RCR’s Iconic Partnerships Roll On With Bass Pro Shops And Winchester
In a sport where sponsors can disappear as quickly as a loose wheel on pit road, Richard Childress Racing has managed to hold onto something most teams can’t buy: long-term trust. This week, RCR announced that Bass Pro Shops and Winchester will stay on the No. 3 Chevrolet through the 2026 season.
For a team built on tradition, loyalty, and a deep connection to the outdoors, this isn’t just another deal. It’s a statement about who they are and where they’re going. For longtime fans, this extension feels like a return to stability.
RCR has always been the team that represents the hunter, the fisherman, the blue‑collar fan who grew up watching the black No. 3 dominate the sport. Keeping Bass Pro Shops and Winchester on board keeps that identity intact at a time when NASCAR is shifting fast.
A Design That Screams Horsepower and History
The partnership extension is big news, but the paint scheme is what’s going to get people talking. When the No. 3 unloads at Bowman Gray Stadium for the Cook Out Clash on February 1, it’ll debut a black, orange, and silver look that instantly brings back memories of the mid‑2000s.
Anyone who watched NASCAR between 2003 and 2006 will recognize the influence of Kevin Harvick’s No. 29 GM Goodwrench Chevrolet. That era was a turning point for RCR. The team was rebuilding itself after losing Dale Earnhardt, and the silver‑and‑black scheme became a symbol of toughness and survival.
Harvick won races, made the playoffs, and kept RCR relevant during a time when the organization could’ve easily faded. Bringing those colors back on the No. 3 isn’t a coincidence. It ties the post‑Earnhardt era to the current generation led by Austin Dillon. It’s not a throwback for nostalgia’s sake.
It’s a reminder of what RCR has been through and what they’re trying to reclaim. The scheme is familiar, but not a copy. It respects the past while giving Dillon his own version. And choosing to debut it at Bowman Gray, a track known for its history, chaos, and raw energy, only adds to the symbolism. It’s a gritty place for a gritty look.
More Than Ink on Paper: The Morris and Childress Bond
The reason this partnership works has nothing to do with marketing strategies or corporate talking points. It comes down to the relationship between Johnny Morris and Richard Childress, which is said to be one of the most genuine friendships in the garage.
Morris has been with RCR since 1998. In modern NASCAR, where sponsors jump ship the moment a quarterly report dips, nearly three decades of loyalty is unheard of. Their relationship is built on shared values: conservation, the outdoors, and a genuine respect for the land.
They’ve hunted together, fished together, and spent time outdoors long before sponsorship decks were involved. When Morris publicly supported Childress during last year’s antitrust trial, it showed how deep the bond runs. That wasn’t a sponsor protecting an investment — that was a friend standing up for another friend.
Bass Pro Shops has also been a major part of Dillon’s career, backing him in the Truck Series, Xfinity Series, and Cup Series. Morris has supported Dillon since he was a teenager, long before he became a Daytona 500 champion.
Austin Dillon and the Weight of the No. 3
Austin Dillon enters 2026 with something every driver wants: stability. At 35, he’s no longer the young guy trying to prove he belongs. He’s a six‑time Cup winner coming off back‑to‑back victories at Richmond, and he’s settled into the role of carrying the No. 3 forward.
Driving the No. 3 will always come with expectations. It’s not just a number — it’s a legacy. Dillon has lived with that pressure since he first strapped into the car in 2014. This extension gives him the freedom to focus on racing rather than worry about sponsorship. And the new black‑and‑orange look fits the edge he’s developed on track.
Dillon’s relationship with Bass Pro Shops goes beyond logos. He’s an avid outdoorsman, a conservation advocate, and someone who genuinely fits the brand. That authenticity matters in a sport where sponsor‑driver alignment can sometimes feel forced.
Winchester Ammunition and the Commitment to Conservation
Winchester is also returning to the No. 3 car for 2026. Their involvement started last season, including Dillon’s playoff‑clinching win at Richmond. Winchester’s presence fits perfectly with RCR’s values: tradition, responsibility, and conservation.
Brett Flaugher, President of Winchester Ammunition, said the partnership reflects a shared commitment to patriotism and conservation. That message resonates with the RCR fanbase. NASCAR fans understand the connection between land, heritage, and the outdoors.
Winchester’s involvement also strengthens RCR’s business‑to‑business network. Childress has long been involved in conservation efforts, land management, and wildlife protection. With his recent Horatio Alger Award, his dedication to these causes is well‑documented. Winchester fits naturally into that picture.
What This Means for RCR
The biggest takeaway from this extension is simple: stability. In NASCAR, money equals speed. But knowing your funding is secure two years out is a luxury most teams don’t have. This deal lets RCR focus on engineering, development, and performance instead of chasing sponsors. It also reinforces who RCR is.
They’re not trying to reinvent themselves as something they’re not. They’re not chasing tech startups or crypto logos. They’re sticking with brands that match their identity: the outdoorsman, the blue‑collar fan, the people who’ve supported RCR for decades. This extension also strengthens the No. 3 team’s identity. Dillon has spent years carving out his own place in a number of enormous histories.
Bringing back a scheme that nods to the Harvick era ties the past and present together in a way that feels intentional and earned. And for RCR as a whole, it signals something important: the organization is stable, confident, and committed to building forward instead of scrambling to stay afloat.
What’s Next
The 2026 season may still be months away, but RCR has already scored a major win. Keeping Bass Pro Shops and Winchester on the No. 3 car ensures the team has the backing it needs to compete at a high level.
And for fans, seeing that black, orange, and silver Chevy hit the track again will feel right. It’s a reminder that while the sport changes, the relationships and history that built NASCAR are still alive. The No. 3 team is locked in, loaded up, and ready for the long haul.
