Jeff Gordon rarely shows his emotional side. The four-time champ has proven time and again as an important part of NASCAR’s most trophy-laden team. But behind his success was an integral figure, one who helped him deal with the media, even serving as a “memory bank” in front of the cameras. While the plaudits often go towards the driver when the checkered flag is waved, the Hendrick Motorsports vice-chairman couldn’t help but pay tribute to an unsung hero, an important part of Mr. H’s operations.

Hendrick Motorsports faced a significant setback on April 10th, 2025. Jon Edwards passed away, and his loss hit hard for Jeff Gordon, whose relationship with his longtime collaborator went beyond press releases. As tributes poured in from the whole garage, the NASCAR community felt the weight of his absence, a reminder of how one person’s passion can change and elevate a whole team’s public image. And Gordon’s reflections capture that deep sense of missing a true partner in the sport.

A heartfelt tribute to Jon Edwards

On a recent episode of NASCAR Live, Jeff Gordon opened up about Jon Edwards, the media mastermind who first joined his orbit in 1994 through Performance PR Plus. “Jon came to us through a company called Performance PR Plus, who, when DuPont first came to NASCAR, was an agency that handled PR and hospitality, and he became my PR guy through them,” Gordon shared. “And it was just an instant connection because this is a guy that loved his job, and he loved racing…and over time, that built more than just a working relationship. It built a friendship as well.”

Edwards had a knack for making intimidating stars like Gordon approachable, as the California-native had that aura about him that even made fans awestruck. But Edward, being media savvy, changed that perception in fans’ eyes and made Gordon a fan-favorite star. Edwards also transformed HMS’ public image, which made him win awards like NASCAR PR Rep of the Year. He also mentored young communicators who now shape the sport’s narratives.

Jeff Gordon leaned on Edwards as more than his PR guy. He was the California-native’s all-time partner in interviews and a close friend. “He became my memory bank, which people that know me know I have a terrible memory… this was a guy that sat in on every interview that I ever did, and when I needed answers and reminders, boom, he was there,” Gordon recalled.

Edwards was hired full-time by Gordon in the mid-2000s. Later, his career transitioned to Kyle Larson’s team in 2021, and he even rose to Hendrick Motorsports’ Director of Racing Communications in 2022. His sudden passing from complications related to a diabetes-related illness left a gap, but not before he boosted Larson’s career with savvy media marketing, helping the No. 5 driver excel on the racetrack, including the Bristol win, just days after Edwards’ demise.

Fittingly, Larson dedicated his Bristol win to Edwards, saying, “This one’s definitely for Jon. He’s just a great guy here. We’re going to miss him. Wish he was going to be here with us to celebrate, but I know he’s celebrating with us in spirit.”

Larson, fresh off his second Cup title at Phoenix, channeled that spirit in his awards speech. “I want to dedicate this championship to someone who meant so much to us, Jon Edwards,” he said. “Jon wasn’t just our director of racing communications; he was our friend, our teammate, and truly, the heart of this team. Even though he’s no longer with us, his spirit has been with us every step of the way this season. Jon, this one’s for you. We miss you; we love you, and I hope we made you proud.”

This tribute by Kyle Larson summarized his season, where Yung Money’s 15 top-five finishes carried HMS through slumps. Despite the triumph, the No. 5 driver didn’t forget Edwards’ role behind the scenes, which made him a fan-favorite after joining Rick Hendrick’s side under controversial circumstances in 2021.

Jeff Gordon’s vision for Hendrick’s revival

Jeff Gordon sees Hendrick Motorsports hitting its stride after a bumpy 2025, with Kyle Larson’s title and William Byron in the final four and regular-season crown signaling real momentum. The team notched eight wins despite mid-season woes on short tracks, where they struggled for consistency.

Gordon, reflecting on the playoffs, admitted the challenges but spotlighted growth. “I wasn’t sure if we could get one here, let alone two here. Our program on the shorter tracks, the one-mile tracks, was just not quite there,” he said in a recent interview. This candid take underscores how Hendrick Motorsports adapted at Martinsville, advancing two cars to the final four, with William Byron winning the race and Chase Elliott coming in at P3.

Yet, Gordon remains upbeat about untapped potential, especially for underdogs like Alex Bowman and his No. 48 crew. Bowman’s six top-fives showed promise, but no wins left room for growth. “We know that they’re very valuable, but we also know there’s things that need to be improved there,” Gordon noted.

“It’s a big part of our focus in this off-season: giving Alex and Blake the tools that they need and making sure to surround them with all the things that can help strengthen their team and button up some of those things. I’m with Rick, I don’t think they’re that far off,” said Jeff Gordon. Ultimately, it all comes down to Rick Hendrick’s mindset of prioritizing engineering and sim tech, to make sure the team is getting the maximum output from the drivers.

As vice chairman of the team since 2019, Gordon’s hand in these shifts keeps the team’s image sharp and accessible, yet motivated for a dominant 2026 run.