The sponsor directory
Sponsors are how NASCAR teams get paid, which is why the liveries change from one week to the next. The same car can turn up in completely different colours at every race. Most of these firms mean nothing to a British audience, so each one gets a plain-English line on what it actually sells, alongside its own site icon so you can pick it out on a bonnet. Nobody has paid for a word of this.
| Sponsor | What it is | Cars carried | Races | Wins |
|---|---|---|---|---|
 Dollar Tree | A discount chain where (almost) everything costs $1.25, Poundland with a US accent. | #42 (Legacy Motor Club), #43 (Legacy Motor Club) | 24 | |
 Monster Energy | The energy drink, same brand you know, and one of NASCAR's most loyal backers. | #54 (Joe Gibbs Racing), #35 (23XI Racing) | 23 | 1 |
| An online-only US bank, born from GM's old financing arm, fitting for a Chevrolet flagship car. | #48 (Hendrick Motorsports) | 22 | ||
 HendrickCars.com | The car-dealership arm of Rick Hendrick's empire, the team owner sponsoring his own car, which tells you how big the dealership business is. | #5 (Hendrick Motorsports) | 21 | |
 Shell Pennzoil | Shell you know; Pennzoil is its US motor-oil brand. A Team Penske partnership of long standing. | #22 (Team Penske) | 19 | 2 |
 Grizzly Nicotine Pouches | Smokeless tobacco, a reminder that NASCAR's sponsor rules are looser than UK advertising's. | #10 (Kaulig Racing), #16 (Kaulig Racing) | 19 | |
 Red Bull | Needs no introduction in the UK. The energy drink returned to NASCAR sponsorship after years away, and its livery is as striking here as in F1. | #88 (Trackhouse Racing), #97 (Trackhouse Racing) | 16 | 1 |
 Bass Pro Shops | A chain of outdoor megastores selling fishing, hunting and camping gear, some with aquariums and log cabins inside. Its flagship is a glass pyramid in Memphis. America does not do understatement. | #19 (Joe Gibbs Racing) | 16 | 1 |
 NAPA Auto Parts | A car-parts chain with thousands of stores, and one of NASCAR's longest-serving sponsors. Chase Elliott's blue and yellow NAPA colours are among the most recognisable on the grid. | #9 (Hendrick Motorsports) | 15 | |
 Freeway Insurance | A US car-insurance broker aimed at drivers other insurers turn away. | #7 (Spire Motorsports) | 13 | 1 |
 HaasTooling.com | Gene Haas's machine-tool business, selling CNC cutting tools direct. The same Haas as the F1 team and the Cup team, advertising to the people who machine parts for a living. | #41 (Haas Factory Team) | 11 | |
| A chain of motorway service stations for lorry drivers and road-trippers. Think Moto or Welcome Break, scaled to American distances. | #34 (Front Row Motorsports) | 11 | ||
 Pye Barker Fire & Safety | Fire alarms and extinguishers, at industrial scale. | #42 (Legacy Motor Club) | 11 | |
 Motorcraft \ Quick Lane | Ford's own parts brand and its chain of service centres, carried by the Wood Brothers' Ford as it has been for decades. A factory partnership wearing a sponsor's clothes. | #21 (Wood Brothers Racing) | 10 | |
 Aaron's Rent to Own | Furniture and electronics on weekly payment plans, a very American retail model. Brighthouse was the closest UK equivalent before it collapsed. | #38 (Front Row Motorsports) | 10 | |
| Not a company but a recruitment campaign. The US Navy's submarine industrial base needs tens of thousands of welders and machinists, so it advertises on race cars. Genuinely one of the most interesting sponsors on the grid. | #6 (RFK Racing), #60 (RFK Racing), #17 (RFK Racing) | 10 | ||
 Long John Silver's | A fast-food fish chain, America's approximation of a chippy. The batter is different. Opinions are strong. | #34 (Front Row Motorsports), #4 (Front Row Motorsports), #38 (Front Row Motorsports) | 10 | |
| Body Guard | A Texas maker of heavy-duty truck bumpers and accessories, advertising to exactly the audience that buys them. | #17 (RFK Racing), #60 (RFK Racing) | 9 | |
 Delaware Life | A US life-insurance and annuities company. | #71 (Spire Motorsports) | 9 | |
