Alpha Prime Racing

What Alpha Prime Racing does

Alpha Prime Racing is a privately held NASCAR racing team headquartered at 120 Pitt Rd., Mooresville, North Carolina, competing in the NASCAR O'Reilly Auto Parts Series (a national touring stock-car series with 36-car fields). Founded around 2021, the team fields multiple car entries per race weekend (including the No. 44 and No. 45) with a roster of drivers that includes Brennan Poole, Lavar Scott, and Caesar Bacarella. The team is co-owned by Tommy Joe Martins, who also serves as General Manager, and led by Team President Jusan Hamilton.

The company's core product is professional stock-car racing operations: vehicle preparation to NASCAR specification, race logistics, driver representation, and race-weekend activation services delivered to corporate sponsors. Technology is conventional motorsports equipment built to series rules rather than proprietary intellectual property, and the team self-describes as a lean workforce of 11-50 employees that competes against larger, better-funded organizations.

Alpha Prime Racing generates revenue primarily through corporate sponsorship deals — brands such as Microsoft, Snapchat, Suave, Four Loko, Raising Cane's, and Sargento have activated on team cars at individual race events, with a long tail of additional partners listed on the team's Partners page (Sunoco, ToxicWaste, Driven, CWSons, MACC, Frontline, Alpha Prime USA). In 2026 the team extended its business model with the launch of the Alpha Prime Racing Workforce Development Initiative, a national platform created in partnership with the Urban Affairs Coalition and Team Racing-2-Education that activates across 10 NASCAR race markets to provide students and young adults with education, mentorship, and hands-on career exposure across race team operations, engineering, mechanics, logistics, marketing, and event management.

Name

Alpha Prime Racing

Legal name

Alpha Prime Racing, LLC.

Website

https://alphaprimeracing.net

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Alpha Prime Racing is a private NASCAR racing team competing in the O'Reilly Auto Parts Series from Mooresville, North Carolina. The team fields multiple stock cars for sponsors and operates a 2026 national workforce development initiative with nonprofit partners across 10 U.S. race markets.

Ownership category

akta.pro rank

Product category

Professional Stock Car Racing

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 industries

Motorsports Support & Feeder Series (Developmental Championships) (MPAKAGAH), Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI)

Keywords

• Stock car racing
• NASCAR competition
• Motorsports sponsorship
• Race team operations
• Workforce development motorsports

Headquarters

HQ city

Mooresville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Sponsorship revenue: Alpha Prime Racing generates revenue primarily through corporate sponsorship deals. The team fields cars bearing sponsor brands (e.g., Suave on Parker Retzlaff's car, Four Loko on Ryan Ellis's car, Snapchat, Raising Cane's, Microsoft, Sargento, etc.) and maintains a Partners page listing active commercial sponsors including Sunoco, ToxicWaste, Driven, CWSons, and Alpha Prime USA.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Alpha Prime Racing fields entries in the NASCAR O'Reilly Auto Parts Series, operating stock car race vehicles (including the No. 44 and No. 45 entries) at national race weekends across the United States. The team's primary commercial offering is brand activation for corporate sponsors through car liveries, driver representation, and race-weekend hospitality. In addition, the team operates the Alpha Prime Racing Workforce Development Initiative in partnership with Urban Affairs Coalition and Team Racing-2-Education, delivering motorsports career exposure and mentorship across ten race markets in 2026.

Product overview

Alpha Prime Racing is a NASCAR race team competing in the O'Reilly Auto Parts Series. The company does not offer traditional software products or technology services; its core business is professional stock car racing competition. The team provides racing operations including driver representation, vehicle preparation, race logistics, and sponsorship activation through its fleet of race vehicles (No. 44, No. 45, and other entries). Beyond competitive racing, the team operates the Alpha Prime Racing Workforce Development Initiative, a national workforce development platform created in partnership with the Urban Affairs Coalition (UAC) and Team Racing-2-Education (R2E) to create pathways into motorsports through education, mentorship, and hands-on experience across race team operations, engineering, mechanics, logistics, marketing, content production, business operations, and event management.

