A Behind-the-Scenes Look at Brand Partnerships in NASCAR

Kris Parlett
5 days ago
7 min read

Have you ever been curious about why companies use sports to build business relationships and how it plays out during a sporting event?

I was invited by BAM to experience a behind-the-scenes look at how their business connects racing to their brands during race weekend at Charlotte Motor Speedway in North Carolina.

I’m a bit of a NASCAR novice, but previous travel experiences, races, and visits to destinations with racing history have been layering a greater appreciation for the sport.

Well-decorated table at the BAM hospitality activation at Charlotte Motor Speedway.

This article is written in partnership with BAM. All opinions are my own.

Who is BAM and what do they do?

BAM stands for Brand Activation Maximizer, a brand activation and full-service sports sponsorship agency that specializes in converting sports equity into measurable business outcomes.

We gained more insight into the four pillars of The BAM Blueprint in action with firsthand experiences over the race weekend.

1. Sports Activation – Translating sports equity into in-store retail impact, consumer engagement, and sales.

(Ex. The Kroger Racing primary sponsorship with Roush Fenway Keselowski (RFK) Racing features popular brands in the program on display in their stores, connecting race fans to consumer products.

2. B2B Relationship Building – Connecting brands and retail partners at the executive level through race weekend hospitality. BAM clients include Kroger, Kraft Heinz, Coca-Cola, Kimberly-Clark, Bimbo Bakeries, Pfizer, AstraZeneca, and Danone.

3. Experiential Marketing – Creating high-impact moments at race weekends and in-store environments that fans and shoppers remember.

https://www.youtube.com/watch?v=nU7OJISI53M

4. Video & Content Production– Authentically telling the brand story across channels from race weekend to the store shelf.

Kroger Racing RFK number 60 Ford Dark Horse piloted by Ryan Preece

Connecting Brands With Fans at the Free RFK Racing Fan Day Event

Our first stop was RFK Racing Fan Day, located at the team’s headquarters in Concord (near Charlotte), the day before the NASCAR O’Reilly Auto Parts Series Race at Charlotte Motor Speedway.

RFK drivers participate in a panel discussion seated on tall stools on a paved outdoor courtyard. The speaker second from left holds a microphone and addresses an audience seen from behind in the foreground. Behind the panel, a large metallic "RFK" sign stands on a black wall structure, with a black RFK Racing pop-up tent to the right.

This free event for NASCAR race fans featured exclusive driver autograph sessions with Brad Keselowski, Chris Buescher, and Ryan Preece.

A four-panel photo collage featuring an RFK Racing semi-truck and trailer. The top panel shows a side view of a black and green RFK Racing semi-trailer outdoors, featuring Ford Racing and Castrol logos. The bottom three panels show the interior: a work office space with wall-mounted monitors and desk chairs on the left, a central narrow hallway inside the hauler in the middle, and an electronics station with rows of charging radio headsets on the right.

Race fans also engaged with interactive partner displays with product giveaways, guided shop tours, and hauler tours.

A three-panel photo collage featuring RFK Racing NASCAR Cup Series stock cars. The top panel shows a red, white, and black No. 60 Ford Mustang with Coca-Cola and Kroger branding parked indoors in front of an RFK backdrop. The bottom-left panel shows a green, white, and red No. 6 Castrol Ford Mustang parked outdoors. The bottom-right panel displays a similar No. 6 Castrol stock car indoors on a raised circular platform next to a matching green racing firesuit.

This event was a great way for race fans to get pumped up for the upcoming race in a festive environment, fusing admiration for racing with brands.

A blue and white No. 60 Kroger Health Ford Mustang NASCAR Cup Series stock car parked in an asphalt parking lot. The car features "Preece" above the windshield, stars on the white hood, and Sunoco and Goodyear decals. To the right of the car, a person sets up a bright red pop-up canopy tent branded with "Ferrara" next to display tables.

The Kroger Racing Program at RFK Racing Fan Day

Several brands in the Kroger Racing Program were featured at the event, providing free products and consumer coupons to RFK Racing Day attendees.

BAM has managed the Kroger Racing Program for over 15 consecutive years.

