Richard Childress Racing has been making tons of headlines this season. Remember the NASCAR’s $1 Million In-Season Championship? It was Richard Childress’ grandson, Ty Dillon, who gave the NASCAR community a glimpse of his personality. After edging out the No. 1 seed, Denny Hamlin, and the rest of the field to reach the finale, Dillon really put his best foot forward. Even though he did not bag the $1 million, Dillon definitely made quite the impression. And this would not be possible without one of his primary sponsors, who have fueled his racing on track.

For Mark Frisch, it didn’t take years of watching from the sidelines to fall for NASCAR, just a single weekend. One race, one walk through Road and the garage, and he was hooked. Frisch, executive vice president of Jacksonville’s family-owned Beaver Street Fisheries, took his toes into the sport last year by backing Kaulig Racing’s No. 10 entry with their Sea Best brand at Texas Motor Speedway.

That one turned into something more. Frisch admitted, “I got the bug. There is something about going to the race. I meet a lot of people who aren’t NASCAR fans, but are sports fans, and what I tell them is, ‘Come to a race and get an appreciation for the sport itself. It’s not just cars going in a circle.’ And then when you’re lucky enough to be in the garage and hauler, you get the bug. Texas was a big (bug) bite.”

Mark didn’t just nibble on the bug bite; he went all in, signing a 20-race deal for this season, with the last races at Charlotte and Phoenix this year. Behind the wheel, Ty Dillon sits 32nd in points with top 15 finishes across 31 starts.

What began as casual talks with Kaulig Racing in March 2024 for a single race balloon turned into something much bigger by fall, a 20-race campaign. Sea Best’s name has since ridden Dillon’s car through some of NASCAR’s biggest stages – Darlington, Talladega, Chicago, Indianapolis, and the same showdown at Daytona.

It’s not all business, though. The day before the Daytona, Dillon stopped by Beaver Street Fisheries’ headquarters, where employees posed for selfies and sat down for a Q&A session led by Mark Frisch himself.

For Frisch, that moment captured the spirit of the partnership. He said, “To have Ty meet our entire team and have them see the person behind the race car who drives our Sea Best car around the track, it lets them be a part of this. Ty resembles our company: Tenacious, gritty, going out and fighting hard every single weekend.”

Kaulig Racing alone lists 29 partners on its roster, and for Beaver Street Fisheries, that presence came with a seven-figure price tag for the 20 races. Looking ahead, Frisch expects Sea Best’s 2026 schedule to slim down, but with more muscle behind fan and customer engagement, thinks an on-site food truck rolling out Sea Best samples at the track.

That visibility matters. Frisch admitted just hours before Dillon paced the field for nine laps at Daytona before coming home 22nd. He said, “Anytime there is good TV time. Ty has gotten a lot of that for sure. If he’s in the top half of the field, that’s very good.”

But amid all the sponsorship deals, Ty Dillon’s grandfather has been making headlines recently. The 80-year-old NASCAR team owner and NASCAR veteran has been rumored to hang up his helmet. With his other grandson, Austin Dillon, taking over some responsibilities within the RCR team, many assume that he will be next in line.

However, that rumor hasn’t turned out to be true; Richard Childress is still in the race, and the NASCAR community is fuming as the rumors get shut down. But currently, as the Cup garage heads to its Round of 12 finale, Sea Best and Ty Dillon have something up their sleeve.

Sea Best and Ty Dillon are set to put their best foot forward at Charlotte ROVAL

Sea Best is diving into the NASCAR action in a big way this weekend, serving as the primary sponsor for Ty Dillon’s No. 10 Chevrolet at Charlotte Motor Speedway Roval. Partnering with Kaulig Racing, Sea Best isn’t just bringing bold branding to the track; they are bringing heart.

In honor of Breast Cancer Awareness Month, the No. 10 car will sport a striking pink paint scheme designed to spark awareness and celebrate those affected by the disease. The car’s decklid will be covered with the names of Sea Best employees and their loved ones who have battled breast cancer in a moving tribute ride at high speed.

And Sea Best is backing up its commitment with action. They will be donating $10,000 to the Donna Deegan Foundation to support breast cancer education and awareness. Even better, they will match any donations made by employees, doubling down on the impact.

Behind the wheel, Ty Dillon is ready to tackle the ROVAL for his sixth career NASCAR Cup Series start at Charlotte’s hybrid road course. He has already led five laps there and earned a best finish of 15th in 2019. With a strong team behind him, including road course expert AJ Allmendinger, Dillon is looking to push for a breakthrough performance.

Dillon said, “I loved being in our backyard in Charlotte. My teammate, AJ, I think this is one of his best tracks, and he dominates every time we go to the ROVAL. He’s been a huge help to me. He made a huge list of notes trying to help me up my game for this track. Even before being a teammate with AJ, I felt this was a track I had confidence. I’ve had some solid runs, and I think working with AJ and trying to improve on the road courses is something I look forward to. I always look forward to challenges. Hopefully, we can carry the momentum from Kansas into Charlotte this weekend at home and have a great weekend at the ROVAL.” 

Carrying momentum from Kansas and fueled by purpose, Dillon and Sea Best are set for a meaningful and memorable run at the ROVAL.