Friday, June 2, 2023

Kaulig Racing Lands Tide, Gain Sponsorship for Food City Dirt Race at Bristol

Tide and Gain will join forces with Kaulig Racing for this weekend’s Food City Dirt Race at Bristol Motor Speedway. PC: Kaulig Racing

On Tuesday, Food City announced that the supermarket retailer would be partnering with Kaulig Racing for Sunday’s Food City Dirt Race at Bristol Motor Speedway, through laundry detergent brands Tide and Gain.

Since the inaugural Food City Dirt Race, Tide has served as the primary sponsor of a NASCAR Cup Series entries for the one-of-a-kind event. Last season, both brands partnered with Petty GMS (now LEGACY MOTOR CLUB)

Tide will serve as the primary sponsor of Justin Haley and the No. 31 Chevrolet Camaro for the 250-lap event. Meanwhile, Gain will sponsor the organization’s other full-time entry, the No. 16, which will have AJ Allmendinger behind the wheel.

“Food City is proud to team up with Kaulig Racing and Procter & Gamble for this great partnership that pairs two iconic brands – Gain & Tide, along with Kaulig Racing’s two seasoned drivers – Haley and Allmendinger for the running of the third-annual Food City Dirt Race,” says Steven C. Smith, Food City president and chief executive officer.

For the second time in NASCAR’s Modern Era (1972 to present) and the 13th time in the series 75-year history, the NASCAR Cup Series will hold a race on Easter Sunday.

Entering Bristol, the eighth NASCAR Cup Series race of 2023, both AJ Allmendinger and Justin Haley have struggled to find consistent pace with Kaulig Racing, with both drivers having only scored a single top-10 each.

Joseph Srigley
Joseph Srigley
University of Windsor | Business Administration - Supply Chain & Data Analytics Editor at

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