NASCAR sees Fortune 500 involvement increase
NASCAR CMO Phelps: 'Technology is incredibly important for us' RELATED: NASCAR news release Technology, in the form of Fortune 500 investment, is reinforcing the notion that NASCAR makes good business sense. For the third consecutive year, the number of Fortune 500 companies utilizing NASCAR as part of their marketing mix has increased. In fact, nearly half of America’s Fortune 100 companies invest with NASCAR to help drive their business and more than one in four Fortune 500 companies are on board. The new analysis, conducted and released by NASCAR on Wednesday, indicated a 7 percent increase in Fortune 500 corporate involvement since the 2014 study. The 130 Fortune 500 companies now involved in the sport reflect a 20 percent increase since 2008. Now, investment is back in a big way, led by high tech involvement in the sport. "Technology is incredibly important for us," says Steve Phelps, NASCAR chief marketing officer. "It’s not only about helping us grow, financially, but how technology helps change people’s perception of NASCAR . Technology helps us on the race track with things like safety initiatives and brings fans closer to the sport they love in many ways." Phelps said the sport began to notice tech’s impact with Hewlett-Packard’s involvement three years ago. Now, NASCAR ’s partnership with Microsoft has other tech companies taking note. Tech corporation involvement is up 66 percent since 2013. "No question, this is great news for us," Phelps says. "We want our fan base to become younger and more diverse. Technology brings those fans. It’s important for us to be there, working with these companies." Phelps sees Microsoft’s collaboration with NASCAR as a true win-win that other tech firms might seek to emulate. "Microsoft, which signed deals with NASCAR and Hendrick Motorsports , has used NASCAR as a validator of their technology," Phelps said. "One existing piece is an app they developed that helps us with the inspection process prior to the race. We’re doing things in half the time we used to, using a mobile inspection app as opposed to collecting information manually. This helps with data collection and storage." Phelps is quick to point out that investment in NASCAR ’s sanctioning body, its tracks and its teams extends far beyond the Fortune 500 list. " NASCAR continues to be a great place for all companies to get their marketing message across," Phelps said. "When you look at NASCAR ’s recovery over the past three years, I think it speaks volumes about how NASCAR continues to do very well in attracting businesses of all sizes. "It’s a way for business to reach the most loyal fans in all of sport who vote with their wallets. This continues to be the case in every research report we’ve done: NASCAR fans support brands that support their favorite sport. We think this is a major point of differentiation for us." Brand exposure in NASCAR is especially valuable given the loyalty of its fans. Repucom’s SponsorLink tracker shows seven out of 10 NASCAR fans are loyal to a brand when it sponsors their sport, higher than all other major sports properties. NASCAR CEO Brent Dewar echoed Phelps’ assessment in analyzing the most recent study. "We are gratified that NASCAR continues to be a place where best-in-class corporations choose our sport to drive brand awareness, preference and purchase behavior," Dewar said. "Our fans are fiercely loyal to our sport and the Fortune 500 brands that are an integral part of the NASCAR eco-system. We collaborate with partners across the industry each and every day to grow the sport and help advance sponsors’ objectives." It hasn’t hurt that NASCAR has taken a proactive approach in attracting and discussing its business environment with its investors. An example is NASCAR ’s Fuel for Business Council, which meets quarterly, and gets business leaders talking about opportunities in NASCAR , including branding and business-to-business opportunities. This month’s meeting in San Francisco featured presentations by Microsoft and by Fanatics, which is in the process of revolutionizing the sport’s at-track merchandising operations. "It’s an opportunity for companies to talk to each other, and that’s really important," Phelps said. "Microsoft’s presentation answered the question: 'Why are we in NASCAR ?’ In the end, we do business-to-business better than any sport on the planet – an important point of differentiation for investors." Phelps points out that investment extends far beyond the scope of Fortune 500 corporations and does not include dozens of companies advertising with NASCAR ’s media partners or the hundreds of small- and mid-sized businesses with direct ties to the sport. To be eligible for the Fortune 500, a company must be based in the U.S. and be publicly traded. Though many more Fortune 500 companies advertise on NASCAR -related television programming, only those that are partners or licensees with the sanctioning body, teams and / or tracks were counted in the analysis. Although being a Fortune 500 company is the "gold standard" of success for publicly-traded companies in the U.S., several global corporations currently involved in NASCAR were not included in the analysis because they do not meet Fortune 500 criteria. Those include Ingersoll Rand, MillerCoors, Mars, McLaren and Toyota. FULL SERIES COVERAGE • Latest news • Standings • Schedule
NASCAR TV schedule: May 2-May 8
RELATED: Find FS1 in your area All times ET Monday, May 2 8 a.m., NASCAR Sprint Cup Series: GEICO 500 (re-air), FS1 11 a.m., NASCAR Victory Lane, FS1 5 p.m., NASCAR Race Hub, FS1 6 p.m., NASCAR America, NBCSN Tuesday, May 3 6 a.m., The 10: Talladega Moments (re-air), FS1 6:30 a.m., WeatherTech SportsCar Championship: Laguna Seca (re-air), FS1 9 a.m., NASCAR XFINITY Series Sparks Energy 300 (re-air), FS1 5 p.m., NASCAR Race Hub, FS1 5 p.m., NASCAR America, NBCSN Wednesday, May 4 5 p.m., NASCAR Race Hub, FS1 5 p.m., NASCAR America, NBCSN Thursday, May 5 5 p.m., NASCAR Race Hub, FS1 Friday, May 6 11:30 a.m., NASCAR Sprint Cup Series practice, FS1 12:30 p.m., NASCAR Race Hub: Weekend Edition, FS1 1:30 p.m., NASCAR Sprint Cup Series final practice, FS1 4:30 p.m., NASCAR Camping World Truck Series Keystone Light Pole Qualifying, FS1 6 p.m., NASCAR Race Hub: Weekend Edition, FS1 6:30 p.m., NASCAR Sprint Cup Series Coors Light Pole Qualifying, FS1 8 p.m., NASCAR Camping World Truck Series SetUp, FS1 8:30 p.m., NASCAR Camping World Truck Series: Toyota Tundra 250 , FS1 11 p.m., NASCAR Camping World Truck Series: Post-Race Show, FS1 Saturday, May 7 4 a.m., NASCAR Camping World Truck Series: Toyota Tundra 250 (re-air), FS1 6:30 a.m., The 10: Earnhardt Moments (re-air), FS1 7 a.m., NASCAR Sprint Cup Series Coors Light Pole Qualifying (re-air), FS1 7 p.m., NASCAR RaceDay, FS1 7:30 p.m., NASCAR Sprint Cup Series: GoBowling 400, FS1 Sunday, May 8 3 a.m., NASCAR Sprint Cup Series: GoBowling 400 (re-air), FS1 8 a.m., Continental Tire SportsCar Challenge: Mazda (taped), FS1 &amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;nbsp;
O'Donnell: NASCAR at work mulling 'Dega tweaks
RELATED: Gallery: Sunday photos from Talladega The NASCAR Research & Development Center figures to be a busy place this week, with officials investigating Dale Earnhardt Jr .'s detached steering wheel and multiple airborne crashes after an eventful race weekend at Talladega Superspeedway . NASCAR Executive Vice President and Chief Racing Development Officer Steve O'Donnell said those topics would be studied in the aftermath of Sunday's GEICO 500 at the high-speed Alabama track. O'Donnell's comments were broadcast Monday morning during one of his regular guest appearances on SiriusXM NASCAR Radio's "Morning Drive" program. Earnhardt Jr. finished last in the 40-car field Sunday after a pair of early crashes sidelined his No. 88 Chevrolet. But in-car video of him trying to wrangle his car under control by grabbing the steering shaft after his steering wheel detached from the column gained traction on social media, but also caught the eye of NASCAR competition officials.
