FRM’s sponsor commits through 2026 despite legal tensions with NASCAR

Front Row Motorsports (FRM) on Friday (November 14) announced that Grillo’s Pickles has renewed and expanded its relationship with the team as a part of a multi-race deal for the 2026 Cup Series season despite their ongoing legal tensions and lawsuit with NASCAR.

Grillo’s Pickles, a favorite sponsor amongst fans, will continue its role as the primary sponsor while increasing its presence on Todd Gilliand’s #34 Ford Mustang Dark Horse in a total of four races, starting in the second 2026 Cup Series race at Atlanta Motor Speedway in February.

The fan-favorite green and white “Pickle Car” paint scheme will return to adorn the #34 FRM car at the Coca-Cola 600 at Charlotte Motor Speedway (May 24), followed by the inaugural event at Naval Base Coronado (June 21) and the final race at Daytona International Speedway (August 29).

In a team release, Mark Luker, the Chief Marketing Officer at Grillo’s Pickles, said that he is excited and looking forward to extending their partnership with FRM. Here’s what Luker said:

“Todd and the FRM team match our passion for shaking things up. Our goal is always to bring some unexpected fun to race day. Seeing the fans lean into the brand has been incredible, and we’re excited to continue to grow our partnership with Todd and Marissa, both on and off the track.”

Bob and Brad Jenkins’ Front Row Motorsports, alongside Denny Hamlin and Michael Jordan’s 23XI Racing, are currently involved in a major antitrust lawsuit against NASCAR since October 2024. The lawsuit challenges the terms of the new 2025-2031 charter agreement, which the two teams refused to sign.

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“One of the most recognizable paint schemes on the track”: FRM’s Todd Gilliland on extension with Pickle company

Grillo’s Pickles will work as the primary sponsor with FRM for the third consecutive season after sponsoring Gilliland in a total of nine races so far.

In a team release, Gilliland said:

“It’s without a doubt that Grillo’s Pickles has one of the most recognizable paint schemes on the track—the fans absolutely love it. They’ve brought a ton of energy to our race program and some incredible creativity with their paint schemes, especially the Snoeman and Hot Pickle cars. Our partnership has really grown into a friendship, and that’s something special to me. Grillo’s Pickles has made its mark within the NASCAR community, and I’m proud to have contributed to that and continue to be a part of it.”

In addition to Gilliland’s sponsorship, Grillo’s Pickles also serves as the primary sponsor for Noah Gragson in the Jack Link's 500 at the Talladega Superspeedway on April 26.

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Edited by Yash Soni