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Hellmann’s Extends JR Motorsports Relationship; Sponsoring Allgaier, Earnhardt in 2024

Image Credit: Tyson Gifford, Racing America

JR Motorsports will have the continued support of long-time sponsor Hellmann’s in the NASCAR Xfinity Series through 2026, the organization announced on Thursday, as part of a multi-year contract extension between the Unilever brand and the championship-winning Xfinity Series operation.

The number one selling mayonnaise brand will serve as the primary marketing partner for Justin Allgaier in six NASCAR Xfinity Series events in 2024, while also backing JR Motorsports co-owner Dale Earnhardt, Jr. in his return to the second-tier series at Bristol Motor Speedway (September 20).

“We are grateful for Unilever and Hellmann’s continued support and partnership,” said Earnhardt Jr. “They have played a huge role in our organization and our success ever since the early days of JR Motorsports, both on and off the track. They are a huge component to every part of our company, and we’re looking forward to seeing what the future holds.”

Unilever first began its relationship with JR Motorsports in 2009, when the team was just a two-car operation. The company is the longest-tenured partner for the championship-caliber organization and one of the longest-running partners in NASCAR, where it will continue to use JRM’s partnership to market Hellmann’s brand.

“On behalf of Hellmann’s and Unilever, we’re honored to continue our partnership with JR Motorsports and Dale Earnhardt Jr., and see the Hellmann’s logo around the track for the 2024 season,” said Chris Symmes, Senior Marketing Director for Dressings & Condiments at Unilever North America. “Dale has always been a great supporter of our brand and we’re proud to support him as he returns to the racetrack.”

When Earnhardt makes his return to Bristol Motor Speedway in the Fall, the son of the late Dale Earnhardt will have driven a Unilever-sponsored entry in each season since the partnership began in 2009. Last Fall, one of NASCAR’s most popular figures drove the No 88 Hellmann’s Chevrolet at Bristol, leading 47 laps before a small fire ended his shot at a victory.

Allgaier has also continued to find success with Hellmann’s as a primary partner, visiting Victory Lane three times in the Unilver-branded Chevrolet in 2023 at Charlotte, Daytona, and Martinsville. The nail-biting victory at Martinsville launched the Illinois-native to the Championship 4.

Further details on the schedule and track locations for the races with Allgaier and the No. 7 Hellmann’s Chevrolet will be announced at a later date.

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