 Rheem | Water heaters and air conditioning, enormous in the US, invisible in the UK. | #20 (Joe Gibbs Racing) | 9 | |
 XFINITY | Comcast's broadband and TV brand, like Sky, if Sky also ran the cables. Formerly title sponsor of the second-tier series, hence the old name. | #23 (23XI Racing), #45 (23XI Racing) | 8 | 1 |
| Raptor | Truck bed liner and protective coatings, sold in the UK through U-POL. One of the brands that rotates through Hendrick’s No. 24. | #24 (Hendrick Motorsports) | 8 | |
| SuperFile | A US software firm, one of the smaller backers whose money keeps a midfield car running. Not every sponsor is a household name, even in America. | #97 (Trackhouse Racing) | 8 | 1 |
 National Debt Relief | A debt-settlement company that negotiates down consumer debts. The US equivalent of the debt-management ads on daytime UK television. | #11 (Joe Gibbs Racing) | 8 | 1 |
| Monster Energy Zero Sugar | The sugar-free line of the energy drink. Monster brands several cars and once title-sponsored the whole Cup Series. | #35 (23XI Racing) | 7 | |
 Celsius | A fitness-marketed energy drink that grew explosively in the US. Newer to UK shelves, but arriving. | #16 (Kaulig Racing) | 7 | |
 AdventHealth | A large US hospital network. Healthcare brands on race cars feel odd to UK eyes, and they are a reminder that American healthcare is a consumer market. | #43 (Legacy Motor Club) | 7 | |
 Discount Tire | A tyre-fitting chain with over a thousand stores. Kwik Fit at American scale, and a decades-long NASCAR backer. | #2 (Team Penske), #12 (Team Penske), #22 (Team Penske) | 7 | |
 DEWALT | The yellow power tools in every UK trade van. DEWALT has backed NASCAR teams for decades, currently with Joe Gibbs Racing. | #20 (Joe Gibbs Racing) | 7 | |
| A casual dining chain promising home-style cooking made from scratch. Comfort food at scale. | #8 (Richard Childress Racing), #33 (Richard Childress Racing) | 7 | ||
| Industrial GPS and positioning technology for construction and agriculture. If a digger grades a site to the millimetre, there is a fair chance Trimble kit did the measuring. | #17 (RFK Racing), #6 (RFK Racing), #60 (RFK Racing) | 7 | ||
 Chili's Ride the 'Dente | Chili's is a Tex-Mex restaurant chain; the odd name is a pasta marketing campaign. Roughly a Frankie & Benny's with fajitas and a bigger ad budget. | #77 (Spire Motorsports) | 7 | 1 |
 WeatherTech | Custom-fit car mats and boot liners, made in Illinois and advertised relentlessly. The owner's love of motorsport also puts the name on America's biggest sportscar race. | #97 (Trackhouse Racing), #88 (Trackhouse Racing) | 7 | |
 Zeigler Auto Group | A Midwestern car-dealership group with dozens of showrooms. Dealer money has always been close to NASCAR's heart. | #77 (Spire Motorsports) | 7 | |
| The engine-oil brand from Liverpool, as British as sponsors on this grid get. Its green and red has been on racing machinery for over a century. | #6 (RFK Racing), #60 (RFK Racing), #17 (RFK Racing) | 6 | ||
 Rush Truck Centers | The largest network of commercial lorry dealerships in America. Trucking money runs deep in NASCAR, which began with haulers and moonshine runners. | #4 (Front Row Motorsports) | 6 | |
 Spectrum | One of America's biggest broadband and cable providers. Think Virgin Media, with regional monopolies. | #77 (Spire Motorsports) | 6 | |
 Robinhood | The commission-free share-trading app that made headlines in the meme-stock era. Its UK launch means the name may already be on your phone. | #67 (23XI Racing), #23 (23XI Racing) | 6 | |
 SAIA Freight & Logistics | A national road-freight carrier. American motorsport and the trucking industry have been intertwined since the sport began. | #54 (Joe Gibbs Racing), #20 (Joe Gibbs Racing) | 6 | |
 eero | Amazon's mesh wi-fi brand, the same white pucks sold in the UK. | #21 (Wood Brothers Racing) | 6 | |
