Brad Keselowski is taking a fresh approach to NASCAR sponsorships, departing from the traditional driver-brand associations that have become iconic in the sport. Partnerships like Dale Earnhardt Jr.’s #8 Budweiser car or Jeff Gordon’s rainbow-colored Dupont #24 Chevy not only created memorable images but also helped brands achieve visibility through driver association. Hendrick Motorsports capitalized on this strategy for years. Now, Keselowski and RFK Racing are charting a new course.
As RFK Racing gears up for the 2025 season, the team, led by Keselowski, revealed a unique strategy involving uniform paint schemes for all three of their cars. With the addition of Ryan Preece to join Chris Buescher and Keselowski, RFK will field three cars. On the business front, the team has retained major sponsors like Castrol, Fastenal, and Build Submarines, while securing Kroger as a key addition. The team’s new sponsorship model allows multiple brands to feature across different cars, which has raised questions among fans.
Responding to fan criticism about splitting brands between cars, Keselowski explained the reasoning behind the decision. On X (formerly Twitter), he stated, “Our partners get more value due to increased access to our team with all three drivers and cars. Additionally, our employees have more security, as we are less vulnerable if a sponsor departs.” The strategy aims to maximize sponsor visibility and ensure financial stability for the team.
This approach contrasts with the past when drivers like Jimmie Johnson with Lowe’s and Dale Earnhardt with the black #3 Chevy built strong brand identities through their paint schemes. Keselowski, however, sees broader benefits in their current model. By placing sponsors across all cars, the team ensures logos gain exposure whenever any RFK car performs well, offering brands consistent visibility.
Despite this progressive model, RFK Racing faces challenges. King’s Hawaiian, a longtime sponsor of Keselowski’s #6 car, is rumored to exit ahead of 2025. Reports suggest this decision stems from Kroger’s new partnership, which involves co-sponsoring cars alongside its vendor partners like Bimbo Bakeries USA and Entenmann’s donuts. King’s Hawaiian may join another team or leave NASCAR entirely if a suitable opportunity doesn’t arise.
While RFK Racing has seen significant business growth, including expanding its driver lineup, the team aims to translate these gains into on-track success. Although Keselowski made the playoffs in 2024, the team’s overall performance left room for improvement. With these changes, RFK Racing looks to build a stronger future, both on and off the racetrack.
