NASCAR’s Landon Cassill Becomes First Driver To Be Paid In Crypto

“It doesn’t surprise me that Landon’s the first one, because I think he thinks about partnership marketing and how to be relevant to the brand.”

The NASCAR and cryptocurrency worlds are converging around a crypto-asset trading platform, adding a professional racer to the shortlist of professional athletes paid in crypto, and the first NASCAR driver to be paid in crypto.

How does this move impact the backend operations and sponsorship strategies of racing industry professionals? Joining MarketScale TV to discuss the deal with Voice of B2B Daniel Litwin is Steven French, Senior Director of Business Development at Texas Motor Speedway.

“As a brand, marketing, and sales guy here at Texas Motor Speedway, I think it’s very exciting because the opportunities right now are a little limited, but a year from now, or five years from now, you’re going to see it more and more,” French said on cryptocurrencies building awareness among the industry.

The big news comes from Landon Cassill, the driver behind JD Motorsports’ No. 4 Chevrolet, as he locks in a new sponsor: Voyager Digital, a crypto-asset trading platform. This is making NASCAR history as the first driver to take his salary as cryptocurrency in full, taking several tokens in a portfolio of digital assets, including Voyager Token (VGX), Litecoin (LTC), and Bitcoin (BTC). The move is consistent with Cassill’s digital adoption, according to French, as Cassill was also an early adopter of iRacing, a sim racing game for PC that gained traction during the pandemic.

“It doesn’t surprise me that Landon’s the first one because I think he thinks about partnership marketing and how to be relevant to the brand,” French said.

In interviews on the partnership, Voyager CEO Steve Ehrlich cited a larger mission of getting the word out about the latent opportunities that crypto provides in the transition away from physical currency to digital currencies. Ehrlich’s optimism seems to reveal a view from industry leadership that the NASCAR fanbase is a ripe base of future crypto users, and French agrees, noting that venues like Texas Motor Speedway would also come on board with cryptocurrencies as they become more integrated with the sport’s culture.

Follow us on social media for the latest updates in B2B!

Twitter – @MarketScale
Facebook –
LinkedIn –

Follow us on social media for the latest updates in B2B!


Lids University storefront
Lids Expands Merch into Collegiate Athletics with Lids University
August 15, 2022
Collegiate athletics, college sports fans, and the larger sports retail world locked in another merchandising win and opportunity as Lids, the leading hat and sports merchandiser, announced another expansion to Read more
US School Districts Are Spending More as Stimulus Deadline Looms
August 15, 2022
(Bloomberg) -- Buoyed by a historic influx of federal pandemic stimulus, the largest school districts in the US are spending more. On average, school district expenses rose 5.4% in fiscal 2023 from a year Read more
Trends in Pet and Animal Wellbeing
August 15, 2022
  Nutrition, supplements, and wellness are the foundation for a healthy human life. And that trend is now leaking into our pets and animal health. According to a recent Pet Age report, “a Read more