Dollar Tree to sponsor Legacy Motor Club full-time
Legacy Motor Club announced a deal that will see Dollar Tree Inc., brands appearing on their cars in every NASCAR Cup Series race in 2024.
The multi-year agreement will see Dollar Tree and Family Dollar on track in all 38 Cup Series races. The brands will appear in select races with John Hunter Nemechek and Erik Jones. They will also sponsor Jimmie Johnson in three races.
“We have an incredible opportunity to reach our existing customers, and with this sponsorship an even greater platform to attract new shoppers to Dollar Tree and Family Dollar. That is exciting for our vendor partners and associates,” said Larry Gatta, the Chief Merchandising Officer for Family Dollar.
“We are thrilled to sponsor Legacy Motor Club and spotlight our brands to fans of the exhilarating and high-octane sport of NASCAR,” said Rick McNeely, the Chief Merchandising Officer for Dollar Tree. “Watching Dollar Tree and Family Dollar take off into one of the most-watched sports in the country is a great start to the year.”
McNeely has experience doing business with NASCAR. With Dollar General, he developed and managed their NASCAR program from 2003-2007.
A year after he left, Rick Dreiling took over as CEO of Dollar General. Dreiling served in that role until 2015, and then served as board chairman until 2016.
After 2016, Dollar General cut ties with Joe Gibbs Racing. Before, they sponsored Matt Kenseth in at least 25 races from 2014-16.
Dreiling took over as CEO of Dollar Tree in early 2023.
LMC will reveal the Dollar Tree and Family Dollar schemes in the coming weeks. The Dollar Tree and Family Dollar cars will appear on track February 4 at The Clash.
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Jonathan Fjeld View All
Jonathan Fjeld is the co-owner of the The Racing Experts, LLC. He has been with TRE since 2010.
A Twin Valley, MN, native, Fjeld became a motorsports fan at just three years old (first race was the 2002 Pennsylvania 500). He worked as a contributor and writer for TRE from 2010-18. Since then, he has stepped up and covered 24 NASCAR race weekends and taken on a larger role with TRE. He became the co-owner and managing editor in 2023 and has guided the site to massive growth in that time.
Fjeld has covered a wide array of stories and moments over the years, including Kevin Harvick's final Cup Series season, the first NASCAR national series disqualification in over 50 years, Shane van Gisbergen's stunning win in Chicago and the first Cup Series race at Road America in 66 years – as well as up-and-coming drivers' stories and stories from inside the sport, like the tech it takes for Hendrick Motorsports to remain a top-tier team.
Currently, he resides in Albuquerque, N.M., where he works for KOB 4, an NBC station. He works as a digital producer and does on-air reports. He loves spending time with friends and family, playing and listening to music, exploring new places, being outdoors, reading books and writing among other activities. You can email him at fjeldjonathan@gmail.com