Jeff Gordon says Michael Jordan and Pitbull entering NASCAR 'grows the sport'

Jeff Gordon believes that a rising tide lifts all boats as far as NASCAR is concerned. At least when it comes to growing the sport. Despite superstar owners like Michael Jordan at 23XI Racing and Pitbull at Trackhouse Racing, Gordon isn’t intimidated.

From his perspective as vice chairman at Hendrick Motorsports, this isn’t a competition like it is on the track. When it comes to adding new sponsors, fans, and more – that just goes to help the sport as a whole. There’s been a lot said in the last few weeks about NASCAR marketing, and Gordon has been at the center of that conversation.

While talking with Bob Pockrass of Fox Sports, Jeff Gordon was asked about the new owners, teams, and how it feels to seemingly compete with them for marketability.

“First of all, I’m not in an attention-seeking position. That was different as a driver — you’re trying to attract sponsors or keep your sponsors happy and fans and all those things. We love the brand that we have, and we want to maintain that. But when Michael Jordan and Pitbull and others like that come into the sport, it grows the sport. It makes it better for all of us. I’d like to think we’re competitors on the track with the other teams. But off the track, I feel like we’re all on the same team to build the sport.”

To be fair, I don’t think that Hendrick is competing for those same sponsors. Maybe at times they are, but largely, 23XI and Trackhouse have their own culture already. It is much more likely that 23XI and Trackhouse would compete with one another over sponsors, but still, I believe they exist in their own lanes, no pun intended.

Jeff Gordon ramps up marketability conversation in NASCAR

Everyone from Denny Hamlin to Carson Hocevar has chimed in on Jeff Gordon’s comments over the last couple of weeks. I think that it is good to have this conversation in NASCAR. I think it would be great if it even went outside of the NASCAR bubble into the sports world at large.

There are clearly things that NASCAR can do better. In this period when NASCAR and teams are negotiating revenue deals and the TV deal is being discussed as well – these are very important conversations. I also think Gordon knows that and is trying to argue his case in public a bit in regard to where he wants the sport to go.

In this next revenue deal, we could see NASCAR sink or swim. The schedule is changing to be more modern. There are new sponsors and teams and drivers popping up. I think NASCAR is actually in a good place to succeed. That is to say, they have all the pieces to do it.

International drivers like Shane van Gisbergen are good for the sport. Michael Jordan selling his stake in the Charlotte Hornets and attending every playoff race this season is good for the sport. Jeff Gordon making headlines and stirring up a little bit of controversy – that’s great for the sport.