When it made its entry into the NASCAR Cup Series last year, Trackhouse Racing set out with a mission of not only competing at the highest level of stock car racing, but also to redefine what a race team is and the reach it can have beyond the garage area. That reach continues in 2022, as Trackhouse has welcomed one of the most prominent and influential figures in mixed martial arts into their ranks.
On Tuesday, Trackhouse Entertainment Group announced a marketing partnership with UFC President Dana White, described as an alliance "to create growth for both entities and alignment on common initiatives in sports, entertainment and sponsorships." The first collaboration in the partnership will come in this weekend's Busch Light Clash at the L.A. Coliseum, as White's Howler Head Kentucky Straight Bourbon Whiskey brand will sponsor Trackhouse's No. 1 Chevrolet driven by Ross Chastain.
White becomes the latest entertainment figure outside of the NASCAR world to align himself with Trackhouse Racing. The team is co-owned by former NASCAR driver and businessman Justin Marks alongside entertainer Pitbull, and Trackhouse Entertainment Group recently announced a sponsorship of PGA golfer James Hahn.
"I love the vision that Justin Marks has for Trackhouse," White said in a team press release. "I'm excited to be a part of it and my two favorite things are fast cars and Howler Head. I'm so excited that we'll be making our first NASCAR appearance this weekend. This is an absolute badass car, and I can't wait to see it compete on the track at the Coliseum on Sunday."
"Partnering with someone like Dana is what this Trackhouse mission is all about," Marks said. "We want to transcend our sport, work with innovative minds and powerful brands, and Dana White, along with Howler Head and UFC exemplify that. Dana's influence, vision, and passion is inspiring and I'm looking forward to working with him on amplifying both our brands and hopefully along the way, learning from him as well."
As it expands its brand beyond NASCAR, Trackhouse Racing has concurrently expanded its presence in NASCAR after purchasing the stock car racing arm of Chip Ganassi Racing. Trackhouse has expanded from one to two cars for 2022, with Ross Chastain's No. 1 joining the existing No. 99 team and driver Daniel Suarez.