’s softened development path
Kevin Harvick didn’t mince words when he backed Kyle Larson’s approach to Xfinity racing. “He’s right. When I started Xfinity, there was 20, 25 [Cup Series] guys in every Xfinity race,” Harvick said. He believes that the more experienced, top-level Cup Series drivers help the younger, rather inexperienced, younger Xfinity and Truck Series drivers push harder and adapt faster, acquiring skills vital for success at the top level.
As Kyle Larson put his perspective forward – which was self-admittedly “c—-“: “I like to go run those Xfinity races and just get 10-second leads to you know let them realize that they’ve got a lot of room to improve.” And Larson’s 2025 Xfinity performances prove his and Harvick’s point. Just look at the Bristol Xfinity race. Kyle Larson led all but 24 of the 300 laps winning by 2.054 seconds over JR Motorsports’ Rookie of the Year contender Carson Kvapil. “I want to embarrass them, honestly,” Larson admitted, explaining his motivation to set a higher bar for Xfinity regulars and push them to improve. And Harvick doubled down.
Kyle Larson tells @KevinHarvick he runs Xfinity Series races to embarrass the competition … and NASCAR. pic.twitter.com/hBjn95ad7R
— HarvickHappyHour (@HarvickHappyPod) April 14, 2025
Harvick criticized NASCAR’s recent approach, stating, “We’ve dumbed it all down.” He argues that limiting Cup drivers’ participation in lower series has reduced the quality of competition. Young drivers miss out on racing against the best, losing the chance to sharpen their skills. Harvick pointed to Jesse Love, a talented Xfinity driver, who made his Cup Series debut at Bristol. Love was was five or six laps down, eventually finishing in the 31st position. It’s proof, he said, of how the developmental ladder isn’t preparing kids like it used to.
Moreover, Harvick argued that participation of Cup drivers in Xfinity will bring, both, tangible and non-tangible benefits. This is much needed if these series want to thrive again. “You’re going to bring sponsors back. You’re going to bring more fans to the track, attention to the series,” Harvick insisted. The veteran believes it’s a win for everyone – better drivers, bigger crowds, and healthier competition. It’s a formula NASCAR once thrived on.
As NASCAR continues to evolve, the perspectives of veterans like Harvick and Larson highlight the importance of maintaining rigorous developmental pathways. Their insights suggest that reintroducing more experienced drivers into lower series could enhance the preparedness of upcoming talent for the demands of top-tier racing.
NASCAR eyes a new partner for Xfinity Series sponsorship
NASCAR is reportedly seeking a $15 million-per-year deal for the Xfinity Series title sponsor starting in 2026. With Comcast stepping away, the sanctioning body hopes fresh investment will boost visibility. It’s a bold move considering recent fan debates about Cup drivers’ involvement, the very drivers who often draw eyes to these races.
To facilitate this search, NASCAR has partnered with Klutch Sports Group, a prominent sports agency founded by Rich Paul, who is also known as the agent of NBA superstar LeBron James. Klutch has been involved with NASCAR in recent years through marketing collaborations and influencer engagement. But this new role as the exclusive sales agency for the Xfinity Series sponsorship marks a significant expansion of their involvement in motorsports.
NASCAR’s commercial strategy for the new deal includes securing $10 million annually in rights fees. There is an additional $5 million expected to be spent on marketing and activation efforts by the sponsor. Thus, it brings the total value to around $15 million per year. This figure is slightly lower than the previous $20 million annual deal. However, it reflects the current market dynamics and NASCAR’s approach to balancing rights fees with promotional commitments.
As Andrew Feinberg of Klutch said, “It’s probably one of the more passionate fanbases that we’ve seen in sports to this day and will continue to be so.” But passion thrives on heroes. If Cup names vanish from feeder series, so might sponsor checks. NASCAR’s $15M ambition shows Harvick was never just venting about not having Cup drivers in Xfinity. He was pointing out what keeps the whole show alive.
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