Arby’s Joins Forces with JR Motorsports and Dale Earnhardt Jr. in Massive Multi-Year Deal
If there is one thing that fuels the NASCAR rumor mill as much as a hot run at Daytona, it is a solid sponsorship deal. Today, the Mooresville-based powerhouse JR Motorsports dropped a major announcement that is sure to have fans craving roast beef sandwiches at the track.
The team has officially welcomed Arby’s into the fold for a multi-year partnership that spans across the race team, the media empire of Dirty Mo Media, and a personal agreement with the boss himself, Dale Earnhardt Jr.
This isn’t just a simple logo placement on a quarter panel. This comprehensive integration brings one of the most recognizable quick-service restaurant brands into the heart of the NASCAR O’Reilly Auto Parts Series.
For a team with the championship pedigree of JR Motorsports, landing a partner with the global footprint of Arby’s, boasting over 3,500 locations, signals that the organization is as strong as ever heading into the 2026 season.
A Strategic Alignment for JR Motorsports
The deal is structured to maximize visibility across the JR Motorsports stable of drivers. Arby’s is set to serve as the primary sponsor for eight races in the 2026 season. The famous “Hat” logo will adorn the cars of three distinct talents within the JRM camp: up-and-coming Carson Kvapil, talented Sammy Smith, and veteran title contender Justin Allgaier.
For Allgaier, the partnership goes deeper than just a few races. Arby’s will ride along as a season-long associate sponsor on his No. 7 Chevrolet. Allgaier has been the rock of the JR Motorsports program for years, consistently fighting for wins and championships.
Having a major brand commit to his efforts for the entire year provides the kind of stability that allows a driver to focus solely on the task at hand: winning. Carson Kvapil, who pilots the No. 1 Chevrolet, will have the honor of debuting the partnership.
The Arby’s colors will hit the track for the first time at Atlanta Motor Speedway on February 21. Kvapil will carry the primary sponsorship for four events, while Sammy Smith will wheel the Arby’s colors for three races. Allgaier will take the wheel of the primary scheme for one event.
Dirty Mo Media and the Dale Jr. Factor
Perhaps the most intriguing aspect of this announcement is how it leverages Dale Earnhardt Jr.’s personal brand. The agreement includes a personal service contract with the NASCAR Hall of Famer. Earnhardt Jr. has successfully transitioned from being the sport’s Most Popular Driver to being its most influential media mogul.
By including Dirty Mo Media in the partnership, Arby’s is tapping into a massive, engaged audience that listens to “The Dale Jr. Download” and consumes the digital content produced by Earnhardt’s studio. Earnhardt Jr. noted the aggressive nature of Arby’s marketing activation as a key factor in the deal. “It’s an exciting opportunity to have Arby’s partner up with our companies,” Earnhardt said.
He emphasized that JR Motorsports prides itself on offering unique marketing platforms, suggesting that fans can expect creative, fun collaborations between the race team and the restaurant chain. When Dale Jr. gets behind a brand, the authenticity usually shines through, and that is exactly what a partner looks for.
Connecting with the Fanbase
Jeff Baker, the Chief Marketing Officer at Arby’s, made it clear that speed and high-quality experiences are the shared values driving this collaboration. For a brand that touts having “The Meats,” aligning with stock car racing is a natural fit.
The demographic overlap between NASCAR fans and Arby’s customers is significant, and this partnership allows the brand to speak directly to loyalists both at the track and through digital channels.”Arby’s food makes everything better, and we can’t wait to deliver with JRM and Dale Jr. all season long,” Baker stated.
Looking Ahead to Atlanta
The countdown is now on for the February 21 debut at EchoPark Speedway. Atlanta has evolved into a superspeedway-style racing experience, meaning the racing will be tight, fast, and nerve-wracking. It is a high-visibility stage for Kvapil to unveil the new livery.
As JR Motorsports chases more championships to add to their collection from 2014, 2017, 2018, and 2024, having strong corporate backing is the lifeline of performance. This partnership ensures that JR Motorsports will continue to have the resources to build fast cars and hire top-tier talent. Tune in to see the No. 1 Arby’s Chevrolet on track at Atlanta on Saturday, Feb. 21, at 5:00 p.m. ET on the CW, PRN, and SiriusXM NASCAR Radio.
