July 13, 2022 | By Lee Spencer

Reddick's shocking announcement deals unexpected blow to RCR

Just over a week after Tyler Reddick revealed he had honored a one-year extension with Richard Childress Racing—and then scored his breakout Cup win the following day at Road America—he popped onto a Toyota Racing teleconference to announce he was moving to 23XI Racing in 2024.

While it’s still unclear whether he’ll be in a second or third car driving for the Denny Hamlin and Michael Jordan-owned team, one thing is certain, RCR wasn't thrilled about the decision. The venerable race team tweeted that they were proud of Reddick’s success with the organization, but added the timing of the announcement couldn’t have been worse.

July traditionally marks the time on the race calendar when deals are structured or restructured for the following season. Certainly, the buzz of Reddick’s first win—and likely advancement to the Playoffs—presents the perfect opportunity to pounce on potential sponsors.

And just like that, the wind has been sucked from the RCR sails. The RCR marketing team can sell Reddick for 2023, but there’s nothing to build on. Seldom do lame ducks set the world on fire. If RCR is looking to sell inventory for 2024, their prime product is 32-year-old Austin Dillon, who didn’t qualify for the post-season last year and is currently 20th in the Cup standings.

Sure, there’s a player to be named later, but drivers of Reddick’s talent and potential aren’t plentiful. Dillon, the affable elder grandson of Richard Childress boasts just three career Cup wins but continues to gain popularity through his recently released reality show—“Life in the Fast Lane.”

While the Twitterverse tossed out Ty Dillon as a possible replacement for Reddick, the more likely choice would be Saturday’s Xfinity winner, Austin Hill, or Sheldon Creed, whichever driver can bring the bigger checkbook.

Considering there was nothing but warm, fuzzy feelings between Childress and Reddick during the post-race celebration at Road America, it’s unlikely the veteran team owner knew a 23XI announcement was imminent. If Childress did, he wore a very masterful poker face into the room.

But let’s face it, drivers either start or finish their careers at RCR. In the post-Dale Earnhardt era, there has been no happy medium. Kevin Harvick is a perfect example. Harvick gave RCR 13 of his prime years. In 466 starts, he won 23 times. After NASCAR introduced the Chase, Harvick advanced to the post-season seven times and finished third in the standings on three occasions.

At 38, when Harvick finally had the urge to leave the Welcome, N.C., campus and signed on with Stewart-Haas Racing for the 2014 season, he won his first Cup title. His five wins tied a career-best. Harvick’s 2,294 laps led were also a career-high, only to be surpassed the following year. And, oh, what a year it was with three wins, 23 top fives and 28 top 10s. Harvick had a remarkable season going, only to lose the title at Homestead to Kyle Busch by 1.5-seconds.

Still, in the first seven seasons since leaving RCR, Harvick qualified for the Championship 4 six times. In the nine years since he’s been gone, Harvick has scored 35 of his 58 wins.

Like Harvick, Reddick had a long way to go with the maturation process. Harvick was 25 when he was called off the bench to fill an impossible position as Dale Earnhardt’s successor in 2001. But he won in his third Cup start. Not only was the victory cathartic, but it also sealed Harvick’s standing in the sport, despite the growing pains that lay ahead.

Reddick experienced his growing pains early, first with Brad Keselowski and then JR Motorsports before he was rescued by RCR. Reddick repaid the company with the 2019 Xfinity Series title. He struggled as a Cup rookie but qualified for the playoffs in his sophomore season. His first Cup win came at 26, in his 92nd start.

But RCR isn’t the powerhouse it once was. Certainly, the organization has shown signs of rebirth, but with new energy and fresh ideas entering the sport with young owners such as Justin Marks and Denny Hamlin, RCR is due for a facelift. Even Hendrick Motorsports—NASCAR’s long-time juggernaut—completely restructured its organizational chart this season and hasn't missed a beat.

Maybe the rumors of JRM partnering with RCR make sense. With JRM’s symbiotic relationship with Hendrick, it makes more sense to develop a factory-backed enterprise similar to what Toyota has between Joe Gibbs Racing and 23XI. Six, possibly seven Toyotas all working as one creates strengths in numbers. Hendrick’s four young racers combined with additional entries from JRM would be a force to be reckoned with.

No matter what the future brings for RCR, Reddick’s prospects will be brighter in 2024.