Kaulig Racing
Kaulig Racing is a privately held NASCAR team founded in 2016, operating two Cup Series entries and five Craftsman Truck Series entries as Ram's factory team, generating revenue from corporate sponsorships, race prize money, and merchandise for motorsports fans and brand-activation partners.
- Company typePrivate
- Founded2016
- HeadquartersLexington, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Kaulig Racing does
Kaulig Racing is a privately held American professional stock car racing organization founded in 2016 by entrepreneur Matt Kaulig. It competes in the NASCAR Cup Series with two entries (No. 10 driven by Ty Dillon and No. 16 driven by AJ Allmendinger) and in the NASCAR Craftsman Truck Series with five entries (Nos. 10, 12, 14, 16, and a rotating No. 25 Free Agent truck) as the anchor factory team for Ram following the manufacturer's 2026 return to NASCAR. The team operates from a 101–250-employee headquarters at 299 Austin Lane in Lexington, NC, co-located with Richard Childress Racing, and is the only organization in the NASCAR Cup Series that competes without a technical alliance with another Cup team.
The business is built on three revenue streams: sponsorship (primary and associate placements on car hoods, doors, and quarter panels, paired with hospitality, broadcast exposure, and trackside activations), race prize money (Xfinity/Cup/Truck purses plus stage and playoff bonuses), and merchandise sales through shopkauligracing.com and at-track trailers. Major commercial partners include Ram/Stellantis, Grizzly Nicotine Pouches, Celsius, Cummins, Mopar, EchoPark Automotive, Patriot Mobile, DraftKings, and LeafFilter/Leaf Home (the latter being a founder-owned enterprise). Sponsorship packages are custom multi-year contracts negotiated individually with each partner; merchandise is unit-priced apparel and collectibles ($35–$65 for apparel, varied pricing for die-cast vehicles).
Underlying technology is the NASCAR Next Gen car platform with internal combustion engines — Ram 1500 bodies in the Truck Series and Chevrolet bodies in the Cup Series — without proprietary software or AI components disclosed. Distribution flows entirely through NASCAR-sanctioned race events across roughly 36 Cup and 20+ Truck races annually and direct-to-consumer e-commerce. The team augments its race operations with the Ram Free Agent Driver Program (rotating marquee drivers) and broadcast programming such as the FOX/FS1 'Race for the Seat' reality show, positioning Kaulig as a multi-channel motorsports marketing platform serving enterprise sponsors and racing fans.
Kaulig Racing firmographics
Firmographics- Name
- Kaulig Racing
- Legal name
- Kaulig Racing, LLC
- Website
- https://kauligracing.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Kaulig Racing is a privately held NASCAR team founded in 2016, operating two Cup Series entries and five Craftsman Truck Series entries as Ram's factory team, generating revenue from corporate sponsorships, race prize money, and merchandise for motorsports fans and brand-activation partners.
- Ownership category
- akta.pro rank
Kaulig Racing industry classification
Industry- Product category
- Professional Motorsports Racing
- NAICS
- Sports Teams and Clubs (711211)
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB)
- akta.pro secondary industries
- Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.) (MPAKABAB), Motorsports Support & Feeder Series (Developmental Championships) (MPAKAGAH)
Keywords
Where Kaulig Racing is headquartered
LocationHeadquarters
- HQ city
- Lexington
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Kaulig Racing business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Sponsorship Revenue: Corporate sponsors pay for primary and associate sponsorships on race vehicles, providing brand exposure during races and broadcasts. Sponsors receive hood, door, quarter panel, and TV panel placements along with hospitality access.
- Race Prize Money: The team earns prize money based on race finishes, with higher placements earning larger purses. Stage points and playoff bonuses add to potential winnings.
- Merchandise Sales: Direct-to-consumer sales through shopkauligracing.com and at track merchandise trailers, selling driver apparel, die-cast cars, and team merchandise.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Driver Apparel |
| Unit Pricing | Pay-as-you-go | Die-cast Vehicles |
| Other | Multi-year contract | Sponsorship Packages |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Kaulig Racing product offering
Product offeringCore offering
Kaulig Racing is a multi-car NASCAR racing organization that competes in the NASCAR Cup Series (two-car operation with Ty Dillon in the No. 10 and AJ Allmendinger in the No. 16) and the NASCAR Craftsman Truck Series (five-truck Ram fleet with Corey LaJoie, Brenden Queen, Mini Tyrrell, Justin Haley, and a rotating Free Agent entry). The organization sells corporate sponsorships on its race vehicles, distributes team merchandise through shopkauligracing.com and at-track trailers, and operates a rotating Free Agent Driver Program as part of its 2026 expansion with Ram.
