Richard Childress ‘Proud’ to Bring NASCAR Change After Announcing Questionable Sponsor

Controversial sponsorships have recently resulted in a lot of headlines in NASCAR. Yet Richard Childress Racing’s most recent sponsorship hasn’t really caused the kind of storm one would expect considering the sponsor itself. The new sponsorship is with a brand called 3CHI.

For those who are not aware, 3CHI is a company that makes hemp-based products for consumption and therapeutic purposes. And now for those who are wondering whether this is a short-term, minor-sponsor-for-a-few-races kind of association, this isn’t.

The multi-year deal between this brand and RCR is that of a primary or anchor sponsor for the No.8 car of Tyler Reddick.

What did Richard Childress say about the new sponsor and what it means for NASCAR?

The legendary team owner admitted they had to do intensive testing and “a lot of different stuff” for the product.

“I’ve just got to thank everybody at NASCAR for opening the category. I’m just really thrilled to be part of the first time out. For us to have it on the car means a whole lot,” Childress said.

And as one would expect from a person of his experience and his stature, Childress made sure “everybody was good” with their new sponsorship in an approval process that took three months.

Now as for what it means for other teams and their potential new sponsors, Torrey Galida, the President of RCR described how their team is “proud of their role as industry leaders.”

“This is a first-of-its kind partnership, both within motorsports and within the sports industry as a whole,” he said.

Well, indeed, this is one of the first-of-its-kind sponsorships, something which could potentially open doors for teams to have newer brands and newer kinds of brands as sponsors.

And all of this could play in the favor of NASCAR in their quest to attract a new and ‘younger’ audience.

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