Sponsorship is the lifeblood of NASCAR. Now more than ever, Sponsors are jumping onboard the side of a car at all three levels of NASCAR. This tracker will keep up with the latest headlines of sponsors debuting, returning to NASCAR, or increasing their support of NASCAR Xfinity Series teams. Make sure to keep this bookmarked and come back to check in on the latest!
Goat Power Bikes
E-bike manufacturer Goat Power Bikes will serve as the primary sponsor for SS GreenLight Racing’s Patrick Emerling at the spring Las Vegas Xfinity Series race. The brand will also serve a role as an associate sponsor for the entire 2025 Xfinity Series season.
The e-bike industry already has a presence in NASCAR. With its inclusion in the sport, the San Diego, California-based company is also offering buyers a 5% discount when they use the NASCAR code on their website.
In a press release from SS-Greenlight, the company’s owner, Bryson Goodman, said, “Patrick [Emerling] embodies the drive, precision, and passion that align perfectly with our brand values, and we’re excited to support him as he races to success this season.”
PnR Ammunition
PnR Ammunition will be the primary sponsor for SS GreenLight Racing’s part-time driver, Nick Leitz, in one race during the 2025 season. The Buford, Georgia-based ammunition manufacturer will be on the hood of Leitz’s Chevrolet in Atlanta this spring.
PnR Ammunition owner Patrick Christensen said in the press release that he and his family are racers and racing fans. “I’ve been around racing most of my life, so being able to showcase the PnR Ammo brand in the Xfinity Series is awesome! My sons, Seth and Lane, both race at the grassroots level with aspirations of racing in NASCAR someday.”
Henderson Jet Services
On Jan. 30, Henderson Jet Services and Jeremy Clements Racing revealed their paint scheme for the 2025 race at Circuit of America. This will be the 500th start for the veteran owner-driver.
Henderson Jet Services is an experienced supplier of business jet components. According to its website, “HJS is an expert supply chain partner, committed to supporting the air transport industry, developing our employees, and giving back to our local community.”
Hire Heroes USA
In 2025, non-profit Hire Heroes USA will sponsor NASCAR Xfinity Series veteran Garrett Smithley in SS GreenLight Racing’s No. 14 entry. Hire Heroes helps veterans and their family members find “civilian employment.”
Hire Heroes USA will be the team’s primary sponsor in multiple races throughout the 2025 season. As of press time, the only confirmed race for Hire Heroes USA and Smithley is the series season opener at Daytona.
In the press release, Hire Heroes USA CEO Ross Dickman said he is excited about having a driver with a personal connection to their services driving the car.
“For nearly two decades, Hire Heroes USA has supported more than 100,000 service members, veterans, and military spouses in finding civilian employment,” Dickman said. “Garrett’s personal connection to the military makes him an ideal ambassador to help us raise awareness about our mission and increase our impact.”
Lance Crackers
Lance Crackers joins Joe Gibbs Racing’s Cup and Xfinity Series programs in 2025. They will serve as a full-season associate sponsor on Chase Briscoe’s C-Post and will be the primary sponsor for Briscoe in a planned Xfinity Series start in the No. 19 at Charlotte in May.
The company, founded in Charlotte, was introduced to JGR through Harris Blitzer Sports & Entertainment, an investor in JGR. The Campbell’s Company, which owns Lance Crackers, is partnering with BSE and JGR in 2025.
Danielle Brown, Vice President, Cracker, Campbell’s Snacks, said in the team’s press release, “Our partnership with JGR and Chase Briscoe celebrates our Charlotte roots while delivering new experiences for both NASCAR enthusiasts and Lance snackers.”
BB Printing Co.
In their announcement of signing Xfinity Series veteran Ryan Truex, Sam Hunt Racing revealed that BB Printing Co. will sponsor Truex in what, at press time, is his only planned start of 2025 at Daytona.
BB Printing Co. advertises itself as “Total Business Branding. Business Cards to Billboards.” The company has a NASCAR section on its website where it promotes advertising in the sport, similar to its plans with Truex.
Traveller Whiskey
In one of the most significant announcements of the 2025 off-season, Country Music stars Chris Stapleton and Dale Eanrhardt Jr. announced a partnership to field a car in the 2025 Daytona 500. Earnhardt’s Xfinity Series team, JR Motorsports, will enter the car sponsored by Stapelton and Buffalo Trace Distillery’s Traveller Whiskey brand.
This will be Traveller Whiskey’s debut as a sponsor in NASCAR and JRM’s debut in the Cup Series. Hendrick Motorsports owner Rick Hendrick pushed Earnhardt and Stapleton together. The driver of the No. 40, a number chosen by the whiskey’s use of Blend No. 40, will be reigning Xfinity Series champion Justin Allgaier.
In the press release from JRM, Stapelton not only reflected on the importance of seeing his brand on the car but also helped JRM make its debut.
“Traveller Whiskey joining JR Motorsports for their inaugural entry into the Cup Series at the DAYTONA 500 feels like a very natural partnership,” said Stapleton. “I’m honored to be a part of this historic moment with Dale and Kelley, and excited to see Justin race the No. 40 Traveller Whiskey Chevrolet in Daytona.
Audibel
The former Stewart-Haas Racing is undergoing a rebranding in 2025. Alongside that is a revamped NASCAR Xfinity Series lineup, including young veterans Sam Mayer and Sheldon Creed.
Mayer will receive sponsorship from Audibel, which aims to help those with hearing loss. Aside from a revealed paint scheme, there is no schedule for their sponsorship.
Bayshore Mortgage Funding
Cope Family Racing, owned by 1990 Daytona 500 champion Derrike Cope, will bring on two part-time drivers in 2025 as part of its NASCAR Xfinity Series debut.
While Leyland Honeyman will be the team’s primary driver, young Thomas Annunziata will be a part-time option. Bayshore Mortgage Funding, a Maryland-based mortgage lender, will sponsor Annunziata in select yet-to-be-announced races in 2025.
Dakota Riggers
Ryan Ellis was a major signing for DGM Racing prior to the NASCAR off-season. As part of the deal, Ellis is bringing on at least 15 primary sponsors, most of which many fans have seen during his time at Alpha Prime Racing.
However, of that list, one brand, Dakota Riggers, is stepping up on their prior support of Ellis by becoming a primary sponsor. The Sioux Falls-based company primarily focuses on rigging equipment for industries such as linemen. On their website, Dakota Riggers claims they sell “the most complete selection of tools, rigging, and fall protection in the Midwest.”
There is no clear plan for when they will unveil their primary sponsorship of Ellis, with the only reference being in the initial press release.
This story will be updated as announcements happen throughout the 2025 season.
