Legacy Motor Club announces sponsorship deal with Dollar Tree, Family Dollar stores
Fortune 500 company Dollar Tree, Inc. will be a major sponsor for Legacy Motor Club in the upcoming 2024 season. The company and NASCAR team announced a multi-year agreement for the Cup Series, including races for John Hunter Nemechek and Erik Jones.
Dollar Tree and Family Dollar will “be on track in all 38 races of the 2024 NASCAR season” according to a press release. Jimmie Johnson also gets in on this deal with sponsorship at Dover (Apr. 28), Kansas (Sept. 29), and Las Vegas (Oct. 20).
“We are thrilled to sponsor LEGACY MOTOR CLUB and spotlight our brands to fans of the exhilarating and high-octane sport of NASCAR,” said Rick McNeely, Chief Merchandising Officer for Dollar Tree. “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.”
In this deal, Family Dollar feels they can reach their existing customers and attract new ones to their stores. NASCAR is “an even greater platform to attract new shoppers to Dollar Tree and Family Dollar.”
Jimmie Johnson is also excited for Legacy Motor Club. The Air Force deal is gone, but this is huge. Getting a consistent sponsor for the entire season like this doesn’t happen all the time.
“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.”
So, what do you think about the deal? Legacy Motor Club landed a big one here.
Legacy Motor Club connections likely landed Dollar Tree sponsor
While Erik Jones and John Hunter Nemechek will have other sponsors in 2024 Dollar Tree will have a presence every week. So that means they will be on one of these cars, or the No. 84 of Johnson every week this season.
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That gives Legacy Motor Club brand recognition. It gives them a partner they can rely on throughout the year. When you think of great NASCAR sponsors, they are easy-to-access products or brands for everyday consumers. Dollar Tree and Family Dollar stores are everywhere now.
Adding a Fortune 200 company to the array of NASCAR sponsors definitely doesn’t hurt. Legacy is adding a major partner here and it sends a message that this rebuild or rebrand is a real thing. And, it seems a former connection helped make this all happen.
The current chairman and CEO of Dollar Tree, Rick Dreiling, used to be the CEO of Dollar General back when they were a big NASCAR sponsor. Let’s not forget Matt Kenseth is now an advisor of sorts for drivers at Legacy. Kenseth was the driver of the Dollar General No. 20 and now Dreiling and Kenseth are working together again in a way. I’m sure that helped bring this deal together and if so, the Kenseth hiring has already proven to be a home run.
Dollar General left NASCAR in 2016, Dreiling was with the company until 2015.
When NASCAR hits the track at the LA Coliseum, Dollar Tree and Family Dollar will be on the track. Those paint schemes have yet to be revealed but will be in the coming weeks.