Cheddar’s Scratch Kitchen will extend and enhance its partnership with Richard Childress Racing and Kyle Busch in the NASCAR Cup Series, via a new multi-race, multi-year sponsorship deal set to begin in 2024.
The company, known for its homemade American classics at an affordable price, will continue to serve as a primary sponsor of the No. 8 Chevrolet Camaro in 2024, an entry piloted by the two-time champion of the NASCAR Cup Series.
“We’re excited to wave the green flag once again on our relationship with Richard Childress Racing, Kyle Busch and the No. 8 team,” said John Felton, vice president of marketing for Cheddar’s Scratch Kitchen. “Kyle and the RCR team have been great partners as we introduce NASCAR fans to our homestyle favorites at comforting prices. We look forward to cooking up even more together in 2024 and beyond.”
Since first partnering together in 2020, the relationship between Cheddar’s Scratch Kitchen and Richard Childress Racing has grown each year, both in terms of scope and the number of primary sponsorships on the No. 8 Chevrolet. The championship-winning organization also assists Cheddar’s with strategic content, as well as marketing and communications support for the program.
Over the course of the partnership, Cheddar’s has become a favorite destination of not just the No. 8 team, but also the iconic team’s fans, through promotions such as the No. 8 Chicken Tender Platter and the No. 8 eGift cards.
“It’s gratifying to see Cheddar’s Scratch Kitchen find so much success by integrating Kyle and the No. 8 team into their marketing strategy,” said Torrey Galida, president of RCR. “Whether its incorporating Honey Butter Croissants into the paint scheme design of the No. 8 Chevrolet, utilizing the race team partnership to honor our military, or bringing the excitement of motorsports to restaurant locations throughout the country with menu offerings catered to Kyle Busch fans, it’s clear that this team is willing to think outside the box and market in creative ways. We’re looking forward to being part of the Cheddar’s growth strategy for many years to come.”
Last year, the debut campaign for Kyle Busch at Richard Childress Racing, Cheddar’s Scratch Kitchen appeared as a primary sponsor of the No. 8 Chevrolet Camaro in seven NASCAR Cup Series events, with the Las Vegas, Nevada-native frequenting the top-10 on four occasions.
