Alpha Prime Racing
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.
- Company typePrivate
- Founded2021
- HeadquartersMooresville, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
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.
Alpha Prime Racing firmographics
Firmographics- 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
Alpha Prime Racing industry classification
Industry- 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
Where Alpha Prime Racing is headquartered
LocationHeadquarters
- HQ city
- Mooresville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Alpha Prime Racing business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- 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
Alpha Prime Racing product offering
Product offeringCore 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
Companies that use Alpha Prime Racing
Customer profileNamed customers7 records
Segments2 records
Ideal customer profiles2 records
Alpha Prime Racing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Alpha Prime Racing partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Urban Affairs Coalition (UAC)coreAlpha 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)coreR2E 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.
- SunocominorSunoco is listed as a partner on the Alpha Prime Racing Partners page, providing fuel sponsorship for the race team.
- ToxicWaste (candy)minorToxicWaste candy brand is listed as a partner on Alpha Prime Racing's Partners page.
- Driven (sunglasses)minorDriven sunglasses brand is listed as a partner on Alpha Prime Racing's Partners page, with a dedicated team page link.
- CW Sons (CWSons)minorCW Sons is listed as a partner on the Alpha Prime Racing Partners page.
- Macc (MACC door)minorMACC door brand is listed as a partner on Alpha Prime Racing's Partners page with a Facebook link.
- Frontline (FLFPI)minorFrontline (FLFPI) is listed as a partner on Alpha Prime Racing's Partners page.
- Alpha Prime USA (AP)minorAlpha 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
Alpha Prime Racing competitors and assessment
Company assessmentDirect 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
Alpha Prime Racing social profiles
Digital presenceAlpha Prime Racing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alpha Prime Racing leadership team
Management profileNumber of profiles
Profiles5 records
Alpha Prime Racing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alpha Prime 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 Alpha Prime Racing
What does Alpha Prime Racing do?
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.
Is Alpha Prime Racing a public or private company?
Alpha Prime Racing is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Alpha Prime Racing founded?
Alpha Prime Racing was founded in 2021. It employs 11 to 50 people.
Where is Alpha Prime Racing based?
Alpha Prime Racing is headquartered in Mooresville, United States, in the North America region.
How does Alpha Prime Racing make money?
One revenue line is on record: sponsorship revenue.
Who are Alpha Prime Racing's main competitors?
Direct peers on record are DGM Racing, Big Machine Racing, Sam Hunt Racing, Kaulig Racing, MBM Motorsports and SS-GreenLight Racing. Broad incumbents are Team Penske and JR Motorsports. Pinnacle Racing Group is listed as an emerging player. Motorsports Business Management is listed as an others.
Does Alpha Prime Racing have an API?
No public API is recorded for Alpha Prime Racing.
What industry is Alpha Prime Racing in?
Alpha Prime Racing's product category is Professional Stock Car Racing. Its primary akta.pro industry code is MPAKABAB, Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.), with a secondary code of MPAKAGAH, Motorsports Support & Feeder Series (Developmental Championships). Its NAICS code is 711211 and its SIC code is 7948.