Something unexpected is happening at the NASCAR Chicago Street Course. A major change behind the scenes has quietly taken shape. One well-known company has stepped away, leaving a two-million-dollar space to fill. Now, a bold new brand is stepping in with a plan that’s hard to miss. From eye-catching designs to large-scale giveaways, this move is more than just a simple switch. The impact could stretch beyond this weekend’s event and into the future of NASCAR itself.
Arby’s Takes the Wheel as New Founding Partner
In one of the boldest marketing moves of the 2025 NASCAR season, Arby’s has signed on as a founding partner of the Chicago Street Race, replacing fellow fast-food heavyweight McDonald’s. The move signals both a fresh opportunity and a major shift in brand strategy for the event.
Already an existing partner within the sport as a primary sponsor for Cody Ware and the No. 51 Ford at Rick Ware Racing, Arby’s is taking things to the next level. Their activation in Chicago is ambitious, aligning with the launch of their new $7.59 Angus cheesesteak.
From race cars to city infrastructure, Arby’s branding will be nearly impossible to ignore. The No. 51 will feature a special paint scheme complete with an oversized cheesesteak livery, the famous “We Have The Meats” slogan, and a humorous “Follow me for cheesesteak” bumper sticker. Cody Ware even stars in a new TNT ad that mimics pit radio chatter while promoting the sandwich mid-race.
And it doesn’t stop at the car. Arby’s signage will blanket key turns on the course—including turns 10 through 12—and will be prominently featured on two pedestrian bridges. A fan zone activation and a massive giveaway of 100,000 Angus cheesesteaks nationwide through Arby’s Rewards round out the campaign.
“This marks an exciting moment for our brand in the world of motorsports,” said Jeff Baker, Chief Marketing Officer at Arby’s.
“We’re thrilled to hit the track as a Founding Partner of the 2025 NASCAR Chicago Street Race.”
McDonald’s Exit Raises Eyebrows—and Budget Gaps
While Arby’s stepped in with gusto, the departure of McDonald’s after just two years as a founding partner created a noticeable void. McDonald’s, with its headquarters based in Chicago, was viewed as a natural cornerstone of the event when the race was first announced in 2023. Its branding was splashed across the course, and its investment reportedly covered a $2 million annual share of the event’s funding.
So why did McDonald’s walk away?
Neither NASCAR nor McDonald’s has publicly detailed the reasons, but industry insiders point to a lack of measurable return on investment (ROI). While the Chicago Street Race is innovative, it may not have provided the brand engagement or fan interaction McDonald’s expected—especially compared to more traditional oval venues where core NASCAR fans gather in greater numbers.
It’s also worth noting that McDonald’s is still very much involved in NASCAR, as a primary sponsor of Bubba Wallace and 23XI Racing. That suggests the company hasn’t turned its back on stock car racing but may be pivoting toward team-based sponsorships with a more direct and controllable ROI.
There’s also speculation that ongoing legal turmoil—including the 23XI/Front Row Motorsports antitrust lawsuit against NASCAR—may have played a role in the decision.
A New Era of Sponsorship Strategy for NASCAR
The contrasting moves by Arby’s and McDonald’s reflect a broader trend in how companies are approaching NASCAR partnerships. Event-based sponsorships, like those tied to a single street race, offer splashy visibility but often come with high risk. By contrast, team sponsorships allow for season-long exposure and more targeted marketing opportunities.
For NASCAR, the shift is an opportunity to test the strength of its brand with non-traditional sponsors. Arby’s might not be a household name among long-time stock car fans, but its strategy suggests it’s ready to invest in NASCAR’s evolving audience—especially those attracted to urban events.
The sport is betting big on this race format, and how sponsors perform here could influence the future of street racing on the Cup Series calendar.
A High-Stakes Weekend in Grant Park
As all this plays out, the 2025 NASCAR Chicago Street Race weekend is poised for one of its most competitive showdowns yet. With drivers now more comfortable navigating the city streets, the pace and intensity are expected to rise.
The action kicks off Saturday, July 5, with Xfinity Series practice and qualifying, followed by The Loop 110 at 4:30 p.m. ET on The CW. On Sunday, July 6, the Cup Series returns for the Grant Park 165 at 2:00 p.m. ET, broadcast live on TNT and covered on MRN and SiriusXM NASCAR Radio.
All eyes will be on the returning victors—Shane van Gisbergen and Alex Bowman—as they try to defend their past wins, while Chase Elliott, fresh off a strong run in Atlanta, eyes his first street-course trophy. Meanwhile, newcomers like Will Brown and veterans like Josh Bilicki add depth to the field.
Fan Engagement and Brand Buzz Take Center Stage
Beyond racing, what’s most notable about this weekend is how it reflects the evolving relationship between NASCAR, its fans, and its sponsors. Arby’s push, from bumper stickers to free cheesesteaks, is built around immersion and humor, aiming to connect with racegoers in ways that go beyond logos.
Whether this approach proves successful could influence how future sponsors structure their involvement—not just in Chicago, but across NASCAR’s growing roster of special events. And with other founding sponsors like BlueCross BlueShield of Illinois and Xumo still onboard, the event has a stable base heading into what could be a pivotal year.
News in Brief: NASCAR’s 2 Million Dollar Void Filled
As NASCAR barrels through downtown Chicago once again, it’s not just the drivers navigating tight corners—it’s the sport itself. With McDonald’s gone and Arby’s stepping up, the 2025 Chicago Street Race represents a critical moment in NASCAR’s evolving sponsorship landscape.
Will urban events like this one prove sustainable? Will new sponsors like Arby’s stick around longer than two seasons? And how much longer will the Windy City remain on the Cup Series schedule?
We may not have all the answers yet—but this weekend, the stakes are high both on and off the track
ALSO READ: Chicago Street Course: Where Tradition Meets the Future of NASCAR
Our Reader’s Queries
Q. How long is the Chicago Street Course?
A: A 2.2-mile, 12-turn circuit in Grant Park, Chicago, hosting NASCAR Cup and Xfinity races on city streets.
Q. What streets will be closed for the NASCAR race in Chicago?
A: For the 2025 Chicago NASCAR race, DuSable Lake Shore Drive, Michigan, Columbus, Balbo, Jackson, Ida B. Wells, and Roosevelt Road are closed near Grant Park.
