Beginning with the 2025 NASCAR Cup Series racing season, Kroger will move its primary sponsorship to Roush Fenway Keselowski (RFK) Racing.
In addition, RFK Racing will begin fielding a third Ford Mustang in 2025, with Ryan Preece joining the team to drive the No. 60 Kroger. Nearly 20 brands will appear across the RFK Racing cars of Brad Keselowski, Chris Buescher and Preece throughout the season.
“The Kroger Racing program and collaboration with participating brands has been a successful staple in Kroger’s portfolio for more than a decade,” said Erin Sanchez, VP of grocery for Kroger.
“We’re very excited to be teaming up with RFK Racing and know having three drivers as members of the Kroger Racing Family will be an added benefit for all our brand sponsors involved in the program. The opportunity to utilize multiple drivers in their marketing strategies both in our stores and within their merchandising initiatives is something we’re all looking forward to with the start of the 2025 season.”
Kroger has been a primary sponsor in the NASCAR Cup Series since the 2010 season, when it joined JTG Daugherty Racing. During their tenure together, they totaled three wins, including the 2023 Daytona 500 and this year’s second event at Talladega Superspeedway, both with Ricky Stenhouse Jr. behind the wheel.
“Kroger’s relationship with JTG Daugherty Racing, and most recently, Ricky Stenhouse Jr., have really been something special,” said Brent Cox, director of health and baby care for Kroger.
“Everyone at Kroger and all our participating sponsors wish the team and Ricky nothing but the best and thank them for all they’ve done for us over the years. We are excited to continue working with Tad and Jodi Geschickter through their marketing firm, BAM (Brand Activation Maximizer), as we move into this new chapter with RFK Racing. BAM will continue to represent the Kroger Racing program, and we know it’s in good hands with their team.”
[RELATED: Kroger Survey Highlights Holiday Grocery Shopping Habits]
longside Kroger, additional sponsorships will be showcased from BuildSubmarines.com, Castrol, Fastenal and many others.
“We’re thrilled to continue our collaboration with Kroger Racing and excited by the new partnership with RFK racing and drivers Brad Keselowski and Chris Buescher,” said Shane Faucet, SVP of customers, Bimbo Bakeries USA. “Together, we’re united in our commitment to excellence both on and off the track and look forward to creating more unforgettable moments for fans.”
The 2025 NASCAR Cup Series season is scheduled to kick off Feb. 2 with The Clash at Bowman-Gray Stadium in Winston Salem, North Carolina, before the official schedule begins with the Daytona 500 on Feb. 16. Announcements regarding the brand joining Kroger on the paint scheme and driver for those events and the season will be made later.
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