Content-Centric Partnership Includes Primary Race Sponsorship of Austin Dillon in Both the NASCAR Xfinity Series and NASCAR Cup Series

WELCOME, N.C. (May 19, 2025) – Boot Barn, the largest western and work wear retailer in the nation, will continue their partnership with Richard Childress Racing and driver Austin Dillon in 2025. Building upon an already successful relationship that includes impactful content creation and primary sponsorship of Dillon and the No. 3 Boot Barn Chevrolet in the NASCAR Cup Series, the brand will also extend their reach into the NASCAR Xfinity Series in 2025.

“Continuing our partnership with Richard Childress Racing and Austin Dillon allows us to further connect with fans who share a passion for the western lifestyle and motorsports,” said Stephen Loscko, vice president of marketing and media for Boot Barn. “From Charlotte to Mexico City, we’re excited to highlight our brand on the track and through influencer-generated content that brings our story to life. Last year’s cross-collaboration creative storytelling with Austin Dillon and Boot Barn-sponsored rodeo athlete Rocker Steiner has been incredibly well received. We’re excited to continue building on that success.”

Dillon, the 2013 NASCAR Xfinity Series champion, will race the No. 3 Boot Barn Chevrolet in the Xfinity Series race at Charlotte Motor Speedway over Memorial Day weekend. The race will be broadcast live on The CW at 4:30 p.m. ET on Saturday, May 24.

“I’m honored to have the opportunity to continue RCR’s relationship with Boot Barn and I can’t wait to get back behind the wheel in the NASCAR Xfinity Series at Charlotte Motor Speedway,” said Dillon. “Charlotte has been good to me, and I’m thankful to Boot Barn for allowing me the opportunity to help showcase their brand within motorsports and beyond.”

As part of the partnership, RCR and Boot Barn will work together to host western lifestyle influencers later this summer when Dillon drives the No. 3 Boot Barn Chevrolet in the NASCAR Cup Series’ highly anticipated race in Mexico City, Mexico.

“Austin Dillon’s authentic interests in western sports and the western lifestyle make him the perfect ambassador for Boot Barn as they continue to showcase their broad selection of cowboy boots and western wear to NASCAR fans,” said Mike Verlander, president of RCR. “Our entire team is looking forward to highlighting that connection and building upon the unique and engaging influencer-driven content that has become a pillar of the partnership.”

For more information and all that is going on at RCR, visit rcrracing.com.

About Boot Barn: Boot Barn is the nation’s leading lifestyle retailer of western and work-related footwear, apparel, and accessories for men, women, and children. The Company offers its loyal customer base a wide selection of work and lifestyle brands. Boot Barn now operates more than 460 stores in 49 states, in addition to an e-commerce channel www.bootbarn.com. For more information, call 888-Boot-Barn or visit www.bootbarn.com.

Richard Childress Racing (www.rcrracing.com) is a renowned, performance-driven racing, marketing and manufacturing organization. Incorporated in 1969, RCR has celebrated over 50 years of racing and earned more than 200 victories and 16 championships, including six in the NASCAR Cup Series with the legendary Dale Earnhardt. RCR was the first organization to win championships in the NASCAR Cup Series, NASCAR Xfinity Series and NASCAR Truck Series and is a three-time winner of the Daytona 500 (1998, 2007, 2018). Its 2025 NASCAR Cup Series lineup includes two-time NASCAR Cup Series champion Kyle Busch (No. 8 Chevrolet) and 2017 Coca-Cola 600 winner and 2018 Daytona 500 champion Austin Dillon (No. 3 Chevrolet). RCR fields a full-time NASCAR Xfinity Series program with Jesse Love (No. 2 Chevrolet) and Austin Hill (No. 21 Chevrolet).

INDIANAPOLIS (WISH) — The yellow and red paint scheme is instantly recognizable. The No. 2 Chevrolet sits in immortality, an Indianapolis 500 champion.

The 2024 winner was the second in as many years for Josef Newgarden.

Just inside the world-famous oval sits the Indianapolis Motor Speedway Museum. Inside the museum sits the 500 Mile Race champion, the 2024 No. 2 Chevrolet driven to the checkered flag by Newgarden.

The 2025 version is soaked in controversy after being disqualified along with Newgarden’s Team Penske teammate’s ride. Will Power’s No. 12 car was also flagged for having modifications that did not pass technical inspections.

Both cars were found to have had modifications made to a spot on the body where an attenuator was attached and left a gap. IndyCar found that Team Penske allegedly filled in that gap with some sort of substance.

