What’s Happening?

As a conclusion to a long-running rumor, Kroger and RFK Racing announced a new partnership beginning in the 2025 season. This new deal will allow RFK to expand to a third car in 2025. Here’s what you need to know.

• Next season, Kroger will sponsor the RFK Racing No. 60 with Ryan Preece as the driver. This deal has been one of the longest talked-about rumors of the 2024 season and has shaken up the 2025 NASCAR lineup quite a bit, with the team leasing a charter from Rick Ware Racing.
• According to their website, Kroger is “the nation’s largest grocer with nearly 2,800 stores in 35 states operating under 28 different names.” With such a massive footprint in the national marketplace, RFK’s bringing on Kroger is a huge signing for the team.
• This massive signing has already allowed RFK to expand to a third car for 2024. Thanks to the Front Row Motorsports and 23XI Racing lawsuit, we know it costs roughly $18 million to field a chartered car. This shows the massive backing that Kroger is bringing to the team. It’s one that many teams hotly pursued this season.

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• One team highly interested in bringing on Kroger was Joe Gibbs Racing, which is losing massive sponsor FedEx. The Kroger sponsorship not only brings the grocery store but also major brands like Reese’s and Coca-Cola as featured sponsors. Per RFK’s press release, “Kroger and nearly 20 brands will appear across the RFK Racing cars of Brad Keselowski, Chris Buescher, and Preece throughout the season.”
• This signing raises major questions about Joe Gibbs Racing’s and JTG Daugherty Racing’s future. Thanks to owners Tad and Jodi Geschickter’s marketing firm, Brand Activation Maximizer, JTG has had sponsorship from Kroger since 2010. Alongside Kroger’s exit, the two co-owners, JTG, are expected to divest their ownership of the team prior to 2025.
• This deal leaves RFK as one of the most well-supported teams on the track, with sponsorship from BuildSubmarines.com, Castrol, Fastenal, King’s Hawaiian, and Consumer Cellular. Prior to bringing on driver/owner Brad Keselowski in 2022, RFK looked to be a dying team but is now a bright spot in the NASCAR field.

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