Even as the charter deal hangs in the balance, NASCAR teams are securing their future. RFK Racing has been carving itself as a stellar Cup Series team, and this year was a solid boost. Its co-owner Brad Keselowski snapped a 103-race winless streak in Darlington. Although his teammate Chris Buesher is out struggling to get into the playoffs, the team has taken flight for the future.

Sponsorships have gotten a difficult edge, especially with charter deal negotiations at an impasse. But a bright prospect has emerged for RFK Racing, and big bucks are on the horizon. So Brad Keselowski may chip into the charter scenario himself.

Brad Keselowski and his team are getting wings

NASCAR teams have been clamoring for a more agreeable charter deal for years now. Demands range from a greater slice of media deals to permanent charters. With the 2016 agreement slated to close at the end of this season, tensions are on the rise. Yet in early July Brad Keselowski assured that NASCAR may be ushering some positive changes in the off-season. Now the RFK Racing owner has more reason to be confident about 2025.

Rumors are, that Kroger, a $38.18 Billion Cincinnati-based grocer business, is set to hit NASCAR racetracks under a different team. For over a decade, it was associated with JTG Daugherty Racing, but now the speculations are around RFK Racing being its next ally.

Journalist Adam Stern updated the hearsay on X: “@RFKRacing is being tipped as the likely landing spot for @Kroger’s NASCAR sponsorship next year, per people familiar, a pickup that would represent a major commercial boost for the team co-owned by Fenway Sports Group.”

The rumors initially indicated Kroger’s trajectory to aim for Joe Gibbs Racing. But the novel direction is a welcome update for Chris Buescher, who competed in Kroger colors while driving for JTG from 2017 through 2019. While Brad Keselowski’s team declined to comment, Kroger Co. said: “We continue to remain focused on the 2024 season and are looking forward to seeing [JTG driver Ricky Stenhouse Jr.] and the Kroger Camaro make the playoffs. There are no additional comments to share at this time.”

If the rumors are true, then Brad Keselowski would be able to put another car on the racetrack for 2025. This would help his team to overcome sponsorship challenges that have emerged over the years.

RFK headed for new heights

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In the early 2000s, approximately 60% of primary sponsors on Cup Series cars were part of the Fortune 500. But a severe setback came due to the Great Recession of 2008, and by 2023, the percentage had fallen to 20%. The new age also signaled new requirements – Jacob Wyne, vice president of partnership sales at RFK Racing, emphasized the importance of social media marketing and spending flexibility in sponsorships last year. “The state of sponsorship and sponsorship sales [in racing] — I think it’s harder than it’s ever been because there’s so many options in the marketplace.”

However, Kroger’s possible entry into RFK Racing may give the team a headstart in this complicated sponsorship scenario. The National Retail Federation ranked the brand as the fourth-largest retailer in the U.S. in 2024 with $149B in sales last year. So Brad Keselowski could add another race car alongside his No. 6 Ford and Buescher’s No. 17 Ford. It all depends on the new charter agreement which should include a leasing option. RFK is also one of six teams this year aligned with Ford Motor Co.

Evidently, a bright and secure future is on the cards for RFK Racing. If all goes well with the charter agreement, then Brad Keselowski will be driving alongside a fresh face on NASCAR racetracks.