What Stewart-Haas Racing does

Stewart-Haas Racing, now operating commercially as Haas Factory Team, is a private, for-profit professional motorsports organization founded in 2011 as a co-venture between three-time NASCAR champion Tony Stewart and Gene Haas, founder of CNC machinery manufacturer Haas Automation. The team fields a multi-car racing operation out of Kannapolis, North Carolina, competing in the NASCAR Cup Series with the No. 41 entry driven by Cole Custer and in the NASCAR O'Reilly Auto Parts Series (the rebranded Xfinity Series) with the No. 41 driven by Sam Mayer and the No. 00 driven by Sheldon Creed. Its competitive base is the standardized NASCAR Next Gen race car platform, chassis and engine supply coming through OEM partners, with the team's value-add concentrated in driver talent, crew operations, aerodynamic and race-strategy execution, and brand presentation for sponsors.

The company's revenue architecture is not publicly disclosed but is consistent with the standard NASCAR team model: corporate sponsorship (anchored by Haas Automation and a roster of consumer-facing partners including Code19 Racing), NASCAR purse and contingency payouts, ancillary licensing, and direct-to-consumer merchandise via the team's online shop. The team maintains a domestic-only operating footprint, with race activity distributed across the NASCAR national calendar at venues including Chicagoland Speedway, Atlanta Motor Speedway, North Wilkesboro Speedway, Sonoma Raceway, Naval Base Coronado, and Indianapolis Motor Speedway. Brand-building is executed through owned social channels (Facebook, Instagram, X, YouTube, TikTok, LinkedIn) under the Haas Factory Team identity, complementing broadcast exposure on TNT, CW, MRN, PRN, SiriusXM, and MAX. Headcount sits in the 251-500 band, consistent with the operational scale required to run three cars across two series.

Governance and identity have evolved since the 2011 founding: Tony Stewart retired from driving after the 2020 season and has since focused on NHRA Top Fuel competition under separate organizational structures (Tony Stewart Racing and an affiliation with Elite Motorsports), leaving Gene Haas and the Haas Automation industrial enterprise as the dominant brand and capital anchor for the NASCAR team. The visible strategic shift from the Stewart-Haas Racing masthead to the Haas Factory Team brand on official digital properties reflects that concentration of ownership and identity. Jessica Smith leads the team's Digital & Brand Strategy function, underscoring the commercial, fan-engagement orientation of the operation. There are no disclosed funding rounds, acquisitions, subsidiaries, regulatory actions, or external investors in the input data, consistent with the team's status as a privately held, founder-controlled operating company.

Name

Stewart-Haas Racing

Legal name

Stewart-Haas Racing

Website

https://stewarthaasracing.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

251–500 employees

Short description

Stewart-Haas Racing (operating as Haas Factory Team) is a private NASCAR racing team competing in the Cup Series and O'Reilly Auto Parts Series with drivers Cole Custer, Sam Mayer, and Sheldon Creed. It is privately held by Gene Haas and serves corporate sponsors and motorsports fans.

Ownership category

akta.pro rank

Product category

Professional Motorsports Racing

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

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

akta.pro secondary industries

Motorsports Support & Feeder Series (Developmental Championships) (MPAKAGAH), Motorsports Leagues & Series (MPAKAAAH), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)

Keywords

• NASCAR racing team
• Motorsports competition
• Professional auto racing
• Driver development
• Sponsorship marketing

Headquarters

HQ city

Kannapolis

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Distribution channels1 record

Marketing channels6 records

Core offering

Stewart-Haas Racing, operating as Haas Factory Team, is a professional NASCAR racing team that fields the No. 41 car driven by Cole Custer in the NASCAR Cup Series and the No. 41 (Sam Mayer) and No. 00 (Sheldon Creed) cars in the NASCAR O'Reilly Auto Parts Series. The team operates as a motorsports competition business focused on winning races, developing drivers, and delivering brand exposure for corporate sponsors.

