Partnerships with Texas-based corporations are a key business strategy to the success of Texas Motor Speedway’s NASCAR weekend and events throughout the year. Photo credit: Getty Images/Texas Motor Speedway.

Courtesy of TMS Media Relations

FORT WORTH, Texas – Texas Motor Speedway (TMS) welcomes 19 state-affiliated primary partners for the 2025 season that provide everything ranging from powering fan appetites to the custom cowboy hats presented to the NASCAR national series winners of the May 2-4 WÜRTH 400 presented by LIQUI MOLY tripleheader

The group is highlighted by five companies – Ben E. Keith, Coca-Cola Southwest Beverages, Chevrolet, Interstate Batteries and Professional Turf Products – that have a 29-year partnership with the Fort Worth motorsports facility dating to its debut season in 1997.

Ben E. Keith and Coca-Cola Southwest Beverages, both based in Fort Worth, are perhaps the most recognizable to race fans and their cravings. Ben E. Keith is the food supplier to Levy Restaurants, which provides the bulk of concession items during race weekend as well as the food options to The Speedway Club and luxury suites. Coca-Cola Southwest Beverages is the distributor of fans’ favorite Coca-Cola drinks in all of those areas.

Chevrolet may be a global auto manufacturing brand, but the Arlington Assembly facility produces the Chevrolet Tahoe and Suburban; GMC Yukon and Yukon XL; and Cadillac Escalade and Escalade-V. It is also home to every new full-size ICE-powered SUV in GM’s product lineup sold worldwide. Chevrolet, the Official Vehicle of TMS, provides the pace and driver parade vehicles for race weekends, staff vehicles and has prominent track signage.

Professional Turf Products, out of Euless, provides lawnmowers and other equipment to maintain the well-manicured speedway ballfield between the frontstretch and pit lane. Interstate Batteries began its relationship as the entitlement partner of the inaugural NASCAR Cup Series event in 1997 – the Interstate Batteries 500 – and has continued with a show car program and a track signage presence ever since.

Newcomers The Original Roy Hutchins Barbeque and Vilore, along with Yesway, join Ben E. Keith and Coca-Cola Southwest Beverages in satisfying the fan food and beverage experience during the race weekend. Hutchins BBQ, in nearby Trophy Club, will become the new tenant of the TMS Infield Café this year and provide mouthwatering Texas barbeque favorites right on site. The café is located in front of the infield media center between the two NASCAR garages.

Vilore Foods, the San Antonio-based parent company of La Costeña Foods, will be integrated with Levy Restaurants in creating food pairings for the fiesta-scheduled theme during the WÜRTH 400 presented by LIQUI MOLY weekend. Yesway, the Fort Worth-based parent company of Allsup’s Convenience Stores, has been a partner since 2023 with an Allsup’s Grab & Go store – the first of its kind for the company – on the main concourse and track signage.

Another popular company in the food industry – Raising Cane’s from Plano – has been a partner since 2022 and brings the excitement and energy to race weekends through dynamic activations that TMS fans have come to love. Their presence adds to the overall experience, creating memorable moments for attendees of all ages. Beyond race weekends, Raising Cane’s maintains a consistent and impactful presence throughout the year, playing a key role in major events and helping elevate the fan experience at every turn.

Outside of food and beverage, perhaps the most identifiable partner to fans is the American Hat Company from Bowie. A partner since 2023, American Hat Company has continued the tradition of providing a custom cowboy hat to the major TMS race winners in the SpeedyCash.com Victory Lane, including the NASCAR Cup Series, Xfinity Series and CRAFTSMAN Truck Series drivers competing in the WÜRTH 400 presented by LIQUI MOLY tripleheader.

Heavy equipment companies are prevalent among the partner group, with four of the 19 coming from that industry.

Niece Equipment was the first to come aboard in 2016.  The Fort Worth company provides all of the speedway’s water trucks, both from a competition aspect as well as watering the grass on property. Niece Equipment also uses its partnership as a major customer hospitality asset.

