Hendrick Motorsports, one of NASCAR’s most storied teams, has made headlines by rejecting a multimillion-dollar advertising proposal from Tesla, led by CEO Elon Musk, for its racing events and team branding. Announced on May 11, 2025, the decision has sparked widespread discussion, with Hendrick citing a “commitment to core values” as the driving force behind turning down the lucrative deal. The move highlights tensions between Musk’s polarizing persona and the values of NASCAR’s premier organization.
The proposed deal would have seen Tesla’s logo prominently displayed on Hendrick’s cars, driven by stars like Kyle Larson and Chase Elliott, as well as on team uniforms and trackside banners at races like the Daytona 500. The financial package was reportedly substantial, offering a significant boost to Hendrick’s operations. However, team owner Rick Hendrick, after consulting with sponsors and drivers, declined the offer, emphasizing a misalignment with Musk’s recent actions and public statements. “We choose partners who reflect our fans’ values and the spirit of NASCAR,” Hendrick said in a statement.
Hendrick’s rejection stems from Musk’s controversial behavior, including his inflammatory remarks about U.S. trade policies and his dismissive comments about traditional automotive industries, which have alienated many in NASCAR’s heartland. Musk’s recent X posts, mocking American motorsports as “outdated,” further strained relations, as did his push for tariffs that could impact North Carolina’s economy, where Hendrick is based. These factors, combined with vandalism of Tesla vehicles in nearby Charlotte, fueled Hendrick’s decision to prioritize fan loyalty over profit.
NASCAR fans have rallied behind Hendrick, flooding X with hashtags like #HendrickStrong and #NoTesla. One fan tweeted, “Rick Hendrick just proved NASCAR’s about heart, not just money. Musk doesn’t get us.” The decision resonates with a growing backlash against Tesla in the U.S., where Musk’s polarizing leadership has led to protests and boycotts. Some fans, however, expressed frustration, noting the revenue could have enhanced Hendrick’s competitive edge in a sport with rising costs.
Musk fired back on X, calling the rejection “narrow-minded” and stating, “Tesla’s innovation could’ve elevated NASCAR’s profile. Their loss, not ours.” The response drew sharp criticism, with fans accusing Musk of disrespecting the sport’s heritage. Hendrick Motorsports, meanwhile, doubled down, with team president Jeff Gordon reinforcing their stance: “Our fans and partners trust us to represent them. We won’t compromise that for any deal.”
The rejection aligns with broader resistance to Tesla’s brand amid Musk’s controversies. Recent moves, like a Tennessee dealership chain dropping Tesla products, reflect similar sentiments, citing public discontent with Musk’s rhetoric. In Concord, protests outside a Tesla showroom in April underscored local frustration, with signs reading “Musk Doesn’t Race Here.”
This decision could influence other NASCAR teams and sports franchises navigating partnerships with divisive figures. For Hendrick, it’s a calculated risk that bets on fan support and brand integrity over immediate financial gain. With the 2025 season heating up, the move has energized Hendrick’s fanbase, setting the stage for a passionate showing at upcoming races.
Hendrick’s stand against Tesla’s ad reflects a broader cultural shift in American sports, where values and community sentiment increasingly shape business decisions. As Musk continues to court controversy, Hendrick’s rejection sends a clear message: in NASCAR, heritage and loyalty trump flash and cash. The racing world now watches to see if other teams follow suit or if Musk recalibrates his approach.
