RFK Racing
RFK Racing is a private NASCAR Cup Series team co-owned by Jack Roush and Brad Keselowski, fielding three full-time Ford entries (Nos. 6, 17, 60) from Concord, NC, generating revenue through enterprise sponsorships, race purses, and merchandise, operating under Fenway Sports Group.
- Company typePrivate
- Founded1988
- HeadquartersConcord, United States
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What RFK Racing does
RFK Racing (Roush Fenway Keselowski Racing) is a NASCAR Cup Series racing organization headquartered in Concord, North Carolina, founded in 1988 and co-owned by Jack Roush and Brad Keselowski. The organization fields three full-time Cup Series entries on Ford Performance chassis: the No. 6 (Brad Keselowski), No. 17 (Chris Buescher), and No. 60 (Ryan Preece). It is one of only four organizations consistently competing at the top level of NASCAR's Next Gen era alongside Hendrick Motorsports, Joe Gibbs Racing, and 23XI Racing.
The core product is competitive Cup Series racing operations, supported by a technology partner platform called RFK TeK Alliance that enables sponsors like Trimble to test products in racing environments. Adjacent revenue lines include the RFK Racing Museum and Fan Experience in Concord, NC, direct-to-consumer merchandise through rfkshop.com, and a STEM education initiative with BuildSubmarines.com and Learning Blade. A women's apparel collaboration with Girl Tribe Co. was launched in March 2026.
RFK's business model is sponsorship-driven: primary sponsors including Trimble, Fastenal/Body Guard, and Modelo pay for on-car branding and race activations, complemented by Ford manufacturer support, race purses and stage points, and merchandise sales. The organization is privately held under Fenway Sports Group, which shares ownership with Liverpool FC, Boston Red Sox, and other sports properties, enabling differentiated cross-sport sponsorship offerings.
RFK Racing firmographics
Firmographics- Name
- RFK Racing
- Legal name
- RFK Racing
- Website
- https://roushfenway.com
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- RFK Racing is a private NASCAR Cup Series team co-owned by Jack Roush and Brad Keselowski, fielding three full-time Ford entries (Nos. 6, 17, 60) from Concord, NC, generating revenue through enterprise sponsorships, race purses, and merchandise, operating under Fenway Sports Group.
- Ownership category
- akta.pro rank
RFK Racing industry classification
Industry- Product category
- Professional Motorsports / NASCAR Cup Series Team Operations
- NAICS
- Sports Teams and Clubs (711211)
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.) (MPAKABAB)
- akta.pro secondary industry
- Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI)
Keywords
Where RFK Racing is headquartered
LocationHeadquarters
- HQ city
- Concord
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
RFK Racing business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Sponsorship Revenue: RFK Racing generates primary revenue through sponsorship deals with corporate partners who receive on-car branding, race activations, and marketing exposure. Primary sponsors include Trimble, Fastenal/Body Guard, and Modelo.
- Race Winnings and Purses: Revenue from race purses, stage points, and championship bonuses earned through competitive performance in the NASCAR Cup Series.
- Merchandise Sales: Sales of team apparel and collectibles through the RFK Racing online shop (rfkshop.com) and at-track merchandise locations.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
RFK Racing product offering
Product offeringCore offering
RFK Racing competes in the NASCAR Cup Series with three full-time Ford Mustang entries — the No. 6 driven by Brad Keselowski, the No. 17 driven by Chris Buescher, and the No. 60 driven by Ryan Preece — and monetizes that competition through multi-year corporate sponsorship agreements, NASCAR race purses, and direct-to-consumer sales of team merchandise and apparel. Ancillary offerings include an on-site RFK Racing Museum and fan experience, an e-commerce storefront (rfkshop.com), the RFK TeK Alliance technology-partnership platform, and STEM outreach initiatives at race venues.
Product overview
RFK Racing is a NASCAR Cup Series racing organization headquartered in Concord, North Carolina. The organization fields three full-time Cup Series entries: the No. 6 Ford Mustang (Brad Keselowski), No. 17 Ford Mustang (Chris Buescher), and No. 60 Ford Mustang (Ryan Preece). RFK Racing competes as part of the Ford Performance racing program across all NASCAR race formats including ovals, road courses, and superspeedways. Beyond core racing operations, the organization's portfolio includes the RFK Racing Museum (fan experience and historical exhibit), RFK TeK Alliance (technology partnership platform for sponsors to test products in racing environments), merchandise and apparel sales through RFK Shop, a women's apparel collaboration with Girl Tribe Co., and community STEM education initiatives with BuildSubmarines.com and Learning Blade. The team is co-owned by Brad Keselowski and Jack Roush and maintains partnerships with Ford, Trimble, Fastenal/Body Guard, Modelo, and other sponsors.