SpongeBob, NASCAR team up for new apparel
SHOP: SpongeBob NASCAR gear Do fire suits come in size square? NASCAR and Nickelodeon launched on Monday a new line of SpongeBob SquarePants-themed fan merchandise highlighting the absorbent yellow icon and his underwater cast of characters from Bikini Bottom. The new offerings include apparel for kids of all ages (yes, adults too!) as well as lanyards, beach towels, flags, koozies and more. So whether you want to show your fandom for the Krusty Krab pit crew or fly your Bikini Bottom colors with pride, the NASCAR Superstore has got you covered. But that's not all. This summer, Nickelodeon will unveil a line of Teenage Mutant Ninja Turtles-themed NASCAR gear as the season heats up for the Teenage Mutant Ninja Turtles 400 at Chicagoland Speedway , the kick off of the 2016 Chase for the NASCAR Sprint Cup . Fans can grab the new merchandise at the Fanatics Trackside Superstore and the NASCAR .com Superstore.
Keselowski and Hendrick: What might have been
On April 18, 2009, Mark Martin won the Subway Fresh Fit 500 at Phoenix International Raceway . It was the 36th NASCAR premier series win for the 50-year-old driver and his first with team owner Rick Hendrick. A week and a day later, Brad Keselowski won the Aaron's 499 at Talladega Superspeedway . It was the first career win for the 25-year-old, and the first premier series victory for independent car owner James Finch. Two distinctly different races won by two distinctly different drivers. Martin's NASCAR career was beginning to wind down; Keselowski's, on the other hand, appeared to have only just begun. But there was one string that tied the two together -- Hendrick Motorsports . HMS was home to Martin, Jimmie Johnson , Jeff Gordon and Dale Earnhardt Jr . And it was expected by many to be the future home of the up-and-coming kid from Rochester Hills, Michigan. But a collection of factors that came together throughout the course of that season altered the racing landscape as well as the career path of Keselowski. It would be nearly three years before the next driver change at HMS. By then Keselowski had not only found a new home, but he was also on his way to winning the Sprint Cup championship. 'I WAS NOT GOING TO LOSE' The sun was out and the grandstands were packed when the 2009 Aaron's 499, the season's ninth Sprint Cup race, went green for the final time. As race leader Ryan Newman tried to keep Earnhardt Jr., the crowd favorite, in check, Keselowski darted to the inside behind Carl Edwards on the track's massive backstretch. It was a move that didn’t seem to mean much at the time. But at the start-finish line with two laps remaining, Edwards and Keselowski shot to the outside entering Turn 1. "Here they come; look at the 99 and ..." NASCAR on FOX analyst Darrell Waltrip began. " Brad Keselowski ," lead announcer Mike Joy and co-analyst Larry McReynolds chimed in. When the white flag appeared, Edwards and Keselowski had caught and were beginning to pull away from Newman and Earnhardt Jr. Racing back through the tri-oval, Keselowski turned his No. 09 Chevrolet to the outside, and then quickly dropped to the bottom as Edwards moved up to block. Realizing the bottom lane was now open, Edwards reacted quickly -- but not quickly enough. Contact sent the No. 99 Ford spinning. Edwards' car came off the track briefly and was beginning to settle back onto the track it was struck by Newman's Chevrolet. The impact sent Edwards roof-first into the frontstretch catch fence. Meanwhile, Keselowski kept his foot in the gas, racing across the finish line for the win just ahead of Earnhardt Jr. "I was not going to lose," Keselowski said in his post-race winner's interview. "I was not going to lift and (I was going to) hold my ground and consequences be damned." A full-time competitor at the time for JR Motorsports (which, coincidentally, counts Earnhardt Jr. and Hendrick among its ownership group) in what is now the NASCAR XFINITY Series, Keselowski said he didn't know what the future held after his first premier series win. "I know I don't have anything locked in," he said. "That's really all I can say ... I don't have a job secured for next year, and everything to this point has been wait-and-see. I know this