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Matthew Schaefer had quite the surprise in store for him on @GMA today! 🏆 The Schaefer and Martin families were in attendance to present him with the Calder Memorial Trophy! #NHLAwards

Special passenger riding along with me this weekend at @TALLADEGA ! @ronwelnetz is currently fighting Stage 4 Adenocarcinoma. Ron has been a major part in my career and getting me to where I am today. Please join us in saying a prayer for Ron and his family as he fights this battle! #funkcancer

NEWS: NASCAR is moving closing to again racing in downtown Chicago, with growing optimism that the Chicago Street Course will be part of NASCAR’s 2027 schedule, sources tell @TheAthletic. nytimes.com/athletic/72731…

HERE'S WHAT DROVE THE SUCCESS OF NASCAR'S BEST SOCIAL MEDIA TEAM I'm not handing out titles, but when Dale Earnhardt Jr. calls out the social media strategy of a team AND his company hires its manager to lead @DirtyMoMedia social — you're doing something right! And I had the privilege of picking the brain of @ElijahWhosoever for a masterclass on social media and content strategy in NASCAR, and there are a ton of lessons that apply to any sport and any industry! Find a sampling below of my favorite insights from this must-watch/listen interview. Start your engines! 🏁 There are a lot of partner obligations in NASCAR. The key is understanding what success looks like for them and communicating the tradeoffs in execution. You can run their prescribed glorified ad, but you'll likely need to put spend behind it to attain reach goals vs. more endemic content that'll perform better without an overt ad message 🏁 It's vital to understand each driver's unique appeal and brand, and how you can amplify that through content and which partners to pair them with 🏁 Fans are fans of drivers, not teams. Full stop. BUT being a fan of the team brand often means being a fan of their social; that's truly your front porch and a way to establish long-term ties with fans that transcend the changing driver roster 🏁 IG Reels are mostly targeted to reach non-followers and new fans. Use that lens in devising content strategy for Reels vs. feed/stories, considering your audience is mostly non-fans 🏁 I loved hearing about the most viral video from Elijah's time with RFK Racing — a piece of tire being pried from the bottom of a car. "Dr. Pimple Popper for cars". Another proof point that the novel behind-the-scenes how-it-really-works content is the best 🏁 Have some evergreen content you can count on in your back pocket. Burke knew if the monthly metrics were lagging, he could post a video of haulers leaving the shop, and that'd always do numbers. Store some great content and/or repost + repackage! 🏁 Think through and talk through the fan journey. A non-fan sees your viral video. What should happen next? It was insightful to hear Elijah speak through this from the NASCAR team lens and Dirty Mo perspective 🏁 Super interesting to hear Burke talk about polarizing NASCAR driver Carson Hocevar. Drivers like him drive attention and help the sport, but there's an unspoken chilling effect for some drivers, wary of whether sponsors will approve of any untoward behavior Tons more in the full interview, including the clipping strategy and ops at Dirty Mo, F1 vs. NASCAR vs. INDYCAR, how NASCAR can keep growing, YouTube analytics, how a kid from Rochester becomes a NASCAR diehard in the first place, Martinsville 🌭s, and more! I'm so excited about how informative & insightful this interview is. Bookmark this one to watch/listen --> dsmsports.net/2026/05/12/epi…