For nearly two decades, FedEx and Denny Hamlin were the faces of Joe Gibbs Racing (JGR), a partnership that became synonymous with NASCAR success. But as the dust settles on a challenging 2024 season, JGR has made a seismic shift, parting ways with FedEx and introducing Saia Inc. as their latest sponsor in a move that signals a new chapter for the team.
Saia Inc., a $13 billion transportation and logistics powerhouse, steps into the NASCAR arena with a strategic multi-year partnership, starting in 2025. The sponsorship will primarily feature the No. 54 Toyota Camry XSE, driven by rising star Ty Gibbs.
A New Era for JGR
FedEx’s departure, paired with the exit of Mavis Tires, left JGR scrambling to secure their future. Team owner Joe Gibbs couldn’t afford another debacle like the 2022 exit of Kyle Busch. To ensure the team’s stability and maintain its competitive edge, JGR turned to Saia—a company poised to challenge industry giants like FedEx.
The announcement, made via JGR’s Instagram account, came with an accompanying commercial featuring Ty Gibbs and Joe Gibbs. The post read:
“We’re excited to announce that we have partnered with Saia Inc. for a multi-year sponsorship of Ty Gibbs and the No. 54 Toyota Camry XSE in the NASCAR Cup Series.”
The Saia Strategy: A National Spotlight
Saia is no stranger to logistics, but its move into NASCAR signals a bold push to cement itself as a national brand. Historically perceived as a regional freight operator, Saia aims to leverage NASCAR’s massive platform to elevate its profile.
“Cemented our position as a national LTL freight company across the United States, and we felt that NASCAR would give us the lift that we needed from a branding and marketing perspective to let people know that we’re not just a regional company (anymore),” Saia’s CEO explained.
Beyond branding, the partnership aligns with Saia’s cultural ethos, as the CEO noted:
“Our drivers, our dockworkers love racing. It’s two-fold for us: We’ll be able to help brand the company and connect with our people who already have a passion for NASCAR.”
Ty Gibbs and the No. 54 Toyota
Ty Gibbs, the grandson of Joe Gibbs and a rising star in the Cup Series, will be the face of Saia’s NASCAR debut. The No. 54 Toyota will showcase Saia’s signature red livery in seven high-profile races, including:
- Atlanta Motor Speedway
- Indianapolis Motor Speedway
- Las Vegas Motor Speedway
- Sonoma Raceway
- Talladega Superspeedway
Gibbs expressed his excitement about the partnership, saying:
“Really excited to have Saia as a partner on our No. 54 Toyota Camry. They are a great company, and I hope we can put them in victory lane this season. Their support has been incredible already.”
What This Means for NASCAR
The Saia-JGR partnership reflects a shift in NASCAR’s sponsorship landscape. With FedEx exiting after nearly two decades, Saia’s entry offers a fresh perspective and the promise of aggressive marketing strategies.
For JGR, this move could mark the beginning of a new era, especially as the team rebuilds following a rocky 2024. The partnership with Saia not only brings financial stability but also positions JGR to remain competitive in a sport that demands constant evolution.
As Saia steps into NASCAR’s spotlight, the question remains: can this ambitious logistics giant translate its bold move into success on and off the track?