Differentiator
Problem solved
Functional benefit
Products and services
- RFK Racing NASCAR Cup Series Team Operations (No. 6, No. 17, No. 60) Three full-time NASCAR Cup Series entries — the No. 6 Ford Mustang driven by Brad Keselowski, the No. 17 Ford Mustang driven by Chris Buescher, and the No. 60 Ford Mustang driven by Ryan Preece — competing at oval, road course, and superspeedway tracks across the Cup Series schedule.
- RFK Racing Museum & Fan Experience Immersive on-site experience at RFK Racing's Concord, North Carolina facilities showcasing the team's racing history, championships, and memorabilia, paired with a physical gift shop selling merchandise.
Companies that use RFK Racing
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles2 records
RFK Racing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
RFK Racing partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, minor and flagship.
- ModelocorePartnership naming Modelo the 'Official Cerveza' of RFK Racing. Brad Keselowski debuted Modelo colors on No. 6 Ford at Watkins Glen International, expanding the team's beverage sponsorship portfolio.
- BuildSubmarines.comminorSTEM learning partnership bringing hands-on activities to Talladega Fan Zone. Features Learning Blade's mission-based activities including automotive manufacturing concepts and car-building experience, along with Cartesian diver experiment. Part of Learning Blade's partnership with Submarine Industrial Base Program Office funded through Alabama State Department of Education.
- Liverpool Football ClubflagshipCross-sport collaboration celebrating shared Fenway Sports Group ownership. Liverpool FC-inspired paint scheme on Chris Buescher's No. 17 Trimble Ford Mustang at Sonoma Raceway on June 28, 2026. The commemorative design incorporates Liverpool FC's red colorway and 'Liver Bird' logo, unveiled at 'Premier League Mornings Live' fan festival in Tampa.
- Girl Tribe Co.minorWomen's apparel collaboration launching new collection in March 2026. Available in RFK Racing Museum Gift Shop and online, aimed at promoting inclusion and celebrating women in racing while expanding merchandise offerings to broader audiences.
- GrazaminorPartnership bringing olive oil startup Graza into NASCAR sponsorship, marking entry of new food/beverage brand category into the sport through RFK Racing.
- Fastenal Company (Body Guard)coreEvolution of partnership making Body Guard safety products brand the primary paint scheme, replacing traditional Fastenal blue with black and orange colors starting in 2026 season. Fastenal remains a critical supplier and supply chain partner to RFK Racing operations. Body Guard scheme debuted at Talladega in April 2025 and appears on cars, competition gear, and race hauler.
- NTangibleminorMental fitness partnership enhancing pit crew performance through advanced evaluations. NTangible provides mental fitness assessments to recruit and develop individuals with superior mental attributes, integrated into RFK Racing's personnel processes.
- TrimblecoreMulti-year sponsorship partnership with Trimble, a global technology company. Trimble serves as primary sponsor on Ryan Preece's No. 60 and Chris Buescher's No. 17 Ford Mustangs, beginning at Nashville Superspeedway in June 2025. The collaboration includes Trimble's membership in the RFK TeK Alliance, leveraging precision positioning and data analytics expertise to test and refine products in racing environments.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
RFK Racing competitors and assessment
Company assessmentDirect peers
- Hendrick Motorsports: NASCAR Cup Series organization and the most dominant multi-car team in the series, regularly competing alongside RFK at the front of the field. Directly comparable on number of charters, manufacturer alignment (Chevrolet vs. RFK's Ford), and the sponsorship-driven business model.
- Joe Gibbs Racing: Multi-car NASCAR Cup Series team explicitly cited with RFK as part of the top-four organizations at non-drafting ovals. Comparable in scale (four cars), enterprise sponsor roster (e.g., FedEx, Mars), and the championship-contender business model.
