Hendrick Motorsports

What Hendrick Motorsports does

Hendrick Motorsports is a privately held professional motorsports organization founded in 1984 by Rick Hendrick and headquartered in Concord, North Carolina. The organization fields four full-time NASCAR Cup Series entries (Nos. 5, 9, 24, and 48, driven by Kyle Larson, Chase Elliott, William Byron, and Alex Bowman) plus one O'Reilly Auto Parts Series (second-tier) team (No. 17, driven by rookie Corey Day), making it the largest single-team operation in NASCAR's premier series. Hendrick Motorsports holds the record for most NASCAR Cup Series championships (15) and race victories (321 as of March 2026), underpinned by a deep talent roster that includes two active champions and the longest-tenured driver-crew chief pairing in the Cup garage.

The business operates on a multi-revenue-stream model. The primary revenue engine is corporate sponsorship, with primary sponsors signed to multi-year deals on each Cup car (e.g., HendrickCars.com on No. 5 through 2031, NAPA on No. 9, Anduril on No. 24 through 2028, Ally on No. 48) plus associate and rotating sponsors such as Phorm Energy, UniFirst, Valvoline, LoJack, Check Point, and Raptor. Secondary streams include merchandise sales through the team's online store, race winnings and prize money, and a share of NASCAR's media rights revenue under new broadcast and streaming deals with Amazon Prime Video, Warner Bros. Discovery, and FOX extending through 2031.

The team's core technical and operational assets include the Next Gen Cup car platform, proprietary race engineering and data analysis, and a 35,000-square-foot Atrium Health Motorsports Athletic Center built in partnership with Atrium Health for pit crew performance optimization. Distribution runs through NASCAR's broadcast and streaming ecosystem (reaching 2.9 million average viewers per race), on-site activation at 36+ annual events, and direct-to-consumer merchandise. The customer base is split between enterprise corporate sponsors (Fortune 500 and major brands across automotive, financial services, defense technology, healthcare, and streaming) and individual NASCAR fans purchasing merchandise and engaging across digital channels.

Name

Hendrick Motorsports

Legal name

Hendrick Motorsports LLC

Website

https://hendrickmotorsports.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Hendrick Motorsports is a privately held, Concord, North Carolina-based NASCAR racing organization operating four full-time Cup Series teams and one O'Reilly Series entry. It sells multi-year corporate sponsorships and merchandise to Fortune 500 brands and NASCAR fans, anchored by a record 15 Cup Series championships.

Ownership category

akta.pro rank

Product category

Professional Motorsports

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB)

akta.pro secondary industries

Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.) (MPAKABAB), Motorsports Series & Championships (Sanctioned Racing Calendars) (MPAKAGAA), Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI), Motorsports Media Rights & Broadcasting (Series-Owned/Controlled) (MPAKAGAF)

Keywords

• NASCAR racing team
• Motorsports sponsorship
• Stock car racing
• Professional racing operations
• Motorsports merchandise sales

Headquarters

HQ city

Charlotte

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Corporate Sponsorship: Primary revenue stream from corporate sponsors seeking high-visibility brand exposure through NASCAR Cup Series race car placements. Sponsors sign multi-year agreements for primary and associate sponsorship positions across the organization's multiple racing teams. Revenue includes car branding, fire suit logos, and track equipment visibility.
2. Merchandise Sales: Direct-to-consumer merchandise sales through Hendrick Motorsports online store, offering team apparel, memorabilia, and collectibles. The store offers official team merchandise including driver-specific items and general Hendrick Motorsports branded products.
3. Race Winnings and Prize Money: Prize money from race victories, playoff performances, and championship contention in the NASCAR Cup Series and O'Reilly Auto Parts Series. Includes performance bonuses and championship payouts.
4. Media Rights and Broadcast: Revenue share from NASCAR's multi-billion dollar broadcast deals, including new media rights agreements with Amazon Prime Video and Warner Bros. Discovery extending through 2031.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Hendrick Motorsports operates as a championship-winning professional NASCAR racing organization that fields four full-time NASCAR Cup Series teams (Nos. 5, 9, 24, 48) and one NASCAR O'Reilly Auto Parts Series team (No. 17). The organization sells multi-year corporate sponsorship packages on its race cars, fire suits, and equipment to Fortune 500 brands, generates direct-to-consumer merchandise revenue through an online store, and earns prize money and media-rights revenue from racing.

Product overview

Hendrick Motorsports is a professional NASCAR racing organization competing in the Cup Series (premier stock car racing) and O'Reilly Auto Parts Series (second-tier national series). The organization fields five racing teams: four full-time Cup Series entries (Nos. 5, 9, 24, and 48) and one O'Reilly Series team (No. 17). Each team operates as a distinct product unit with named drivers, dedicated crew chiefs, pit crews, and primary sponsors. The portfolio is organized around car numbers rather than a unified platform, with each team representing a separate competitive entry within NASCAR's racing series.

