April 20, 2022

Wendy’s cooks up a new racing partnership

SBJ Atlas

Wendy’s cooks up a new racing partnership

On Monday, Wendy’s agreed to a primary sponsorship with Beard Motorsports and driver Noah Grigson for this weekend’s GEICO 500 at Talladega, marking the QSR company’s first foray into motorsports in 20 years. Wendy’s was recently seen activating heavily on airways during the NCAA Tournament last month and has been partnering with Twitch streamers since ’20 for various promotions. Their most recent escapade into the esports space came in ’21 via a collaboration with Uber Eats called “Newb School,” where customers who spent $20 or more from Wendy’s on the Uber Eats platform would gain access to lectures by famous streamers for popular video games. To learn more about the types of partnerships brands like Wendy’s are targeting, request a demo with SBJ Atlas. 

Wendy's has been out of the motorsports game for nearly 20 years until they added a new sponsorship this past Monday.