$2.46 Billion Worth Cuisine Giant Announces NASCAR Return Amidst Growing Sponsorship Crisis

Sponsorships in NASCAR are the bread and butter that fuel both the sport and the passion of the teams to buy charters, with the cherry on top being the race victories. Yet not every team or driver gets to start their journey with a myriad of sponsors on board.

Traditionally, drivers have to cut their teeth on the track, consistently crossing the finish line among the top contenders, before the big fish in the sponsorship sea cast their nets. However, in a twist of the tale, a culinary colossus worth $2.46 billion, which hung up its NASCAR boots in 2018, has declared a comeback. And the kicker? They’re throwing their weight behind a driver that many wouldn’t have seen coming.

Driver secures restaurant chain sponsorship for NASCAR ride

Although having a sponsor definitely helps a lot with the funds, gone are the days when teams would put all their eggs in one or two sponsorship baskets. Now, most teams don’t just have a single ace up their sleeve; they play a full hand, boasting a primary sponsor supplemented by additional or event-tailored backers. This new landscape, however, has muddied the waters for market dominators in NASCAR, thanks to the deluge of rival brands vying for a spot. Many brands, once the poster children as full-time team sponsors, have dialed back their presence on NASCAR’s circuit, feeling that being in the limelight round-the-clock might be a bridge too far.

And probably that is why landing a NASCAR sponsorship now usually sees team bigwigs burning the midnight oil and relentlessly working the grapevine. However, for the man behind the wheel of the No. 22 Ford F-150 for AM Racing in the NASCAR Craftsman Truck Series, the ticket to sponsorship lay in the very restaurant where he donned the apron.

The underdog driver, racing by day and serving sizzling steaks by night, became the talk of the town when Outback Steakhouse, owned by $2.46B worth Bloomin’ Brands, decided to back him for the upcoming Bristol Motor Speedway race.

The twist in the tale? This seismic shift in his fortunes was sparked by a tweet he sent out in April 2023, which painted the portrait of A Day in the Life of a grassroots racer and waiter: “So if you’ve ever wondered what it’s like being a small-time racing driver… Yesterday I drove myself to @MartinsvilleSwy at 7 AM. I raced in the @NASCAR_Trucks race for @AMRacingNASCAR. I drove myself back to my apartment, getting back around 3 AM. Now, I’m serving @Outback.”

Who would’ve thought that one tweet would pave the road to the big leagues? As Mallozzi gleefully remarked, “I am absolutely stoked to bring Outback Steakhouse on board.” Expressing his thrill in a team statement, he added, “To have a nationally recognizable brand on the side of my truck is enormous for me, not just because I get behind the wheel another time, but because it helps my brand image in a big way. Not to mention, it doesn’t hurt to have a good relationship with a brand that makes some of the best steaks in the country!”

Tipping his hat to the steakhouse, Mallozzi underscored the value of aligning with a company that backs its own to the hilt. With mutual respect always on the menu between him and his higher-ups, sealing this deal was the cherry on top. But being a part-time driver in the NASCAR Craftsman Truck Series, things did not come easily to him, for he had to sell his 2021 Dodge Charger to fund a race.

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Bristol Motor Speedway awaits the newly sponsored AM Racing driver

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At Martinsville, Stephen Mallozzi, despite the battery glitches that landed him at the 36th spot, didn’t let the wind out of his sails. The zestful racer had his sights set on hitting the tracks of a 1.25-mile circuit and moving up the ladder.

Facing a fork in the road due to a gaping sponsorship void, the AM Racing driver chose the road less traveled: he bid adieu to his cherished 2021 Dodge Charger to gather funds for his upcoming race. In its stead, he got behind the wheel of a battle-worn 2012 Nissan Altima—a steed that had seen better days, with its bumpers practically hanging by a thread.

With the Outback Steakhouse now backing him, the horizon looks brighter for Mallozzi. His last dance with AM Racing on July 22 at Pocono Raceway saw him cross the finish line 24th among a convoy of 36. But with Bristol’s tarmac beckoning, he’s got his sights set on outdoing himself. For those scanning the racetrack for a dark horse to root for, Mallozzi just might be your guy.

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