In a strategic move, Lance, the popular cracker brand owned by Campbell’s Company, is set to enter the world of NASCAR through a partnership with Joe Gibbs Racing. The collaboration marks an expansion of Campbell’s broader association with Harris Blitzer Sports & Entertainment. For the upcoming 2025 season, Lance will take on a prominent role as a primary sponsor for one Xfinity Series event and serve as a season-long associate sponsor for the No. 19 Toyota driven by Chase Briscoe in the top-tier Cup Series. This initiative aligns well with Lance’s historical roots in Charlotte, where the brand was established over a century ago and continues to produce its wide range of crackers.

Expanding Sponsorship in NASCAR

The partnership between Lance and Joe Gibbs Racing represents a significant step for the cracker brand as it ventures deeper into motorsports. As part of this agreement, Lance will have a leading presence at one Xfinity Series race and maintain a consistent associate sponsorship throughout the Cup Series season. This arrangement not only enhances Lance’s visibility but also strengthens its connection with NASCAR fans. The chosen driver, Chase Briscoe, will pilot the No. 19 Toyota in both series, bringing his expertise and competitive spirit to the table. The spring race at Charlotte Motor Speedway in May has been selected for Lance’s primary sponsorship debut, offering a perfect platform to showcase the brand’s heritage and products.

With this new venture, Lance aims to leverage its long-standing history in Charlotte, where the company was founded in 1913. The city holds special significance for the brand, as it remains the production hub for all 17 varieties of Lance crackers. By aligning with NASCAR, Lance seeks to build upon its legacy while engaging with a diverse audience. The brand will utilize various promotional channels, including trackside activities, in-store promotions, and social media campaigns, to create a comprehensive marketing strategy that resonates with both existing and potential customers. This multi-faceted approach underscores Lance’s commitment to innovation and growth within the competitive landscape of consumer goods.

Strengthening Connections through Motorsports

Beyond the racetrack, Lance’s involvement with NASCAR extends to fostering stronger connections with consumers and stakeholders. The brand’s association with Joe Gibbs Racing provides an excellent opportunity to engage with NASCAR enthusiasts and expand its market reach. By integrating itself into the fabric of motorsports culture, Lance can effectively communicate its values and offerings to a broader audience. The collaboration with HBSE, which oversees multiple sports franchises, further solidifies Lance’s position in the sports marketing arena. Through this partnership, Lance can tap into the extensive networks and resources of HBSE, enhancing its overall brand presence.

To maximize the impact of this sponsorship, Lance plans to implement a robust promotional campaign that encompasses various touchpoints. Fans can expect to see the brand prominently featured on the No. 19 Toyota, with eye-catching paint schemes that reflect Lance’s identity. Additionally, the brand will roll out initiatives designed to interact directly with consumers, such as exclusive offers at retail locations and interactive experiences on social media platforms. These efforts aim to create memorable moments for fans and drive engagement, ultimately strengthening Lance’s bond with its audience. As Lance embarks on this exciting journey in NASCAR, it looks forward to building lasting relationships and achieving mutual success with its partners.