News 8 spoke to former IndyCar driver Jimmy Kite on Monday. He said the attenuator helps protect driver safety if the car reverses and crashes.

“It’s nothing but a safety feature. It is a great feature. I’m glad it’s gotten as big as it is right now,” Kite said. “There’s nothing worse than backing in and feeling the impact of that. I mean, my back still isn’t in the best of shape.”

Crew members were shown on the qualifications broadcast Sunday using a blowtorch and a grinder on the attenuator.

Team Penske pulled their cars from qualifications after being told by INDYCAR that they would fail post qualification tech inspections.

As a result of breaking this rule, the two offending Penske cars will start in the 32nd and 33rd spots.

“They found it and they should be placed at the end of the field,” Kite said. “My question is why isn’t this found sooner.”

Kite said he is unsure how much of an edge this could give a car. He said many teams try to push the boundaries of acceptable car modifications.

“Penske isn’t the only team trying stuff, trying to get away with stuff,” Kite said. “I know friends that work for other teams that might not necessarily be the attenuator but I even know other parts of cars where they’re trying stuff to see what they can get away with.”

News 8 bought a ticket and visited the IMS Museum on Monday. We took several of our own pictures which are published in this article. The 2024 champion on display appeared to show the same modifications that were found to be in dispute on Sunday.

“That part that’s on that car, again doesn’t look like it doesn’t fit the rule book,” Kite said.

It is unclear if the modifications were on the car during the race, or if they were added afterward.

Ultimately, Kite would not say for certain if he believed this car ran exactly like it is now in the Indy 500 in 2024.

“This car left the Indianapolis Motor Speedway last year, went back to Penske and might have even ran more races,” Kite said. “So it’s not like it went straight from Victory Lane to the museum.”

Kite explained that the tub is what is considered the winning car and parts can be changed after the race.

[Article continues below photos]

Team Penske’s Director of Communications Merrill Cain confirmed to News 8 that the displayed car is indeed the actual winner of the 2024 race. The team had no comment when News 8 asked about similar modifications on the displayed car.

In a statement to News 8, IMS Media Relations Senior Manager and INDYCAR VP of Communication Dave Furst said: “The INDYCAR rulebook is a rolling document always available without restriction on our website available here. A pdf, attached, from the 2024 edition. The language with this particular rule has not changed.”

News 8 also asked Furst via email about what we saw at the IMS Museum and if the 2024 winning car on display had modifications as it appears.

Furst responded: “We have seen the photos on social. If we have anything more on the matter, we will share.” 

To be clear the pictures Furst is referring to were not taken by News 8.

See the rulebook PDF here.

In a Monday press conference, IMS President Doug Boles announced that Newgarden and his teammate Wil Power will be put in the back row of Sunday’s 109th running.

Team Penske responded on X to the findings in a statement on X:

“WE ACCEPT THE PENALTIES ISSUED TODAY BY THE INDYCAR SERIES WHICH ARE DUE TO A ‘BODY FIT’ VIOLATION THAT OCCURRED PRIOR TO THE QUALIFYING SESSION YESTERDAY.

“WE ARE DISAPPOINTED BY THE RESULTS AND THE IMPACT IT HAS ON OUR ORGANIZATION.

“WE WILL MAKE FURTHER ANNOUNCEMENTS LATER THIS WEEK RELATED TO PERSONNEL FOR THE UPCOMING INDIANAPOLIS 500.”

Team Penske

Cup Series driver Ryan Preece could not hide his frustration after a costly penalty during a race at NASCAR’s All-Star Weekend.

The incident in question occurred during the All-Star Open at North Wilkesboro Speedway on Sunday, which saw all of the drivers not yet qualified for the All-Star Race compete for two entry spots.

Preece had started the Open fifth in his No. 60 RFK Ford, but was looking good to qualify for the All-Star Race, sitting second with 19 laps to go during a full-course yellow.

However, during the caution, Preece crossed the ‘choose cone’ that was painted onto the track, and as a result, was penalized and sent to the rear of the field by the race officials, ending any hopes of finishing inside the top two.

The choose cone, or choose procedure, was introduced in 2020 and allows drivers to select the lane they want to restart in, rather than that being determined by their position, during a caution.

NASCAR HEADLINES: Denny Hamlin issues Cup Series penalty verdict as drivers in heated confrontation

Ryan Preece penalized for choose cone violation

With the rubber that had been laid down at North Wilkesboro Speedway, the orange paint had faded significantly, and cameras picked up Preece driving directly over the marker, which is against the rules. You must drive either side of it.