- 23XI Racing: Two-car NASCAR Cup Series team also cited in the same top-four non-drafting oval grouping as RFK. Directly comparable as a co-owned, multi-car Toyota operation with similarly fast-growing enterprise sponsor relationships and a championship-contender operating model.
- Team Penske: Premier NASCAR Cup Series organization where Brad Keselowski previously drove. Operates three Cup cars with deep enterprise sponsors (e.g., Shell, Hertz, Verizon), is the Ford manufacturer counterpart in NASCAR, and shares RFK's pursuit of consistent front-running competitiveness.
- Chip Ganassi Racing: Two-car NASCAR Cup Series operation fielding Chevrolet entries. Historically a smaller Cup team that, like RFK, relies on multi-car factory support, performance-driven sponsorship economics, and selective high-value sponsor alignment.
- Trackhouse Racing: Two-car NASCAR Cup Series team rapidly emerging as a playoff contender, comparable to RFK in growth trajectory (recent expansion), Chevrolet factory support, and reliance on a mix of legacy and emerging consumer-facing sponsors (e.g., Ross Chastain, Shane van Gisbergen).
- Front Row Motorsports: Ford-aligned NASCAR Cup Series team that expanded in 2024 with the purchase of Stewart-Haas Racing assets. Now operates three cars on the Ford platform alongside RFK, making it a directly comparable three-car Ford counterpart with overlapping sponsor renewal and charter dynamics.
- Wood Brothers Racing: Single-car Ford-aligned NASCAR Cup Series team in long-standing alliance with Team Penske. Comparable to RFK on the Ford Performance stack, chassis alliance structure, and long-tenured enterprise sponsor relationships.
Emerging players
- Legacy Motor Club: Two-car Toyota NASCAR Cup Series team co-owned by Jimmie Johnson and Maury Gallagher. Comparable to RFK in being a relatively newer operation seeking elite-tier competitiveness, with a comparable driver/ownership blend and reliance on sponsor growth to fund scaling.
Others
- Roush Fenway Keselowski (via Fenway Sports Group): Fenway Sports Group—the parent/affiliated ownership entity—is comparable as the broader multi-asset sports holding company that owns Liverpool FC, Boston Red Sox, and other properties. Relevant for understanding how RFK participates in a diversified global sports platform rather than as a direct on-track competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
RFK Racing social profiles
Digital presenceRFK Racing financial estimates
Financial estimateRevenue estimate
Valuation estimate
RFK Racing leadership team
Management profileNumber of profiles
Profiles5 records
RFK Racing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RFK 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 RFK Racing
What does RFK Racing do?
RFK Racing competes in the NASCAR Cup Series with three full-time Ford Mustang entries — the No. 6 driven by Brad Keselowski, the No. 17 driven by Chris Buescher, and the No. 60 driven by Ryan Preece — and monetizes that competition through multi-year corporate sponsorship agreements, NASCAR race purses, and direct-to-consumer sales of team merchandise and apparel. Ancillary offerings include an on-site RFK Racing Museum and fan experience, an e-commerce storefront (rfkshop.com), the RFK TeK Alliance technology-partnership platform, and STEM outreach initiatives at race venues.
Is RFK Racing a public or private company?
RFK Racing is a private company. It is classified as corporate owned and is currently operating.
When was RFK Racing founded?
RFK Racing was founded in 1988. It employs 251 to 500 people.
Where is RFK Racing based?
RFK Racing is headquartered in Concord, United States, in the North America region.
How does RFK Racing make money?
Three revenue lines are on record. Sponsorship Revenue is the primary driver. The others are race Winnings and Purses and merchandise Sales.
Who are RFK Racing's main competitors?
Direct peers on record are Hendrick Motorsports, Joe Gibbs Racing, 23XI Racing, Team Penske, Chip Ganassi Racing, Trackhouse Racing, Front Row Motorsports and Wood Brothers Racing. Legacy Motor Club is listed as an emerging player. Roush Fenway Keselowski (via Fenway Sports Group) is listed as an others.
Does RFK Racing have an API?
No public API is recorded for RFK Racing.
What industry is RFK Racing in?
RFK Racing's product category is Professional Motorsports / NASCAR Cup Series Team Operations. Its primary akta.pro industry code is MPAKABAB, Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.), with a secondary code of MPAKAGAI, Motorsports Fan Engagement & Membership Programs (Series/Team-Owned). Its NAICS code is 711211 and its SIC code is 7948.