Kroger could be on the move in NASCAR after this year as part of a shakeup at JTG Daugherty Racing, with the potential of America’s largest supermarket chain switching to a new team in 2025, according to people familiar with the matter.

While terms of Kroger’s deal with JTG are unclear, half a dozen industry execs have identified Kroger as a sponsor that could be on the move next year as part of a possible shakeup in JTG’s ownership group.

[JTG Owner Tad] Geschickter also runs his Brand Activation Maximizer agency, and in 2022 it started working with Joe Gibbs Racing. The arrangement raised eyebrows in the NASCAR garage because it involved an owner of a Chevrolet-aligned team helping sell sponsorship for a Toyota-aligned outfit.

Since this most recent offseason, however, industry sources have identified Joe Gibbs Racing as a possible destination for Kroger in 2025 in a move that could bring Geschickter along with it. That has coincided with subtle moves made since last season that have also seemed to suggest that Kroger Racing could split from its longtime relationship with the JTG.


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