Kroger, a renowned grocery giant, has made a significant move in the world of NASCAR. For years, from 2010 to 2024, Kroger was associated with JTG Daugherty Racing. However, today, it is announcing a shift in its sponsorship to RFK Racing starting in 2025. This move comes as RFK Racing, co-owned by Fenway Sports Group, is set to expand to three cars, presenting a new era for Kroger in the NASCAR arena.

Kroger's NASCAR Journey Takes a New Turn

Kroger's Past with JTG Daugherty Racing

For nearly 15 years, from 2010 to 2024, Kroger was closely tied to JTG Daugherty Racing. This partnership was a significant part of Kroger's presence in the NASCAR world during that time. The team, with its various activities and races, became a visible platform for Kroger to showcase its brand. It was a long-standing association that left a mark on both Kroger and the racing community.During this period, Kroger's name and logo were prominently displayed on the race cars, reaching a wide audience of NASCAR fans. The team's performances on the track also added to the excitement and visibility of Kroger. It was a time when Kroger's support for the racing team played a crucial role in the team's success and growth.

The Significance of the Sponsorship Shift

The decision to move from JTG Daugherty Racing to RFK Racing is a major one for Kroger. With RFK Racing's expansion to three cars, Kroger now has an even greater opportunity to showcase its brand and connect with a wider audience. The move allows Kroger to be a part of a growing and dynamic racing team that is aiming for the top.The new partnership with RFK Racing also brings with it new possibilities and challenges. Kroger will need to adapt to the changes and work closely with the RFK team to ensure the success of its sponsorship. This includes developing marketing strategies that leverage the multiple cars and drivers to reach a broader customer base.

Kroger's Role in RFK Racing's Future

Kroger's entry into RFK Racing's three-car lineup for the 2025 NASCAR Cup Series is expected to have a significant impact. The company's nearly 20 vendor partners will have a prominent presence across the team's cars, from the No. 60 driven by Ryan Preece to the No. 6 driven by Brad Keselowski and the No. 17 driven by Chris Buescher.This increased visibility for Kroger and its vendor partners will not only enhance brand awareness but also provide new marketing opportunities. Kroger's VP/Grocery, Erin Sanchez, believes that having three cars will be beneficial for its vendors, allowing them to utilize multiple drivers in their marketing strategies.RFK Racing President Steve Newmark also sees the deal as a significant step forward. He believes that it has allowed the team to fulfill its growth objectives and push the envelope in finding the competitive edge needed to compete at the top level of NASCAR.The vendor partners confirming their participation in the 2025 Kroger Racing program further highlight the importance of this partnership. Brands like Kimberly-Clark, Bimbo Bakeries, General Mills, Coca-Cola, Oscar Mayer, Celsius, Blue Buffalo, Tree Top, Schwan’s Consumer Brands and Allegra are all set to be part of this exciting venture.Kroger, with its strong presence in the retail industry and its diverse range of sub-brands including Harris Teeter, Fry’s Food Stores, Ralphs and Mariano’s, is well-positioned to make a mark in the NASCAR world with RFK Racing.