Lance Crackers and Briscoe Team Up for NASCAR Cup Series

Joe Gibbs Racing (JGR) and Lance®, America’s #1 sandwich cracker brand, will jump into the NASCAR Cup Series as primary sponsor on Chase Briscoe’s No. 19 Toyota Camry XSE next weekend at Bristol Motor Speedway.

Lance will continue to have associate placement on the No. 19 throughout the 2026 season. Their step up to the Cup Series comes after being the primary partner on Briscoe’s No. 19 in the NASCAR O’Reilly Auto Parts Series race at Charlotte Motor Speedway last season.

Founded in Charlotte in 1913 and still proudly made there, Lance is the official snack for the Charlotte-area based team. Rooted in its passion for fueling fans’ cravings, Lance brings bold energy to race day and beyond with deliciously satisfying snacks while continuing to innovate with exciting, flavor-forward offerings.

“Lance is proud to partner with Joe Gibbs Racing again this season,” says Chris Hood, Director of Marketing, Lance. “Our shared commitment to authenticity, grit, and passion drives everything we do. Together, we’re continuing to fuel race day and beyond with bold flavors and high-energy moments that bring fans together.”

“I’m excited to have Lance on our Cup Series Toyota next week,” Briscoe said. “They are such a great family brand and it will be really cool to have their colors on our car. Bristol was a great track for the team last year and we’re all really looking forward to enjoying their new Spicy Pimento Cheese flavored sandwich crackers during the weekend.”

Fans can watch the No. 19 Lance Toyota Camry on track at Bristol Motor Speedway on Sunday, April 12 at 3 p.m. ET on Fox Sports 1.

The partnership between JGR and Lance is part of a larger initiative between The Campbell’s Company and Harris Blitzer Sports & Entertainment (HBSE) announced in October of 2024. This unique partnership brings fans even closer to some of Campbell’s most popular brands through an array of different sports and entertainment experiences. Joe Gibbs Racing PR