What makes it so successful is the cohesive positive ROI for Kroger, participating CPG (Consumer Packaged Goods) brands, and NASCAR partners.

A six-panel photo collage highlighting an outdoor fan activation event. The main top-left photo shows a black Force Factor tent with display tables set up in a parking lot, with the blue No. 60 race car visible in the background. The bottom-left photo features close-ups of Force Factor Creatine Monohydrate Gummies sample packets. The smaller right-hand photos display an outdoor event space with food trucks, a bowl of Nerds Gummy Clusters, a Kroger Health mobile trailer and blue canopy, and colorful packs of Kleenex pocket tissues.

In stores, it looks like incremental floor space for the brands, digital visibility, and data-validated feedback using Kroger’s proprietary retail analytics.

At activations like this, consumers are introduced to or reminded of the brand in a favorable environment.

And who doesn’t love free stuff?

When a brand leads with generosity at an event, it makes me want to reciprocate with a future purchase.

A close-up selfie of a smiling woman in a denim jacket and a man wearing glasses, a striped hat, and a dark jacket. Both are holding canned beverages in black "Tune-Up" drink sleeves. In the outdoor background, people walk through an event area filled with vendor canopy tents and a blue mobile trailer.

For example, my husband and I tried Athletic Brewing for the first time at the event, and I have to say I became an instant fan…and I don’t even typically like beer.

I went from having zero knowledge of the brand to instant awareness and advocacy.

A first-person view of a hand holding a light green can of Athletic Brewing Co. "Athletic Lite Lime & Salt" non-alcoholic beer. In the background, a teal Athletic Brewing Co. canopy tent with product displays and staff is set up in a parking lot next to a white Cottonelle tent.

Their Lime & Salt flavor was light and tasted like a light beer without the alcohol. I immediately thought of friends who are looking for non-alcoholic options that actually taste good.

A few weeks later, I found my coupon from the event, which reminded me to explore other flavors to try on their website.

If it wasn’t a freebie, I probably wouldn’t have risked it as a purchase, but now that I know, I’m a fan and new advocate for the brand.

That’s what this type of brand activation at an event does.

It creates a connection and a favorable emotion, linking the brand with consumers.

My husband and I enjoyed the drinks while watching the pit crew staff demo how to use the jack for a race car at the event.

Check out my attempt at pit crew!

https://www.instagram.com/reel/DYrk141pjq6/?utm_source=ig_embed&ig_rid=AHawT-2E0eFBsywmJ_qj9ug

I didn’t even need liquid courage to jump at my chance to give it a go. Unfortunately, the only thing off the ground was my legs trying to leverage my body weight for any movement.

A man and woman pose for a photo in front of a Roush Performance canopy tent at an outdoor event. Jack Roush, wearing his signature straw fedora and suspenders, sits behind a wooden counter inside the tent. The man on the right holds an American flag attached to a small wooden pole, while smiling beside the woman in a denim jacket.

Another treat at the event was the opportunity to meet legendary founder, CEO, and co-owner of Roush Fenway Keselowski (RFK) Racing and 2019 NASCAR Hall of Fame inductee, Jack Roush.

The Kroger Racing Program ties to a winning race team with eight championships in NASCAR’s top three divisions, adding increased value and awareness.

Cole Custer Full Throttle Fan Experience Event at Hickory Tavern

9010 Harris Corners Pkwy, Charlotte, NC

Our next stop was the Cole Custer Full Throttle Fan Experience event at Hickory Tavern, a regional chain with locations in North and South Carolina.

The main brick entrance of a Hickory Tavern restaurant featuring a prominent "Hickory Tavern" sign above an arched doorway. A blue banner hanging over the glass doors advertises a "Full Throttle Fan Experience." Two racing-themed balloon columns—made of red, yellow, black, white, and checkered balloons with race tires on top—flank the front entrance.

Hickory Tavern’s food is sourced from Sysco, a wholesale restaurant food distributor that’s also a BAM client.

BAM’s design and activation of the Sysco Racing Program on the Haas Factory Team #41 operate as a Business-to-Business driver from retail aisles to restaurant tables.

This model accelerated over race weekend, aligning Sysco, its vendors, and local operators like Hickory Tavern to turn racing exposure and hospitality into measurable restaurant sales.

