On Wednesday morning, Front Row Motorsports officially unveiled a brand new partnership with Aaron’s, an Atlanta-based provider of lease-to-own and retailer of home goods and appliances, which will see the brand adorn two of the team’s NASCAR Cup Series race cars over a multitude of races during the 2025 season.
Aaron’s, which isn’t a stranger to NASCAR fans, as the company had a longstanding race entitlement arrangement with the Spring race at Talladega Superspeedway for years, and sponsored numerous race cars over the year, is happy to be back in the NASCAR sponsorship picture this season.
“NASCAR has always been in our DNA, and teaming up with Front Row Motorsports feels like a natural fit for us at Aaron’s,” shared Cory Miller, Aaron’s interim CEO. “It’s not just another partnership – it’s where our drive for innovation meets the raw thrill of NASCAR, creating a winning combination that I’m truly excited about.”
The new partnership with Front Row Motorsports will kick off this weekend at Atlanta Motor Speedway as Aaron’s will serve as the primary sponsorship partner for Todd Gilliland’s No. 34 Ford Mustang Dark Horse.
The dream machine is back.@AaronsCo will be the primary sponsor for @ToddGilliland_ this weekend in @ATLMotorSpdwy, and will be the primary sponsor for @ZaneSmith for multiple Cup series races. pic.twitter.com/vV87tbgcGv
— Front Row Motorsports (@Team_FRM) February 19, 2025
Gilliland is elated to have the brand on his car this weekend and is bullish on his chances at victory.
“I can’t wait to hit the track with Aaron’s,” said Gilliland. “They are one of the most recognizable brands in the history of NASCAR, and I’m super excited to represent that legacy on the track this year. Atlanta has been a good track for me. Its superspeedway style of racing creates a great show and puts me in contention for a good result. Hopefully, I can put Aaron’s in Victory Lane in their first race back in NASCAR.”
In addition to this weekend’s race at Atlanta, Aaron’s will serve as the primary sponsorship partner for Zane Smith and the No. 38 NASCAR Cup Series team in seven races this season.
Smith will carry the Aaron’s colors at Phoenix in March, Homestead, Bristol in April, Atlanta in June, Indianapolis, Daytona in August, and Phoenix in November.
“I’m really excited to be a part of Aaron’s next chapter in NASCAR.” said Smith. “They’ve been one of the most recognizable brands in the history of the sport, and I can’t wait to have them on the 38 car throughout the 2025 season.”