Product overview
Kaulig Racing is a multi-car NASCAR racing organization competing in two national series: the NASCAR Cup Series with a two-car team (No. 10 with Ty Dillon, No. 16 with AJ Allmendinger) and the NASCAR Craftsman Truck Series with a five-truck operation in partnership with Ram Trucks (Nos. 10, 12, 14, 16, and the rotating No. 25 Free Agent entry). The organization was founded in 2016 by entrepreneur Matt Kaulig and has grown from a part-time Xfinity Series team into a championship-caliber organization. The company also operates a merchandise store selling team apparel and partnership-branded merchandise. Kaulig Racing's racing programs are supported by sponsors including Celsius, Grizzly Nicotine Pouches, Ram, Cummins, Mopar, and others.
Differentiator
Problem solved
Functional benefit
Products and services
- NASCAR Cup Series Program Kaulig Racing's two-car NASCAR Cup Series operation featuring Ty Dillon (No. 10) and AJ Allmendinger (No. 16), competing at the premier level of NASCAR stock car racing with Chevrolet bodies and providing corporate sponsors with national broadcast exposure.
- NASCAR Craftsman Truck Series Program Kaulig Racing's five-truck NASCAR Craftsman Truck Series operation in partnership with Ram (Stellantis), featuring drivers Corey LaJoie (No. 10), Brenden Queen (No. 12), Mini Tyrrell (No. 14), Justin Haley (No. 16), and a rotating Free Agent entry (No. 25), competing in approximately 20+ Truck Series races annually.
- Kaulig Racing Merchandise Store Official direct-to-consumer merchandise store at shopkauligracing.com selling team driver apparel, hats, hoodies, collectibles, partnership-branded merchandise including Ram collaboration items, and pre-order collector die-cast vehicles priced from $35 to $65 for apparel.
- Ram Free Agent Driver Program Rotating driver program offering seat time to notable NASCAR drivers including Tony Stewart, Jamie McMurray, Ryan Newman, Conor Daly, and Clint Bowyer in the No. 25 Ram truck, providing recurring media exposure and sponsor activation opportunities throughout the season.
Quantifiable outcome
- 27 Xfinity wins, 2 Cup wins, 2 regular season championships
- +2 more outcomes
Companies that use Kaulig Racing
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles2 records
Kaulig Racing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Kaulig Racing partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered minor, flagship and core.
- EchoPark AutomotiveminorPre-owned automotive retailer with 18 locations nationwide served as primary sponsor for AJ Allmendinger's 500th Cup Series start at Sonoma Raceway. First NASCAR team partnership for EchoPark.
- USOminorJamie McMurray's No. 25 truck carried special USO paint scheme at Naval Base Coronado race. USO is leading nonprofit dedicated to military family well-being.
- Spire AcademyminorServed as primary sponsor for AJ Allmendinger at Nashville Superspeedway. Part of landmark $6 million, five-year partnership with Vensure Employer Solutions, representing partnership's most visible national activation.
- TKO Group (UFC, WWE)flagshipFive-year partnership deal announced with Ram's NASCAR return. TKO Group parent of UFC and WWE brings unconventional marketing approach including Dana White involvement and reality TV show.
- Tony StewartflagshipThree-time Cup champion and NASCAR Hall of Famer made spot start in Ram truck at Daytona to launch Ram's NASCAR return. Stewart won the reality show 'Race for the Seat' and participated as ambassador for Ram's comeback.
- Grizzly Nicotine Pouches (American Snuff Company)coreExpanded sponsorship from 9 races in 2025 to 27 NASCAR Cup Series races in 2026, appearing on both AJ Allmendinger (13 times) and Ty Dillon (14 times) cars. Includes philanthropic component supporting outdoor activities for veterans and active service members.
- Ram (Stellantis)flagshipRam returned to NASCAR in 2026 after 13-year absence, partnering with Kaulig Racing as anchor factory team for 5-truck Craftsman Truck Series program. Deal includes 5-year partnership with TKO Group (parent of UFC and WWE). Kaulig Racing expected to serve as Dodge's flagship Cup team as soon as 2027.
- CumminscoreGlobal power leader sponsors Brenden Queen's No. 12 Ram 1500 truck. Represents the engine manufacturer's presence in Truck Series as part of Ram's manufacturer program.
- MoparcoreStellantis genuine parts and accessories brand provides technical support and parts for Ram trucks. Represents OEM parts integration for manufacturer program.
- LeafFilter / Leaf HomecoreLong-time sponsor partner. Company founded by Kaulig Racing owner Matt Kaulig, representing significant internal relationship within Kaulig Companies ecosystem.
- CelsiuscoreEnergy beverage sponsor on AJ Allmendinger's No. 16 car for 10 Cup Series races. Partnership includes trackside activations and merchandise integration.
- Patriot MobileminorSponsor on Ty Dillon's No. 10 Cup Series car for select races.
- DraftKingsminorSports betting platform partnership with Kaulig Racing for gambling sponsorship activation. Part of broader trend of gambling-motorsport sponsorship intensification.