The visibility for Hickory Tavern on the NASCAR race car for the race at Charlotte Motor Speedway and the community event activation was the added value, opportunity, and an additional perk of the restaurant choosing to source its food from Sysco, a client of BAM.

The Cole Custer Full Throttle Fan Experience took place at the Charlotte Hickory Tavern location on Harris Corners Parkway, around 20 minutes from Charlotte Motor Speedway.

Front-three-quarter view of the No. 41 NASCAR Cup Series stock car branded with prominent Sysco and Hickory Tavern logos, parked on the asphalt directly in front of the Hickory Tavern restaurant building. A small group of event crew members stands near the back of the car, with the brick restaurant entrance, event banners, and a blue tent visible in the background.

We arrived a few hours before the event started, where my husband volunteered for the unique opportunity to help retrieve the race car from the trailer.

Fun fact: the display race cars don’t have batteries or fluids inside.

The dim interior of a bustling sports bar and grill filled with patrons seated at booths, tables, and along the bar counter. Above the central bar area hangs a long row of flat-screen televisions broadcasting sports talk programs and baseball games. Race-themed decorations, including a tire ring and checkered flag, hang suspended from the ceiling in the center of the room.

The Full Throttle Fan Experience featured face painting, inflatables, obstacle courses with prizes, a live DJ, race-themed play zones, and more.

Cole Custer in a blue Sysco shirt and hat speaks into a microphone while standing on stage in front of a blue backdrop featuring the Sysco and Hickory Tavern logos. An audience is seated in the foreground with their backs to the camera. Large racing-themed balloon columns and floating tire-shaped balloons flank the stage, set against large floor-to-ceiling windows showing green trees outside.

Of course, the highlight was the opportunity for race fans to meet NASCAR driver Cole Custer and the official debut of the #41 Hickory Tavern race car.

Patrons could also share in the racing excitement that weekend at their race Watch Party, featuring drink specials.

A front three-quarter view of the white, red, and blue No. 41 NASCAR Cup Series stock car branded with Sysco and Hickory Tavern logos, parked in an outdoor asphalt parking lot. The car features "Custer" above the windshield and Goodyear Eagle tires. In the background, a large, colorful inflatable slide and obstacle course in shades of blue, purple, green, and red sits on the pavement in front of trees.

This community event was a great opportunity for race fans to connect with a NASCAR race driver, be introduced to event partner brands, and enjoy amazing food.

A four-panel photo collage from an outdoor fan event. The top wide photo shows a group of seven people in Sysco and Hickory Tavern shirts posing along the side of the No. 41 race car. The bottom-left photo shows a news reporter interviewing a man in front of a white equipment trailer while a videographer records. The bottom-right photos capture the outdoor event crowd and visitors socializing around vendor tents and an inflatable obstacle course.

I also observed BAM staff networking with Hickory Tavern staff and the Sysco staff during the event.

A close-up shot on a dark tablecloth featuring a branded plastic souvenir cup and a printed table tent flyer. The souvenir cup shows driver Cole Custer in his firesuit set against a checkered flag background and his No. 41 car. Next to it, a table tent flyer invites fans to a "Full Throttle Fan Experience" event at Hickory Tavern in Charlotte.

The Full Throttle Meal Deal activation was available exclusively at the Harris Rd. Location for race weekend.

An overhead shot of a restaurant meal served in two black baskets lined with black-and-white checkered paper. One basket contains fried chicken tenders, french fries, dipping sauces, and two chocolate chip cookies. The second basket holds a double cheeseburger with pickles, french fries, honey mustard sauce, and two cookies. A Cole Custer souvenir cup with a dark soda and a "Full Throttle Fan Experience" table tent flyer sit behind the food.

The limited-time Full Throttle Meal Deal featured your choice of Tavern Burger or Chicken Tenders, French fries, a souvenir collector cup featuring Cole Custer with soda, and two chocolate cookies.

A close-up shot of an appetizer featuring crispy, golden-brown fried shrimp drizzled with a creamy, spicy orange sauce (such as Boom Boom or Bang Bang sauce). The shrimp are served over a bed of shredded green lettuce and garnished with chopped green onions and black and white sesame seeds on a light blue-grey plate.

