What's Happening?
Front Row Motorsports (FRM) has announced a multi-year sponsorship extension with Aaron's Rent-to-Own, a leading provider of rent-to-own and retail purchase solutions. This partnership will see Aaron's continue
its support of FRM through the 2027 NASCAR Cup Series campaign. Aaron's, headquartered in Atlanta, initially joined forces with FRM at the beginning of the 2025 season. The sponsorship will expand its presence on the No. 38 Ford Mustang Dark Horse, driven by Zane Smith, to a total of 11 events in 2026. Aaron's had previously adorned FRM entries in nine NASCAR Cup Series events in 2025, achieving a best finish of seventh at EchoPark Speedway. Cory Miller, CEO of The Aaron's Company, expressed excitement about the extended partnership, emphasizing the brand's commitment to connecting with NASCAR fans and supporting Zane Smith and the No. 38 team.
Why It's Important?
The extended sponsorship deal between Aaron's and Front Row Motorsports is significant for both parties. For Aaron's, it strengthens its brand presence in the NASCAR community, allowing it to reach a broad audience of racing fans across the country. This partnership aligns with Aaron's strategy to enhance its market visibility and reinforce its commitment to providing accessible rent-to-own solutions. For Front Row Motorsports, the sponsorship provides financial support and stability, enabling the team to focus on competitive performance in the NASCAR Cup Series. Zane Smith, the driver of the No. 38 Ford Mustang, benefits from the continued backing, which can contribute to improved race results and potential victories. The collaboration highlights the symbiotic relationship between sports teams and corporate sponsors, where both parties gain exposure and support.
What's Next?
Aaron's will kick off its 2026 sponsorship campaign with the second race of the season at EchoPark Speedway on February 22. The No. 38 Ford Mustang will participate in several key races, including events at Circuit of The Americas, Phoenix, Bristol, Talladega, Michigan, Richmond, Daytona, and the Charlotte ROVAL. Zane Smith and the FRM team are optimistic about the upcoming season, aiming to leverage the expanded sponsorship to achieve better race results and potentially secure victories. The partnership is expected to enhance the team's performance and visibility in the NASCAR Cup Series, with Aaron's branding prominently featured on the race car.
