JTG Daugherty Racing unveils innovative new sponsor model

Innovative changes to JTG Daugherty Racing’s sponsorship program and a revamp on the competition side have the organization positioned for success in the 2019 season.

JTG Daugherty Racing unveils innovative new sponsor model
Ryan Preece, Joe Gibbs Racing, Toyota Camry Rheem-Watts
A.J. Allmendinger, JTG Daugherty Racing, Chevrolet Camaro Kroger ClickList, Chris Buescher, JTG Daugherty Racing, Chevrolet Camaro Bush's Chili Beans
Chris Buescher, JTG Daugherty Racing, Chevrolet Camaro Clorox
A.J. Allmendinger, JTG Daugherty Racing, Chevrolet Camaro Kroger ClickList, Chris Buescher, JTG Daugherty Racing, Chevrolet Camaro Bush's Beans
Ryan Preece, Joe Gibbs Racing, Toyota Camry Rheem - Johns Mansville
Chris Buescher, JTG Daugherty Racing Chevrolet, A.J. Allmendinger, JTG Daugherty Racing Chevrolet
Chris Buescher, JTG Daugherty Racing, Chevrolet Camaro Scott Comfort Plus
Chris Buescher, JTG Daugherty Racing, Chevrolet Camaro Bush's Beans and A.J. Allmendinger, JTG Daugherty Racing, Chevrolet Camaro Kroger ClickList

On Wednesday at the NASCAR Hall of Fame, JTG unveiled a new marketing approach with current sponsor Kroger that will change the livery on the organization’s two entries in the Monster Energy NASCAR Cup Series.

The No. 47 Chevrolet, which will be driven by rookie Ryan Preece, will promote the new Kroger.com shopping and delivery options all season long.

The No. 37 Chevrolet, which has typically showcased various brands from week to week, will instead promote different “shopping themes” over the course of several weeks each. The themes involve such things as snack foods, grilling items and foods for tailgating. Those themes will appear on the car in conjunction with the time of the year that consumers focus on such products.

“Kroger is innovating. Now fans across the country can shop thanks to Kroger’s new diversified delivery systems,” said team co-owner Tad Geschickter. “This whole idea of putting themes on the hood of the car, that is new and different.

“What is allows us to do is let brands partner together to speak with scale during times of the year when we know fans are most likely to be shopping for their products.”

Working with so many brands

In addition, all JTG Daugherty Racing advertising during each month throughout the season will encourage shoppers to text a key word that directs the fans to tips, sweepstakes, and Kroger savings for the brands highlighted by the shopper themes.

The mobile technology elements will help both the race team and Kroger evaluate direct feedback from the sponsorship.

“It was really the brands represented here today that pushed this,” Geschickter said. “We had a different brand on the car almost every week and it was difficult to develop any kind of voice or synergy where we could prove any results for them.

“They were just willing to sit in a room and work through ideas and came up this idea of themes related to different times of the year and corresponding shopping habits. We got Kroger to buy in. It was a very collaborative process.”

Ken Gronholm, Kroger team leader for Bimbo Bakeries USA, said the new partnership design will help “bring eyeballs on the brands.”

“From a marketing and media perspective, it allows us to get visuals throughout the sport in a way we couldn’t before,” he said. “Then you have a 360-degree campaign that goes from the stores and through geo-targeting all way to the fan at the track.

“The other big thing is the relationships we are able to build over time, not just with Kroger and the team, but the JTG folks as well, have helped this partnership to grow and come to life.”

2019 expectations

On the competition side, JTG had already enjoyed a technical alliance with Hendrick Motorsports but will also begin utilizing its engines this year. JTG will also begin building its own cars.

Geschickter called the changes in the organization from last season to this year “monumental.”

“You have arguably one of the most successful organizations of all time (Hendrick) that we’re going to partner with. The ability to work together with them just makes us smarter,” he said.

“We still got to know what to do with it. But it certainly has been a tremendous partnership so far.”

Preece, who has experienced success in every form of motorsports in which he has competed so far, believes JTG has the tools in place to win.

“With all the changes they have been making it is not only the Hendrick power that has a great reputation for making lots of power, but also the chassis development that they have done. All brand-new, fresh stuff for this year,” he said.

