Dollar Tree secures long-term sponsorship extension with Legacy Motor Club

In July 2025, Legacy Motor Club announced an extension of its partnership with Dollar Tree, continuing their collaboration until at least 2028. This decision is noteworthy within the NASCAR circuit given the challenges teams face in securing long-term sponsorships, particularly as economic conditions fluctuate and sponsorship dynamics evolve. Dollar Tree, which began its partnership with Legacy Motor Club in the previous year, has been a significant sponsor for the team, covering both of their Cup cars driven by Erik Jones and John Hunter Nemechek. Rick McNeely, the chief merchandising officer of Dollar Tree, expressed enthusiasm about the extended collaboration, emphasizing the benefits of reaching millions of dedicated NASCAR fans. This partnership not only offers visibility for Dollar Tree's brand but also fosters deeper engagement with its customer base within a high-energy racing environment. He indicated anticipation for continued collaboration with key figures at Legacy Motor Club including Jimmie Johnson, the team's owner, and the drivers. On the performance front, John Hunter Nemechek is currently excelling in the 2023 racing season, poised to surpass Erik Jones' record of six top ten finishes. Nemechek credited Dollar Tree's support as pivotal in enabling him and the entire team to optimize track performance, which simultaneously brings value to their vendor partners and grows the team's fan base. As the Legacy Motor Club operates under Johnson’s leadership, it has been making substantial improvements both on track and in management. Currently, the team is navigating a complicated legal dispute against Rick Ware Racing regarding the acquisition of a racing charter, which is projected for the 2026 season. This situation reflects the complex business dynamics inherent in NASCAR, impacting not only legacy teams like Legacy Motor Club but also influencing broader strategic alignments within the league.