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When comparing Riley Herbst and Corey Heim as candidates for the third NASCAR Cup Series seat at 23XI Racing, the statistics and eye test speak for themselves.

Heim has been a championship contender — and arguably the best driver in the series — in his two years in the NASCAR Craftsman Truck Series with TRICON Garage. Heim won six races in 2024 alone, and advanced to the Championship 4 for the second consecutive season.

While Herbst has put up solid numbers during his time in the NASCAR Xfinity Series, a best points finish of seventh and just three wins over five full-time seasons don’t come close to matching Heim’s numbers.

Heim’s ceiling seems to be much higher than Herbst’s, and at 22 years old compared to the 25-year-old Herbst, Heim has more potential to grow as a young driver.

You might find it surprising, then, that when 23XI announced the driver of their third car on Wednesday, it was Herbst that was tapped for the job.

The reason comes in the form of green rectangles.

No disrespect is meant toward Herbst, but it’s no secret that his family’s business relationships have played a big part in furthering his career. When put up against Heim, the numbers just don’t add up from a statistical standpoint — but the figures in the bank do.

Herbst’s longtime sponsor in Monster Energy — a company that’s been tied to 23XI since 2022 — will join him, sponsoring his No. 35 Toyota Camry XSE during his first Cup Series campaign.

There’s an old saying that perfectly encapsulates the situation 23XI found itself in: Money talks and, well, you know the rest.

It’s not Herbst’s fault that 23XI’s decision boiled down the sponsorship dollars — an asset Heim doesn’t bring to the same degree. The business model of NASCAR and its teams has always been dependent on sponsors. It was reportedly a lack of funding that led to Anthony Alfredo leaving Our Motorsports at the end of this season, and it was funding that led the team to sign Kris Wright on Wednesday morning.

If a blue-chip prospect such as Heim exhibits extraordinary talent but doesn’t bring sponsorship dollars to the team, their chances of getting the ride over a relatively ordinary prospect who brings plenty of funding to the table is very slim.

It’s a model of finding drivers who bring the most money rather than finding the best driver.

That’s exactly the situation Heim finds himself in now. Herbst was considered a very talented prospect who might find himself a Cup Series ride with a lower-level team. If that didn’t pan out, he could’ve stayed in the NASCAR Xfinity Series.

While Heim toils in the Truck Series for another season, Herbst will have a chance to prove his critics wrong and quell doubts that he doesn’t have what it takes to be successful in the Cup Series. If his rookie season doesn’t produce results, however, don’t be shocked if 23XI bites the financial bullet and gives Heim his shot.

–Samuel Stubbs, Field Level Media