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Richard Childress Racing and Boot Barn Announce Multi-Race Partnership

Austin Dillon to Race No. 3 Boot Barn Chevrolet in Select NASCAR Cup Series Races in 2024, beginning with Pocono Raceway on July 14th

WELCOME, N.C. (March 22, 2024) – Boot Barn, the largest western and work wear retailer in the nation, is partnering with legendary NASCAR team Richard Childress Racing for a dynamic partnership that includes both primary and associate sponsorship on the No. 3 Boot Barn Chevrolet and unique content creation with driver Austin Dillon.

“Richard Childress, Austin Dillon and the entire Richard Childress Racing team embody the essence of the American cowboy and the pioneering spirit at the core of Boot Barn’s mission,” said Stephen Loscko, sr. director of marketing for Boot Barn. “Their commitment to hard work gives them an edge in their industry. We’re looking forward to working closely with the RCR team to create engaging, strategic content, as well as seeing the No. 3 Boot Barn Chevrolet on the track.”

Dillon, a two-time NASCAR Champion and the 2018 Daytona 500 Champion, supports the Western traditions that resonates with Boot Barn’s core customer base. He is the general manager of the Carolina Cowboys, a professional bull riding team in the PBR Teams Series based in Greensboro, North Carolina, and has been a fan of the Western lifestyle since his youth.

“It’s an honor to be able to represent Boot Barn, both on the track and in my day-to-day life,” said Dillon. “Boot Barn is a staunch supporter of the western lifestyle, and I’m looking forward to expanding our relationship while creating engaging content for fans.”

RCR and Boot Barn will work together to ideate and craft unique content campaigns, including a cross-collaboration between Dillon and PRCA bareback rider and rodeo star Rocker Steiner.

“RCR and Boot Barn share an inspirational vision of supporting their local communities and those who feed America, build America and protect America,” said Torrey Galida, president of RCR. “Our teams are looking forward to working together to highlight our shared values and showcase Boot Barn’s broad selection of cowboy boots and western wear to NASCAR fans.”

Dillon will debut the No. 3 Boot Barn Chevrolet in the NASCAR Cup Series race at Pocono Raceway on Sunday, July 14 for the first of Boot Barn’s multi-race primaries with RCR. The race airs live on the USA Network beginning at 2:30 p.m. ET.