NASCAR Update: Insider Unmasks Jimmie Johnson’s $30 Million Bill Behind LMC – Dollar Tree Sponsorship Deal

Legacy Motor Club has been gathering sponsors for 2024. The Jimmie Johnson-owned outfit had recently announced the addition of AdventHealth to its sponsor list. Continuing its search for more backing in 2024, LMC has agreed a multi-year deal with Dollar Tree and Family Dollar.

Recent reports from renowned journalist Adam Stern have suggested that the sponsorship deal will last three years, with the package estimated to be around $30 million divided annually throughout the contract’s duration. Dollar Tree and Family Dollar will feature in 38 Cup Series races throughout the season, including three for Jimmie Johnson in the #84 Camry.

Dollar Tree to back Jimmie Johnson in select races

To clear some confusion, Dollar Tree is the parent company of the Family Dollar brand. A collaboration of the two will power the #42 and #43 Camrys of John Hunter Nemechek and Erik Jones, respectively, as primary sponsors in a limited number of races. With Jimmie Johnson confirming his intentions to race at Dover, Kansas, and Las Vegas, he will also represent Dollar Tree and Family Dollar on his #84.

Revealing further details about Legacy Motor Club’s latest sponsorship deal, Adam Stern tweeted, ” @DollarGeneral’s former NASCAR deal was vendor-based (companies who sell products in its stores help pay for the sponsorship like Kroger/JTG), so @DollarTree’s new Legacy pact may look similar. The deal is for three years + likely around $10M annually.”

The $10 million payout annually will amount to around $250,000 per race.

The company is in its second year of alliance with Jimmie Johnson’s team and has supported it despite a change in manufacturers from Chevrolet to Toyota. The switch to Toyota is a hopeful prospect for the team after facing negligence from Chevrolet last year. A turnaround in fortunes for Legacy Motor Club could be on the cards.

LMC will reveal the Dollar Tree and Family Dollar paint schemes in the upcoming weeks. With the Busch Light Clash at the LA Coliseum inching closer with every passing second, a supportive sponsor coming into the team is undoubtedly great news.

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With the ‘King’s backing, Legacy MC is entering a new era

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2023 was a year of struggles for Legacy Motor Club. Combined with a lack of strong results, rookie Noah Gragson’s unexpected controversy, and unsatisfying attention from Chevrolet, the team failed to perform up to its expectations. However, 2024 promises to be different.

Having two seven-time NASCAR champions in the team’s environment is one of the many reasons for the fandom’s continued support. With Jimmie Johnson at the helm and Richard Petty as the club ambassador, their popularity and support are not in doubt. Following the deal with Dollar Tree, Jimmie Johnson spoke about how he envisioned the agreement to profit both parties.

“What an exciting time for LEGACY M.C. to team up with Dollar Tree and Family Dollar,” said Johnson. “We look forward to creating extensive visibility for these two iconic and beloved brands where we have so many fans in common.”

With a young core of drivers, LMC is looking to stabilize a rocky ship. The recruitment of Xfinity Series juggernaut John Hunter Nemechek was a statement of intent from the team. A move to Toyota has further strengthened its arsenal in terms of raw pace and the ability to compete in the long run.

Can Jimmie Johnson and the team capitalize on the positives in 2024? With an intensely competitive grid, it is hard to determine the answer to this question. However, that is another one of the many harsh facets of racing.

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