FRM’s sole retained driver’s sponsor returns for a “bigger” program amid major NASCAR lawsuit breakthrough

Front Row Motorsports (FRM) has gained significant momentum heading into the 2025 season with their retained driver Todd Gilliand's extended sponsorship with the primary sponsor and adding a third charter amid the ongoing antitrust lawsuit with NASCAR. FRM and 23XI Racing secured a major win in the ongoing antitrust lawsuit with NASCAR last week on December 19, 2024. But a few days later, the judge rejected 23XI Racing's charter deal with Stewart Haas Racing (SHR).

NASCAR reporter Kelly Crandall recently revealed that Denny Hamlin's co-owned team has to file the request again as they were not included in the original filing. Also, Judge Bell denied NASCAR's motion to dismiss the case and forced the Stock Car Association to approve Front Row Motorsport's charter deal with SHR.

23XI Racing team will run as a two-charter team, while FRM will run three charters in the 2025 Cup Series season. Bob Jenkin's team has only one retained driver and traded Michael McDowell to Spire Motorsports for Noah Gragson. Additionally, Gilliand has extended his partnership with his primary sponsor, Grillo's Pickles, for his #38 Ford Mustang Darkhorse.

Reflecting upon the great response by fans in the 2024 season, Grillo's Pickles decided to sponsor Gilliand for three races in the next season. The races include Pocono Raceway, New Hampshire Motor Speedway, and Chicago Street Race. Gilliand's pickle-themed car is on the way to becoming one of NASCAR's most popular schemes.

“We are excited to extend our partnership with Todd and Marissa Gilliland and Front Row Motorsports. Todd and the Front Row Team have been amazing partners to encourage Grillo’s Pickles and NASCAR fans to Chill Out and Eat a Pickle. We can’t wait to go bigger and better with this program next year with a great slate of races,” said Adam Kaufman, President and CEO of Grillo’s Pickles. (via Jayski.com)

The pickle company first sponsored the #38 Ford Mustang Darkhorse driver during the 2024 season, introducing Sam Sam the pickle man, and his journey to become the “World’s Most Interesting Pickle.”

Pickle company began its campaign with FRM's driver Todd Gilliand in New Hampshire

In June 2024, Grillo's Pickles announced an exciting partnership with Front Row Motorsports driver Todd Gilliand, unveiling a new look for his car. The pickle company sponsored Gilliand for three races in the 2024 season, starting at the New Hampshire Motor Speedway, followed by Michigan and Daytona International Speedway.

The pickle company was started in 2008 in Boston Common and follows the 100-year-old family recipe for their pickles. Grillo's Pickles began selling their pickles out of a Cutlass Supreme and then moved to a Pickle Cart. Since then, the company has grown to national grocery distribution.

They introduced their mascot, Sam Sam the Pickle Man, with a green and white color scheme on Gilliand's car. The mascot began his journey to become the "World's Most Interesting Pickle" with FRM. Gilliand kicked off the race in 16th place and ended the New Hampshire race in 12th place on the grid.