Love’s Reveals 2024 Primary Sponsorship Schedule for McDowell, Riggs

UPDATE: January 29th, 2024 – 2:00 PM ET

Front Row Motorsports officially announced its extended relationship with Love’s Travel Stops on Monday, with a program that consists of a half-season of sponsorship in both the NASCAR Cup and Truck Series.

New for this season, is the addition of Love’s RV Stops to the program, which will sponsor both entries in the season-opener at Daytona.

“The future is Love’s and Love’s RV Stops yellow for our program,” quipped McDowell. “I have said it before, there is a huge sense of pride from myself and our team to carry the Love’s colors and represent their employees, customers and trucking fleets across the country who trust Love’s every day to keep them moving on the road. There are few partners in NASCAR who can boast such a long-term relationship with one car, but Love’s in becoming synonymous with the No. 34 team. It is a lot of fun to be a part of it and I am grateful for the partnership.”

The sponsorship will entail an 18-race deal with McDowell and the No. 34 Ford Mustang and a 10-race deal with Riggs and the No. 38 Ford F-150.

“The Love’s Ford F-150 has quickly become a favorite in the truck series,” commented Riggs. “And now we’re going to have the scheme for half of our season with Love’s RV Stops. I think it’s cool that we’re starting fresh and new with this branding with our team and myself. I am looking forward to representing Love’s this season and continuing their championship ways.”

Love’s will return as a majority primary sponsorship partner for Front Row Motorsports in the NASCAR Cup Series with Michael McDowell and the No. 34 team as well as a 10-race primary sponsorship partner in the NASCAR Craftsman Truck Series with Layne Riggs and the No. 38 team in 2024.

Via its website, Love’s has revealed its 2024 NASCAR Primary Sponsorship schedule for both entries.

Love’s will ride on the No. 34 Ford Mustang for 2023 NASCAR Cup Series race winner and Playoff contender McDowell in 18 races beginning with the Daytona 500.

The travel stop brand will also serve as the primary for McDowell at Las Vegas, Bristol (spring), Circuit of the Americas, Texas, Talladega (spring), Kansas, Sonoma, Iowa, and Nashville, Richmond, Michigan, Bristol (fall), Talladega (fall), the Charlotte Motor Speedway ROVAL, Las Vegas (fall), Homestead, and Phoenix (fall).

Michael McDowell Love’s 2024 Primary Sponsorship Schedule

• February 18: Daytona 500
• March 3: Las Vegas Motor Speedway
• March 17: Bristol Motor Speedway
• March 24: Circuit of the Americas
• April 14: Texas Motor Speedway
• April 21: Talladega Superspeedway
• May 5: Kansas Speedway
• June 9: Sonoma Raceway
• June 16: Iowa Speedway
• June 30: Nashville Superspeedway
• August 11: Richmond Raceway
• August 18: Michigan International Speedway
• September 21: Bristol Motor Speedway
• October 6: Talladega Superspeedway
• October 13: Charlotte Motor Speedway ROVAL
• October 20: Las Vegas Motor Speedway
• October 27: Homestead-Miami Speedway
• November 10: Phoenix Raceway

As for the NASCAR Craftsman Truck Series side of things, Love’s will also get its first turn on the Ford F-150 of Rookie of the Year contender Riggs beginning with the season-opening race at Daytona International Speedway on February 16.

The bright yellow colors will return at Las Vegas, Bristol, COTA, Kansas, Nashville, Richmond, Bristol (fall), Talladega, and Phoenix.

Layne Riggs Love’s 2024 Primary Sponsorship Schedule

• February 16: Daytona International Speedway
• March 1: Las Vegas Motor Speedway
• March 16: Bristol Motor Speedway
• March 23: Circuit of the Americas
• May 4: Kansas Speedway
• June 28: Nashville Superspeedway
• August 10: Richmond Raceway
• September 19: Bristol Motor Speedway
• October 4: Talladega Superspeedway
• November 8: Phoenix Raceway

Love’s has been a longtime sponsor of Front Row Motorsports and will continue that role as a primary sponsor in a total of 28 races across the NASCAR Cup Series and NASCAR Craftsman Truck Series this year.