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Marketing and Sponsorship

RCR lands NASCAR's first major team sponsor in hemp space

By Adam Stern
New paint scheme for Tyler Reddick’s No. 8 Cup Series Chevy has 3Chi’s name on it, but not its logo, which resembles a marijuana leafRichard Childress Racing

Richard Childress Racing landed the first major team sponsorship deal in NASCAR with a hemp company: cannabinoid product maker 3Chi. The deal is for multiple years and a significant number of primaries annually on Tyler Reddick’s No. 8 Chevrolet in the Cup Series. NASCAR has been careful about letting its industry get involved in the CBD/cannabinoid categories, but it allowed Pocono Speedway to do a CBD-related race entitlement in '20 and that was the first signal to teams that they could be able to land a deal in the space. The new paint scheme being revealed today at Daytona only has 3Chi’s name on it, not its logo, which resembles a marijuana leaf. The company says that it follows all federal requirements and its products, such as its Delta 8 baked goods or CBD oil, are legal. The deal was set up by RCR Senior Dir of Business Development Justin Buck, Senior VP/Revenue & Strategy Jason Golden and 3Chi Founder & CEO Justin Journay. Journay described the deal as an opportunity to “leverage a team partnership with one of the most iconic and innovative teams in NASCAR.” The deal will start at the Daytona 500 in February. Other sponsors on the No. 8 include Cheddar’s Kitchen and BetMGM; former sponsor Caterpillar is no longer listed as a partner on the team website, nor does its logo appear on the No. 8, suggesting that this tie-in has come to an end. The team would not comment on Caterpillar leaving.

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