"Stubbs: Sponsorships Take Priority Over Talent in 23XI's Driver Selection"
When comparing Riley Herbst and Corey Heim as potential candidates for the third seat in the NASCAR Cup Series at 23XI Racing, the data and visual evaluation speak for themselves.
Heim has been a contender for the championship -- and arguably the top driver in the series -- during his two years in the NASCAR Craftsman Truck Series with TRICON Garage. Heim achieved six victories in 2024 alone and advanced to the Championship 4 for the second consecutive season.
While Herbst has put up respectable numbers in his time in the NASCAR Xfinity Series, with a best points finish of seventh and only three wins over five full-time seasons, they pale in comparison to Heim's statistics.
Heim's potential seems to be much greater than Herbst's, and at 22 years old compared to Herbst's 25, Heim has more room to develop as a young driver.
It may come as a surprise, then, that when 23XI announced the driver of their third car on Wednesday, it was Herbst who was chosen for the role.
The reason for this decision can be summed up in one phrase: financial gain.
No disrespect to Herbst, but it's no secret that his family's business connections have played a significant role in advancing his career. When compared to Heim, the numbers simply don't add up from a statistical standpoint -- but the figures in the bank do.
Herbst's long-time sponsor, Monster Energy -- a company that has been linked to 23XI since 2022 -- will join him in sponsoring his No. 35 Toyota Camry XSE during his first Cup Series season.
There is an old saying that perfectly captures the situation 23XI found themselves in: money talks and, well, you know the rest.
It's not Herbst's fault that 23XI's decision ultimately came down to sponsorship dollars -- an advantage that Heim does not possess to the same extent. The business model of NASCAR and its teams has always been dependent on sponsors. It was reportedly a lack of funding that led to Anthony Alfredo's departure from Our Motorsports at the end of this season, and it was funding that led the team to sign Kris Wright on Wednesday morning.
If a highly-touted prospect like Heim displays exceptional talent but does not bring sponsorship dollars to the team, their chances of securing the ride over a relatively average prospect who brings significant funding to the table are very slim.
The model is focused on finding drivers who bring the most money rather than finding the best driver.
This is precisely the situation Heim currently finds himself in. Herbst was considered a highly talented prospect who may have landed a Cup Series ride with a lower-level team. If that did not materialize, he could have remained in the NASCAR Xfinity Series.
While Heim continues to compete in the Truck Series for another season, Herbst will have the opportunity to prove his critics wrong and silence any doubts that he does not have what it takes to be successful in the Cup Series. However, if his rookie season does not produce results, do not be surprised if 23XI takes the financial hit and gives Heim his chance.
--Samuel Stubbs, Field Level Media
