Grillo’s Pickles has announced a significant extension of their Front Row Motorsports partnership, building on their dynamic presence in the 2025 NASCAR Cup Series with Todd Gilliland and the No. 34 team. This expanded deal ensures the brand will feature on both Gilliland’s and Noah Gragson’s Ford Mustang Dark Horses throughout the 2026 NASCAR Cup Series season, marking yet another major step for both the pickle company and the racing organization.
Success Story from Boston to the NASCAR Track
Since joining forces in 2024, the Boston-based Grillo’s Pickles has become one of the standout brands in the NASCAR community. The company’s signature green and white “Pickle Car,” along with creative activations like its collaboration with New York City graffiti artist Snoeman at New Hampshire Motor Speedway, have helped Grillo’s Pickles capture the attention of fans and competitors alike, while strengthening its connection to the racing world and locations including Atlanta Motor Speedway and Daytona International Speedway.
Leaders Share Their Excitement about the Growing Partnership
“Todd and the FRM team match our passion for shaking things up,”
said Mark Luker, Chief Marketing Officer at Grillo’s Pickles.
“Our goal is always to bring some unexpected fun to race day. Seeing the fans lean into the brand has been incredible, and we’re excited to continue to grow our partnership with Todd and Marissa, both on and off the track.”
– Mark Luker, Chief Marketing Officer
Race Plans for 2026 Highlight Key Events
Grillo’s Pickles is set to appear with Todd Gilliland and the No. 34 team in four major Cup Series events throughout 2026. The partnership will debut at Atlanta Motor Speedway in February, followed by a return at the prestigious Coca-Cola 600 in May. The brand will also make an appearance during NASCAR’s inaugural San Diego Street Race at Naval Base Coronado in June. The final headline race for Grillo’s with Gilliland will take place at the renowned Daytona International Speedway in August. Beyond these, Grillo’s Pickles will maintain a season-long associate partner role with Gilliland and the No. 34 team in 2026.
Positive Feedback from the Team and Family
“It’s without a doubt that Grillo’s Pickles has one of the most recognizable paint schemes on the track—the fans absolutely love it,”
said Todd Gilliland.
“They’ve brought a ton of energy to our race program and some incredible creativity with their paint schemes, especially the Snoeman and Hot Pickle cars. Our partnership has really grown into a friendship, and that’s something special to me. Grillo’s Pickles has made its mark within the NASCAR community, and I’m proud to have contributed to that and continue to be a part of it.”
– Todd Gilliland, Driver
“It’s been incredible to see the support Grillo’s Pickles has shown Todd,”
said Marissa Gilliland, Todd’s wife.
“I have really enjoyed playing a role in the partnership, as well, and look forward to continuing to do so next season.”
– Marissa Gilliland
Noah Gragson Joins the Brand’s Racing Lineup
While maintaining a robust relationship with Todd Gilliland and the No. 34 team, Grillo’s Pickles will also support Noah Gragson and the No. 4 team at the Talladega Superspeedway in April 2026. This marks another milestone for the brand as it broadens its involvement across various key teams and events in the NASCAR Cup Series.
Implications and Enthusiastic Outlook for the Upcoming NASCAR Season
The ongoing collaboration between Grillo’s Pickles and Front Row Motorsports underlines a creative, energetic approach to fan engagement and brand integration within the NASCAR community. As Grillo’s Pickles prepares for more appearances on major tracks and solidifies its associate partner status for the upcoming season, both the company and its racing partners look ahead to deepening their connections with fans, embracing excitement and optimism for the year ahead.