While we were there, we also tried a few appetizers on their regular menu.

I’m also going to recommend their Pow Pow Shrimp. It’s made with crispy shrimp and broccoli, tossed in spicy aioli, topped with scallions and sesame seeds.

A close-up shot of a massive, golden-brown soft pretzel sprinkled with coarse salt, suspended vertically from a metal hook stand. The stand rests on a round wooden serving board featuring small dipping cups of mustard and beer cheese sauce at the base.

The “Knot Your Average Pretzel” is another great shareable for the table, featuring a 16oz. Jumbo pretzel, served with queso and honey mustard dipping sauces.

A wide shot of a open-concept sports bar interior with high ceilings and exposed ductwork. Patrons sit on barstools along a long wooden counter under a bank of wall-mounted televisions showing sports programs. Round and rectangular high-top dining tables fill the main floor, decorated with floating red and white balloons. Brick accents and large windows looking out onto greenery line the back wall.

This was our first experience dining at Hickory Grove, and it provided many reasons to come back.

Hospitality at the Race Track

Race weekend provides organic opportunities for executive-level relationship building between CPG brand leaders and retail decision-makers at the track.

A five-panel photo collage showing a race-themed VIP catering spread. The top-left panel shows two cheeseburger sliders topped with checkered flags next to a handwritten "Freedom Burger Sliders" card. The top-right shows small red-and-white boxed containers filled with potato chips. The bottom-left shows mini Mason jars topped with toy diecast stock cars, while the bottom-center panel features a foil pan of baked chicken wings. The right panel shows a table centerpiece crafted from an engine piston and spark plugs holding a silver checkered flag explosion banner.

Guests at the BAM Hospitality Area were treated to incredible views of the track, which included another opportunity to enjoy delicious food prepared by the team at Hickory Tavern.

A close-up view of a bright blue Sysco banner attached to a black chain-link fence. In the background, NASCAR stock cars are lined up on the asphalt track, navigating a wide banked curve under overcast skies. The track's grassy apron, infield camping area, and distant grandstands fill the background beyond the catch fence.

Hospitality guests instantly become NASCAR race fans, whether or not they previously were, when they hear and FEEL the race cars speeding around 195 mph on Turn 1 in the blink of an eye.

A high-angle view looking down through a curved wire catch fence at stock cars racing through a turn on an oval track. In the foreground, cars lead the pack past the concrete wall, while the rest of the field streams through the curve behind them. Across the track, the green grass apron, a densely packed infield camping area, and sprawling stadium grandstands stretch across the background under an overcast sky.

Over the years, I’ve attended many events put on by PR teams.

A close-up shot of a small glass Mason jar filled with a layered dessert, tied around the neck with black-and-white checkered twine. A small purple toy race car with checkered flag decals sits on top of the jar's gold lid. In the blurred background, a black Hickory Tavern tablecloth and red event gift bags are visible.

Typically at events I’ve attended, guests are greeted with a big display of enthusiasm during their entrance and for their exit, but there isn’t much engagement between the P.R. staff and their guests in between.

A five-panel photo collage highlighting a trackside VIP hospitality event. The top-left panel shows attendees conversing near a fence overlooking the oval track. The top-right shows a smiling Hickory Tavern staff member serving chilled towels under a tent. The bottom-left panel features a checkered table runner set with gold plates, black napkins, and a Cole Custer hero card. The bottom-center shows a red, white, and black balloon stack topped with a tire ornament, while the bottom-right captures a group of three smiling guests posing together by the trackside railing.

It was refreshing to observe the BAM PR team integrate themselves with guests throughout the weekend in authentic ways through conversations and service.

At the end of the day, great PR is creating, cultivating, and connecting with people on both sides.

The big races that weekend were the NOAPS (NASCAR O’Reilly Auto Parts Series) Race and the NASCAR Cup Race, the Coca-Cola 600.

Experiencing the Action at Pit Row

Before the race began, the BAM team worked in shifts to bring guests from their hospitality tent to the racing surface with a Track Pass.

