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Keen Parts inks multi-race deal with Live Fast Motorsports

Photo Credit: Corvette Parts on Twitter.

One of the newest additions to the NASCAR Cup Series field has found its first primary sponsor for the upcoming 2021 season.

Live Fast Motorsports, the team co-owned by NASCAR XFINITY Series owner B.J. McLeod and former NASCAR driver Matt Tifft, will welcome Keen Parts to their No. 78 Mustang in a multi-race deal.

Tom and TJ Keen, owners of the Keen Parts brand, has enjoyed a longtime relationship with McLeod, dating back to the inception of B.J. McLeod Motorsports in 2016 in the XFINITY Series.

“It is very special to us to have them on our car because of the relationship we have had with them over the last four years,” said McLeod. “It’s just really cool to have them on board, and it’s truly special to have them be our first sponsor announced on the Cup Series team formed by Matt Tifft and myself.”

David Marreo, the Director of Sales and Marketing for Team Live Fast, took a different approach to the traditional design language of the schemes of the past.

“I went an opposite direction as the company likes something snazzy for 2021 and out of the old,” said Marreo.

On the Cup side, Keen Parts has been a long-time sponsor dating back to the beginning of the 2010’s with Go Fas Racing. Recently, the auto part supplier adorned the hood of the No. 32 Mustang for Corey LaJoie for four races in 2020.

“ has been with B.J. McLeod and B.J. McLeod Motorsports for quite some time, and it’s a very big deal for us to continue our relationship with B.J. through Live Fast Motorsports,” said TJ Keen. “This partnership keeps everything in the family by moving with him from the Xfinity Series into the Cup Series.”

The COVID-19 pandemic has put a major hinder on the plans for Keen Parts in terms of the at-track experience for fans, but the Keen duo are vocally passionate about NASCAR. That alone has developed a great relationship between McLeod and the Keen Parts brand.

“She’s not a sponsor that comes and hangs out, which is great for those who do, but she actually goes and gets ice for the cooler and cooldown unit, pushes the car through tech,” said McLeod. “She’s always hands-on and likes to be around the garage and see things going on. It’s really difficult for them not to be able to come to the track right now because of COVID-19 restrictions, so it means a lot to us that they are still willing to support our new endeavor and help us get off the ground and get going.”

The / Keen Parts Mustang will make its 2021 debut at Martinsville Speedway on April 10th with additional races for the sponsor to be announced at a later date.

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