JR Motorsports and Hellmann’s, the number one selling mayonnaise brand, announced today a multi-year extension of their sponsorship that will continue their partnership through the conclusion of the 2026 NASCAR Xfinity Series season. This will mark an incredible 18 consecutive years that the two organizations have been aligned.

The landmark renewal further cements one of the longest and most successful sponsor relationships in NASCAR. Hellmann’s first partnered with JR Motorsports back in 2009 when the race team was just a two-car operation. Now over a decade and a half later, Unilever and its Hellmann’s brand remain JR Motorsports’ longest-tenured partner.

“We are grateful for Unilever and Hellmann’s continued support and partnership,” said Dale Earnhardt Jr., co-owner of JR Motorsports. “They have played a huge role in our organization and our success ever since the early days, both on and off the track. They are a huge component to every part of our company, and we’re looking forward to seeing what the future holds.”

As part of the extension, NASCAR Hall of Famer Dale Earnhardt Jr. will make his much-anticipated return to Bristol Motor Speedway on Friday, September 20th, driving the iconic Hellmann’s-branded No. 88 Chevrolet in his annual Xfinity Series race. Additionally, full-time JRM driver Justin Allgaier will showcase a Hellmann’s primary scheme in six races during the 2024 season with the No. 7 team.

“On behalf of Hellmann’s and Unilever, we’re honored to continue our partnership with JR Motorsports and Dale Earnhardt Jr., and see the Hellmann’s logo around the track for the 2024 season,” said Chris Symmes, Senior Marketing Director for Dressings & Condiments at Unilever North America. “Dale has always been a great supporter of our brand and we’re proud to support him as he returns to the racetrack.”

Earnhardt Jr.’s Bristol start will extend his incredible streak of racing a Unilever-branded car every year since 2009. Last season, he led 47 laps in the Hellmann’s No. 88 at the same event. Meanwhile, Allgaier has continued to find tremendous success with Hellmann’s sponsorship, visiting Victory Lane three times in 2023 with the brand on his car.

The extended Hellmann’s partnership will also see Unilever become a partner of Jr’s. multi-platform media company Dirty Mo Media as they further leverage the relationship for consumer marketing and content opportunities.