NASCAR: How an unexpected move became inevitable

Hendrick Motorsports moving Alex Bowman to the #48 Chevrolet for the 2021 NASCAR Cup Series season was one that once seemed improbable. But over time, it became inevitable.

Many fans had the exact same thought when seven-time NASCAR Cup Series champion Jimmie Johnson’s “replacement” was announced by Hendrick Motorsports on Tuesday, October 6.

“What’s the point?”

That is because Alex Bowman, who has already been competing full-time for the team since replacing Dale Earnhardt Jr. behind the wheel of the #88 Chevrolet ahead of the 2018 season, was confirmed as Johnson’s successor behind the wheel of the #48 Chevrolet.

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So Johnson’s “replacement” in terms of the actual driver lineup had not yet been determined. In fact, a week later, it still has not yet been determined.

But what may have once seemed unexpected became inevitable to the point where it was only a matter of time before it was confirmed, and that was the case for one reason: sponsorship.

Nationwide stepped away from the Cup Series following the 2019 season, leaving Bowman needing sponsorship. Fortunately, Chevrolet Accessories (Adam’s Polishes, NOCO and Truck Hero) stepped up to sponsor him in 26 of the 36 races on the 2020 schedule, with Axalta, Valvoline, Cincinnati, Llumar and most recently new major associate partner Acronis covering the others.

But despite the fact that Bowman had not landed any significant long-term sponsorship deals, Hendrick Motorsports signed him to a one-year extension back in mid-May.

At that point, it should have been clear and obvious what their plan was.

Notably, in this announcement, it was only confirmed that Bowman’s deal had been extended by a year. It was not confirmed that he would be back behind the wheel of the #88 Chevrolet, and once again, it was not confirmed that he had landed any other sponsors.

Meanwhile, months went by. It still hadn’t been announced who would be replacing Johnson, who had announced all the way back in November that the 2020 season would be his last, behind the wheel of the #48 Chevrolet.

But Ally Financial had already signed a multi-year contract extension to sponsor the #48 Chevrolet full-time through the 2023 season back in October before Johnson had announced he’d be retiring. They remained committed to the #48 team and finding Johnson’s heir.

With Chase Elliott and William Byron under contract through the 2022 season, it only made sense to pair Bowman with Ally Financial for continuity while searching for a new driver with new sponsorship deals and opportunities instead of leaving a fourth-year driver and a steadily improving proven race winner guessing.

Had Bowman been able to land a blockbuster sponsorship deal, or even a number of smaller deals like the ones the team has with Axalta, Valvoline, Cincinnati, Llumar and Acronis for his #88 Chevrolet, then it wouldn’t have been as big of an issue, and Rick Hendrick simply could’ve picked a new driver and handed him an Ally firesuit.

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But now Bowman’s sponsorship is secure, and those other sponsors are set to continue to serve as part-time sponsors on the team’s other cars, likely for whomever ends up being named their new driver as well. It’s a win-win-win and always was.

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