- Deal works out at roughly ‘US$250k per race’
- Includes primary sponsorship at select races
- Follows the team’s manufacturer switch to Toyota
Nascar team Legacy Motor Club have agreed a three-year Dollar Tree contract across all three of their Cup Series entries.
The deal with the discount store company, which includes visibility for subsidiary Family Dollar, will cover the full 38-race season, an outlay that should cost around US$10 million annually – in the range of US$250,000 a race – per Sports Business Journal (SBJ).
Starting with the preseason Busch Light Clash on 4th February, the brands will be featured between the entries of John-Hunter Nemechek and Erik Jones, including primary sponsorship in select races. The deal also involves three races of co-owner Jimmie Johnson’s part-time schedule.
“What an exciting time for Legacy M.C. to team up with Dollar Tree and Family Dollar,” said Johnson. “We look forward to creating extensive visibility for these two iconic and beloved brands where we have so many fans in common.”
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Rick McNeely, chief merchandising officer for Dollar Tree, added: “We are thrilled to sponsor Legacy Motor Club and spotlight our brands to fans of the exhilarating and high-octane sport of Nascar. Watching Dollar Tree and Family Dollar take off into one of the most-watched sports in the country is a great start to the year.”
This deal follows Legacy Motor Club’s decision to switch manufacturers from Chevrolet to Toyota ahead of this season, which has generated heightened expectations around the team’s performance.
The North Carolina-based team also recently signed a primary sponsorship deal with AdventHealth covering the 2024 season.
BlackBook says…
At a time when Nascar executives are able to secure a record-breaking US$7.7 billion TV deal, it is perhaps surprising to see teams continuing to struggle to secure major sponsorships.
While a contributing factor will be the increased sponsorship inventory in other major US sports, such as jersey patches in the National Basketball Association (NBA), decreasing viewership figures will not be doing the stock car racing series any favours.
This is a considerable show of faith from Dollar Tree, which has flirted with one-off Nascar sponsorship deals in the past.
If Nascar continues to trend in the right direction, especially after the success of the Chicago Street Race last year, expect more brands to consider the now-rare full-season sponsorship deals in Nascar.