NASCAR insider reveals likely driver for Gene Haas’ newly-formed Cup Series team

The word is out and Gene Haas is going to maintain one of the four Stewart-Haas Racing charters. Is Cole Custer making a return to the NASCAR Cup Series? Nothing is official at the moment, but one insider has already named a driver for the Haas Factory Racing team.

The newly-formed organization will have a single Cup Series team. It will also operate the two Xfinity Series teams that SHR currently fields.

Bob Pockrass of FOX Sports believes that Cole Custer is the most likely driver for the seat. His father, Joe Custer, will be in charge of the Cup Series organization’s day-to-day operations for Gene Haas.

Would think Cole Custer, since he's already sponsored by Haas, would have solid shot at this Cup ride (if Haas didn't retain a charter, would think more possible Custer to Front Row w/Haas sponsorship). Whether team has alliance, assembles its own cars, etc., all likely TBD. https://t.co/qmPpEdeEYb

— Bob Pockrass (@bobpockrass) June 20, 2024

Many will see this as a strange move for Gene Haas. However, it makes sense for Haas and his entire portfolio of businesses. Haas Tooling and Haas Automation are very important and NASCAR helps promote both of those brands.

As Pockrass mentioned, Haas is going to be sponsoring whoever is in the Cup car. Cole Custer already has that relationship, his dad will be the president of Haas Factory Racing. It feels inevitable.

Custer is the defending Xfinity Series champion, he has a Cup Series win, but flamed out after three seasons in the 41 car. Now, to his credit, Custer was 22 years old when he started with Stewart-Haas in Cup.

Perhaps a second run in the Cup Series will work out for Cole Custer?

Gene Haas wants to stay in NASCAR for other businesses

In a statement released by Haas Factory Racing, Gene Haas explained why he wanted to retain a single charter. Of course, there is a lot that is self-evident. Fewer teams means less investment as a whole and more focus on a single car than four.

Haas will be more than happy to keep his other businesses in the sport. That advertising does a lot for the Haas brands.

“My commitment to motorsports hasn’t changed, just the scope of my involvement,” Haas said in a statement. “Operating a four-car Cup Series team has become too arduous but, at the same time, I still need a platform to promote Haas Automation and grow HaasTooling.com.

“Maintaining my presence in Cup allows Haas Automation to compete at NASCAR’s highest level, which is important to our customers and distributors. The Xfinity Series program provides a full weekend experience for our guests, and it delivers added depth and scale to our overall operation.”