A low-angle view showing a crowd of spectators in the foreground, facing away from the camera as they watch a dark military Black Hawk helicopter perform a flyover. In the background, sprawling stadium grandstands packed with fans stretch across the frame under a Partly cloudy sky.

This is where you truly feel the energy and excitement of the race fans, the drivers, and their teams up close, moments before the race begins.

A five-panel photo collage capturing pre-race festivities. The large main photo shows a man and woman chatting with driver Cole Custer in his firesuit beside the hood of his Sysco race car on pit road. Additional panels feature the Haas Factory Team pit box, guests touring the interior of a race hauler, team members socializing around a pit box setup, and a live pre-race musical performance on stage by a country musician playing guitar in front of crowded grandstands.

BAM guests had a closer vantage point of the stage for the Brad Paisley pre-race concert and a guided tour of the Haas Factory Team hauler, operating as a mobile race shop carrying equipment and cars for the race team.

There was also an opportunity for another quick photo op and meet-and-greet with NASCAR race car driver Cole Custer before the race.

BAM Guests got to see where NASCAR race cars are inspected before the race begins, and the buzz of activity along pit row.

A five-panel photo collage showing race day atmosphere on pit road. The top wide photo shows several stock cars lined up along pit road in front of grandstands. The middle-left panel captures driver Cole Custer surrounded by fans and team members. The middle-right panel shows a crowded pit lane featuring a decorative banana flag floating overhead. The bottom-left panel shows guests chatting near the Sysco pit setup, and the bottom-right panel provides a long perspective down pit lane with garage stalls and grandstands under a partly cloudy sky.

Walking around the race track grounds gives you a greater appreciation for how much goes into a race that can’t be felt from the grandstand.

A five-panel photo collage capturing behind-the-scenes race day scenes. The top-left panel shows crowds gathered along pit road next to staged stock cars. The top-right and middle-right panels show exterior and interior views of the NASCAR Optical Scanning inspection tent with vehicle ramps. The middle-left panel shows fans walking along an outdoor walkway, including a person in a checkered flag mascot costume. The bottom wide panel features stock cars lined up behind stanchions along pit road in front of packed grandstands.

We watched the military flyovers, the race car driver intros, and learned more about how each race car is scanned with 175,000 data points before the race.

A high-angle view looking down into pit road during a night race. Pit crew members wearing helmets and fire suits stand poised behind the pit wall with tires, impact wrenches, and fueling equipment ready. Overhead, bright Musco stadium lighting illuminates the asphalt track, with packed grandstands visible across the frontstretch under the night sky.

Later in the race, BAM hospitality guests had another opportunity to come back to pit row to watch the race from the Haas Team pit box.

This was the absolute highlight of the whole day for me. It’s one thing to watch a pit stop on a screen; it’s another to witness it in person.

It all happened so fast; I needed to prep my brain in anticipation so that I could take note of what was happening in real time.

Elite pit crews can perform pit stops in under 10 seconds. That includes changing all 4 tires and also filling the gas tank!

Race weekends provide many touchpoints for brands, retail partners, and the race team to deepen relationships, create loyalty, and accelerate future deals.

Where We Stayed During Race Weekend

We stayed at the UNC Charlotte Marriott Hotel and Conference Center, where I witnessed the BAM staff organically network and connect with others also staying at the same hotel.

A wide interior shot of a modern hotel lounge or dining area. The space features two long communal high-top tables with white countertops and light-colored upholstered chairs resting on a large, geometrically patterned blue and white area rug. To the left is a dark wood room divider with open shelving holding decorative art pieces and a mounted flat-screen TV. In the background, a buffet serving station with warming chafing dishes and a glass display case sits against a textured, brightly lit wall.

They met other guests over breakfast or late-night hangouts in the M Lounge, trading business cards and making connections for potential opportunities to work together in the future.

The beautiful part of networking is that you never know who the person you meet knows.

I love sharing first-time adventures with family and friends because it creates excitement and a shared bond together.

After experiencing the BAM blueprint firsthand, I understand why it’s been so successful.

Their proven model for sports sponsorships with brand activations in the community and behind-the-scenes experiences for their clients creates positive brand awareness and relationships that continue to accelerate the process from the boardroom to the racetrack and beyond.

Learn more about BAM and their client services here.