“With me coming from a short track background, something that gets overlooked by some people is having a fresh chassis and all those components to go along with it. That makes a huge deal.”

shares
comments
Jimmie Johnson isn't done, "can’t wait to win and win often"

Previous article

Jimmie Johnson isn't done, "can’t wait to win and win often"

Next article

Jimmie Johnson hopes for more driver crossovers in motorsport

Jimmie Johnson hopes for more driver crossovers in motorsport
Load comments

About this article

Series NASCAR Cup
Author Jim Utter
From the archive: Dale Earnhardt’s final Autosport interview Prime

From the archive: Dale Earnhardt’s final Autosport interview

The death of Dale Earnhardt in the 2001 Daytona 500 shocked NASCAR to the core. At the Daytona 24 Hours, two weeks before his fatal accident, ‘The Intimidator’ shared his expectations of challenging for an eighth Cup title with JONATHAN INGRAM, in an article first published in the 15 February 2001 issue of Autosport magazine. Little did we know then what tragedy would unfold…

NASCAR Cup
Feb 18, 2021
The lasting NASCAR legacy after Dale Earnhardt’s death Prime

The lasting NASCAR legacy after Dale Earnhardt’s death

On February 18, 2001, seven-time NASCAR Cup champion Dale Earnhardt – the fearless ‘Intimidator’ – was in his element at Daytona International Speedway. While his own DEI team’s cars ran 1-2 towards the finish line, his famed #3 Richard Childress Racing Chevrolet Monte Carlo was playing rear gunner to block any late runs from the chasing pack. As the cars tore through Turns 3 and 4 on that fateful final lap, Earnhardt maintained the strongarm tactics that encapsulated his persona… but his actions in those moments sadly proved to be his last.

NASCAR Cup
Feb 18, 2021
Inspired by Pitbull, the “revolution” sweeping through NASCAR Prime

Inspired by Pitbull, the “revolution” sweeping through NASCAR

The NASCAR Cup Series is changing. Whether it be the gradual morphing out the seasoned drivers of yesterday as the next generation step up, a radical calendar shake-up featuring more road courses than ever before and the prospect of an all-new car on the horizon, stock car racing’s highest level is nearing the end of a huge facelift.

NASCAR Cup
Feb 16, 2021
The NASCAR storylines to watch out for in 2021 Prime

The NASCAR storylines to watch out for in 2021

This weekend's Daytona 500 kickstarts a NASCAR Cup season that promises plenty of intrigue courtesy of new owners and a refreshed calendar. Here's what you need to know ahead of the new season…

NASCAR Cup
Feb 13, 2021
Why Kyle Larson can't blow his big shot at redemption Prime

Why Kyle Larson can't blow his big shot at redemption

From a disgraced NASCAR exile, Kyle Larson has been given a chance of redemption by the powerhouse Hendrick Motorsports squad. Effectively replacing seven-time champion Jimmie Johnson is no easy billing, but Larson has every intention of repaying the team's faith...

NASCAR Cup
Feb 11, 2021
Why Roger Penske is an American motorsport icon Prime

Why Roger Penske is an American motorsport icon

In this exclusive one-on-one interview, Roger Penske reveals the inner drive that has made him not only a hugely successful team owner and businessman but also the owner of Indianapolis Motor Speedway and IndyCar. He spoke to David Malsher-Lopez.

IndyCar
Dec 28, 2020
Why NASCAR's latest second-generation champion is just getting started Prime

Why NASCAR's latest second-generation champion is just getting started

Chase Elliott's late charge to the 2020 NASCAR Cup title defied predictions that it would be a Kevin Harvick versus Denny Hamlin showdown. While the two veterans are showing no signs of slowing down, Elliott's triumph was a window into NASCAR's future…

NASCAR Cup
Nov 18, 2020
Why Kyle Larson deserves his second chance in a cancel culture Prime

Why Kyle Larson deserves his second chance in a cancel culture

“You can’t hear me? Hey n*****” Those fateful words uttered by Kyle Larson, spoken into his esports headset on April 12, were directed at his sim racing spotter – but instead they quickly became amplified around the world via social media, including his own Twitch stream.

NASCAR Cup
Oct 29, 2020