In a significant development for NASCAR, Jimmie Johnson’s team, Legacy Motor Club, announced a multi-year sponsorship agreement with Dollar Tree extending through 2028. This partnership will place Dollar Tree branding prominently on the No. 42 Toyota driven by John Hunter Nemechek, the No. 43 Toyota piloted by Erik Jones, and the part-time No. 84 car entered by Johnson himself. This Jimmie Johnson multi-year sponsorship deal marks a notable vote of confidence in the team’s future prospects and financial stability amid a shifting landscape where long-term deals are increasingly scarce.
The deal was finalized in July 2025 and aligns Dollar Tree, a $23 billion retail company, as the primary sponsor, positioning the brand within the fervent NASCAR fan base and signaling a strengthened foundation for Legacy Motor Club’s competitive ambitions. The sponsorship extends beyond traditional car decals to include community engagement and fan interaction programs that deepen the partnership’s impact beyond race day.
Legacy Motor Club’s Evolution and Ownership
Legacy Motor Club’s origins trace back to Richard Petty Motorsports, one of NASCAR’s most storied teams. In 2021, Maury Gallagher, owner of GMS Racing, acquired a majority stake and merged the operations, uniting Petty’s iconic No. 43 with GMS’s championship-winning experience. The transformation continued in late 2022 when seven-time Cup Series champion Jimmie Johnson became a co-owner, leading to the rebranding as Legacy Motor Club in 2023.
This rebranding married the legacy of Richard Petty with a forward-looking vision fueled by Johnson’s leadership and Gallagher’s management. Sponsorships have played a crucial role throughout the team’s history. From Richard Petty’s longstanding STP partnership to recent backing from brands like FOCUSfactor and Club Wyndham, these deals have helped maintain competitiveness and foster growth.
Dollar Tree Partnership: A Boost for Competitive Ambitions
The extension of the Dollar Tree deal represents more than just a financial boost; it secures a foundation for Legacy Motor Club to invest in advanced technology, talent acquisition, and race operations. The agreement also allows the team to enhance its marketing reach while engaging NASCAR’s passionate fan community in innovative ways.
We’re excited to extend our partnership with Legacy Motor Club through 2028,
Rick McNeely, chief merchandising officer of Dollar Tree, said.
This continued collaboration puts our brand in front of millions of loyal NASCAR fans and allows us to drive deeper engagement with customers in a bold, high-energy environment.
—Rick McNeely, Chief Merchandising Officer, Dollar Tree
By reinforcing its relationship with a high-profile team, Dollar Tree is investing in a partnership that promises mutual benefits, enabling Legacy Motor Club to pursue ambitious goals while reinforcing its presence in the NASCAR landscape.
Competitive Outlook For Legacy Motor Club at Sonoma Raceway
Legacy Motor Club is gearing up for the 2025 Toyota Save Mart 350 at Sonoma Raceway, a demanding 1.99-mile road course featuring 12 challenging turns and notable elevation changes. This race, set within California’s renowned wine country, tests driver skill and team strategy uniquely among the NASCAR Cup Series events.
Currently, John Hunter Nemechek sits 20th in the standings, 68 points shy of the playoff cutoff, while teammate Erik Jones holds 17th place, 50 points behind the postseason threshold. With seven regular-season races remaining, strong performances at Sonoma and in subsequent events are critical for securing playoff berths.
Preparation has involved detailed focus on qualifying performance and flawless pit stops, exploiting the team’s recent technical alliance with Toyota and the enhanced resources from Dollar Tree’s sponsorship. Consistency and execution are emphasized as the keys to success in this crucial stretch of the season.
The dynamic between Nemechek and Jones adds extra excitement, as both Legacy Motor Club drivers will be competing fiercely for points and positioning, effectively ensuring a compelling internal contest. Jimmie Johnson’s continued influence as co-owner and occasional driver bolsters the team’s confidence and leadership heading into these high-stakes races.
Legacy Motor Club’s Multi-Year Sponsorship Deal: Broader NASCAR Implications
This multi-year agreement is a rare achievement in the current NASCAR environment, where sponsors often prefer short-term commitments. The Dollar Tree deal provides Legacy Motor Club with a level of security that can foster sustained development and gradual improvement rather than short-term fixes.
Forfans and the broader NASCAR community, this sponsorship represents a revitalization of stability and ambition within the sport’s competitive framework. Legacy Motor Club’s ability to secure a major, long-term partner reaffirms its position as a serious contender and could influence other teams to pursue similar securing strategies in a volatile sponsorship market.
An ongoing and robust partnership such as this may also inspire enhanced fan engagement and community outreach initiatives. As NASCAR continues to evolve in both competitiveness and commerciality, deals like this highlight the importance of strong, lasting relationships between teams and sponsors.
Looking ahead, Legacy Motor Club plans to utilize this partnership to support its intended expansion in 2026, with aims to further solidify its competitive edge and broaden its presence within NASCAR’s elite tier. The collaboration with Dollar Tree not only underpins current ambitions but also empowers strategic growth in coming seasons.
