• Loading stock data...
Tuesday, July 15, 2025

Alex Bowman to Replace Dale Jr. in Hendrick №88 Ride, Locks up Guaranteed Sponsorship

The young gun gets his first big shot.

Alex Bowman is ready to take over the №88 car. (Photo via Autoweek.com)

One of the many looming questions for 2018 has finally been answered — and it took 3 months for a deserving answer. Alex Bowman will replace NASCAR great Dale Earnhardt Jr. in the №88 Nationwide Chevrolet as he rides off into the sunset after 2017. The announcement was made public on Thursday, July 20th, 2017 — roughly four months until NASCAR and Earnhardt’s finale at Homestead-Miami Speedway.

To the average sports fan, this may resemble a new starting quarterback, or point guard, just filling the shoes — not in NASCAR or Dale Jr. NASCAR is a ‘game’ of money, meaning if sponsors do not want to continue to spend hundreds of thousands of dollars to have their brand on a racecar for a certain driver, they will not.

For example, Home Depot stayed with Joe Gibbs Racing on the №20 for Joey Logano after Tony Stewart, but did not for Matt Kenseth’s №20 ride.

Luckily for Alex Bowman and Hendrick Motorsports, both of Earnhardt’s primary sponsors; Nationwide and Axalta will remain on the car in 2018 for 19 and 15 races respectively, per Bob Pockrass. NASCAR does not release finances of sponsorships, but Nationwide, who signed a one-year extension with Hendrick seemingly wanted Bowman in the 88, as well as Axalta. Since 1992, Axalta has been a longstanding partner of the team. In the wake of the deal, Nationwide dropped two races, allowing Axalta to add two more.

https://frontofficesports.com/how-north-wilkesboro-speedway-became-an-inspiration-for-cars-3-a9d50c6800

Nationwide’s chief marketing officer Terrance Williams said the company is thrilled to continue its sponsorship with Rick Hendrick and his team by welcoming Bowman. The insurance company has cooperated with HMS on and off the track since 2014, increasing its role to primary sponsorship in 2015.

Alex Bowman is not new to NASCAR’s Cup Series. He has 81 career starts under his belt and raced for BK Racing and Tommy Baldwin Racing in 2014 and 2015. Last year Bowman filled in for Earnhardt while he battled a concussion. Bowman’s best race came at Phoenix, his home track in The Chase where he won the pole, led 194 laps and boasted a career best sixth place finish — something the team has to look forward to.

Bowman won the pole at Phoenix Raceway in 2016 while replacing Jr. (Image via USA Today)

“I’m excited to build on the relationship with Nationwide and all of our partners. It means the world that they have faith in me, and I’m thankful to have them on my side. Now I just want to go win,” said Bowman. HMS and Nationwide’s trust has Bowman thrilled about his new opportunity. He later tweeted about all of the positive support he has garnered throughout the day, even by answering 565 text messages.

In Hendrick’s press release, Rick Hendrick praises Nationwide as vehemently passionate about NASCAR and Bowman’s poise and charisma on handling 2016’s tough situations. “He stepped up in a very demanding situation and showed that he can run with the best and compete for wins.”

Bowman is not a rookie, he is not a 19 year old R&D driver for a major team who will not have a shot for several years, Alex Bowman has Cup experience, for underfunded organizations, but possesses the skill. He is hailed as ready and able to compete with the big names but 2018 will prove whether he is marketable and able to retain sponsorship at Hendrick. A subpar year, or inability to live up to expectations of following Dale Jr. could oust Nationwide, or open up opportunities for other sponsors to redefine the iconic №88.

https://frontofficesports.com/how-north-wilkesboro-speedway-became-an-inspiration-for-cars-3-a9d50c6800

As one may know, in addition to marketability — something Dale Jr. oozes, sponsors and teams bank on on-track performance.

Kasey Kahne has under performed since 2014 in the №5 car at Hendrick, and is left in a bind for 2018, his last year in contract. Farmer’s Insurance and Great Clips have both backed out for 2018 to pursue other sports ventures away from NASCAR.

NASCAR and Hendrick may have another tall task to complete by the end of the season in keeping Kahne or refilling the №5 ride with another big name or an Xfinity Series hotshot in William Byron, who is just 19 years old.

As for July 2017, until November, the №88 team has one goal in mind, and it’s not looking ahead: it’s winning one of the last seven races and competing for a championship. The current №88 team will however be Bowman’s team in 2018 headed by existing Crew Chief Greg Ives.

NASCAR heads to fabled Indianapolis Motor Speedway on Sunday for the Brickyard 400 at 2:30pm on NBCSN.


Front Office Sports is a leading multi-platform publication and industry resource that covers the intersection of business and sports.

Want to learn more, or have a story featured about you or your organization? Contact us today.

https://upscri.be/f32ae1

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

exclusive

Bipartisan Effort Mounts to Repeal Gambling Tax Hike in Trump Bill

The president signed the bill into law last week.
Bill Ackman
exclusive

Billionaire Bill Ackman Prepares for ‘Once in a Lifetime’ Tennis Match in..

Ackman says he’s “peaking next week” at the Hall of Fame Open.
Mike Crapo

Trump Bill’s Tax Hike on Gamblers Was Authored by Sen. Mike Crapo

Crapo’s office did not respond to several messages seeking comment.
Seattle Rough & Tumble

Women’s Sports Bars Are on the Rise. Survival Isn’t Guaranteed

Some women’s sports bars are cashing in. Others are clawing for funding.

Featured Today

May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.
July 12, 2025

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.
Rimouski, QC - JUNE 1: Final Game of the 2025 Memorial Cup between the Medicine Hats Tigers and the London Knights on June 1, 2025, at the Colisée Financière Sun Life in Rimouski, Qc.
July 11, 2025

CHL Is Facing a ‘Pandora’s Box’ of Questions Amid NCAA Talent Departure

As players defect to college, the Canadian Hockey League won’t cede ground.
Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.
July 9, 2025

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.