Atari Hotels, GMS Racing Enter Partnership Starting in Richmond

NASCAR Throwback Weekend may be over in Darlington, but NASCAR Gander RV & Outdoors Series rookie Zane Smith will keep the old school vibes going with a new partnership.

Atari Hotels, a new lodging experience for video game enthusiasts, has entered a four-race agreement with GMS Racing and the 21-year-old California native to adorn his No. 21 Silverado in the iconic Atari colors.

According to GMS Racing’s Twitter page, the deal will go for four consecutive races starting in Richmond this weekend, and continuing onto Bristol, Las Vegas, and Talladega. The latter three races will serve as the opening round of the Truck Series Playoffs.

Level Up ?@zanesmith77 teams up with @atarihotels for four @NASCAR_Trucks races!#WeAreGMS #inZane #NASCAR pic.twitter.com/YmLveZIoMI

— GMS Racing (@GMSRacingLLC) September 9, 2020

The hotel concept is one of the first of its kind, marrying the love for video games and modern hotel entertainment. The first Atari Hotel broke ground in Phoenix earlier this spring, with 7 more planned across the southwest, Seattle, and Chicago.

Smith is in the midst of a breakout season, notching his first career Truck Series win at Michigan in August, and then following that with a win in Dover two weeks later.

Currently sitting third in points, Smith is looking to capitalize on his performance with a win at Richmond. He finished in the top 10 in a pair of XFINITY Series starts there in 2019 with JR Motorsports.