Among the pantheon of NASCAR’s most divisive figures, one name consistently rises to the surface: Joey Logano. American fans have largely branded him as the quintessential villain of the sport, often citing his aggressive driving style, his central role in numerous controversies, and his position as the “poster boy” for NASCAR’s playoff system. Yet, in a stunning twist, Logano is basking in unexpected adoration from fans across the border, a revelation that has sent shockwaves through the NASCAR community.
During a recent trip to Mexico, Logano made a jaw-dropping claim that he has become a fan favorite in the country, stating, “Here’s a surprise for everybody. I’m like the second most popular driver in Mexico. We noticed Daniel Suárez. I’m a distant second, but I’m second still.” This admission left many in the NASCAR garage scratching their heads, as the driver often vilified at home is celebrated by a passionate fan base abroad. The energy during driver introductions in Mexico was electric, with the vibrant Shell-Pennzoil colors dominating the stands, and fans enthusiastically chanting his name.
What elevates this narrative is the undeniable presence of Daniel Suárez, the pride of Monterrey and the only Mexican driver to claim victory at NASCAR’s highest level. Suárez’s monumental win and subsequent celebration at Autódromo Hermanos Rodríguez during the historic Viva México 250 event marked a significant moment for NASCAR, as it was the first points race held outside the U.S. in 67 years. The atmosphere resembled a full-blown homecoming, showcasing the deep-rooted passion for racing within Mexico.
Logano attributes his newfound popularity in Mexico to a simple yet profound factor: access. For many fans, this was their first opportunity to witness NASCAR live, a spectacle they had long followed on television. “The people who had tickets, I think they were there all three days,” Logano observed, capturing the spirit of an event that felt monumental for those in attendance. However, this wave of enthusiasm may not be repeated soon, as NASCAR has confirmed that the Cup Series will not return to Mexico City in 2026 due to scheduling conflicts with the FIFA World Cup. Still, Logano’s surprise international acclaim serves as a testament to NASCAR’s expanding global appeal.
As if that wasn’t enough, Logano’s prowess extends beyond the track, showcasing his business acumen and star power. In 2025, he emerged as a frontrunner in NASCAR’s innovative Driver Ambassador Program, raking in over $1 million without having to turn a single lap. This initiative, aimed at amplifying NASCAR’s presence beyond racing, saw drivers engaging in media appearances, fan interactions, and brand collaborations, transforming them into ambassadors of the sport.
The results of this program were staggering, with Logano leading the charge and capitalizing on high-profile appearances, such as his stint on Jimmy Kimmel Live and participation in the ESPYs. These moments not only elevated his profile but also significantly contributed to NASCAR’s social media growth, which saw an impressive increase of 4.5%, adding over 802,000 new followers. Logano’s relentless drive didn’t stop with the end of the racing season; he continued to engage fans by providing commentary during quirky events, including the NFL’s Corgi Cup, blending entertainment with his racing persona.
As fellow driver Corey LaJoie humorously pointed out, “A man will go to the ends of the earth for some DAP points.” Logano didn’t just seek out these opportunities; he mastered the art of visibility in modern NASCAR, proving that the realm of stardom extends far beyond the confines of the racetrack. His journey from being a polarizing figure in America to a beloved personality in Mexico underscores the complex nature of fandom and the far-reaching impact of NASCAR’s globalization.
