Hendrick Motorsports
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.
- Company typePrivate
- Founded1984
- HeadquartersCharlotte, United States
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingServices
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.
Hendrick Motorsports firmographics
Firmographics- 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
Hendrick Motorsports industry classification
Industry- 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
Where Hendrick Motorsports is headquartered
LocationHeadquarters
- HQ city
- Charlotte
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Hendrick Motorsports business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- 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.
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Per race | Associate sponsorship placements starting at $15,000 per race |
| Subscription | Annual | Full-season primary sponsorship deals reaching up to $35 million annually |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Hendrick Motorsports product offering
Product offeringCore 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
Companies that use Hendrick Motorsports
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles3 records
Hendrick Motorsports technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Hendrick Motorsports partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, associate and primary.
- Amazon Prime VideocoreAmazon 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 SoleraassociateLoJack 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 TechnologiesassociatePartnership 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 EnergyprimaryPhorm 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 HealthcoreMulti-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 CorporationprimaryUniFirst 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 IndustriesprimaryAnduril 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
Hendrick Motorsports competitors and assessment
Company assessmentDirect 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
Hendrick Motorsports social profiles
Digital presenceHendrick Motorsports financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hendrick Motorsports leadership team
Management profileNumber of profiles
Profiles3 records
Hendrick Motorsports subsidiaries and ownership
Company hierarchySubsidiaries2 records
Hendrick Motorsports funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hendrick Motorsports M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hendrick Motorsports
What does Hendrick Motorsports do?
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.
Is Hendrick Motorsports a public or private company?
Hendrick Motorsports is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Hendrick Motorsports founded?
Hendrick Motorsports was founded in 1984. It employs 501 to 1,000 people.
Where is Hendrick Motorsports based?
Hendrick Motorsports is headquartered in Charlotte, United States, in the North America region.
How does Hendrick Motorsports make money?
Four revenue lines are on record. Corporate Sponsorship is the primary driver. The others are merchandise Sales, race Winnings and Prize Money and media Rights and Broadcast.
Who are Hendrick Motorsports's main competitors?
Direct peers on record are 23XI Racing, Trackhouse Racing, Wood Brothers Racing, Richard Childress Racing, Team Penske, Roush Fenway Keselowski Racing, Joe Gibbs Racing and Front Row Motorsports. Hendrick Automotive Group is listed as an others. NASCAR is listed as a broad incumbent.
Does Hendrick Motorsports have an API?
No public API is recorded for Hendrick Motorsports.
What industry is Hendrick Motorsports in?
Hendrick Motorsports's product category is Professional Motorsports. Its primary akta.pro industry code is MPAKAGAB, Motorsports Teams & Entrants (Factory & Independent), with a secondary code of MPAKABAB, Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.). Its NAICS code is 711211 and its SIC code is 7948.