Photo credit: www.forbes.com
Jeb Burton: A Resilient Journey in NASCAR
Jeb Burton, the driver of the No. 27 Celsius Chevrolet, has established himself as a determined competitor in the NASCAR Xfinity Series, buoyed by his association with Jordan Anderson Racing, a modest yet formidable team. At 32 years old and with 275 national series starts to his name, Burton is a key figure in this competitive operation, which boasts a tight-knit staff of just 30 employees.
As the season progresses, Burton finds himself near the Xfinity Series playoff cut-off after nine races, despite only having secured a single top-10 finish. However, he emphasizes that this statistic does not fully encapsulate the performance of the No. 27 team in 2025.
“We’ve definitely made improvements from this time last year,” Burton stated. “This season has been a mix of fun and frustration. We’re right on the edge of the playoff cutoff and competing against four to five cars. To secure a playoff spot, execution and seizing opportunities are crucial.”
Burton acknowledges the strides the team has made, noting, “We’re qualifying and racing within the top 15 frequently. The teams consistently outperforming us are all established Cup teams, such as JR Motorsports, Richard Childress Racing, Joe Gibbs Racing, and the Haas Factory Team. We’re achieving a lot with limited resources.”
In his pursuit of a full-time position in NASCAR’s upper tiers, Burton faced numerous challenges, having spent years seeking consistent partnerships. He experienced setbacks when sponsorship deals fell through at critical junctures. Nevertheless, after demonstrating his capabilities over a couple of partial seasons with JR Motorsports, he managed to secure a reliable sponsorship base, now supported by major brands including Celsius, Golden Corral, and State Water Heaters.
“Building our partnerships has been a long process,” Burton reflected. “It requires the support of multiple companies to sustain this effort. We’re continually working to grow our existing partnerships while also attracting new ones. We are very close to reaching our goals.”
Burton is not just focused on securing sponsorships; he aims to deepen these relationships as well. Celsius, for instance, is set to feature prominently on his car at Rockingham Speedway this weekend—marking its second appearance in a month. The energy drink brand has committed to being a sponsor for the remaining 23 races of the season.
Being a full-time competitor is essential for Burton to elevate his brand’s visibility, especially with the current momentum the Xfinity Series is gaining in 2025, bolstered by its broadcast agreement with The CW. This season marks a notable upswing, as it is the first time since 2017 that the initial nine races have averaged over 1 million viewers.
Despite the hurdles, Burton remains resolute in his aspirations. The legacy of his father, the 2002 Daytona 500 champion Ward Burton, adds to his motivation as he yearns for a return to the Cup Series, where he struggled a decade ago with BK Racing.
“I want to be racing on Sundays,” he affirmed. “That’s my ultimate goal. I find myself surrounded by drivers who race on Sundays, but they have far more support and resources. My initial opportunity in the Cup Series didn’t provide a fair chance due to the team’s lack of resources. The competitive gap from 30th to 15th place has tightened significantly since then.”
“We’re currently working on plans to participate in some Cup races later this year,” he added.
Last year, Burton made a solitary Cup race appearance in the season finale at Phoenix Raceway, finishing 18 laps down in a non-chartered vehicle with Team AmeriVet. For now, however, his attention is directed toward the Xfinity Series, where he seeks to claim his third career victory. Notably, he is one of only three drivers in the field with prior experience at Rockingham, alongside Kasey Kahne and Ryan Sieg.
Source
www.forbes.com