At the beginning of the 1998 season, then-presenting sponsor R.J. Reynolds Tobacco Company introduced a new bonus program for drivers. The Winston Million incentive for drivers was reworked to the "No Bull 5" program.
In the five biggest races of the year, the top-five drivers from the previous No Bull 5 race would be eligible for a $1 million bonus. The first race to determine the eligible drivers was at Daytona, with the first official payoff event to be the Coca-Cola 600 in Charlotte.
With no driver winning it then, the top-five finishers would be eligible for the bonus at the third event, which would be Indianapolis.
Jeff Gordon came into the event having won five races in the season, including the previous week in Pocono, and with his win in the Coca-Cola 600 earlier in the year, was eligible to win the bonus put up by R.J. Reynolds.
Gordon not only won the event, but won it in dominating fashion. He led four different times for 97 laps, including the final 34, en route to his second win at the Brickyard, and taking home the first No Bull 5 bonus.
Gordon won two more Brickyard 400 races in 2001 and 2004, making him the winningest driver at the speedway.
But, on that hot, August afternoon, Gordon proved it was no bull how tough he would be to beat.
He would go on to win six more races that season, giving him a record-tying 13 wins and this third Cup championship in four years.
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