It was a costly and frustrating error and penalty for the No. 60 driver, who let his feelings be known post-race.

“I think it’s a cone that’s nonexistent,” Preece told Fox Sports’ broadcast. “So, if you’re gonna, I don’t know…can’t even see it [the marker] right now.”

Preece continued: “A rule is a rule, I understand that… at the end of the day, I made a mistake. So, just frustrated with the outcome or the decision.”

“Ultimately, we had a fast Boston Common Golf Ford Mustang…Sorry, I’m just really, really f*****g pissed.”

After the race, to demonstrate his point, Preece was also seen dragging a huge bright orange cone out onto the marker on the track.

Ahead of the All-Star Race, NASCAR repainted the choose cone in an effort to make it easier for drivers to see during the race.

READ MORE: NASCAR driver issues threat to rival in heated confrontation at All-Star Weekend

Related

Boot Barn, the largest western and work wear retailer in the nation, will continue their partnership with Richard Childress Racing and driver Austin Dillon in 2025. Building upon an already successful relationship that includes impactful content creation and primary sponsorship of Dillon and the No. 3 Boot Barn Chevrolet in the NASCAR Cup Series, the brand will also extend their reach into the NASCAR Xfinity Series in 2025.

“Continuing our partnership with Richard Childress Racing and Austin Dillon allows us to further connect with fans who share a passion for the western lifestyle and motorsports,” said Stephen Loscko, vice president of marketing and media for Boot Barn. “From Charlotte to Mexico City, we’re excited to highlight our brand on the track and through influencer-generated content that brings our story to life. Last year’s cross-collaboration creative storytelling with Austin Dillon and Boot Barn-sponsored rodeo athlete Rocker Steiner has been incredibly well received. We’re excited to continue building on that success.”

Dillon, the 2013 NASCAR Xfinity Series champion, will race the No. 3 Boot Barn Chevrolet in the Xfinity Series race at Charlotte Motor Speedway over Memorial Day weekend. The race will be broadcast live on The CW at 4:30 p.m. ET on Saturday, May 24.

“I’m honored to have the opportunity to continue RCR’s relationship with Boot Barn and I can’t wait to get back behind the wheel in the NASCAR Xfinity Series at Charlotte Motor Speedway,” said Dillon. “Charlotte has been good to me, and I’m thankful to Boot Barn for allowing me the opportunity to help showcase their brand within motorsports and beyond.”

As part of the partnership, RCR and Boot Barn will work together to host western lifestyle influencers later this summer when Dillon drives the No. 3 Boot Barn Chevrolet in the NASCAR Cup Series’ highly anticipated race in Mexico City, Mexico.

“Austin Dillon’s authentic interests in western sports and the western lifestyle make him the perfect ambassador for Boot Barn as they continue to showcase their broad selection of cowboy boots and western wear to NASCAR fans,” said Mike Verlander, president of RCR. “Our entire team is looking forward to highlighting that connection and building upon the unique and engaging influencer-driven content that has become a pillar of the partnership.”

For more information and all that is going on at RCR, visit rcrracing.com.

RCR PR

The PRI Show, December 11-13, downtown Indianapolis, is where the global motorsports marketplace gathers, offering top industry brands a platform to showcase the latest racing products and innovations to tens of thousands of qualified buyers. Ensure your brand has a presence at this one-of-a-kind industry event by securing a booth now.

Securing your booth space is the first step toward success at the PRI Show, which presents an unrivaled opportunity for racing industry professionals to drive sales, meet new clients and increase brand awareness, December 11-13, in downtown Indianapolis.

Exhibiting at the PRI Show offers a myriad of benefits to your brand:

• Increase Your Brand Awareness: Whether you are an established brand or looking to break into the motorsports market, exhibiting at PRI is the best investment to advance your brand goals.
• Connect With Your Customers: See existing customers and connect with them on the Show floor. Determine their business needs and use this opportunity to strengthen relationships.
• Expand Your Sales Channels: Take your products to new markets, whether through retailers, distributors or other sales channels, expanding your brand’s reach domestically and internationally.
• Introduce New Products: Ensure your latest and greatest products are seen by a large audience of potential customers at the PRI Show.

To reserve a booth at the 2025 PRI Show, visit here. For more information on why to exhibit, visit performanceracing.com/trade-show/exhibit.