Kroger, a long-time sponsor of JTG Daugherty Racing in the NASCAR Cup Series, will move its sponsorship program to Roush Fenway Keselowski (RFK) Racing in 2025.
The nationally recognized grocery chain will not only support Brad Keselowski and Chris Buescher, the team’s previously announced full-time drivers but also a third RFK Racing entry, the No. 60, driven by Ryan Preece.
In a virtual press conference following the announcement, RFK Racing team president Steve Newmark revealed that the team will lease a charter from Rick Ware Racing in 2025.
Kroger and nearly 20 other brands will appear across the RFK Racing entries, driven by Brad Keselowski, Chris Buescher, and Ryan Preece throughout the 2025 NASCAR Cup Series season.
“The Kroger Racing program and collaboration with participating brands has been a successful staple in Kroger’s portfolio for more than a decade,” said Erin Sanchez, vice president of grocery for Kroger. “We’re very excited to be teaming up with RFK Racing and know having three drivers as members of the Kroger Racing Family will be an added benefit for all our brand sponsors involved in the program. The opportunity to utilize multiple drivers in their marketing strategies both in our stores and within their merchandising initiatives is something we’re all looking forward to with the start of the 2025 season.”
The brand has been a primary sponsor in the NASCAR Cup Series since joining JTG Daugherty Racing in 2010. During their tenure together, the team managed to capture three victories, including the 2023 Daytona 500 with Ricky Stenhouse, Jr.
“Kroger’s relationship with JTG Daugherty Racing, and most recently, Ricky Stenhouse Jr., have really been something special,” said Brent Cox, director of health and baby care for Kroger. “Everyone at Kroger and all our participating sponsors wish the team and Ricky nothing but the best and thank them for all they’ve done for us over the years. We are excited to continue working with Tad and Jodi Geschickter through their marketing firm, BAM (Brand Activation Maximizer), as we move into this new chapter with RFK Racing. BAM will continue to represent the Kroger Racing program, and we know it’s in good hands with their team.”
Alongside Kroger, RFK Racing will showcase additional sponsorships from BuildSubmarines.com, Castrol, Fastenal, and several other partners.
“We’re thrilled to formally and publicly announce our expansion plans and the next step in our evolution at RFK,” said Steve Newmark, President, RFK Racing. “First, we’d like to thank Kroger and the vision of Tad and Jodi (Geschickter), without which we wouldn’t be in the position of growing with a third car in 2025 and beyond. Their commitment to us on behalf of Kroger has not only allowed us to fulfill our growth objectives in ways we’ve long desired, but also to continue to push the envelope when it comes to finding the competitive edge needed to compete at the top level of NASCAR. Second, Ryan Preece is who we identified from day one when discussing this third entry, and his young talent from the grassroots level all the way up to the Cup Series is something that excites us moving forward. On behalf of the entire team at RFK, we can’t wait to roll out the No. 60 with Ryan Preece, and our larger Kroger partnership encompassing all three of our Ford Mustangs, in 2025.”
The 2025 NASCAR Cup Series season is scheduled to kick off with The Clash at Bowman-Gray Stadium in Winston-Salem, North Carolina on February 2, before the points-paying schedule begins at Daytona International Speedway on February 16.
Announcements regarding the brand joining Kroger on the paint scheme and driver for those events and the season will be made at a later date.
KROGER PARTNERS QUOTEBOARD:
- Kelley McClellan, Brand Manager for Kimberly-Clark: “We’ve had so much fun partnering with JTG Racing over the years and we’re excited about the 2025 season. Kimberly-Clark and its’ Cottonelle, Kleenex, Viva and Scott Brands look forward to another exciting year of high-octane racing and unforgettable moments with the NASCAR community.”
- Shane Faucet, Senior Vice President-Customers, Bimbo Bakeries USA: “We’re thrilled to continue our collaboration with Kroger Racing and excited by the new partnership with RFK racing and drivers Brad Keselowski and Chris Buescher. Together, we’re united in our commitment to excellence both on and off the track and look forward to creating more unforgettable moments for fans.”
- Molly Jagoditz, Kroger Lead, General Mills: “General Mills is a proud, long-standing partner of Kroger Racing, and we are excited to enter into this new chapter with Kroger and RFK Racing. This program continues to bring home the win for us both in-store and at the track, and we can’t wait to see what 2025 brings.”
- Katie Grabosky, Sr Sales Director, Coca-Cola Kroger Team: “We are thrilled to partner with Kroger for our third year of the racing program, which underscores Coca-Cola’s long-standing commitment to excellence and innovation. This collaboration provides a unique platform to connect with our passionate consumers and support the dynamic world of motorsports. We look forward to fueling the excitement and camaraderie that racing brings to fans together!”
- Adam Clay, Director of Kroger Oscar Mayer and Lunchables: “We are thrilled for the future of the Kroger Racing program and the new partnership with RFK. This program has provided a great opportunity to supply race fans with visibility to some of their racetrack favorites like Oscar Mayer Hot Dogs, Heinz Ketchup, Kraft Mayonnaise, and exciting innovations. We’re looking forward to hitting the track together in February and driving growth both in stores and in victory lane.
- Kyle Watson, CMO at CELSIUS: “CELSIUS is thrilled to partner with Kroger Racing and bring ESSENTIAL ENERGY to fans and drivers around the nation. This is a great opportunity to further strengthen our relationship with consumers through a synergistic partnership, providing value both in-store and on the track. We look forward to seeing what we accomplish in the 2025 season!”
- George DeGrella, Blue Buffalo Director for Grocery and E-Commerce: “Blue Buffalo is proud to partner with the Kroger Racing program and we look forward to this new chapter alongside RFK Racing. The partnership allows us to share our mission of loving, feeding, and treating all pets like family with the millions of NASCAR fans who are pet parents. Working alongside Kroger in this program also gives us the opportunity to join the motorsports industry in advancing philanthropic initiatives that are so important to our brand’s purpose.”
- Brad Olsen, Vice President of Marketing, Tree Top: “We are thrilled to continue our strategic partnership with the Kroger Racing team. This collaboration, along with the recent launch of our new online store, helps us to continue to expand Tree Top’s consumer reach and increase our brand presence nationwide. Together, we’ve enjoyed the sweetness of success both on and off the track, and we look forward to building on that momentum during the 2025 NASCAR Cup Series season.”
- Roger Galloway, Senior Director of Brand Marketing for Schwan’s Consumer Brands: “Just like the passion and sense of community that racing fans share, pizza also has the power to spark togetherness and bring excitement to our lives. At Red Baron®, we are the No. 1 frozen pizza in the U.S. for a reason. Our delicious pizzas, which include favorites like Classic Crust and Deep Dish Singles, are the perfect addition to any moment worth celebrating. We are thrilled to join Kroger in this partnership with NASCAR and be the go-to pizza for race day.”
- Samuel Morisse, Allegra US Zone Brand Head: “As a leading Brand in the allergy space, Allegra is committed to help allergy sufferers to live their life to the fullest and not let their allergies get in the way. Allegra not only delivers effective and fast relief but also leverages its unique Science to not affect the brain, leading to no sensation of drowsiness. This is why, Allegra is excited to partner with the Kroger Racing and the RFK Racing team this upcoming season. This partnership allows us to connect with NASCAR’s passionate fan base, drivers and demonstrate our commitment to helping people live their life free from allergies, so they can focus fully focus on the moments that matter, from cheering their favorite driver and teams in NASCAR.”