certainly can't hurt." But behind the scenes, moves were already underway. Finch's Phoenix Racing, which purchased it engines from HMS, had put Keselowski in the car at the suggestion of Hendrick. And the JRM/Hendrick pipeline, which grooms talent in the lower series to help restock the Sprint Cup program, was taking root. Keselowski had made two starts for Hendrick the previous year, and would make seven all together in '09, in addition to five races with Finch. Perhaps his future wasn't as cloudy as it appeared. "Rick had come out and told me, actually had made it a point to say to the media that he thought I was a future driver at Hendrick," Keselowski told NASCAR .com recently. There was only one problem. SWAN SONG? On July 4, 2008, HMS officials announced that Martin had signed a two-year agreement to drive the organization's No. 5 Chevrolet. According to the news release , Martin, who would run a full schedule in 2009, would "run a partial Sprint Cup schedule ... in 2010, sharing the No. 5 Chevy with a to-be-determined second driver.” By most accounts, that driver was expected to be Keselowski. But in May of '09, less than three weeks after Martin's Phoenix victory, HMS officials announced a revision to the '08 agreement. The veteran driver would return in 2010 to once again run the entire season. With Keselowski waiting in the wings and Martin winning and agreeing to return the following year, "Rick was kind of half pregnant," Keselowski said. "He (was) stuck. "My feeling was, after I had won Talladega, I'm going to get this 5 car ride partially next year, pair it with something else, let's go. I didn't know what it was going to be. We'll figure it out; let's go." A phone call and subsequent meeting with Hendrick, however, changed all that. "I was kind of expecting more of a 'Hey, we're going to expedite the process of clearing out the rest of this,' " Keselowski said of the meeting, "And instead I got a 'Hey, I don't have a ride for you. You need to figure something else out. I'll try to help.' "That was late April, early May of that year. My intent ... was to give him that time to kind of make right on it somehow, find a ride because he had made me the promise that I would have that car. It didn't sit all that well, but I understood the circumstances and so forth." Months passed and Keselowski busied himself with his full-time XFINITY Series effort at JRM while making a handful of Sprint Cup starts for Hendrick and Finch. Hendrick, in the meantime, was exploring the various avenues that might keep Keselowski in the HMS camp. Possible scenarios included Stewart-Haas Racing , at the time a two-team effort, and Red Bull Racing. Consideration was even given to fielding a Sprint Cup entry out of the JR Motorsports shop, according to the owner. But the pieces didn't fit and as the summer wore on, Keselowski's future remained uncertain. "I wanted him to wait a year," Hendrick told NASCAR .com. "... I don't remember all the details, but I do remember that Mark had done so well, and I had tried to talk (Mark) into staying. "I've told all our guys, the first time I sat down with Brad he impressed me because he was so intense about the whole car and wanted to be involved in everything. He was just so committed. I told our guys he's got the right attitude about racing and driving. I just needed him to wait." Waiting, though, wasn't part of Keselowski's plan. "My perception is a driver is a lot like a perishable fruit," Keselowski said. "You've got so much time, then he spoils and goes bad. There are a lot of variables, much like anything." PENSKE COMES CALLING The Keselowski family has always been involved in racing. Brad's father Bob was an ARCA Series standout and a former winner in the NASCAR Camping World Truck Series. Ron Keselowski, an uncle, scored two top-five finishes in 68 premier series starts while older brother Brian Keselowski has one or more starts in all three of NASCAR's national series. "We knew the Keselowski name from being here in Detroit," Walt Czarnecki, an executive vice president at Penske Corp., said. "His dad, his uncle, all that. They would run out at MIS ( Michigan International Speedway ) when (Penske) owned the track." But it was a business associate, lawyer/agent