2023 was a year to be forgotten for Gene Haas after a dismal season with his F1 venture resulted in the sacking of beloved team principal Guenther Steiner. But it was equally unfortunate, if not worse, for the venture with his American partner in crime, Tony Stewart. Not only did Stewart-Haas Racing fail to deliver a competent machine for Kevin Harvick’s final season, but the outcome was equally disappointing in terms of their sponsorship situation.

Stewart-Haas Racing’s sponsorship arrangements began to crumble when Busch Light decided to pull the plug on their relationship with the team earlier this season but newcomer Josh Berry has been quite a valuable asset for bringing in new sponsors, and only a few weeks after SunnyD announced their partnership with Berry, another American outfit has come forward to announce their support toward the #4’s 2024 campaign.

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After Busch Light’s departure, when Hunt Brothers Pizza also switched sides to Joey Logano and Team Penske, Tony Stewart and his team’s options for 2024 were looking slim. In recent photo shoots, the team’s equipment still remains largely vacant in spots that would otherwise be occupied by sponsor logos. Amidst all the chaos, however, when SunnyD announced plans to stick with Josh Berry for 2024, SHR fans were delighted to have some uncertainty over the 2024 season washed away.

Adding to the easing sponsorship tensions, Josh Berry’s sponsor from his days with JR Motorsports made good on their word earlier last year that they would continue their relationship at SHR as well. Harrison’s, the renowned family-owned footwear and clothing company from Spartanburg, South Carolina, will serve as Berry’s primary sponsor for two races, both at the Atlanta Motor Speedway in February and the famed All-Star Weekend at North Wilkesboro in May.

The manufacturing leaders of Carhartt and Ariat workwear in the States aim to extend their support to Berry and SHR in their time of need throughout the coming year, and this deal is a much-needed surprise that will turn attention away from Noah Gragson’s sponsorship drought. With the new backing, at least the #4 Mustang Dark Horse will have ample time to get up to speed, without the pressure of finding sponsors slowing them down.

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While SunnyD’s involvement means Berry’s primary sponsorship is done and dusted, it’s his prior relationship with Harrison’s in the Xfinity Series that could be the key to making a bigger partnership in the future.

Will Berry and Harrison’s partnership kick-start something bigger for Stewart-Haas Racing?

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Speaking about Berry’s success with Harrison’s in the Xfinity Series, the future star of Stewart-Haas Racing shared in a statement, “After racing against other Late Models with Harrison’s name on them, it was an honor to represent Harrison’s in the NASCAR Xfinity Series,” Berry said. “We were able to win in our first year together. The Harrison family believed in me then and it’s incredibly heartwarming to have their continued support now at Stewart-Haas.”

Not only will Berry aim to bring in the rookie-of-the-year award for himself and SHR, but being able to give back to a sponsor that’s always backed him would mean the world to the 33-year-old. Danny Harrison, the same man who had earlier teased SHR fans with the prospect of his company sponsoring Berry, shared, “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.”

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With only a few weeks remaining before the 2024 season kicks off at the non-points scoring weekend at the Busch Light Clash at the Coliseum, can Noah Gragson follow in Berry’s footsteps to bring in much-needed sponsorship? And can Berry prove to be a promising prospect for those who have extended their support?