For the seventh consecutive year, Bimbo Bakeries USA (BBU) is proud to continue our NASCAR partnership with Kroger Racing. In 2025, we're expanding our presence by teaming up with Roush Fenway Keselowski (RFK) Racing and BAM Marketing for an exciting season ahead!
With NASCAR's passionate fan base (ranking number one in fan loyalty across all major sports), BBU is capitalizing on the power of sports marketing. In 2025, we are strategically prioritizing Thomas’, Entenmann’s and Sara Lee as the core focus, showcasing these iconic brands through prominent "paint-outs" on the racecar for millions of fans to see.
This year, Kroger moved its primary sponsorship to Roush Fenway Keselowski (RFK) Racing. Kroger and our brands will appear across the RFK Racing cars of Brad Keselowski, Chris Buescher and Ryan Preece throughout the season. Having multiple drivers for marketing strategies both in stores and within merchandising initiatives is going to be what fuels further success in 2025.
“We’re thrilled to continue our collaboration with Kroger Racing and excited by the new partnership with RFK racing and drivers Brad Keselowski, Chris Buescher and Ryan Preece,” said Ken Gronholm, Sr. Director, Customers. “Together, we’re united in our commitment to excellence both on and off the track and look forward to creating more unforgettable moments for fans.”
Keep up with the primary BBU-branded cars throughout the season:
- Thomas’ Bagels: Phoenix Raceway, Sunday, March 9
- Sara Lee Half Loaf: Texas Motor Superspeedway, Sunday, May 4
- Entenmann’s Little Bites: Daytona International Speedway, Sunday, August 23
- Sara Lee Artesano Buns: Talladega Superspeedway, Sunday, October 19
Watch the races on FOX and FS1!
