Johnny Morris Drops the Hammer: Bass Pro Shops CEO Slams NASCAR Leadership
There is a new storm brewing in Daytona, and for once, it has nothing to do with the weather off the Florida coast. This hurricane is man-made, born from unsealed text messages and fueled by a sense of betrayal that cuts to the very bone of stock car racing. Johnny Morris, the billionaire founder of Bass Pro Shops and a man who has poured his heart and wallet into this sport for decades, has finally seen enough.
In a move that has sent shockwaves from the garage area to the boardroom, Morris penned a scorching open letter addressing the disparaging comments made by NASCAR leadership regarding Richard Childress. This isn’t just a sponsor dispute. This is a battle for the soul of the sport, and Morris is leading the charge.
Morris Defends a Legend Under Fire
For those who haven’t been following the legal drama between 23XI Racing, Front Row Motorsports, and the sanctioning body, the discovery process unearthing private communications has been ugly. But nothing prepared the garage for the vitriol directed at Richard Childress. NASCAR President Steve Phelps, in texts that have now become public record, referred to the legendary team owner as a “redneck,” an “idiot,” and a “dinosaur.”
To call Richard Childress a man who went from selling peanuts in the grandstands to owning one of the most successful organizations in history a “clown” is a miscalculation of massive proportions. And Morris wasn’t about to let it slide.Morris and Childress share more than just a business relationship. They are cut from the same cloth.
They are outdoorsmen, conservationists, and self-made men who understand the blue-collar heartbeat of America. When Morris read those insults, he didn’t just see an attack on a business partner. He saw an attack on his friend and the entire demographic that keeps NASCAR alive.
The Texts That Sparked the Outrage
The specific language used by the NASCAR brass is what truly ignited this firestorm. Calling a team owner who fielded cars for Dale Earnhardt Sr. a “malcontent” who needs to be “flogged” suggests a level of disdain that is hard to stomach. It reinforces the terrified whisper that has circulated through the motorhome lot for years: the suits in the high-rise don’t respect the people who built the sport on the ground.
Morris didn’t mince words in his response. He called the criticisms “shockingly offensive and false.” But he went further, framing the insults as a direct affront to the conservation community and the millions of hunters and anglers who view Childress as a hero. By attacking Childress, Morris argues, leadership is attacking the very customers they claim to value.
Morris Calls for Accountability in the Tower
Perhaps the most explosive part of the letter is what Morris implies regarding Steve Phelps’ future. He draws a sharp parallel to other major sports leagues, asking what would happen if the MLB Commissioner was caught trash-talking Willie Mays or Hank Aaron. The answer, as Morris bluntly puts it, is that they “wouldn’t, or shouldn’t, keep his or her job for very long.”
That is a shot across the bow. Morris represents one of the most significant financial pillars in the sport. Bass Pro Shops sponsors to the No. 19 (Chase Briscoe) and No. 3 (Austin Dillon) has influence that stretches across every series. When a partner with that kind of leverage suggests a change in leadership is necessary, the France family has to listen.
A Warning to the France Family
The letter concludes with a plea and a warning to the France family. Morris invokes the history of the sport, reminding the current owners of the patriotism, faith, and family values that used to define NASCAR. He urges them to find a compromise in the ongoing charter dispute and to stop the bleeding.
But the subtext is clear: don’t bite the hand that feeds you. Morris writes that leaders “must never turn their back on, or abandon, the true pioneers.” It is a reminder that while charters and TV deals are important, respect is the currency that truly matters in the garage.
Final Thoughts
If NASCAR alienates men like Johnny Morris and Richard Childress, they risk losing more than just sponsorship dollars. They risk losing the identity that makes stock car racing distinct from every other motorsport on the planet. Morris has drawn a line in the sand. Now, we wait to see if NASCAR leadership has the humility to step back, or if they’ll keep driving straight into the wall.