Zimmerer Kubota and Premier Truck Group arrived a year later. Fort Worth’s Zimmerer Kubota provides tractors to power spectator trams; side-by-sides to move equipment and haul dirt; and heavy equipment to prepare the TMS Dirt Track for its racing events. Premier Truck Group, from Dallas, provides the speedway with wreckers, rollbacks and support at a number of the more than 300 publicly and privately attended special events at TMS outside of the NASCAR weekend. The company also hosts customers in luxury suites at both TMS and NASCAR at COTA, and has utilized The Speedway Club for special events.

Massey Motor Freight was added to the lineup in 2023. The family-owned, Carthage, Texas-based transportation and logistics company is a trusted and reliable national delivery service serving thousands of customers across North America. In addition to hosting partners and guests in their suite, Massey is aligned with Legacy Motor Club and co-owner Jimmie Johnson, who has seven series victories at TMS, seven NASCAR Cup Series championships and was honored with the naming of Jimmie Johnson Winner’s Circle in 2020.

Two state government-related groups in Austin – the Texas Lottery and TXDOT – are also part of the list. The government-operated, state-wide lottery, a partner since 2020, has provided multiple cross-promotional programs including the special TMS scratch-off ticket called “50X Speedway Riches.” The Texas Department of Transportation came aboard two years later to collaborate with TMS on safe driving promotions through direct fan interaction and creative signage like “Leave the Speed at the Racetrack”.

The esteemed list closes with JAG Metals, CoServ and Machinery Auctioneers. Weatherford-based JAG Metals arrived in 2017 and has served as a past entitlement partner of the NASCAR CRAFTSMAN Truck Series race and proud partner of Speedway Children’s Charities – Texas. CoServ, a partner since 2020, is a Denton-based electricity supplier to TMS as well as North Texas. Machinery Auctioneers, from Odessa, has been a partner since 2023 with significant signage throughout the facility.

All will have a presence during the WÜRTH 400 presented by LIQUI MOLY race weekend that will feature a NASCAR national series race each day. The first will be the CRAFTSMAN Truck Series SpeedyCash.com 250 on Friday, May 2, beginning at 7 p.m. CT. The next race will be the Xfinity Series Andy’s Frozen Custard 300 on Saturday, May 3, at 1 p.m. The weekend will culminate with the Cup Series WÜRTH 400 presented by LIQUI MOLY on Sunday, May 4, at 2:30 p.m. Individual tickets and weekend packages are available by visiting www.texasmotorspeedway.com.

Event tickets and camping for the 2025 WÜRTH 400 presented by LIQUI MOLY NASCAR tripleheader weekend are on sale now. Save up to 33 percent with weekend tickets versus purchasing individual tickets, take advantage of interest-free monthly payments, get the best seat selection and more. Click HERE for more information and to buy tickets.

TMS’s current 2025 events calendar includes POWRi Sprint Cars (March 28-29), Pate Swap Meet (April 24-27), Goodguys LMC Truck Spring Lone Star Nationals (April 25-26), Kubota High Limit Racing (May 1 and 3 at the TMS Dirt Track), WÜRTH 400 presented by LIQUI MOLY NASCAR tripleheader weekend (May 2-4), C10 Nationals (May 9-10), Holley LS Fest Texas (May 16-17), Bandas y Trocas (May 24), Solar Car Challenge (July 17-23), Goodguys Summit Racing Lone Star Nationals (Sept. 26-28), Texas World Dirt Track Championship (Oct. 3-4 at the TMS Dirt Track), October Truck Madness (Oct. 11), Kubota High Limit Racing All-In Championship (Oct. 17-18 at the TMS Dirt Track), FuelFest (Oct. 25), POWRi Sprint Cars (Nov. 7-8 at the TMS Dirt Track) and Xtreme Xperience (Dec. 11-14)