Richard Childress Racing Inks Pinnacle Foods Group Deal

Nascar’s Richard Childress Racing and Pinnacle Foods Group brands have developed a program that will see multiple brands from the leading packaged food company serving as primary sponsors of multiple race teams in the NASCAR Nationwide Series. 

From Pinnacle Foods Group, the Armour Vienna Sausages brand will be the primary sponsor for five races with three drivers in 2012 (Kevin Harvick/No. 33: March 16/Bristol Motor Speedway; Brian Scott/No. 2: May 4/Talladega Superspeedway, Aug. 31/Atlanta Motor Speedway; and Ty Dillon/No. 33: May 10/Darlington Raceway, September 6/Richmond International Raceway). Hungry-Man will sponsor Harvick and the No. 33 team on April 26 at Richmond International Raceway.

Pinnacle Foods Group is a leading producer, marketer and distributor of high-quality branded food products, many of which have been trusted household names for decades. Armour is one of America’s favorite canned meat brands known for its Chili, Vienna Sausage, Hash, Stews and more. An associate sponsor of RCR’s No. 29 NASCAR Sprint Cup Series team and driver Harvick in 2008, Armour has been a major associate of Kevin Harvick Inc., in both the NASCAR Nationwide Series and the NASCAR Camping World Truck Series, since 2009. In 2012, Pinnacle Foods brands were RCR sponsor partners in the NASCAR Nationwide Series and the NASCAR Camping World Truck Series.

“Pinnacle Foods Group along with the Armour and Hungry-Man brands are very excited about the opportunity to continue to partner with Richard Childress Racing,” said Eric Hintz, vice president of marketing. “We want to thank Kevin Harvick, Brian Scott, Ty Dillon and all the RCR employees for their ongoing support, and look forward to seeing them continue to take home the checkered flag in 2013. We’re thrilled to maintain our winning ways on the track, and expect to extend our winning ways to our key grocery retail partners and consumers throughout the nation.”

RCR has earned five championships, 64 race wins and two rookie-of-the-year awards since beginning its NASCAR Nationwide Series program in 2000.

“Armour was a great partner in 2012 so we’re glad to have them back this season along with the addition of Hungry-Man,” said Richard Childress, president and chief executive officer of Richard Childress Racing. “Pinnacle Foods was instrumental in the re-launch of RCR’s successful NASCAR Nationwide Series program last year. Our goal this year is to continue our success at the race track to grow their businesses in the marketplace.”