Jeff Gordon On Hendrick Motorsports' Success This Season And New Partnership With Phorm Energy

Forbes

12 hours ago

Jeff Gordon gives his thoughts on Hendrick Motorsports' start to the season along with why they're ... More partnering with Phorm Energy. (Photo by)
Jeff Gordon is obviously revered as one of the greatest NASCAR drivers of all time, but he's making an impact these days as the vice chairman of Hendrick Motorsports.
The 53-year-old raced full-time for 23 years for Hendrick Motorsports and now he's part of the team that's consistently leading the top of the NASCAR Cup Series standings. Hendrick Motorsports features William Byron – who won the Daytona 500 this season for the second time – Kyle Larson, Chase Elliott and Alex Bowman.
Entering this weekend's NASCAR race at Mexico City, Larson is at the top of the standings with 535 points and three wins, while Byron ranks fourth, Elliott ranks 10th and Bowman ranks 15th.
That same four-driver team has been together since 2021 and they're the most well-rounded team in NASCAR today, with their drivers consistently ranking at the top of the standings.
'It's been a solid start,' says Gordon in a one-on-one interview. 'We've been going to victory lane with two of our cars winning the Daytona 500 but we've been top 10 all year long, with all four. It's been good, but we're never content with that. We've got to always ramp up and push the envelope to get better.'
We're only a little more than halfway through the season, with 11 more races left in the regular season and the playoff schedule starting at the end of August in Darlington.
Gordon stresses the importance of performing well in entering the stretch run of the season, which will culminate in the final race of the playoffs at Phoenix Raceway in November.
'With our new playoff system, where it comes down to 10 races in that final race in Phoenix this year, that's the goal,' says Gordon. 'You've got to constantly be improving in getting yourself in position. When those playoffs start, you're peaking, you're at your best when those last 10 races come. I feel like we have more work to do, but we're in a really good position.'
Hendrick Motorsports is obviously seen as the cream of the crop when it comes to teams in NASCAR, as its the winningest team in the sports history.
There are no shortage of sponsors for the team, with Hendrick Motorsports partnering with Cincinnati Incorporated, Liberty University, Axalta, Valvoline and Raptor High Heat this season for Byron's car this season. You can add another one to the list as Hendrick Motorsports is partnering with 1st Phorm's 'Phorm Energy," which will include primary sponsorship starting in the 2026 season.
Phorm Energy is a new energy drink released this year as a result of Anheuser-Busch and 1st Phorm teaming up together. 1st Phorm is a nutrition and supplement company also based in Missouri, close to Anheuscer-Busch's headquarters. UFC CEO and president Dana White is also invested in the brand.
The partnership will see primary sponsorship from Phorm Energy of Byron for six races during the 2026 season, which means branding on fire suits, helmets and fueler gear. It also means branding in Hendrick Motorsports' new 35,000 square-foot athletic center when it opens next season.
'What's cool about this, it's the beginning of not just a partnership, but launching this brand, and we want to be a big part of that and contribute to its success,' says Gordon of partnering with Phorm Energy. 'We think that it has endless opportunities. We look at this as a long-term partnership at Hendrick Motorsports.'
Phorm Energy's "Screamin' Freedom" energy drink.
Gordon details what led to the partnership between Hendrick Motorsports and 1st Phorm's Phorm Energy.
'We have incredible athletes, not just behind the wheels of the cars, drivers, but our pit crews, and we've been really looking for the right partner at Hendrick Motorsports that really fits well with our brand,' says Gordon. "Ford came on for our friendship with Brendan Whitworth (Anheuser-Bush CEO) and we've been trying to figure out what's a good way where we can get to do a good partnership.
'He calls me one day, and says, 'I think I got the one here,' and as soon as you start hearing about it it's like, 'This is the perfect fit for us,'" Gordon continues to say. "It's about how our athletes train with purpose, and that's exactly what 1st Phorm is all about. It's obviously exciting partnering with a company like Anheuser-Busch and 1st Phorm that's going to really take this brand to another level, and we're excited to be part of that.'
A big part of the partnership is not just putting the drivers at the forefront, it's also about showcasing the pit crews and their efforts behind the scenes.
'Our athletes, you're going to see more and more about that storyline coming out with behind the scenes, of the discipline that they have, the commitment that they have, the work ethic if they have what it takes to train and be at the elite level,' says Gordon. "From a pit crew standpoint, these guys have college football backgrounds, professional football backgrounds, and they're a critical part of our success on the racetrack.
'Finding the right partner that is going to work with them and help them be even better and be a part of the branding behind that is super exciting,' Gordon continues to say. 'I love our athletes, I love their personalities, and they're super pumped about having Phorm Energy on board.'
The 27-year-old Byron has finished in third in the final NASCAR Cup Series standings in back-to-back years. Gordon says he and Hendrick Motorsports is 'heavily invested' in his future and calls him an 'incredible' race car driver.
'Incredible race car driver, champion from the XFINITY series, and ever since he came to Hendrick, the talent is shown here,' says Gordon. 'He's got a great team surrounding him as well, two-time Daytona 500 champion. He's been gaining the points this year. This guy has a long career, we just signed him to a new contract for four more years after this. Obviously we are heavily invested in his future, and I think he's a future champion. If not this year, in the coming years.'