According to a report from Sports Business Journal, RFK Racing is facing a large financial hurdle with a $2 billion setback rooted in a sponsorship dispute.
This stems from the recently signed Kroger sponsorship, which has led to brand friction with Brad Keselowski’s existing sponsor, King’s Hawaiian.
The development began with RFK Racing’s decision to expand its operations in the Next-Gen era, transitioning to a three-car team. As part of this expansion, RFK Racing signed former Stewart Haas Racing driver, Ryan Preece.
Preece’s inclusion was not only driven by his driving performances but also bolstered by the sizable sponsorship deal with Kroger he carried in. Kroger, a brand associated with multi-driver support, extended its reach into RFK’s lineup, promising substantial marketing leverage by aligning its identity with other sponsors like BuildSubmarines.com, Castrol, and Fastenal across all three RFK vehicles.
However, this move inadvertently clashed with established sponsor King’s Hawaiian, historically linked with Keselowski and known for its eye-catching livery on the No. 6 Ford.
Reports suggest King’s Hawaiian is actively seeking other NASCAR opportunities post-2024, marking the conclusion of its fruitful three-year collaboration with RFK Racing. The implications of their departure weigh heavily, particularly in a sport where sponsorships account for 60-80% of team revenue.
Keselowski, who is a part owner of the team, has commented on the upcoming expansion for 2025, stating:
“From there, it was kind of like we recognized that’s the next step.
“If you look at the way NASCAR’s set up right now, you need to have three teams. I think that’s why you see the Trackhouses and the 23XIs and all those guys are pushing to be three teams, even Front Row. So there’s strength in numbers with just the way the sport’s laid out, and how you can kind of amortize the overhead and capture the most data.
“So it’s important for us to be not just financially viable, but competitively viable to have three teams and maximize the opportunities on any given weekend. So, it’s a natural next step for us to get us to where we can ramp up our performance.”
Speaking about Preece joining the team in 2025 from Stewart Haas Racing, he added:
“Talent, underrated, hard-working — you know, everything you could dream of, of a coachable player.
“I think the ball is in our court to give him the right opportunity and equipment, and surround him with the right people to succeed next year.”
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