NASCAR Leadership Advocated for SRX Demise Amidst Intense Charter Negotiations, Unsealed Documents Reveal

Unsealed court documents, released on Friday in the lead-up to the December 1 antitrust lawsuit trial of 23XI Racing and Front Row Motorsports v. NASCAR, have provided a stark glimpse into the internal deliberations of NASCAR’s leadership regarding the Superstar Racing Experience (SRX). Communications between high-ranking officials, including then-NASCAR Commissioner and President Steve Phelps, and then-President and Chief Operating Officer Steve O’Donnell, reveal a strong desire to neutralize or eliminate the burgeoning SRX series, particularly as it began to attract prominent NASCAR figures.

The documents, comprising a vast array of emails, text messages, and other correspondence, paint a picture of concern and even animosity within NASCAR’s executive ranks toward SRX. One particularly striking exchange, dated June 29, 2022, shows Phelps expressing his frustration with NASCAR’s involvement in SRX. Upon learning that Denny Hamlin, a prominent Cup Series driver and team owner, had agreed to compete in the SRX season opener, Phelps allegedly communicated to O’Donnell, "Need to put a knife in this trash series." This sentiment was echoed by O’Donnell, who responded, "This is NASCAR. Pure and simple. Enough. We need legal to take a shot at this."

At the time of these communications, SRX was gearing up for its third season. While its initial two seasons aired on CBS on Saturday nights, the move to ESPN for its third season, coupled with a shift to Thursday nights, opened up a more favorable schedule for active Cup Series drivers to participate. This increased participation by NASCAR’s stars, including drivers like Hamlin, Chase Elliott, and Ryan Blaney, alongside team owners such as Tony Stewart and Justin Marks, ignited concerns within NASCAR leadership about potential conflicts and the dilution of their own series.

The genesis of SRX can be traced back to a collaborative effort by NASCAR Hall of Famer Tony Stewart, former Hendrick Motorsports crew chief Ray Evernham, and business executives George Pyne and Sandy Montag. Evernham departed the organization after the inaugural 2021 season, and Donald Hawk served as CEO for the 2022 and 2023 seasons. The series was conceived as a platform to celebrate grassroots racing and provide a competitive outlet for veteran drivers and current stars in a unique, spec-car format.

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The unearthed texts suggest that NASCAR leadership viewed the SRX’s success and its ability to draw top talent as a direct threat, potentially infringing upon NASCAR’s intellectual property and its exclusive domain. The insinuation was that the SRX, by featuring NASCAR’s most recognizable figures, was leveraging NASCAR’s brand and driver pool without direct NASCAR sanctioning or benefit.

This sentiment was amplified by an earlier incident involving Trackhouse Racing owner Justin Marks. In the summer prior to the June 2022 communications, Marks had participated in an SRX event at Stafford Motor Speedway. This also drew the attention of NASCAR leadership, highlighting a growing apprehension about the SRX’s capacity to operate within the nationally televised stock car racing landscape and potentially draw viewership away from NASCAR’s own broadcast partners.

The context of these SRX-related communications is further illuminated by their release alongside discussions surrounding the ongoing charter negotiations, a period of significant tension between NASCAR and its team owners. The prospect of team owners exploring independent racing ventures, or engaging with competing series, was a significant concern for NASCAR as it sought to maintain control and revenue streams. The mention of Dale Earnhardt Jr. and Justin Marks’ eventual purchase of the CARS Tour in these documents underscores this broader trend of team owners seeking alternative avenues for competition and investment.

A more extended exchange from June 29, 2022, reveals the depth of NASCAR’s strategic thinking and perceived threats:

O’Donnell: "Justin Marks is racing SRX?"
Ben Kennedy: "Saw that too. Disappointing."
UNKNOWN: "They just don’t get it. I’m sure its cool for Justin to go get behind the wheel but there’s no regard for the bigger picture. And maybe that’s on us for not giving them that incentive, I don’t know. But you’ve got Marks, Chase (Elliott), Tony (Stewart) and (Ryan) Blaney racing on a network that competes against our rights holders. They outrated (on television) Xfinity and Trucks last weekend; it isn’t some local dirt track stuff."
O’Donnell: "Actually you have one of the voices of FOX in Waltrip, an owner of Cup cars in Stewart, our most popular driver for years and one of our champs fathers etc. This is exhibit ‘a’ that nobody gives a shit about what got them their careers. Pay em some money and they are all in. The guy who cried about safety every single day is in a box car without SAFER Barriers and not a care in the world. And by the way, who does Curtis (Polk, 23XI co-owner) have hanging with (Michael Jordan) over the weekend in Nashville? Not Ben, not me or (Scott) Prime or anyone – Marty Smith from ESPN. Coincidence? Lots to get our arms around but sadly any ‘goodwill’ seems to be lost. So smiles all around but behind the scenes we scheme and we win.” Wait until (Dale) Jr. says he is running an event. Matter of time. They will go to North Wilkesboro with Jr. if we are not careful. We need to be the first back."
UNKNOWN: "Agreed – North Wilkesboro and Bowman Gray next year with Jr and friends if we don’t make moves"
O’Donnell: "How about this for All Star – make it a combo – Bowman and Wilkes Fri/Sun"
UNKNOWN: "Sick! And flip it for 2024. We’ve got moves to make. Just need to sell them through. Should be a good working session Thursday"
Phelps: "That’s the key – we need to have everyone understand that this could turn into LIV if we don’t play our cards right. We are smarter than they are – but part of the issue is they don’t have the facts and don’t seem to want to take the time to learn or maybe they just don’t care. It’s all about the money and feeling like they have been heard and are respected. The SRX thing is just baffling to me. Why don’t they get it? Oh, they do get it, and it’s a huge FU to us.”

This extensive exchange highlights NASCAR’s proactive approach to countering potential rivals. The "LIV" comparison, referencing the controversial Saudi-backed golf tour that disrupted the professional golf landscape, indicates a strategic awareness of how emerging series could challenge established entities. The references to North Wilkesboro and Bowman Gray, both iconic short tracks, suggest NASCAR’s intent to secure and control key racing venues and events, preemptively engaging with potential drivers like Dale Earnhardt Jr. to prevent them from participating in alternative series.

The strategic maneuvers discussed appear to have yielded results. The CARS Tour, promoted by XR in conjunction with Speedway Motorsports, held an event at North Wilkesboro in August 2022, predating NASCAR’s return to the track for its 2023 All-Star Race. NASCAR did subsequently secure a lease for Bowman Gray Stadium, announcing its return for The Clash in 2025 and extending its presence through 2026.

Ultimately, SRX did not hold a fourth season in 2024, and its physical assets were sold to GMS Race Cars. While the direct cause of SRX’s cessation is not explicitly stated in these documents, the documented internal pressure and strategic countermeasures from NASCAR leadership undoubtedly played a significant role in shaping the competitive landscape and influencing the decisions of drivers and team owners. The unsealed communications offer a candid, behind-the-scenes look at the high-stakes power dynamics at play within the world of professional stock car racing as it navigates the complexities of ownership, competition, and media rights. The antitrust lawsuit trial, set to commence on December 1, promises to delve further into these intricate relationships and the business strategies that define the sport.