Stewart-Haas Racing‘s dominance curve in NASCAR has seen an acute downfall ever since the team clinched three consecutive P3 spots starting in 2017. Adding to the misery, this year, they secured zero wins. Yes, zero! Regardless of the displeasing fate on SHR’s conscience, the team has seen a glimmer of hope as not one but two of their drivers secured sponsorships.

Kevin Harvick‘s replacement driver Josh Berry’s Xfinity prowess attracted an age-old NASCAR sponsor and will get full backing for several races. The other SHR driver, the 2023 Xfinity Series winner, has secured a sponsor for his races, but with differing terms compared to Berry.

Cole Custer unlocks a deal for his Xfinity Series stint

Just like Josh Berry’s impressive 2023 NASCAR All-Star Race win, 5 Xfinity Series wins, and several achievements attracted a breakthrough deal, Cole Custer‘s performance in the 2023 season was nothing short of extraordinary. With three wins, 14 top-5s, and 21 top-10s, Custer drove his #00 Ford to the victory lane after swooping past the three-wide fight during the final lap and becoming the 2023 Xfinity Series champion.

Naturally, the hype around Custer is such that sponsoring his ride is obvious to garner attention. Keeping that thought in their growth strategy, Andy’s Frozen Custard sealed a partial season deal with Custer, primarily sponsoring his drive for three races.

The 2023 Xfinity champ’s #00 car has a lighter shade of blue as the base, accompanied by red through the doors and the back, and yellow color giving the final spark to the car. Custer will kick off in his new ride at Andy’s Frozen Custard 300 race, on April 13, at the Texas Motor Speedway, followed by the Chicago Street race on July 6, and ending with the Xfinity Series race at the Charlotte Speedway on October 12.

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Cole Custer has relieved SHR from the huge burden of scouting and running after sponsorships. However, it was the 33-year-old Berry who laid the foundation for attracting sponsors to a poorly performing team.

Stewart-Haas Racing is getting sponsors one after the another as Josh Berry initiates the move 

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The problems concerning sponsorships in NASCAR are an everlasting concern, and for an underperforming team like SHR, it becomes a hefty affair to grab a fair deal. Also, Tony Stewart’s team secured zero wins in the 2023 season, so securing a sponsorship, that too primary, is one hell of a task. However, SHR is not new to the NASCAR scene and knows how to roll.

SHR’s Josh Berry closed a deal with NASCAR’s long-time sponsor, SunnyD, and his #4 Ford Mustang Dark Horse will be primarily sponsored for several races. The 33-year-old will pilot the orange, blue, and yellow paint scheme car during the 2024 NASCAR Cup Series calendar, including the highly-coveted preseason Busch Light Clash at LA Coliseum and the Daytona 500. But why Berry?

Having the 2023 NASCAR All-Star Race win and 5 Xfinity Series wins under his belt, not to cite his 1 top-5 and three top-10s during the 2023 Cup Series when he filled in for Chase Elliott and Alex Bowman at Hendrick Motorsports, the Tennessee native is surely one of the best prospects to sponsor.

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Berry will be seen taming the #4 SunnyD paint scheme car from the very first race on the 2024 schedule and Cole Custer will pilot the #00 Andy’s Frozen Custard paint scheme car. With the burden of defending the Xfinity Series title, do you think Custer could successfully claim another championship, making the sponsor’s investment worth it?