Why Tyler Reddick could be NASCAR's next transcendent superstar

It's been a long time since a NASCAR driver transcended racing and was truly a household name. 

Kyle Larson, Denny Hamlin, Ryan Blaney, Chase Elliott and William Byron are all great drivers. All are stars in the racing world. 

But ask your average individual on the street or the average sports fan if they knew who those drivers were, and you'd likely get a blank stare. 

There have been drivers in recent years who have put NASCAR on the national stage, but none of them have done so long-term. Larson and Bubba Wallace, for example, both made headlines for off-track reasons in 2020 and have made headlines for on-track reasons since. But neither are household names in the general sports zeitgeist. 

That begs the question: is there a NASCAR driver primed to become a household name in the near future?

Why Tyler Reddick could be NASCAR's next big star

Prior to 2026, Reddick was already a superstar in the racing world. The winner of two NASCAR O'Reilly Auto Parts Series titles and eight Cup Series races prior to this season, Reddick was viewed as a title threat and a true contender. 

But 2026 has seen Reddick win four of the Cup Series' first eight races, including its most prestigious, the Daytona 500. Reddick is currently the Cup Series points leader and made history by becoming the first driver to ever win the first three races of a Cup Series campaign. 

He drives for 23XI Racing, an organization owned by a future NASCAR Hall of Famer in Denny Hamlin and Michael Jordan, who is arguably the greatest basketball player of all time. The latter gives 23XI, and by extension, Reddick, an enormous amount of marketability and brand recognition outside of the racing bubble. 

Thanks to his success on the racetrack, Reddick is becoming one of the hottest stars in auto racing. It was announced Thursday that Rockstar Energy will sponsor Reddick in multiple races. Other athletes affiliated with Rockstar include Olympic Gold Medalists Keegan Palmer and Red Gerard, among others. 

It was also reported by Sports Business Journal on Thursday that Reddick's budding stardom could lead him to a big payday of around $7 million per year if he were to sign a contract extension with 23XI. 

At a time when NASCAR desperately needs superstars who reach out beyond the borders of stock car racing, Reddick could be exactly what the sport needs.