Speedway Motorsports and Dollar Tree officials announced on May 3 that Dollar Tree will be the entitlement sponsor of the NASCAR Cup Series race at New Hampshire Motor Speedway and serve as the Official Value Retailer of Speedway Motorsports.
The partnership brings Dollar Tree’s name to New England’s only annual NASCAR Cup Series event, which will be called the Dollar Tree 301. The race is scheduled for Sunday, Aug. 23, and will be broadcast globally on USA Network, PRN, and SiriusXM NASCAR Radio. The event aims to connect with fans in a meaningful way through branding initiatives both at the track and online.
“NASCAR fans are some of the most passionate consumers in sports, and partnering with Speedway Motorsports provides a powerful opportunity to connect with them in a meaningful way,” said Mike Creedon, Chief Executive Officer of Dollar Tree. “We see this partnership and our race entitlement at New Hampshire Motor Speedway as an invitation for fans to experience the value, convenience and discovery that only Dollar Tree can offer. Just as the sport thrives on teamwork and dedication to deliver for its fans, our more than 150,000 associates across the country share that same drive to deliver excellence every day for our customers.”
As part of its involvement, Dollar Tree will feature branding across all track websites in the Speedway Motorsports network under “More Fun. More Value” pages and offer special ticket packages that include gift cards. Fan engagement activities are planned during race weekend including appearances by drivers Erik Jones and John Hunter Nemechek from LEGACY MOTOR CLUB.
New Hampshire Motor Speedway Executive Vice President David McGrath said: “We’re thrilled to put Dollar Tree’s name on our NASCAR Cup Series race. Attending a NASCAR race at New Hampshire Motor Speedway is the best value in pro sports, and our team strives to provide a top-notch experience with convenient options for race fans to make memories without breaking the bank. We can’t think of a better partner than Dollar Tree to join us in that mission.”
The agreement also includes VIP hospitality opportunities throughout race weekend for customers, vendors, associates; venue signage; naming rights for Grand Marshal; Honorary Starter privileges; exclusive promotional rights; plus continued sponsorship involvement with LEGACY MOTOR CLUB—owned by Jimmie Johnson—where Dollar Tree supports select cars nationwide.
Johnson said: “This partnership reflects the momentum we’re building with Dollar Tree. Dollar Tree stepping into an entitlement role at New Hampshire Motor Speedway with Speedway Motorsports speaks to their belief in the sport and the fans – they are committed… I’m honored to be in business with them.” This year marks NHMS’s 55th hosting of an NCS event—a critical late-season stop where drivers compete for points toward playoff eligibility.
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