Jimmie Johnson said he is excited to grow the brand value of NASCAR teams and stars during a recent appearance on CNBC.
As a co-owner of Legacy Motor Club, Johnson is positioning himself to influence the commercial trajectory of the sport. His focus on brand valuation comes at a critical time as the industry navigates new investment structures and the evolution of media-rights agreements.
Johnson, a seven-time NASCAR Cup Series champion [1], said on the "Power Lunch" program that there is a need to boost the commercial appeal of both drivers and teams. He said the influx of new investors provides an opportunity to reshape how the sport is valued by the broader market.
This business transition follows a varied post-retirement career for the driver. Johnson retired from full-time competition at the end of the 2020 season [2]. Since that retirement, he has competed in 16 Cup races [3]. Beyond the track, he holds a unique place in pop culture as the first racer to receive a star on the Hollywood Walk of Fame [4].
His current efforts are tied to the strategic direction of Legacy Motor Club. The team announced its strategic ownership group during the final off-week of the 2026 NASCAR season [5]. This group is designed to stabilize the team's operations, and maximize its market presence.
Johnson said the goal is to ensure that the stars of the sport are recognized as valuable brands in their own right. By focusing on these assets, he believes the sport can better leverage its media-rights future to create sustainable growth for team owners, and athletes alike.
“Jimmie Johnson said he is excited to grow the brand value of NASCAR teams and stars.”
Johnson's shift from athlete to owner reflects a broader trend in professional sports where retired legends leverage their personal brand equity to attract institutional capital. By focusing on 'brand value' rather than just race results, Legacy Motor Club is attempting to transition NASCAR teams from traditional sporting outfits into diversified media and entertainment assets.