 Progressive Insurance | One of America's biggest car insurers, inescapable on US television thanks to its adverts. Roughly a Direct Line with a mascot problem. | #11 (Joe Gibbs Racing) | 6 | 1 |
 Chumba Casino | A social casino app using virtual coins to sidestep US gambling law. A category that barely exists in the UK because actual casinos are legal here. | #45 (23XI Racing), #23 (23XI Racing) | 5 | 2 |
 Busch Light | A cheap, light American lager from Anheuser-Busch and one of NASCAR's most devoted beer sponsors. Its stunt liveries, including one for a fan named Sarah Busch, are a running joke the sport enjoys. | #1 (Trackhouse Racing) | 5 | |
 Patriot Mobile | A Texas mobile network that markets itself on conservative Christian values. Sponsorship as identity statement, which tells you something about the audience. | #10 (Kaulig Racing), #38 (Front Row Motorsports) | 5 | |
 BREZTRI | A prescription COPD inhaler from AstraZeneca, the Cambridge-based pharma giant. Prescription drug advertising is legal in America, hence a medicine on a race car. | #3 (Richard Childress Racing), #10 (Kaulig Racing) | 5 | |
| Pylon Aviation | A private aviation company, one of the smaller sponsors that keep the back half of the grid funded. | #47 (HYAK Motorsports) | 5 | |
 Super.com | A travel and fintech app offering discounted hotel bookings and cash-advance features. Very online, very American. | #51 (Rick Ware Racing) | 5 | |
| Rocket Doctor | A telehealth platform connecting patients to doctors online. Digital healthcare advertising at 180mph. | #51 (Rick Ware Racing) | 5 | |
| Speedy Cash | A payday lender. The Wonga era never really ended in America. | #38 (Front Row Motorsports) | 4 | |
| zone Jalapeño Lime | A flavoured nicotine pouch, jalapeño and lime in this case. The pouch boom is very visible in NASCAR sponsorship. | #8 (Richard Childress Racing), #33 (Richard Childress Racing) | 4 | |
| Jacob Construction | A regional building contractor, the kind of family-firm sponsor NASCAR has run on since the beginning. | #51 (Rick Ware Racing) | 4 | |
 Modo Casino | Another social casino app, same virtual-coin model as Chumba. Where UK firms sponsor football shirts, US sweepstakes casinos sponsor stock cars. | #71 (Spire Motorsports), #7 (Spire Motorsports) | 4 | |
| Wendy's | Not written up yet. | #1 (Trackhouse Racing), #88 (Trackhouse Racing), #97 (Trackhouse Racing) | 4 | |
 Safety Culture | An Australian workplace-safety software firm, best known for its inspection app iAuditor. One of the more surprising names on a bonnet. | #97 (Trackhouse Racing), #1 (Trackhouse Racing) | 4 | |
| DEX | A US business-services firm, one of the quieter logos that funds a car without a consumer story to tell. | #21 (Wood Brothers Racing) | 4 | |
 Bob's Discount Furniture | A budget furniture chain from Connecticut. DFS energy, American accent. | #11 (Joe Gibbs Racing) | 4 | |
 Jordan Brand | Nike's Michael Jordan line, the Jumpman itself. It appears on the 23XI cars because Jordan co-owns the team, and it made trainers part of NASCAR's story. | #45 (23XI Racing) | 4 | |
 Consumer Cellular | A mobile network aimed at older customers, sold on simplicity and low cost. The US answer to giffgaff for grandparents. | #6 (RFK Racing), #60 (RFK Racing) | 4 | |
 Campers Inn RV | A chain of motorhome and caravan dealerships. The American RV is to a UK caravan roughly what a superspeedway is to Brands Hatch. | #16 (Kaulig Racing), #10 (Kaulig Racing) | 4 | |
 Kubota | The orange Japanese tractors and diggers you see on UK farms and building sites. Same machines, bigger fields. | #1 (Trackhouse Racing) | 4 | |
| FRE Nicotine Pouches | Another nicotine pouch brand. The category's marketing budget has clearly found its audience at the racetrack. | #35 (23XI Racing) | 4 | |
| Freightliner | Not written up yet. | #2 (Team Penske) | 4 | |
| SiriusXM | Not written up yet. | #54 (Joe Gibbs Racing), #45 (23XI Racing) | 4 | 1 |
| Nations Guard | A smaller commercial backer, one of the many non-household names that keep charters funded. | #7 (Spire Motorsports) | 4 | |
