Legacy Motor Club adds Dollar Tree, Family Dollar partnership

Legacy Motor Club has recently announced a multi-year partnership with Dollar Tree, Inc., covering all three of its entries in the NASCAR Cup Series. This collaboration will see Dollar Tree and Family Dollar featured in all 38 races of the 2024 NASCAR season. Drivers John Hunter Nemechek in the No. 42 and Erik Jones in the No. 43 will carry the brands in select races. Additionally, NASCAR Hall of Famer Jimmie Johnson will sport the brands on the No. 84 Toyota Camry XSE at three specific events: Dover Motor Speedway on April 28, Kansas Speedway on September 29, and Las Vegas Motor Speedway on October 20. This sponsorship leverages the extensive reach of both brands across more than 16,000 stores, enhancing their visibility among customers and associates.

Jimmie Johnson expressed enthusiasm about the partnership, anticipating that it would significantly raise the profile of these well-known and cherished brands among their shared fan base.

The partnership kicks off with both brands appearing on the team’s cars during the preseason event, The Clash, at the Los Angeles Memorial Coliseum on February 4. Rick McNeely, the Chief Merchandising Officer of Dollar Tree, shared his excitement about the sponsorship, highlighting the opportunity to showcase their brands to NASCAR’s passionate fan base. He regards this as a promising start to the year, as it brings their brands into one of the nation’s most popular sports.

Larry Gatta, the Chief Merchandising Officer for Family Dollar, remarked on the sponsorship’s potential, stating that it is an extraordinary chance to engage with their current customer base while also attracting new shoppers to both Dollar Tree and Family Dollar.

Photo courtesy of NASCAR