Product overview

Haas Factory Team is a NASCAR racing team competing in the NASCAR Cup Series (with the No. 41 car driven by Cole Custer) and the NASCAR O'Reilly Auto Parts Series (with the No. 41 car driven by Sam Mayer and the No. 00 car driven by Sheldon Creed). The team represents a motorsports racing operation without a traditional software product or service offering. The team is affiliated with Haas Automation and operates as part of the NASCAR digital media network.

Differentiator

Problem solved

Functional benefit

Products and services

• NASCAR Cup Series Racing Program Fielding the No. 41 entry in the NASCAR Cup Series with driver Cole Custer, competing at premier NASCAR venues including Chicagoland Speedway, Sonoma Raceway, Atlanta Motor Speedway, North Wilkesboro Speedway, and Naval Base Coronado. Delivers race competition, broadcast exposure, and sponsorship-driven brand marketing for corporate partners such as Haas Automation and Chevrolet.
• NASCAR O'Reilly Auto Parts Series Racing Program Two-car entry in the NASCAR O'Reilly Auto Parts Series (secondary national touring series) with the No. 41 car driven by Sam Mayer and the No. 00 car driven by Sheldon Creed. Functions as a development platform that feeds talent toward the Cup Series while delivering additional race-day inventory for sponsors.
• Official Team Merchandise Shop Online retail storefront selling team-branded and driver-branded merchandise, apparel, and collectibles to NASCAR fans. Operated directly by the team at haasfactoryteam.com/merch.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Roush Fenway Keselowski Racing: Multi-car Ford NASCAR operation historically anchored by owner Jack Roush, similar in heritage to Stewart-Haas Racing. Competes in Cup and Xfinity, providing comparable operational benchmark.
• Joe Gibbs Racing: Multi-car NASCAR Cup and Xfinity team and Tony Stewart's former employer. Direct competitor across both series Haas Factory Team competes in, with comparable manufacturer (Toyota) backing and similar operational scale.
• Richard Childress Racing: Chevrolet-aligned NASCAR Cup and Xfinity team with a multi-car footprint and longtime ownership. Most directly comparable peer to Haas Factory Team given shared Chevrolet manufacturer affiliation and parallel series presence.
• Front Row Motorsports: Mid-tier multi-car NASCAR Cup team that has scaled operations and charter ownership in recent years. Comparable in scale to the current single-car Cup configuration of Haas Factory Team.
• Wood Brothers Racing: Historic single-car Ford NASCAR Cup team and longtime Team Penske affiliate. Provides a useful benchmark for the operational economics of a single full-time Cup entry like Haas Factory Team's No. 41.

Broad incumbents

• Hendrick Motorsports: Largest active NASCAR Cup team with four full-time cars and a deep sponsor base. Direct competitor to Haas Factory Team in the Cup Series and benchmark for what scale looks like in the modern NASCAR ecosystem.
• Team Penske: Legendary multi-series motorsports operation fielding Cup entries plus IndyCar and IMSA programs. Direct Cup competitor to Haas Factory Team and a top-tier benchmark for sponsorship economics and operational scale.

Emerging players

• 23XI Racing: Two-car Toyota team co-owned by Denny Hamlin and Michael Jordan. Emerging Cup competitor with strong sponsor portfolio and cultural brand positioning that competes with Haas Factory Team for driver talent and sponsor mindshare.
• Trackhouse Racing: Two-car Chevrolet Cup team with project-based international expansion (Trackhouse Racing Brazil). Closely comparable emerging peer to Haas Factory Team given shared Chevrolet affiliation and growth orientation.
• Legacy Motor Club: Two-car Toyota Cup team co-owned by Maury Gallagher and Jimmie Johnson. Emerging competitor for talent, sponsors, and on-track positioning in NASCAR's mid-tier segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/stewarthaasrcng
• YouTubeyoutube.com/@HaasFactory
• Facebookfacebook.com/stewarthaasracing
• LinkedInlinkedin.com/company/haasfactoryteam
• Instagraminstagram.com/haasfactoryteam
• TikToktiktok.com/@haasfactoryteam

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Stewart-Haas Racing