Jimmie Johnson’s Dollar Tree sponsorship deal has set new benchmarks in NASCAR, marking a turning point for both his team and the sport’s sponsorship landscape. Announced in July 2025, this long-term partnership is poised to reshape Legacy Motor Club’s path and invigorate competition in the series for years ahead.
Legacy Motor Club Seals Pivotal Dollar Tree Agreement
Sponsorship has always played a pivotal role in NASCAR, fueling transformations and building team legacies, from Dale Earnhardt’s famous Goodwrench partnership to Jeff Gordon’s vibrant days with DuPont. These collaborations support technological innovation, attract top drivers, and provide the financial backbone needed for sustained success on the racetrack.
Over the past few years, the landscape has shifted, with enduring sponsorships growing less common. Many teams have found themselves navigating a challenging environment, seeking the financial security needed to remain competitive. Against this changing backdrop, Legacy Motor Club has managed a groundbreaking feat: a multi-year sponsorship extension with Dollar Tree, one of the largest retail chains in the United States, which will last through 2028.
Legacy Motor Club’s lineage stretches back to the celebrated Richard Petty Motorsports. In 2021, Maury Gallagher, the owner of GMS Racing, purchased the majority stake and merged the two teams, combining Petty’s iconic No. 43 with a record of championship success. The arrival of Jimmie Johnson, a seven-time Cup Series champion, as co-owner in 2022 was a landmark event, inspiring a complete rebranding of the team in 2023 and directing attention to its ambitious future.
Through the years, the team has relied on major sponsors such as STP, FOCUSfactor, and Club Wyndham to fuel its goals. However, the agreement with Dollar Tree stands out for both its duration and its scale. The retail giant now takes center stage as the primary backer for John Hunter Nemechek’s No. 42 Toyota and Erik Jones’s No. 43 car, while also supporting Jimmie Johnson’s part-time drive in the No. 84. The impact of this deal stretches well beyond logos on cars, promising stability and elevated marketing reach for the team.
Sharing excitement over the announcement, Rick McNeely, chief merchandising officer for Dollar Tree, said,
“We’re excited to extend our partnership with Legacy Motor Club through 2028,”
—Rick McNeely, chief merchandising officer of Dollar Tree. He continued,
“This continued collaboration puts our brand in front of millions of loyal NASCAR fans and allows us to drive deeper engagement with customers in a bold, high-energy environment.”
—Rick McNeely, chief merchandising officer of Dollar Tree. Legacy Motor Club confirms that this renewed sponsorship will support community outreach, enhance fan engagement, and foster the team’s competitive growth over the next several seasons.
Team insiders point to the financial certainty brought by the Dollar Tree deal as a true game-changer. With a long-term corporate partner in place, Legacy Motor Club can focus on expansion for the 2026 season. For figures like Jimmie Johnson, Maury Gallagher, and Richard Petty, this agreement is widely seen not just as a financial contract but as a powerful sign of faith in the team’s vision and capacity to shape NASCAR’s ongoing story.
Momentum Building Ahead of Sonoma Raceway Weekend
The boost from Dollar Tree’s backing arrives as Legacy Motor Club prepares for a critical test at the upcoming Toyota Save Mart 350 at Sonoma Raceway. As one of the sport’s unique road courses, Sonoma is celebrated for its elevation changes and exacting technical requirements, providing teams with both opportunity and risk during this crucial stretch of the NASCAR Cup Series season.
Currently, John Hunter Nemechek stands 20th in driver points, trailing the playoff cutoff by 68 points, while Erik Jones holds 17th, hoping to close a 50-point gap with only seven regular season races left. Both drivers recognize that their performances at Sonoma could be decisive for postseason hopes as the pressure mounts with each passing weekend.
Legacy Motor Club’s preparation for Sonoma has been characterized by an intense focus on optimizing qualifying sessions and pit stop strategy. On tracks where overtaking opportunities are sparse, efficiency and flawless execution become critical, and the club’s technical partnership with Toyota—combined with the new resources from Dollar Tree—has given the team tools to compete at the highest level.
Leadership at Legacy Motor Club, including Jimmie Johnson, has made clear that consistency and precision are the keys to victory during this vital phase of the season. The in-house bracket battle between Nemechek and Jones is adding intrigue, with both drivers motivated by the team’s evolving trajectory. After a momentum-building race in Chicago, the squad approaches Sonoma with a renewed sense of purpose and the full backing of a major corporate sponsor, setting the stage for a high-stakes contest in California’s famous wine country.
The Broader Impact of the Dollar Tree Deal on NASCAR’s Future
While the immediate effects of this sponsorship extension may be felt most by Legacy Motor Club, reverberations are expected throughout NASCAR as other teams assess how to attract similar levels of corporate support. Multi-year agreements like the one struck with Dollar Tree give organizations the room to plan ambitious long-term investments, cultivate talent, and invest in both on-track results and off-track community efforts.
For Legacy Motor Club, the future now looks increasingly promising. With the stability offered by the Jimmie Johnson Dollar Tree sponsorship deal, team leaders such as Richard Petty and Maury Gallagher have the chance to steer the club towards fresh success stories. Fans, drivers, and industry insiders alike will be watching closely as the nascent partnership shapes the team’s performance—and, potentially, NASCAR’s business model—for years to come.
