Joe Gibbs Racing (JGR) isn’t holding back after a lackluster 2024 NASCAR Cup Series season that saw none of its drivers make the Championship 4. Significant changes have swept through the organization for 2025, from new driver-crew chief pairings to a revamped sponsorship strategy aimed at stabilizing its financial and competitive footing. While Chase Briscoe steps into the No. 19 car following Martin Truex Jr.’s retirement, it’s the addition of Campbell Soup Company, via Harris Blitzer Sports & Entertainment (HBSE), that could be a game-changer for the team’s sponsorship woes.
Campbell Soup Company and HBSE: A New Lifeline for JGR
HBSE, a sports and entertainment conglomerate with stakes in the Philadelphia 76ers and New Jersey Devils, brokered the partnership with Campbell Soup Company. The collaboration marks HBSE’s foray into NASCAR, and it’s poised to provide much-needed sponsorship relief for JGR, especially for the No. 19 and No. 11 cars.
- Potential Impact: Campbell Soup Company oversees a variety of brands, including Pepperidge Farm, Snyder’s-Lance, and Swanson, offering flexibility in deploying sponsorships across JGR’s fleet.
- Targeted Beneficiary: Speculation points toward Chase Briscoe’s No. 19 team, as Briscoe is the only JGR driver following Campbell Soup Co. on Instagram. This subtle connection has fueled rumors that a major partnership announcement is imminent.
Denny Hamlin: The Sponsorship Void Left by FedEx
Denny Hamlin, a cornerstone of JGR since 2005, faces an uncertain sponsorship landscape following FedEx’s departure. Once a hallmark of Hamlin’s career, FedEx scaled back its presence to 14 races in 2024 before pulling out altogether. With no confirmed primary sponsor, the No. 11 team enters 2025 in a precarious position.
- King’s Hawaiian Opportunity: King’s Hawaiian, facing potential conflicts with Kroger at RFK Racing, has reportedly explored joining other teams, including JGR. If JGR secures this deal, it could offset FedEx’s departure and bring a significant branding boost to the No. 11 team.
- Challenges Ahead: The sponsorship market has tightened, even for top-tier teams like JGR. Hamlin and his team will need to work quickly to secure a reliable partner before the season begins.
Chase Briscoe: A Star in the Making?
Replacing a veteran like Martin Truex Jr. is no small task, but Chase Briscoe brings youthful energy and untapped potential to the No. 19 car. Backed by Bass Pro Shops as an anchor sponsor, Briscoe’s future seems stable. However, with HBSE’s involvement, additional sponsorships under the Campbell Soup umbrella could further solidify his position.
- Bass Pro Shops’ Commitment: Fortunately for JGR, Bass Pro Shops has pledged continued support for Briscoe, providing the team with a safety net.
- Sponsorship Expansion: If Campbell Soup Co. backs Briscoe, it would represent a significant financial and marketing boost, aligning him as a future star of the JGR lineup.
JGR’s Sponsorship Strategy in a Shifting Landscape
The departure of FedEx from Hamlin’s car and the growing reliance on multiple sponsors to cover a full season underscore a broader challenge in NASCAR’s evolving financial model. Long-term, JGR’s ability to secure stable partners will hinge on the following:
- Maximizing HBSE Partnership: If HBSE’s relationship with JGR proves fruitful, it could pave the way for other high-profile brands to enter NASCAR.
- Attracting Non-Traditional Sponsors: As traditional sponsors like M&M’s, Hooters, and GEICO leave the sport, JGR will need to diversify its sponsorship portfolio by targeting lifestyle and consumer brands.
- Capitalizing on Driver Marketability: With drivers like Chase Briscoe and Ty Gibbs representing the next generation, JGR has a strong foundation to appeal to sponsors seeking younger demographics.
Will JGR’s Overhaul Pay Off in 2025?
With its aggressive restructuring and new sponsorship possibilities, Joe Gibbs Racing is clearly gearing up for a rebound in 2025. Whether it’s Briscoe stepping into a legacy seat, Hamlin finding a new anchor sponsor, or HBSE bringing fresh branding opportunities, JGR’s future hinges on its ability to adapt to NASCAR’s changing landscape.
Fans and industry insiders will be watching closely as JGR rolls out its revamped strategy, and only time will tell if these moves can restore the team to championship contention. Is this the start of a new golden era for JGR—or merely a survival strategy in turbulent times?