John Caponigro, who brought up the young driver's name during a conversation in 2009. "We thought he was committed to Hendrick," Czarnecki said. "He'd been on loan to James Finch to run several races. But some things were changing." Conversations with Keselowski ensued, in Michigan as well as Mooresville, North Carolina, where Team Penske is headquartered. "All this time," Czarnecki said, "Still having this somewhat uncertain situation with Mr. Hendrick." Team Penske had grown from a two-team to a three-team organization in '08, fielding cars for drivers Kurt Busch , Ryan Newman and Sam Hornish Jr . In '09 Newman departed to join owner/driver Tony Stewart at Stewart-Haas Racing and 32-year-old David Stremme was brought on board to fill the open seat. But the Keselowski opportunity was intriguing, according to Czarnecki. "We've tried to sign on what we consider to be the best available young drivers with a great deal of potential that we could mold and have them grow in our organization," he said. "And I think that Brad certainly fit that description. "But above and beyond that, he had a bigger vision as to what role he wanted to play in terms of the development of the team. ... Just how he saw different things coming together ... "Some of it may have been a little unrealistic; some of it was certainly the enthusiasm of a young man who had a goal in mind. ... But he had this great enthusiasm and he had this great desire and this great commitment. And that appealed to us." With the Hendrick effort seemingly stalled, Keselowski went back to Penske with a request -- to compete full-time in both the Sprint Cup and XFINITY Series. In addition to its Sprint Cup effort, Team Penske was fielding one full-time XFINITY Series team with driver Justin Allgaier . Expanding that program to two teams running all the races was problematic, given the economy at the time. Told such a scenario was unlikely, Keselowski was left to consider his few available options. But Penske officials continued to work until enough of the appropriate pieces were in place. "Sure enough, Roger called me one night and said 'Alright, I've got it put together,' " Keselowski said. "It kind of caught me off guard. I was sold. That's it; he made it happen." "I couldn't sit around and wait. ... Roger had gone above and beyond to put something together that I felt like was the opportunity I needed. ... The economy was on its way down fast; Roger (through his various businesses) had a lot of immunities to the economy. Rick made it very clear to me that he was not going to invest himself without having a sponsor, and the economy was not in a spot where he could facilitate that." Hendrick had been aware of the Penske interest from the beginning, having had conversations with his fellow team owner about Keselowski's status. "Roger called me and asked me could he talk to him," Hendrick said. "I didn't want to stand in his way. Brad's a hell of a talent. It was a timing issue. "It's worked out for him. At his age it would have been nice if we could have kept him. ... If I got a call from Roger and I was in his spot I would have done exactly what he did." POSTSCRIPT On Sept. 1, 2009, Team Penske officials announced that the organization had signed Keselowski to compete full-time in both the Sprint Cup and XFINITY Series beginning the following season. Since then, Keselowski has won 17 Sprint Cup races, 28 XFINITY Series races and championships in both series. "I don't want to sound mercenary but he brought us our first Sprint Cup championship (in 2012)," Czarnecki said. "Because that vision that he outlined, we tried to work with him and bring people along, bring people into the organization, have him work with people like (crew chief) Paul Wolfe, it was really the realization of that vision. That's what it (has) meant. "And his intensity hasn't changed." Former teammates Busch and Hornish have departed, and fellow driver AJ Allmendinger has come and gone. Keselowski, now 32, is the veteran of a Penske group that now includes 25-year-old teammate Joey Logano . "I wasn’t looking to switch," Keselowski said. "If things would have gone the way they were supposed to go before Mark won that race at Phoenix, I would still be there."
