Lance Crackers partners with Chase Briscoe, Joe Gibbs Racing
01/28/2025 12:36 PM
Joe Gibbs Racing (JGR) and Lance®, America‘s #1 sandwich cracker brand, announced their official partnership today. As part of the collaboration, Lance will be featured as a full-season associate sponsor prominently displayed on the C-post of Chase Briscoe‘s No. 19 Toyota Camry XSE in the NASCAR Cup Series and the primary sponsor of Briscoe‘s No. 19 Toyota GR Supra for the NASCAR Xfinity Series race at Charlotte Motor Speedway on Saturday, May 24.
Founded in Charlotte in 1913 and still proudly made there, Lance will expand its reach to NASCAR fans in 2025 as the official snack for the for the Charlotte-area based team. Lance and Joe Gibbs Racing aims to create meaningful connections for fans by bringing together two household—and Charlotte—favorites: the sport of NASCAR and Lance sandwich crackers. Through the partnership, fans will have the opportunity to experience both brands through exciting new at-track activations, on-car branding, in-store promotions, and social media content across Lance and JGR social channels.
“Much like Joe Gibbs Racing, Lance is a brand that is always on the lookout for new ways to fuel our fans‘ cravings and passions,” said Danielle Brown, Vice President, Cracker, Campbell‘s Snacks. "Our partnership with JGR and Chase Briscoe celebrates our Charlotte roots while delivering new experiences for both NASCAR enthusiasts and Lance snackers."
"Having Lance crackers on board this season is really exciting," Briscoe said. "I feel like their brand fits perfectly with our team and our sport and even my family since we are always on the go. I‘m looking forward to representing them on and off the track in 2025."
The partnership between JGR and Lance is part of a larger initiative between The Campbell‘s Company and Harris Blitzer Sports & Entertainment (HBSE) announced last October. This unique partnership brings fans even closer to some of Campbell‘s most popular brands through an array of different sports and entertainment experiences.
— Joe Gibbs Racing —
