In a significant return to the world of motorsports, Cracker Barrel has formed partnerships with IndyCar Series driver Alexander Rossi and track owner Speedway Motorsports. As part of the collaboration with Speedway Motorsports, Cracker Barrel will serve as the title sponsor for the June 1 NASCAR Cup Series race at Nashville Superspeedway. This event is included in Prime Video's inaugural NASCAR package. The race location holds historical significance for Cracker Barrel, being close to where its first store opened in 1969. Additionally, Ed Carpenter Racing driver Alexander Rossi has signed an endorsement deal with the chain, although full details remain undisclosed.

Cracker Barrel's resurgence in motorsports follows a legal dispute from the early 2000s involving NASCAR and Fox. Under new leadership, Cracker Barrel continues to expand its marketing efforts and remodel stores while experiencing same-store sales growth.

A Historic Sponsorship Deal with Speedway Motorsports

Cracker Barrel's partnership with Speedway Motorsports marks a significant milestone as it becomes the title sponsor for the Cracker Barrel 400 race. This association highlights Cracker Barrel’s commitment to reconnecting with motorsports fans through engaging events at various tracks across the U.S., including pop-up experiences designed to enhance fan interaction.

This sponsorship agreement underscores Cracker Barrel's strategic move to leverage its historical roots near Nashville Superspeedway. By aligning with Prime Video's NASCAR coverage, Cracker Barrel aims to reach a broader audience. The deal encompasses not only the title sponsorship but also interactive experiences at Speedway Motorsports locations nationwide. EVP and CCO Kevin Camper played a crucial role in finalizing this arrangement, which signifies a renewed relationship after past legal challenges involving NASCAR and Fox. The proximity of the track to Cracker Barrel's original store adds sentimental value to this partnership, enhancing the brand's visibility among racing enthusiasts.

Alexander Rossi Endorses Cracker Barrel

Ed Carpenter Racing's IndyCar driver Alexander Rossi has joined forces with Cracker Barrel through an endorsement agreement. While specifics of the deal are yet to be disclosed, Rossi's involvement amplifies Cracker Barrel's presence in the motorsports community. This collaboration leverages Rossi's influence on social media platforms like Instagram, further promoting the brand to a wider audience.

Rossi's announcement via his podcast and social media channels reflects the growing synergy between the casual dining chain and the motorsports sector. With Cracker Barrel expanding to 660 locations across 44 states and reporting consecutive quarters of same-store sales growth, this partnership aligns with the company's revitalized marketing strategy under CEO Julie Masino. The remodeling of stores and updates to the menu complement these initiatives, showcasing Cracker Barrel's dedication to innovation and customer satisfaction. Through Rossi's endorsement, Cracker Barrel seeks to engage younger demographics interested in motorsports, reinforcing its position as a beloved American brand in both dining and entertainment realms.