| Tinned pasta in orange sauce, an American cupboard staple since the 1930s. The closest UK reference is Heinz spaghetti hoops with an Italian chef's face on the tin. | #47 (HYAK Motorsports) | 3 | ||
| Pinnacle | Not written up yet. | #45 (23XI Racing) | 3 | 1 |
| Menards is the Midwestern DIY superstore; Dutch Boy is a paint brand sold there. Co-branded liveries let a retailer bring its suppliers along for the ride. | #12 (Team Penske) | 3 | ||
| Sea Best | Not written up yet. | #10 (Kaulig Racing) | 3 | |
 Valvoline | Engine oil, on UK shelves too. One of the rotating sponsors of Hendrick's No. 5. | #5 (Hendrick Motorsports), #24 (Hendrick Motorsports) | 3 | |
| All Pro Reconditioning | Not written up yet. | #24 (Hendrick Motorsports) | 3 | |
| Mobil 1 | Not written up yet. | #42 (Legacy Motor Club), #19 (Joe Gibbs Racing) | 3 | |
| Menards \ Quaker State | Not written up yet. | #2 (Team Penske) | 3 | |
 Interstate Batteries | Car batteries sold through garages nationwide, and a NASCAR sponsor since the early 1990s. Its green livery won a championship with Joe Gibbs Racing in 2000. | #20 (Joe Gibbs Racing), #54 (Joe Gibbs Racing) | 3 | |
| NOS Energy | Not written up yet. | #47 (HYAK Motorsports) | 3 | |
| Solomon Plumbing | A family plumbing firm. Sponsorship in NASCAR still stretches from Fortune 500 giants down to the local trades, and the sport is prouder of the latter. | #6 (RFK Racing), #60 (RFK Racing) | 3 | |
| UniFirst | Not written up yet. | #9 (Hendrick Motorsports) | 3 | 1 |
 Columbia | The outdoor clothing brand, same jackets sold in UK shops. Sportswear and stock cars share a customer. | #23 (23XI Racing) | 3 | |
| Menards again, this time paired with its water-heater brand. The co-branding rotates through the store's shelves week by week. | #2 (Team Penske), #12 (Team Penske) | 3 | ||
| The loyalty scheme of Choice Hotels, the group behind Comfort Inn and Quality Inn. Budget hotel points, on a race car. | #88 (Trackhouse Racing) | 3 | ||
| Hardee's | Not written up yet. | #23 (23XI Racing) | 3 | |
| Roto-Rooter | Not written up yet. | #88 (Trackhouse Racing) | 3 | |
| SupplyHouse | Not written up yet. | #45 (23XI Racing) | 3 | 1 |
| PPG | Not written up yet. | #2 (Team Penske), #21 (Wood Brothers Racing) | 3 | |
 Rockstar Energy Drink | The energy drink now owned by PepsiCo, familiar from UK fridges. Three different energy brands fund cars on this grid, which says plenty about the audience. | #45 (23XI Racing) | 3 | |
| The German fasteners and workshop-supplies giant whose red vans UK tradespeople know as Würth. It quietly sponsors motorsport across the world. | #12 (Team Penske), #21 (Wood Brothers Racing) | 3 | ||
| Cal Ripken Sr. Foundation | Not written up yet. | #7 (Spire Motorsports) | 3 | |
 BodyArmor Flash I.V. | A Coca-Cola-owned sports drink, think Lucozade Sport with American marketing. | #12 (Team Penske) | 3 | 1 |
| Grillo's Pickles | Not written up yet. | #34 (Front Row Motorsports) | 3 | |
| Brazier Lumber Company | Not written up yet. | #47 (HYAK Motorsports) | 3 | |
| Bass Pro Shops/Winchester Supreme Long Range | Not written up yet. | #3 (Richard Childress Racing) | 3 |
Another 246 brands took one or two races each and aren't listed. The pairings come from official entry data race by race, so "primary sponsor" means whoever was on the bonnet that particular weekend. That's why the numbers refuse to tidy themselves into season-long deals: most of them aren't.
Why this page exists
Sponsorship shapes NASCAR in a way it never quite does in F1. Half the job is driving and half
is being a travelling billboard, and a driver who arrives with a sponsor already attached can
be worth more to a team than a quicker one who doesn't. So when a commentator says somebody
"needs to bring funding", this page is what they're talking about.
Brand icons are each company's own website favicon, shown at identification size only. Where we couldn't fetch one, the initials stand in. All marks belong to their owners.