- NASCAR FoundationcoreKaulig Racing supports NASCAR Foundation initiatives including Speediatrics Fun Day Festivals. CEO Chris Rice serves as board member. Team participates in hands-on experiences promoting movement, health for children at 15+ race markets.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Kaulig Racing competitors and assessment
Company assessmentDirect peers
- Trackhouse Racing: NASCAR Cup Series team fielding multiple entries with a similar growth trajectory and sponsorship-driven business model. Trackhouse competes directly with Kaulig for sponsors, drivers, and on-track results as a comparably sized independent organization.
- 23XI Racing: Toyota-backed NASCAR Cup Series team co-owned by Denny Hamlin and Michael Jordan. Operates as a multi-car Cup team with similar sponsorship activation and manufacturer partnership structure, competing directly with Kaulig for premier-level partners and drivers.
- Spire Motorsports: NASCAR Cup and Truck Series team operating across multiple series with a similar sponsorship-driven model. Competes with Kaulig for driver talent, sponsor dollars, and chassis/engine alliances in both premier NASCAR series.
- Richard Childress Racing: Multi-car NASCAR Cup and Xfinity team headquartered in Welcome, NC in the same racing complex as Kaulig Racing. RCR is both a direct competitor on track and a geographic neighbor that shares regional infrastructure, talent pool, and sponsorship overlap.
- Front Row Motorsports: Multi-car NASCAR Cup and Truck Series team with a comparable mid-sized, sponsorship-led operating model. Directly competes with Kaulig for sponsor renewals, driver signings, and chassis/engine technical arrangements.
- Legacy Motor Club: NASCAR Cup Series team fielding multiple entries with similar sponsorship activation and manufacturer partnership dynamics. Competes with Kaulig for corporate sponsors and driver talent in the Cup garage.
- ThorSport Racing: Long-established NASCAR Craftsman Truck Series team with multi-truck operations. Directly comparable to Kaulig's new 5-truck Truck Series program in scale, manufacturer alignment model, and sponsorship-driven revenue structure.
Broad incumbents
- Team Penske: Largest, longest-tenured operation in NASCAR Cup Series with Ford factory backing and significant technical resources. Represents the scaled, factory-aligned ceiling of the NASCAR team business model against which Kaulig's independent operations are benchmarked.
- Hendrick Motorsports: Premier NASCAR Cup team with Chevrolet factory support, the largest sponsor portfolio in the garage, and a championship-winning pedigree. Defines the upper bound of NASCAR team scale and serves as the benchmark for Kaulig's long-term factory ambitions.
- Joe Gibbs Racing: Toyota-aligned multi-car NASCAR Cup and Xfinity operation with deep manufacturer integration and championship pedigree. Represents the scaled, factory-aligned model Kaulig is targeting through its Ram/Dodge relationship.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Kaulig Racing social profiles
Digital presenceKaulig Racing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kaulig Racing leadership team
Management profileNumber of profiles
Profiles5 records
Kaulig Racing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kaulig Racing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kaulig Racing
What does Kaulig Racing do?
Kaulig Racing is a multi-car NASCAR racing organization that competes in the NASCAR Cup Series (two-car operation with Ty Dillon in the No. 10 and AJ Allmendinger in the No. 16) and the NASCAR Craftsman Truck Series (five-truck Ram fleet with Corey LaJoie, Brenden Queen, Mini Tyrrell, Justin Haley, and a rotating Free Agent entry). The organization sells corporate sponsorships on its race vehicles, distributes team merchandise through shopkauligracing.com and at-track trailers, and operates a rotating Free Agent Driver Program as part of its 2026 expansion with Ram.
Is Kaulig Racing a public or private company?
Kaulig Racing is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Kaulig Racing founded?
Kaulig Racing was founded in 2016. It employs 101 to 250 people.
Where is Kaulig Racing based?
Kaulig Racing is headquartered in Lexington, United States, in the North America region.
How does Kaulig Racing make money?
Three revenue lines are on record. Sponsorship Revenue is the primary driver. The others are race Prize Money and merchandise Sales.
Who are Kaulig Racing's main competitors?
Direct peers on record are Trackhouse Racing, 23XI Racing, Spire Motorsports, Richard Childress Racing, Front Row Motorsports, Legacy Motor Club and ThorSport Racing. Broad incumbents are Team Penske, Hendrick Motorsports and Joe Gibbs Racing.
Does Kaulig Racing have an API?
No public API is recorded for Kaulig Racing.
What industry is Kaulig Racing in?
Kaulig Racing's product category is Professional Motorsports Racing. Its primary akta.pro industry code is MPAKAGAB, Motorsports Teams & Entrants (Factory & Independent), with a secondary code of MPAKABAB, Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.). Its NAICS code is 711211 and its SIC code is 7948.