In 2025, Hyak Motorsports emerged as a rebranded entity in the NASCAR Cup Series, taking over the No. 47 Chevrolet Camaro ZL1 previously fielded by JTG Daugherty Racing. Under the leadership of principal owner Gordon Smith, who acquired the team in November 2023, Hyak Motorsports aimed to bring a fresh perspective to the sport. The team retained veteran driver Ricky Stenhouse Jr., known for his aggressive driving style and notable victories, including the 2023 Daytona 500, a win at Talladega in October 2024, and a 7th-place finish at New Hampshire Motor Speedway in the same year. Now, as the NASCAR Cup Series heads to NHMS this weekend, teams and fans alike are gearing up for a high-stakes race on the famed “Magic Mile.”
With a technical alliance with Hendrick Motorsports, Hyak Motorsports sought to make a significant impact in the 2025 season, but faced challenges in securing consistent sponsorship. While the team had partnerships with brands like NOS Energy Drink and Martin’s Potato Rolls, these were often limited to specific races. For instance, the NOS Energy Drink sponsored the No. 47 car at the FireKeepers Casino 400 at Michigan International Speedway. Despite efforts to attract new sponsors, including a potential return of Kroger, the team opted to start fresh with newer partners. But it seems that they have been unsuccessful yet again.
The culmination of their sponsorship challenges became evident ahead of the race weekend at New Hampshire Motor Speedway. Hyak Motorsports posted a picture of Stenhouse Jr.’s No. 47 car on X, writing, “The wait is over 👀 Introducing the Hyak Motorsports car at New Hampshire this weekend!” highlighting their paint scheme with a huge Hyak Motorsports logo on the front. But what caught the fans’ attention was the unsponsored appearance, marking a significant moment for the team, reflecting the ongoing efforts to secure long-term partnerships, while also fueling rumors about the team’s possible shutdown.
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Hyak Motorsports’ situation is not unique in NASCAR history. In 2007, Ginn Motorsports faced similar challenges when both the #13 and #14 cars raced unsponsored at New Hampshire. This led to the team’s merger with Dale Earnhardt Inc., highlighting the financial pressure teams can face without consistent sponsorship. Additionally, the #9 car, driven by Bill Elliott in the late 1970s, occasionally raced unsponsored, reflecting the team’s difficulty in securing funding. But the sight of Ricky Stenhouse Jr.’s unsponsored car elicited strong reactions from fans and industry observers, especially after gaining significant attention for his #47 car being sponsored by Pudgy Penguin at the Darlington Raceway in the Cook Out Southern 500.
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The lack of a primary sponsor not only affects the team’s financial stability but also impacts its visibility and competitiveness in the series. As the season progresses, the ability of Hyak Motorsports to secure consistent sponsorship will be crucial in determining its long-term success in the NASCAR Cup Series.
Fans fuel NASCAR rumor amid sponsorship uncertainty
One fan drew parallels from the past, saying, “Gives me Ricky Bobby vibes.” In the 2006 film, Talladega Nights: The Ballad of Ricky Bobby, the protagonist, Ricky Bobby, portrayed by Will Ferrell, faces a crisis when his primary sponsor, Wonder Bread, pulls out. In a desperate attempt to maintain his image, Bobby repurposes the remaining letters from “Wonder” to spell “Me,” humorously highlighting the absurdity of sponsorship dependence in NASCAR. Similarly, Tommy Baldwin Racing faced sponsorship challenges in 2009, often running unsponsored or with short-term deals, the same as Hyak Motorsports in the present day.
Another fan sarcastically added, “”The wait is over 👀 we’re finally going out of business.”” Along with Hyak Motorsports, the departure of major sponsors from NASCAR teams has been a growing concern, with companies like FedEx, Marvis, MoneyLion, and Geico exiting the sport. Some fans speculated that sponsors might be leaving in anticipation of lower ratings due to the new TV deal. In 2024, Stewart-Haas Racing announced it would shut down its NASCAR operations at the end of the season, also citing relentless demands and high resource requirements of the sport for its decision to “pass the torch.”
Some fans questioned Stenhouse Jr.’s decision to stay with Hyak Motorsports despite continuous difficulties, saying, “Hyping this as an exciting announcement is definitely…a choice… I know Ricky said he is staying there but I wonder if he rethinks that now.” Since holding a provisional playoff spot in May before the Coca-Cola 600, Ricky Stenhouse Jr. and his team struggled to secure stable sponsorship, which some believe might be because of the driver’s aggressive tactics on track. In a similar situation, in 2020, Blue-Emu ended its sponsorship of Bubba Wallace’s virtual #43 car after Wallace’s outburst during an iRacing event, demonstrating how sponsor relationships can be fragile and easily disrupted.
Another fan asked, “So… Will Hyak end up like NY Racing or MBM?” drawing parallels to NY Racing, a team that, despite ambitious entries and notable drivers like Greg Biffle and J. J. Yeley, struggled with inconsistent participation and sponsorship issues, leading to their withdrawal from the 2025 season. Similarly, MBM Motorsports, rebranded as Garage 66 in 2025, is facing challenges with driver changes and limited race entries, highlighting similar difficulties that smaller teams encounter in maintaining stability and competitiveness.
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One fan quipped, “Kyle Busch has the opportunity to do the funniest thing…” alluding to his own recent sponsorship challenges. After their altercation during the 2024 NASCAR All-Star Race, fans expect them to collect themselves in a tongue-in-cheek manner by finally helping a team in need of sponsors. But Kyle Busch has been facing his own challenges. In 2025, Rebel Bourbon continued its relationship with Busch and Richard Childress Racing, serving as a major sponsorship partner for the No. 8 Chevrolet during the NASCAR Cup Series campaign. However, this deal has not been sufficient to provide full-season support, leading to speculation that Busch should bring back Kyle Busch Motorsports and its sponsorship for the next season.