Differentiator

Problem solved

Functional benefit

Products and services

• NASCAR O'Reilly Auto Parts Series Racing Operations
• Corporate Sponsorship Activation
• Alpha Prime Racing Workforce Development Initiative

Quantifiable outcome

• Compete at top level of NASCAR O'Reilly Auto Parts Series with 36-car fields across multiple annual events

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Urban Affairs Coalition (UAC)coreStrategic or Co-development Partner · 1 January 2026Alpha Prime Racing partnered with the Urban Affairs Coalition and Team Racing-2-Education to launch the Alpha Prime Racing Workforce Development Initiative — a national workforce development platform designed to create pathways into motorsports through education, mentorship, hands-on experience, and career exposure. The initiative activates across 10 race markets in the 2026 NASCAR season, with Lavar Scott's No. 45 Urban Affairs Coalition Chevrolet serving as the program's ambassador car.
• Team Racing-2-Education (R2E)coreStrategic or Co-development Partner · 1 January 2026R2E is a co-partner in the Workforce Development Initiative, providing programmatic support alongside Alpha Prime Racing and Urban Affairs Coalition to deliver mentorship, education, and career exposure opportunities for aspiring motorsports professionals.
• SunocominorGTM or Marketing PartnerSunoco is listed as a partner on the Alpha Prime Racing Partners page, providing fuel sponsorship for the race team.
• ToxicWaste (candy)minorGTM or Marketing PartnerToxicWaste candy brand is listed as a partner on Alpha Prime Racing's Partners page.
• Driven (sunglasses)minorGTM or Marketing PartnerDriven sunglasses brand is listed as a partner on Alpha Prime Racing's Partners page, with a dedicated team page link.
• CW Sons (CWSons)minorGTM or Marketing PartnerCW Sons is listed as a partner on the Alpha Prime Racing Partners page.
• Macc (MACC door)minorGTM or Marketing PartnerMACC door brand is listed as a partner on Alpha Prime Racing's Partners page with a Facebook link.
• Frontline (FLFPI)minorGTM or Marketing PartnerFrontline (FLFPI) is listed as a partner on Alpha Prime Racing's Partners page.
• Alpha Prime USA (AP)minorGTM or Marketing PartnerAlpha Prime USA is listed as a partner on Alpha Prime Racing's Partners page, linking to alphaprimeusa.com.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• DGM Racing: NASCAR Xfinity Series team operating multiple entries. Directly comparable as a smaller, sponsor-funded race team competing in NASCAR's national series with a multi-car strategy and similar customer base.
• Big Machine Racing: NASCAR Xfinity Series team founded on a sponsorship- and entertainment-driven model. Closely comparable to Alpha Prime in size, sponsorship-driven revenue model, and small-team operations philosophy in the NASCAR ecosystem.
• Sam Hunt Racing: NASCAR Xfinity Series team operating as a smaller, sponsorship-driven organization. Comparable to Alpha Prime in team size, sponsor-led business model, and operational approach to NASCAR's national touring series.
• Kaulig Racing: Multi-car NASCAR team that has competed across the Xfinity and Cup Series. Directly comparable to Alpha Prime as a NASCAR racing team generating revenue through sponsorships and driver representation, though operating at a higher series tier with larger sponsor deals.
• MBM Motorsports: NASCAR Xfinity and ARCA/O'Reilly Series team. Directly comparable to Alpha Prime as a small, independent NASCAR team reliant on race-by-race sponsorship and fielding multiple entries per weekend.
• SS-GreenLight Racing: NASCAR Xfinity and ARCA/O'Reilly Auto Parts Series team. Highly comparable to Alpha Prime as a small, sponsorship-funded team competing in the same developmental NASCAR series tier with a similar lean operating model.

Broad incumbents

• Team Penske: Premier multi-series NASCAR team operating in Cup, Xfinity, and other series. A broad incumbent in the NASCAR space with substantially greater capital, scale, and sponsor relationships than Alpha Prime, but a useful benchmark for what scaled NASCAR team operations look like.
• JR Motorsports: Well-established multi-car NASCAR Xfinity Series team. A broader incumbent in the same NASCAR Xfinity/development space, with a significantly larger sponsor book and operational scale than Alpha Prime.

Emerging players

• Pinnacle Racing Group: Emerging NASCAR team building operations in the Xfinity and ARCA/O'Reilly Series. Comparable to Alpha Prime in terms of scale and stage, with a similar small-team, sponsorship-driven model and a focus on developmental racing.

Others

• Motorsports Business Management: Motorsports industry consultancy and racing operations specialist. Adjacent to Alpha Prime as a service provider in the racing ecosystem, supporting team operations, sponsorship activation, and motorsports business development.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/TeamAlphaPrime
• Facebookfacebook.com/profile.php
• Instagraminstagram.com/alphaprime_racing
• LinkedInlinkedin.com/company/alpha-prime-racing

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alpha Prime Racing