Differentiator

Problem solved

Functional benefit

Products and services

• No. 5 Cup Series Team (Kyle Larson)

Quantifiable outcome

• 15 NASCAR Cup Series championships
• +4 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core, associate and primary.

• Amazon Prime VideocoreStrategic or Co-development Partner · 6 May 2026Amazon Prime Video became the first streaming platform to take primary position on a Cup Series car with Hendrick Motorsports. Streaming platform covers five summer races with direct-viewing integration as part of NASCAR's new media rights extending to 2031.
• LoJack by SoleraassociateGTM or Marketing Partner · 2 April 2026LoJack by Solera renewed its sponsorship with Hendrick Motorsports through 2028, maintaining its presence across the NASCAR Cup Series program. LoJack is connected vehicle and stolen-vehicle recovery technology provider, also maintaining existing relationship with Hendrick Automotive Group for retail operations. Sponsorship enhances brand visibility with a high-performance motorsports platform.
• Check Point Software TechnologiesassociateTechnology or Integration · 26 January 2026Partnership to enhance cybersecurity for racing operations and protect the organization's technology ecosystem against evolving digital threats. Check Point became associate sponsor on the No. 17 Chevrolet team and Corey Day's fire suits and track equipment. Agreement includes advanced threat prevention and security management services.
• Phorm EnergyprimaryGTM or Marketing Partner · 10 January 2026Phorm Energy (collaboration between Anheuser-Busch, 1st Phorm, and UFC President Dana White) serves as primary sponsor on William Byron's No. 24 Chevrolet for two races in 2026, debuting at Talladega and World Wide Technology Raceway. Partnership expands multi-year relationship with Hendrick Motorsports.
• Atrium HealthcoreStrategic or Co-development Partner · 8 January 2026Multi-year partnership including naming rights to a new 35,000-square-foot athletic center on the team's Concord campus. Establishes Atrium Health as brand partner and long-term provider of integrated medical, wellness, and sports performance services for pit crew athletes and employees. Includes logo placement on driver fire suits and crew apparel beginning 2026.
• UniFirst CorporationprimaryGTM or Marketing Partner · 2 December 2025UniFirst announced primary sponsorship schedule for 2026 NASCAR Cup Series season, partnering with Hendrick Motorsports and driver Chase Elliott for five races. Marks the 11th year of partnership with UniFirst providing workwear and uniforms for the team.
• Anduril IndustriesprimaryGTM or Marketing Partner · 22 October 2025Anduril joined Hendrick Motorsports as a primary sponsor for the No. 24 Chevrolet from 2026 through 2028, with key events at San Diego Street Course and Chicagoland Speedway. Collaboration highlights defense technology focus and military community support.

Scale indicators7 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• 23XI Racing: NASCAR team co-owned by Denny Hamlin and Michael Jordan with primary affiliation to HMS via Hendrick engine and chassis support. Competes in Cup Series for sponsorships and championships with rising brand cachet.
• Trackhouse Racing: Growing NASCAR Cup Series team with international flair and high-profile driver signings. Emerging competitor for premium sponsors and on-track performance versus HMS.
• Wood Brothers Racing: Historic single-car NASCAR Cup Series team with Ford performance partnership. Less direct overlap in scale but operates in the same sponsorship market and on-track product category as HMS.
• Richard Childress Racing: Multi-team NASCAR Cup Series organization with sponsorship-driven revenue model and championship pedigree. Comparable in business structure and league exposure to HMS.
• Team Penske: Multi-team NASCAR Cup Series operation owned by Roger Penske with strong sponsor base and championship history. Competes directly with HMS for sponsors, charters, and on-track victories across Cup and Xfinity/O'Reilly.
• Roush Fenway Keselowski Racing: Long-established multi-team NASCAR operation with multiple Cup Series entries. Direct comparable on sponsorship sales, technical operations, and championship history (though smaller Cup roster than HMS).
• Joe Gibbs Racing: Multi-team NASCAR Cup Series operation fielding three full-time entries with deep sponsor relationships and multiple championships. Closest direct comparable to HMS in scale, sponsor economics, and Cup Series footprint.
• Front Row Motorsports: NASCAR Cup Series team fielding multiple entries and competing for charters and sponsorships. Comparable operating model though smaller scale than HMS.

Others

• Hendrick Automotive Group: Largest privately-held automotive dealership group in the US, owned by Rick Hendrick and a primary HMS sponsor via HendrickCars.com. Operationally and commercially intertwined with HMS but operates in automotive retail rather than motorsports competition.

Broad incumbents

• NASCAR: The sanctioning body and series HMS competes in. While not a direct competitor, NASCAR sets charter value, media rights allocations, and rules that drive HMS's revenue and economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/teamhendrick
• YouTubeyoutube.com/HendrickMotorsports
• Facebookfacebook.com/hendrickmotorsports
• Instagraminstagram.com/teamhendrick
• TikToktiktok.com/@teamhendrick?lang=en
• LinkedInlinkedin.com/company/hendrick-motorsports

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hendrick Motorsports