FilterTime – the company co-owned by former NASCAR Xfinity Series driver Blake Koch and JR Motorsports team owner Dale Earnhardt, Jr. — will adorn Josh Berry’s No. 8 Chevrolet Camaro for the season-opening Beef. It’s What’s for Dinner. 300 at Daytona International Speedway.
The subscription-based air filter distributor will make its third start as a primary sponsor in the NASCAR Xfinity Series, in search of the company’s second victory as a primary sponsor, this time with the No. 8 Chevrolet Camaro. FilterTime was a primary sponsor of Justin Allgaier’s No. 7 Chevrolet Camaro in the first of two victories at Richmond Raceway last season.
“I’m really grateful to have FilterTime on board our No. 8 Chevrolet in Daytona and get the opportunity to learn more and get to know Blake (Koch),” Berry said. “It’s a big opportunity for me and for them as a growing business and hopefully we can work together and do some good things. We’ve been able to accomplish a lot over the past few years in the Late Models and I feel really good about this opportunity at the next level. I can’t wait to get going and get this year started off on a strong note.”
For Koch, the victory at Richmond Raceway was one of the biggest events in the young company’s history, giving Koch some ideas about returning to sponsor JR Motorsports in 2021.
“We got a victory in only our second time on the car, so what’s the next best thing?,” Koch said. “Being part of a new opportunity for a driver who deserves it. I think everybody in the sport is happy to hear that Josh has races, and we all know he’s worked very, very hard to be in this situation. To have someone like Dale behind him and pushing him…Dale believed in me as a business owner to help partner with me to build FilterTime, and I see that heart and passion he has for Josh.
“If you put all this together, where we take FilterTime and all the passion and work we put into it and get behind Josh is a cool situation. Everybody at FilterTime is super excited to get behind Josh and be part of this opportunity. We’re excited to see what comes of it.”
Earnhardt, Jr. is the common link between Koch and Berry, being involved with business ventures with both parties. In 2010, Earnhardt, Jr. selected Berry to pilot his Late Models, and has since been rewarded with excellent results, including a national championship, a victory in the ValleyStar Credit Union 300 at Martinsville Speedway and 83 victories.
“Having Dale involved is always a positive,” Berry said, harking back to when he and Earnhardt Jr. met in the early days of online racing. “Everything he’s done for me has been amazing, and what he’s continuing to do for me throughout this opportunity…we’re just working hard to have some good results.”
With that as the backdrop, Koch was delighted to be part of Berry’s ascension to the NXS as a sponsor and supporter.
“It means the world to me,” he said. “The passion that I had to be a driver…I was telling Josh, to be a driver in this sport, it takes everything you have, 100 percent of your passion, your work ethic, your relationships. When you wake up and when you go to bed, you have to think about being the best race-car driver you can be. Getting better at interviews, being better on the track with leadership and preparation with your team. You have to be the best.
“I’ve taken that, everything I learned in the sport, and put it into building this company. What I’ve been able to learn from racing I’ve applied to FilterTime and it’s working out great for us. It’s team-building, having relationships with your customers. As a driver, you have a relationship with your fans and ultimately your sponsors are happy for that as well. I’m done as a driver, so now, for me, it’s all about my customers, how can I meet their needs, how can I relate to them, make them excited? All those things I did as a driver with my fans I now do as a business owner for my customers.
“It’s just cool to see it all come together. Now, to be a part of somebody who really appreciates and works as hard as I did to combine both efforts. Josh has clearly worked as hard as anybody if not harder to get here; I’ve worked as hard as anybody if not harder than any other company to do this, and we all get to do it together. It’s pretty cool.”
Berry and the No. 8 FilterTime Chevrolet Camaro will hit the track on Saturday, February 13th, 2021 at Daytona International Speedway, for the Beef. It’s What’s for Dinner. 300, the season-opener for the 2021 NASCAR Xfinity Series season