Theriault, Cindric to take turns in BKR's third truck
Brad Keselowski Racing announced Thursday that it plans to field a third truck in two NASCAR Camping World Truck Series races in May. BKR plans to field the No. 2 Ford for Austin Cindric on May 13 at Dover International Raceway and for Austin Theriault on May 20 at Charlotte Motor Speedway . The two will race alongside the Statesville, North Carolina-based team's two full-time drivers -- Daniel Hemric and Tyler Reddick . The 17-year-old Cindric is scheduled to make just his third Camping World Truck Series start. He was 25th (Martinsville) and 14th (Phoenix) driving BKR's No. 29 Ford in two appearances near the end of last season. "A track called the 'Monster Mile' shouldn't be taken lightly," Cindric said in a news release provided by the team. "They tell me that the two truck races that I was able to do last year at Martinsville and Phoenix were difficult tracks to figure out, and I believe Dover will be the same. As I haven't been able to test, I've been watching as much video as possible while reaching out to as many people as I can to pick their brain about what it takes to be fast at Dover. I'm just going in with no expectations, trying to absorb as much information as possible and have fun with it." Theriault, 22, will be making his second start of the year after placing a crash-related 27th in the season opener at Daytona International Speedway . He also made nine starts for BKR last season, recording two top-five finishes (Daytona, Texas). "I was really proud of the effort at Daytona and how strong our performance was, and I feel like Charlotte won't be any different," Theriault said. "I'm going there with the expectation to win. I know we will have a strong Ford F-150 race truck at Charlotte and we plan to perform well, just like we did earlier this year at Daytona. At the end of the day, we want to win, and we have all the resources here at BKR to do just that at Charlotte."
Pursuing NASCAR's triple crown intrigues Bobby Labonte
TALLADEGA, Ala. -- Bobby Labonte quietly bowed out of full-time Sprint Cup Series competition at the tail end of the 2013 season. No retirement tour, no gifts. Certainly no ponies. The 2000 premier series champion has selectively dabbled in the sport since, however, with a handful of unremarkable starts at Indianapolis and the restrictor-plate tracks, knowing the pack racing may be his last remaining shot at picking up his first -- and likely final -- Cup victory in more than a decade. Labonte will run in Sunday's GEICO 500 (1 p.m. ET, FOX, MRN, SiriusXM NASCAR Radio) at Talladega Superspeedway , his second of a scheduled four-race slate in 2016. While not sure if this same type of deal will continue to be available to him in future years, the brother of NASCAR Hall of Famer Terry Labonte hinted at an interestingly hush-hush opportunity that could be coming down the pipeline later on this season. "I do have a couple other possibilities I am excited about that might come to fruition later on in the year that I didn't see coming around the corner but they are opportunities that might lead to something that I have been more excited about than anything I have done in my career," Labonte said Friday at Talladega. "Racing is still a big passion of mine and I know I am not going to go do a lot of things I used to do but there are still some opportunities out there that are still up on my radar that I would like to do." But what does he have left to prove? What racing goals remain? "That is a great question, too. Winning any race. It might be a bicycle race. Racing at the Sprint Cup level has gotten so intense that if you can't do it every weekend … (Talladega) is different as we all know. Last weekend and next weekend is different than here," Labonte said. "It is one of those things that I guess I kind of want to race more in a way but I don't want to race more in some ways. I don't want to do it every weekend but I know there are different series you can do that aren’t quite as strenuous as this. "My brother told me one time after about two years of retirement, 'You know, you will have a lot more friends later that you didn't know you had.' And that is true. I am enjoying that. As far as racing goes I am enjoying it and my opportunity is only four times right now through a little bit of what I want to do and a little bit from other people." One remaining goal is obvious: becoming NASCAR's first Triple Crown winner by notching a championship at each of its three national series levels. Labonte has the two arguably tougher feats down, winning the XFINITY Series (then Busch Grand National) title by 74 points over Kenny Wallace in 1991, then taking his first and only Sprint Cup Series (then Winston Cup) title by a wide, 265-point margin over Dale Earnhardt in 2000. It's a long shot, and Labonte admits that "everything has to line up right," but he's at least considered the prospect of running for a Camping World Truck Series title. He has 10 career starts in the series, with one win (2005 at Martinsville). "It is absolutely something that we have talked about and met with some people about," Labonte said. "I couldn't just make it happen by snapping my fingers and we couldn’t quite get it all lined up. I definitely had it in my mind that it was something I really wanted to do. I would still entertain that but there is also a point where if you can chase the championship that is one thing, and you can do it in a lot of ways. "When I started racing when I was little, the passion was to race and win and that is what you want to do. You want the chance to do that. We did it back then and I think the Truck Series is very appealing to me. I loved it when I did a few of them for a couple of guys and won a race and finished in the top five quite a bit. It is definitely a different level and the garage area is a lot calmer there than it is in the Sprint Cup Series and it kind of, at this point in time, is very appealing."
