Bass Pro Shops extends Richard Childress Racing deal

Outdoor gear retailer to sponsor stock car racing team during 2018 Nascar season.

Bass Pro Shops extends Richard Childress Racing deal

Bass Pro Shops has announced an extension of its partnership with stock car racing team Richard Childress Racing (RCR) for the 2018 Nascar season.

The outdoor gear retailer will continue as the primary sponsor of the team’s number 31 Chevrolet Camaro in the top-tier Nascar Cup Series and the number three Chevrolet Camaro in the Nascar Xfinity Series alongside outdoor equipment merchandiser Cabela’s Inc, which was acquired by Bass Pro Shops in 2016 for US$5.5 billion.

Both brands will be featured as the primary sponsors of Ryan Newman’s number 31 Chevrolet during Nascar Cup Series race the Daytona 500, as well as for several other select races during the 2018 campaign. 

In addition, the deal will see Bass Pro Shops feature as primary sponsor in the Nascar Xfinity Series with drivers Austin Dillion and Ty Dillon, and as an associate sponsor for the 2018 season in both the Nascar Cup Series and the Xfinity Series.

Newman and the Dillon brothers are to serve as outdoor conservation spokesmen for Bass Pro Shops and Cabela’s.#

The partnership will include in-market activation and at-track activation, with the American company to have a presence across the team’s digital and social media platforms and in show cars.

Bass Pro Shops is also a primary sponsor of Martin Truex Junior’s number 78 Toyota owned by Furniture Row Racing. The company became an associate sponsor of Nascar driver Dale Earnhardt’s number three Chevrolet in 1998, and was the primary sponsor of RCR drivers Austin Dillon in the Nascar Xfinity Series and Ty Dillon in the Nascar Camping World Truck Series in 2012.

“Our relationship with Bass Pro Shops dates back to the mid-1990s and we’re thrilled to be able to continue it during the 2018 season,” said Richard Childress, chairman of RCR. “Austin, Ty and Ryan are terrific ambassadors for the great outdoors.

“They are all passionate about our hunting, fishing and conservation heritage which has made this partnership thrive. Next season will be exciting as we welcome Cabela’s, the iconic outdoor brand acquired by Bass Pro Shops, to the RCR family.”

“I am very excited to continue our partnership with Richard Childress Racing and support three tremendous drivers – Ryan Newman, Austin Dillon, and Ty Dillon,” added Johnny Morris, chief executive and founder of Bass Pro Shops.

“Like so many of our loyal customers, we cannot wait to see Bass Pro Shops and Cabela’s side-by-side on the race cars and in Victory Lane. We know many of our customers, conservation partners and associates have an affinity for Nascar which has made our partnership with RCR so successful. We’re excited to get things started with the Daytona 500 in February.”