Charlotte-based Lance Crackers is the official snack of JGR Driver Chase Briscoe and the No. 19 Cup Series Car
HUNTERSVILLE, N.C. (Jan. 28, 2025) – Joe Gibbs Racing (JGR) and Lance®, America’s #1 sandwich cracker brand, announced their official partnership today. As part of the collaboration, Lance will be featured as a full-season associate sponsor prominently displayed on the C-post of Chase Briscoe’s No. 19 Toyota Camry XSE in the NASCAR Cup Series and the primary sponsor of Briscoe’s No. 19 Toyota GR Supra for the NASCAR Xfinity Series race at Charlotte Motor Speedway on Saturday, May 24.
Founded in Charlotte in 1913 and still proudly made there, Lance will expand its reach to NASCAR fans in 2025 as the official snack for the for the Charlotte-area based team. Lance and Joe Gibbs Racing aims to create meaningful connections for fans by bringing together two household—and Charlotte—favorites: the sport of NASCAR and Lance sandwich crackers. Through the partnership, fans will have the opportunity to experience both brands through exciting new at-track activations, on-car branding, in-store promotions, and social media content across Lance and JGR social channels.
“Much like Joe Gibbs Racing, Lance is a brand that is always on the lookout for new ways to fuel our fans’ cravings and passions,” said Danielle Brown, Vice President, Cracker, Campbell’s Snacks. “Our partnership with JGR and Chase Briscoe celebrates our Charlotte roots while delivering new experiences for both NASCAR enthusiasts and Lance snackers.”
“Having Lance crackers on board this season is really exciting,” Briscoe said. “I feel like their brand fits perfectly with our team and our sport and even my family since we are always on the go. I’m looking forward to representing them on and off the track in 2025.”
The partnership between JGR and Lance is part of a larger initiative between The Campbell’s Company and Harris Blitzer Sports & Entertainment (HBSE) announced last October. This unique partnership brings fans even closer to some of Campbell’s most popular brands through an array of different sports and entertainment experiences.
About Joe Gibbs Racing:
Joe Gibbs Racing (JGR) is one of the premier organizations in NASCAR with four NASCAR Cup Series teams, four NASCAR Xfinity Series teams, an ARCA Series team, and a driver development program. JGR is based in Huntersville, N.C., and owned by 2020 NASCAR Hall of Fame inductee Joe Gibbs, who also earned his place in the Pro Football Hall of Fame and was named as one of the NFL’s top 10 coaches of all-time with a winning career that included three Super Bowl Championships as head coach of the Washington franchise. JGR has competed in NASCAR since 1992, capturing more than 400 wins over that span. No team has more combined wins across the sport’s three national series in the history of NASCAR. In addition, JGR has won five Cup Series championships along with four Xfinity Series driver championships and six Xfinity Series owner’s championships. The organization also has captured four Daytona 500 titles, considered to be NASCAR’s premier event each season.
About Lance:
For over 110 years, Lance® has been fueling hungry hard workers with its sandwich crackers and cookies. Whether on-the-go or at work, Lance® sandwich crackers help keep you going without getting in your way. Made with freshly baked crackers and tasty ingredients like peanut butter and cheese fillings, Lance® sandwich crackers are available in 17 delicious varieties, including ToastChee®, Toasty®, and Nekot®. For more information about Lance®, please visit www.lance.com and for more about The Campbell’s Company visit www.thecampbellscompany.
Source: Joe Gibbs Racing
