JR Motorsports has revealed a multi-year agreement with Arby’s set to commence in the 2026 NASCAR O’Reilly Auto Parts Series, bringing Arby’s into a leading sponsorship role across eight races and season-long associate backing for Justin Allgaier’s No. 7 Chevrolet. The new JR Motorsports Arby’s partnership is designed to boost fan engagement and expand marketing innovation at the track and beyond.
Details of the Multi-Year Sponsorship Agreement
Under the terms announced, Arby’s will become the primary sponsor on multiple JR Motorsports cars throughout the 2026 season. Arby’s branding will be prominent across eight races, with Carson Kvapil, Sammy Smith, and Justin Allgaier sharing these key appearances. Kvapil will represent the brand in four events behind the wheel of the No. 1 Chevrolet, starting at Atlanta Motor Speedway on February 21, 2026. Smith’s No. 8 Chevrolet is scheduled to carry Arby’s logos in three races, while Allgaier’s No. 7 car will showcase Arby’s as the featured sponsor for one race.
Beyond their eight-race primary sponsorship package, Arby’s is committing to a full-season presence as an associate sponsor on Allgaier’s Chevrolet. This broad approach ensures higher visibility for Arby’s across the season, spanning traditional broadcasts, digital media outlets, and in-market activations aimed at NASCAR fans attending events or tuning in remotely. The opening race at Atlanta will receive national coverage on CW, with additional audio broadcast on PRN and SiriusXM NASCAR Radio.
Main Features of the Partnership: Marketing and Personal Involvement
The collaboration goes beyond simple car branding. Dale Earnhardt Jr., a co-owner of JR Motorsports, is included in a personal services arrangement as part of the overall deal. In addition to branding commitments, Arby’s, JR Motorsports, and Dirty Mo Media are combining to create coordinated promotional campaigns that stretch across live racing events, digital platforms, and local markets throughout the year. This alignment is expected to foster more innovative and targeted engagement with fans from the grandstands to social media timelines.
“It’s an exciting opportunity to have Arby’s partner up with our companies,”
Dale Earnhardt Jr., Team Co-Owner.
“Arby’s is very aggressive with their activation and we pride ourselves on being a tremendous asset when it comes to offering a variety of unique marketing platforms, so I’m looking forward to how we can work together to continue to grow their business.”
— Dale Earnhardt Jr., Team Co-Owner
The partnership with Dirty Mo Media, closely tied to Earnhardt Jr., will see the NASCAR legend actively involved in Arby’s promotional activities. This includes participating in campaigns crafted specifically to highlight both Arby’s and JR Motorsports’ roles within the sport.
Statements from Arby’s Leadership and Team Overview
Feedback from Arby’s executive team also highlights the brand’s ambitions within the NASCAR sphere. Chief Marketing Officer Jeff Baker emphasized the alignment between Arby’s focus on delivering quality experiences and the culture of the racing world.
“We’re thrilled to begin this multi-year partnership with JRM and Dirty Mo Media,”
Jeff Baker, Chief Marketing Officer, Arby’s.
“Arby’s has always been about delivering high-quality, impactful experiences with speed. Joining forces with such respected organizations in the racing community allows us to connect with NASCAR fans in meaningful new ways, both on and off the track.”
— Jeff Baker, Chief Marketing Officer, Arby’s
JR Motorsports has an established background in NASCAR competition, co-owned by Dale Earnhardt Jr., Kelley Earnhardt Miller, and Rick Hendrick. The team races full-time in the NASCAR O’Reilly Auto Parts Series and holds championship titles secured in 2014, 2017, 2018, and 2024. Currently, JR Motorsports operates four full-time cars, maintaining a strong competitive presence on the track.
Arby’s, part of the Inspire Brands family, operates over 3,500 restaurants worldwide, reflecting a significant reach that the partnership aims to leverage through NASCAR exposure. Although design details and further collaborative campaign plans for the 2026 season remain under wraps, both companies indicate more information will become available prior to the season opener.
Impact and What This Partnership Means for NASCAR Fans
The JR Motorsports Arby’s partnership represents a significant step not only for the organizations involved but for fans seeking more interactive and energized race experiences. The collaboration draws on the experience and public appeal of Dale Earnhardt Jr., the marketing muscle of Arby’s, and the growing reach of Dirty Mo Media to execute a strategic, multi-channel promotion effort throughout the 2026 racing calendar. With the involvement of well-known drivers like Justin Allgaier, Carson Kvapil, and Sammy Smith, the stage is set for Arby’s to become a familiar presence on the NASCAR circuit, promising new activations both at the track and digitally for racing enthusiasts across the country.
