Racing sponsorship has been win-win for Food City, BMS

Bristol Motor Speedway is celebrating the 35th year of Food City sponsorship of its NASCAR Cup Series spring race. It has been a win-win situation for both parties. In fact, the partnership has grown stronger over the years. Besides the Food City 500, there is the Food City 300 for the O'Reilly Series in September, the Food City Fun Zone for fans outside the track, and other times they've teamed up. Even when Bristol Motor Speedway was covered in clay for NASCAR's first race on dirt in over 50 years in 2021, Food City was there. The three spring races were the Food City Dirt Race. It's obvious how it benefits Bristol Motor Speedway, but Food City CEO Steve Smith talked about how it's enabled a ton of growth for the grocery chain. "We've gone from 60 stores when we started sponsoring the race to 160 today," Smith said. "So many communities that we've gone into, there's instant name recognition because they follow NASCAR racing in the Southeast where we do business. It's just such a good relationship from the Carrier family to Jeff Byrd to now Jerry Caldwell." Bristol Motor Speedway President Caldwell is grateful for all the companies that sponsor events, but there is something special about Food City. He called Food City folks part of the family at BMS. "We are so blessed to have such a passionate partner like Food City who has become more like family to all of us here at Bristol Motor Speedway," Caldwell said. "It's rare in professional sports to have a sponsorship that becomes such a perfect fit with a longstanding commitment as this one with Food City." Caldwell added that fans are coming to the race from all 50 states and over a dozen foreign countries. Other sponsors for the weekend races are Suburban Propane for the O'Reilly Series and Tennessee Army National Guard for the Truck Series. "We're thrilled to welcome all those folks to this region and celebrate the 35th Food City 500," Caldwell said. "To have this tripleheader weekend, have Food City who have been with us so long, and to welcome a new partner in Suburban Propane and Tennessee Army National Guard as an enhanced partner, we're thrilled to bring them all together to celebrate NASCAR and this region." Alan Kulwicki won the first Food City 500 in 1992 on his way to winning the Cup Series championship. Steve Smith remembered when he first approached his father and Food City founder, Jack, about sponsoring the race at Bristol. He didn't expect the answer to be yes. "I was fully prepared to get thrown out the door when he said that it was a heck of an idea," Smith said. "He embraced it, and since then, our teammates and customers have embraced it." Katie Penny, now Food City Executive Vice President of Operations, grew up going to the Bristol races. She calls a family tradition with a crowd that includes aunts, uncles and friends who are like relatives all attending. Part of the fans' experience this year will be the "Food City Grab and Go," with mini stores located under the stands on the frontstretch and backstretch. They have plenty to offer fans from batteries and ear plugs, to aspirin, Rolaids and different snacks. Food City has sponsored different race cars over the years including Jimmy Spencer's No. 12 Chevrolet that won the August 1997 Bristol race for the O'Reilly Series. The grocer also served as an associate sponsor for seven-time NASCAR champion Dale Earnhardt on the iconic No. 3 Chevrolet. Sponsorship has extended to other sports, with the University of Tennessee, East Tennessee State and Emory & Henry all supported by Food City. Tennessee's basketball arena is now known as the Food City Center. The grocery chain now extends into Georgia and Alabama. But, Smith said it all goes back to the partnership with Bristol Motor Speedway. "It has opened doors for us in places that probably wouldn't have heard of Food City before we came to town," Smith said. "To see the changes that have gone on with this colosseum from 60-70,000 seats to 150,000-plus, and the entertainment it brings to the region, it's a great partnership."