NASCAR Snapchat: Live story from Talladega
Don't miss NASCAR's latest Live Story in Snapchat this weekend as we take you inside race day at Talladega Superspeedway on Sunday. The Live Story features videos and photos submitted by drivers, teams and fans from in and around the track, showcasing behind-the-scenes access with your favorite stars along with the best of what fans experience around the track. Here's your chance to experience a day in the life at one of NASCAR's most exciting races, even if you can’t make it to the track. If you're making the trip to Talladega, be sure share your Snaps into the Talladega Live Story starting at 5 a.m. ET. And even if you aren't there, follow NASCAR on Snapchat for behind-the-scenes content throughout the season by clicking here.
NASCAR mandates 5 lug nuts
NASCAR sent a memo to teams across all three national series mandating the use of 5 lug nuts on wheels, and the potential penalties that can be incurred if the new policy is not followed.
NASCAR explains review of Talladega finish
RELATED: Full race results " Frame-by-frame of finish TALLADEGA, Ala. -- NASCAR XFINITY Series Managing Director Wayne Auton said officials felt "100 percent that we got it exactly right" in flagging Elliott Sadler the winner in Saturday's Sparks Energy 300 at Talladega Superspeedway . The official results were delayed after a hard crash involving Joey Logano and Blake Koch brought out the caution flag as the field raced to the checkered flag following an overtime restart at the fast, 2.66-mile superspeedway. The incident was typical for Talladega and chaotic for officials trying to sort out the running order while also making sure those involved in the incident were attended to as quickly, and a safely, as possible. RELATED: See the wreck that came at the end of the race "At the end of the race we knew that everybody was going to be jockeying for position trying to get that win to get into the XFINITY (Series) Chase," Auton said. "We use every resource we can. Our main goal is to make sure that we got it right. It took us a little time up in the tower. We feel 100 percent that we got it exactly right. We used film … eyes … we took our time in the tower." Video replays from cameras located inside the track, outside the track and from high above were studied not only to determine who was leading the race at the time the yellow flag appeared, but also to determine the running order of others throughout the field. RELATED: Ride with the Nos. 22 and 48 on the final lap Auton said there was never any question about whether the caution was necessary. "Our No. 1 job in this sport is safety of these drivers, safety of crewmembers and of fans," he said. "When you see a car turn hard right … it's pretty scary. With all the safety features we’ve applied, the safer walls that are all the way around all of our race tracks now … and the safety features that we have inside the car, our No. 1 concern was when the 22 car hit (was) to make sure that Joey was OK. "Automatically we went ahead and put out the caution. We felt like it was the right time. As you saw, another car came in and made contact with the 22 when he came off the wall. We need to start getting the guys to roll out of the throttle for the safety of the other drivers." Logano ( Team Penske ) was the leader when the field roared off the fourth turn for a final time. But contact with Sadler -- Logano later said it was likely he that moved down on the JR Motorsports driver -- sent his car into the outside wall. Although Sadler's No. 1 Chevrolet dropped below the yellow line, it was the result of the contact. More importantly, Auton said, Sadler did not advance his position, which the rule does not allow. "He was also forced down there when … he and the 22 car made contact," he said. "In our eyes, he did not gain any positions, he was already there. It was legal by the rules."