Guns and Gasoline, Driver Ty Dillon Represents Daniel Defense in Daytona
When Ty Dillon roared onto the hallowed grounds at Daytona earlier this year, he wasn’t just out there representing three generations of drivers as part of his grandpa, Richard Childress’ NASCAR Xfinity Series team.
Dillon was giving one of Georgia’s premier firearm manufacturers, Daniel Defense, their shot at putting their brand in front of millions of fans watching the NASCAR star’s race to glory. The first of a series of associate sponsorships for the rapidly growing firearms manufacturer, that trip around Daytona marked the first time the Daniel Defense logo would appear on the storied No. 3 Chevrolet.
“I’ve always been a competitive person, and the competitive nature of NASCAR was one of the initial draws for me,” said Daniel Defense Executive VP/CMO Cindy Daniel. “NASCAR is one of the longest running sports in the U.S. and has a large following. I felt that these considerations made Richard Childress Racing (RCR) a great fit for our brand.”
“We’re proud to partner with an organization that does not shy away from freedom and firearms.” As Daniel puts it, the folks that love and follow stock car racing, tend to value their rights and their liberties.
In addition to the Daniel Defense logo appearing on the car as an associate for 16 events, the brand will also be represented as a primary sponsor during three XFINITY Series races. According to Daniel, this is just the start of a full-scale marketing campaign that will make Daniel Defense a household name among race fans.
“It took a couple of years for us to get involved with NASCAR, and we’re starting with a small step,” she said. “We haven’t yet made the big jump into the Monster Energy NASCAR Cup Series, but it’s definitely something that we are interested in exploring.”
Daniel Defense has also found a kindred spirit in Hall of Fame team owner Richard Childress, who also serves as First Vice President for the National Rifle Association. “I got to know him through our involvement with the National Rifle Association. Our shared core values and specifically, a commitment to the Second Amendment, has shaped the relationship we have today.”
A foray into team sponsorship in the XFINITY Series might just be the company dipping its toes into the water, but you can’t get much of a better first taste than putting your name on the legendary No. 3 Chevrolet.
“RCR has owned the No. 3 Chevrolet for a long time, and it has always been associated with the legendary Earnhardt name,” said Daniel. “Mr. Childress brought this number back for his grandsons as they started their careers in the big leagues of NASCAR, and it was an honor for our name to be on that car. Ty Dillon is driving the No. 3 car that features our Daniel Defense brand in the XFINITY Series, and Austin Dillon currently drives the No. 3 Chevy in the Monster Energy NASCAR Cup Series races. We admire both of the Dillon brothers and are proud to be associated with the RCR team.”
Daniel Defense is no stranger to the big leagues either, having seen enormous growth since starting with the vision of Marty Daniel, Cindy’s husband, in 2001. With an impressive 10 years in a row that have seen 100 percent revenue growth and a few hat-tips from Inc. Magazine’s Top 5000 List, their first foray into national media exposure with RCR seems like a natural next step for a company poised for its next stage of growth.