This weekend, the excitement returns to Nevada as the NASCAR Cup Series descends upon Las Vegas Motor Speedway. Zane Smith, coming off a tough outing at Phoenix Raceway, sets his sights on regaining his rhythm at one of NASCAR’s most unpredictable tracks, bringing the Zane Smith Las Vegas NASCAR storyline into sharp focus. The stage is set not just for Smith, but for fellow competitors Noah Gragson and Todd Gilliland, each facing pivotal moments in their respective seasons.
Noah Gragson’s Hometown Hopes and New Sponsorship
Noah Gragson stands out as he heads back to familiar territory, racing in his hometown. Known for his impressive record in the O’Reilly Auto Parts Series with seven top-five finishes in eight starts at Las Vegas, Gragson aims to build on his best Cup Series showing at the track—a sixth-place finish in March 2024 after starting from 30th place. The anticipation is palpable among his supporters, eager to see if he can dazzle the hometown crowd once more.
This weekend, Gragson’s No. 4 car features Curate as the primary sponsor. Curate, a next-generation restaurant app developer, draws inspiration from the speed and teamwork seen in NASCAR, aligning its brand values with the intensity of motorsports. The sponsorship also highlights Curate’s collaboration with Ike’s Love & Sandwiches, a beloved brand noted for its sandwich offerings named after local celebrities and athletes, reinforcing community ties. Ike Shehadeh, the founder of Ike’s Love & Sandwiches, first brought his concept to life in San Francisco and Palo Alto, which are also significant locations in the histories of both Curate and Ike’s. Nevada fans will notice Ike’s presence through its three state locations, including a popular spot near the Las Vegas track.
“This sponsorship is an exciting opportunity for Curate to tell our story on a national stage alongside Noah Gragson and an incredible partner like Ike’s Love & Sandwiches,”
said Grant Russell, CEO and Co-Founder of Curate.
“Our platform helps restaurant brands build stronger direct relationships with their customers, and we see this partnership as a natural extension of the energy, ambition, and forward momentum that define our brand.”
– Grant Russell, CEO and Co-Founder of Curate
“Last week was rough, from start to finish, but we’ll put it behind us and get ready for this weekend,”
said Gragson.
“I’m excited to get back to Las Vegas and spend some time with family and friends before racing in front of the hometown crowd on Sunday, with a new partner to the sport on board, Curate. We had a strong run there, in the fall, and I feel like we can repeat that this weekend to get ourselves back on track before returning to the east coast.”
– Noah Gragson, NASCAR Driver
Todd Gilliland Carries Phoenix Momentum Into Las Vegas
Todd Gilliland and the No. 34 team enter Las Vegas with confidence after finishing twelfth at Phoenix Raceway. Gilliland’s track record in the NASCAR CRAFTSMAN Truck Series at Las Vegas includes four top-ten finishes in seven starts, making him a driver to watch as the field tackles 400 miles at this renowned venue. This consistent performance lays a foundation of optimism for the team as they gear up for a crucial stretch of the season.
On the sponsorship front, Love’s Travel Stops returns to support Gilliland and his team, encouraging fans to take advantage of the updated Love’s Connect App. The app offers rewards such as fuel savings and exclusive deals, and its newly reimagined Love’s Rewards program now unifies benefits for drivers, whether they’re fueling up, grabbing snacks, or shopping for branded products. This digital push aims to make Love’s the top choice for drivers on the road, further integrating technology with tradition in the racing community.
“Vegas has always been a challenging track for me, but I really like the direction the team is heading after Phoenix,”
said Gilliland.
“Our 12th place finish last week was really encouraging and gives us some much-needed momentum heading into this weekend. This is the point of the season where things start to pick up, and you start going to more mile-and-a-half’s where qualifying becomes more important.”
– Todd Gilliland, NASCAR Driver
Zane Smith Targets a Strong Comeback in Las Vegas
The “West Coast Swing” brings Zane Smith and his team to Las Vegas Motor Speedway, where Smith looks to overcome recent setbacks after a difficult race at Phoenix. Smith’s history at Las Vegas in the NASCAR CRAFTSMAN Truck Series is marked by five top-ten finishes, highlighting his potential for a solid showing this weekend. His transition to the Cup Series, however, has brought challenges, making this race an important opportunity for redemption and advancement.
Adding energy to the event is Aaron’s Fastlane 5000 Sweepstakes, which runs through the end of March. The campaign offers fans a chance to win significant prizes, including a $5,000 home upgrade, while engaging supporters at nearly 1,200 Aaron’s locations nationwide. This initiative connects national brands to the thrill of race weekend, mirroring the growing relationship between NASCAR and its automotive—and non-automotive—partners.
“Phoenix was disappointing, but it’s a long season and each weekend presents a new opportunity to score some points and even a win,”
said Smith.
“I have a love / hate relationship with Las Vegas. I was really good there in the Truck Series but have struggled there in Cup. With the direction were headed, I think we can leave Vegas on a good note, though.”
– Zane Smith, NASCAR Driver
What’s at Stake as the Season Accelerates
The Las Vegas race marks a crucial point in the NASCAR season, as Cup Series drivers like Zane Smith, Noah Gragson, and Todd Gilliland seek to capitalize on early momentum and establish themselves as contenders. The weekend promises not just fierce racing but also activations from sponsors including Curate, Ike’s Love & Sandwiches, Love’s Travel Stops, and Aaron’s, each leveraging the sports platform to connect with fans across Nevada and beyond.
With connections to communities like San Francisco, Palo Alto, and the Las Vegas area, and with brands rooted in innovation and customer engagement, this event underscores NASCAR’s ongoing evolution as it merges tradition with technology-driven partnerships. For drivers and brands alike, a strong result in Las Vegas could provide a spark for the challenging weeks ahead, setting the narrative for the “West Coast Swing” and the broader season.
