Jimmie Johnson’s Legacy Motor Club Secures Game-Changing Dollar Tree Sponsorship Through 2028

In a move that has sent shockwaves through the NASCAR garage, Legacy Motor Club, co-owned by seven-time Cup Series champion Jimmie Johnson, announced a monumental sponsorship extension with retail giant Dollar Tree, securing the partnership through the 2028 season. This multi-year deal, revealed on July 10, 2025, ahead of the Toyota/Save Mart 350 at Sonoma Raceway, is a rare beacon of stability in a sport where fleeting sponsorships often leave teams scrambling. With Dollar Tree’s $22.3 billion backing fueling the No. 42 Toyota of John Hunter Nemechek, the No. 43 of Erik Jones, and Johnson’s part-time No. 84, Legacy Motor Club is poised for a transformative era, blending NASCAR’s storied past with ambitious expansion plans. This landmark agreement not only solidifies the team’s competitive future but also signals a resurgence of long-term corporate faith in NASCAR’s massive fanbase.

The significance of this deal cannot be overstated in a sport where sponsorship volatility is a constant challenge. Historically, iconic partnerships like Dale Earnhardt’s Goodwrench Chevrolet or Jeff Gordon’s DuPont Rainbow defined NASCAR’s identity, providing the financial muscle for technological innovation and top-tier talent. Today, however, corporate strategies shift rapidly, leaving teams vulnerable to funding cuts. Legacy Motor Club’s extension with Dollar Tree, which began in January 2024 as a full-season, 38-race commitment, bucks this trend. “We’re excited to extend our partnership through 2028,” said Rick McNeely, Dollar Tree’s Chief Merchandising Officer. “This collaboration puts our brand in front of millions of loyal NASCAR fans and drives deeper engagement in a high-energy environment.” The deal, covering Nemechek’s and Jones’ entries and Johnson’s select races, includes community outreach and fan engagement initiatives, amplifying its impact beyond car decals.

Legacy Motor Club’s journey to this milestone is steeped in NASCAR history. Evolving from Richard Petty Motorsports, the team merged with GMS Racing in 2021 under Maury Gallagher’s majority ownership, retaining the iconic No. 43. Johnson’s arrival as co-owner in late 2022, followed by the 2023 rebrand to Legacy Motor Club, infused the organization with championship pedigree and a bold vision. The Dollar Tree extension, as CEO Cal Wells III noted, is a “foundational” step, enabling the team to pursue championship aspirations and plan a third full-time car for 2026. “Their continued investment strengthens our competitive vision,” Wells said, highlighting the deal’s role in navigating legal hurdles, including a disputed charter acquisition from Rick Ware Racing. This financial stability allows Legacy to focus on performance rather than fundraising, a luxury few teams enjoy.

The 2025 season reflects Legacy’s upward trajectory. John Hunter Nemechek, 20th in points, has six top-10 finishes, including a fifth at the Daytona 500, while Erik Jones, 17th, has three top-10s, with fifths at Texas, Atlanta, and EchoPark Speedway. Johnson, racing part-time, delivered a third-place finish at Daytona, showcasing the team’s potential. Both drivers expressed gratitude for the sponsorship’s impact. “It’s an honor to carry the Dollar Tree brand,” Nemechek said, emphasizing its role in delivering on-track results. Jones added, “Having Dollar Tree for years to come gives the club stability and energy.” As the team heads to Sonoma, a challenging 1.99-mile road course, Nemechek and Jones face off in NASCAR’s in-season challenge, vying for a $1 million prize, with their friendly rivalry adding intrigue to the playoff push.

This deal’s ripple effects extend beyond Legacy Motor Club. Reported first by NASCAR insider Bob Pockrass, the announcement underscores a blueprint for other teams seeking long-term partnerships. Dollar Tree’s commitment, valued at an estimated $10 million annually, proves major corporations still see NASCAR’s fanbase as a lucrative platform. With plans for a third car and a Toyota technical alliance bolstering engineering resources, Legacy is positioned to challenge NASCAR’s elite. As the playoff race tightens with seven races left, and legal battles over charters loom, this sponsorship ensures Legacy can focus on racing, not survival. In an era of uncertainty, Jimmie Johnson’s team has secured a legacy-defining partnership that could reshape NASCAR’s competitive landscape for years to come.