Jimmie Johnson Secures Fortune500 Company as LMC Sponsor as Major Revamp Takes Another Step Forward

Published 01/11/2024, 4:33 PM EST

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Legacy Motor Club will have a new sponsor for the entirety of the 2024 season after signing a multi-year agreement with Dollar Tree. This new deal is monumental for co-owner Jimmie Johnson’s team as new sponsor Dollar Tree will have a presence in all 38 races, including the Busch-Light Clash and the All-Star Race for all of its three drivers.

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Dollar Tree is a sister company of the Fortune 500 company Family Dollar. With the new deal in place, the brands will feature at select races with full-time drivers No.42 John Hunter Nemechek and No.43 Erik Jones. Both brands will also deck out No.84 Camry XSE for Hall of Famer, Jimmie Johnson at Dover, Kansas, and Las Vegas races.

Family Dollar sponsorship deal is another step for a major overhaul at Legacy Motor Club

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LMC has been busy after the 2023 Cup Series closed its curtains after the Phoenix race. In an eventful off-season, there have been significant changes in the team. The most notable one being the switch from Chevrolet to Toyota. So the off-season was a major transition period for the Legacy Motor Club to get organized and ready with a new machine. Before this move, only 23X1 and Joe Gibbs Racing fielded a Toyota car in the Cup Series.

As if the change in the manufacturer was not enough for a revamp, the LMC has now inked a major sponsorship deal that will propel the team to reach its goals in the 2024 Cup Series. “What an exciting time for LEGACY M.C. to team up with Dollar Tree and Family Dollar. We look forward to creating extensive visibility for these two iconic and beloved brands where we have so many fans in common”, said Jimmie Johnson.

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Adding able hands and new blood to the roster, last year the team also announced John Hunter Nemechek as their full-time driver for their No.42 Toyota Camry XSE. Having displayed his mettle in the Xfinity and Truck Series, the 26-year-old will now add value to a hungry Legacy Motor Club team. From the new addition of a driver, manufacturers, and now sponsors, this is indeed one of the major revamp of a NASCAR team in recent times.

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Jimmie Johnson as a NASCAR driver sure knows what it is like to have a sponsor that can help the team achieve success.

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The Iconic Lowe’s and Jimmie Johnson partnership

Lowe’s partnered with Jimmie Johnson when he was nobody back in 2001. During his time at Hendrick Motorsports, Johnson was touted to be the next big thing and he did come true on the prophecy by Jeff Gordon at that time. Since then the No.48 car saw Lowe’s run on the front at every race from 2001 to 2018. While Johnson got his hands on seven Cup Series championships, Lowe’s also became the most successful sponsor in winning 85 races.

It can be said that it was Lowe’s who won the lottery by sponsor Jimmie Johnson. Although, it’s not the most impactful sponsor we have seen in NASCAR’s history but surely one of the most successful ones. “I’ll always be grateful to Lowe’s for taking a chance on me and believing that I could win. I’m not sure where I’d be right now if they hadn’t committed to the No. 48 team.” Johnson said after the iconic partnership ended in 2018.

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For all their preparations and overhaul, the LMC team will now be hoping for a positive outcome from their 2024 Cup Series campaign.

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Written by:

Chintan Devgania

290Articles

One take at a time

It was the Fast & Furious movies that acted as my gateway to the world of cars and motorsports. Later, as I completed my undergrad in Journalism, I learned how to channel my thoughts and opinions, which only helped me kick-start my career as a sportswriter. Having written multiple copies for the Scottish Daily, I am now looking to expand and contribute at EssentiallySports as a NASCAR writer, informing, enlightening, and entertaining the fans with my stories.
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Edited by:

Abhishek Ramesh

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