The new season has seen Stewart-Haas Racing’s struggles continue on the track, but things are not rosy away from it. The impending expiration of their contract with Ford Motor Company after the 2024 season and the fact the team has faced challenges in securing major sponsors is telling. But Tony Stewart has some good news to share with a new sponsor recently pledging allegiance to his team.

The SHR team’s misery is no mystery to any NASCAR follower. In 2023, Tony Stewart’s team lost two stalwarts: Kevin Harvick and Aric Almirola, who Josh Berry and Noah Gragson replaced which led to a sponsorship crunch.

Tony Stewart’s fortunes looking up with a new benefactor

Stewart-Haas Racing ran into sponsorship troubles late last year. Soon after the two veterans left their fold, sponsors also got cold feet. For instance, Busch Light found a new home in Trackhouse Racing, Rheem went to Joe Gibbs Racing, and Smithfield packed their bags and left the sport altogether.

Even Dale Earnhardt Jr roped in a major SHR sponsor, Jarrett. The logistics and transportation brand used to sponsor Josh Berry in his Xfinity venture at JRM. But now it is backing Justin Allgaier’s No. 7 Chevrolet. But Tony Stewart may be bucking up for brighter prospects. Recently, Overbeck announced its sponsorship for Josh Berry’s No 4 Ford.

Now called Bed Bath & Beyond, the retail company is worth $760 million as of March 2024. This makes it the world’s 5464th most valuable company, and a glittering prospect for SHR. Adam Stern updated the news on X: “@Overstock is getting into @NASCAR with a new sponsorship of @StewartHaasRcng’s No. 4 Ford with Josh Berry.🔲 Late last year, @MarcusLemonis was named to the board of Overstock, which also owns @BedBathBeyond”.

SHR then also confirmed the news that Overstock will sponsor Josh Berry in the NASCAR Cup Series race at Circuit of the Americas this weekend.  It is unclear how many races Overstock will sponsor Berry in his rookie campaign. For now, Circuit of the Americas is the only one announced.

Tony Stewart’s team is getting attention from the wealthy bigwigs in sponsor circles. It may only be a matter of time until SHR racers rope in their first victories, and attract bigger sponsors as well. Overstock is backing Josh Berry, but another sponsor trusted Berry even when SHR’s fate was hanging in the balance.

Two Cup races were already covered for Josh Berry

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Sponsors know what a fickle sport NASCAR is. In one season, drivers may be at their all-time low, straggling at the back end of the track. Yet right in the next season, they may soar to dizzying heights, achieving multiple wins. Harrison’s, a clothing, and footwear chain based in South Carolina, harbored that mindset while sponsoring two 2024 Cup races for Josh Berry.

President and founder Denny Harrison said: “We’ve gotten to know Josh as a person and as a racer ever since he started winning Late Model races across the Southeast. We enjoyed immediate success together and have been a part of many of his career milestones. We’re very happy to continue our partnership with Josh at Stewart-Haas as he competes for the rookie-of-the-year title.”

SHR’s last Cup Series win came in 2022 and they are hoping to end the winless drought and a new sponsor is watching their back. Can Josh Berry and SHR finally be on the ride to possible wins in 2024?

Tony Stewart’s Cup Rookie Confesses the Truth Behind His “Disappointing” Start for SHR