Front Row Motorsports will take the green flag on the 2013 season with another new partner. Love's Travel Stops will sponsor Front Row Motorsports for three NASCAR Sprint Cup Series races, beginning with the season-opening Daytona 500. The travel center's colors will adorn David Gilliland's No. 38 Ford for the "Great American Race" at Daytona this month, David Ragan's No. 34 Ford at Texas Motor Speedway in April, and a third race to be determined.
Love's Travel Stops, based in Oklahoma City, Okla., is family-owned and operated with more than 290 locations in 39 states and is currently ranked No. 7 on Forbes' list of America's Largest Private Companies.
"The partnership with Front Row Motorsports is an exciting one, and NASCAR is a great place to showcase our brand and introduce our new loyalty platform," said Dave Frankenfield, Love's director of marketing. "Love's is known for highly visible locations and friendly team members who serve drivers on the road 24 hours a day, seven days a week across the country, and now we're rolling out a new rewards program. Many of our customers are passionate race fans, and so are we. We look forward to cheering on the Love's MyLoveRewards car as it crosses the finish line."
Team owner Bob Jenkins sees the pairing of Front Row Motorsports and Love's as a natural partnership.
"Everybody knows that NASCAR fans are the most brand-loyal fans in the world," Jenkins said. "With Love's Travel Stops all over the country, it makes for a pretty easy decision for race fans to choose where they're going to stop for their fuel and convenience items. We're pretty happy that Love's sees the value in our team in how we can connect them with NASCAR's fan base."
The Feb. 24 Daytona 500 will draw extra attention this year, with the race being the first to showcase the new "Gen-6" car of the Sprint Cup Series. The remodeled cars, including Ford's Fusions, feature several unique changes, including a look more representative of production models seen on the street.