Niece Motorsports

What Niece Motorsports does

Niece Motorsports is a privately held professional auto racing team competing in the NASCAR Craftsman Truck Series, founded in 2016 by U.S. Marine Corps Veteran Al Niece. The Salisbury, North Carolina-based team fields Chevrolet Silverado RST trucks under numbers 41, 42, 44, and 45, and operates from an 80,000 sq. ft. facility that doubles as a full-service race vehicle build shop and a customizable fabrication shop serving external manufacturing needs. Across 10 seasons of competition the team has recorded 9 wins, 50+ top-fives, 100+ top-10s, 200+ top-15 finishes, 5 playoff appearances, and 600 combined starts, and has functioned as a development platform for drivers including Ross Chastain and Carson Hocevar.

The team's core revenue is generated through a motorsports marketing platform sold to enterprise brand partners via three tiers: Primary Sponsorships (full- or partial-season with truck, driver suit, crew apparel, pit equipment, VIP credentials, and media exposure), Associate Sponsorships (lower-investment placement alongside other brands), and Product Partnerships (in-kind tools, gear, and supplies exchanged for brand exposure). Anchor partners include Acceptance Insurance (No. 44), J.F. Electric and Utilitra (No. 45, Fowler Family co-owners), DQS Solutions & Staffing and its McLaren Transport division (Nos. 41 and 45, Josh Morris co-owner), Telcel (No. 44, Mexico), Chevrolet (OEM), and brands such as BRUNT Workwear, Black Rifle Coffee, Mobil 1, Sparco, and Precision Vehicle Logistics. Sponsorship exposure is delivered through a 25-race season broadcast on FOX Sports 1, NASCAR Racing Network, and SiriusXM, reaching an audience of approximately 75 million U.S. NASCAR fans and 1 billion+ NASCAR.com page views annually.

Complementary revenue streams include a direct-to-consumer merchandise e-commerce store (niecemotorsportsshop.com), external race vehicle build and fabrication services, and sponsorship-adjacent marketing services (social media, event branding, website design) recognized with three 2025 MarCom Gold Awards. The organization is led by CEO Cody Efaw and CMO Amanda Efaw, with Cody Efaw overseeing operations and driver development programs, and the team continues to expand its on-track footprint and commercial partnerships heading into the 2026 season.

Name

Niece Motorsports

Legal name

Niece Motorsports

Website

https://niecemotorsports.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Niece Motorsports is a privately held NASCAR Craftsman Truck Series racing team founded in 2016, fielding four Chevrolet Silverado RST trucks from its Salisbury, NC fabrication facility and generating revenue primarily through primary, associate, and product sponsorship deals with enterprise brand partners.

Ownership category

akta.pro rank

Product category

Motorsports Sponsorship Services

NAICS

Motor Vehicle Parts Manufacturing (3363)

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 Teams & Entrants (Factory & Independent) (MPAKAGAB), Event & Tournament Sponsorship (Title/Presenting Sponsors, Official Suppliers) (MPAKALAB), Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI)

Keywords

• NASCAR racing team
• Motorsports sponsorship
• Motorsports marketing
• Truck series racing
• Race vehicle fabrication

Headquarters

HQ city

Mooresville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Primary Sponsorship: Full-season or partial-season sponsorship deals providing primary brand placement on trucks, driver suits, crew apparel, pit equipment, and various marketing assets with VIP credentials and media exposure
2. Associate Sponsorship: Lower-investment sponsorship with brand exposure alongside other sponsors, featuring truck paint scheme placement, associate suit placement, and social media support
3. Product Partnership: In-kind donations and product sponsorships providing tools, gear and supplies to race teams in exchange for brand exposure

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Niece Motorsports fields a multi-truck NASCAR Craftsman Truck Series racing team (Nos. 4/41, 42, 44, 45 Chevrolet Silverado RST) and monetizes that competitive platform by selling motorsports marketing sponsorships to enterprise brands. Sponsorship inventory is offered in primary, associate, and product-partnership tiers, with brand exposure delivered through on-truck branding, driver/crew apparel, pit signage, VIP credentials, broadcast exposure on FS1/NRN/SiriusXM, and amplified social media content. The team supplements sponsorship revenue with a direct-to-consumer merchandise store and offers race vehicle build and fabrication services from its Salisbury, NC facility.

Product overview

Niece Motorsports is a NASCAR Craftsman Truck Series racing team offering a platform-plus-services model. The core offering is the competitive racing team fielding Nos. 4, 42, 44, and 45 Chevrolet Silverado RST trucks. The organization supplements its racing operations with merchandise e-commerce, motorsports sponsorship marketing services, and race vehicle fabrication/build services. The team leverages its marketing capabilities and NASCAR platform to provide value to sponsors through primary and associate sponsorship programs.

Differentiator

Problem solved

Functional benefit

Products and services

• NASCAR Craftsman Truck Series Race Team Professional NASCAR Craftsman Truck Series racing team fielding Chevrolet Silverado RST trucks in a 25-race season, used as the platform to deliver sponsor exposure and fan engagement.
• Motorsports Sponsorship Platform

Named customers10 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

15 partnerships are on record, tiered minor and core.

• BRUNT WorkwearminorGTM or Marketing Partner · 5 February 2026Workwear brand sponsoring Travis Pastrana and Cleetus McFarland for season-opening race at Daytona International Speedway on February 13, 2026.
• Black Rifle Coffee CompanyminorGTM or Marketing Partner · 5 February 2026Coffee company sponsoring Travis Pastrana and Cleetus McFarland for NASCAR Craftsman Truck Series opener at Daytona, supporting military and veteran community alignment.
• McLaren TransportcoreGTM or Marketing Partner · 8 October 2025Division of DQS Solutions & Staffing, industry leader in truck transportation across Canada and United States. Headquartered in Detroit with warehousing, cross-docking, and supply chain solutions. First foray into primary sponsorship in NASCAR supporting Tyler Reif's debut in No. 41 Chevrolet.
• TelcelcoreGTM or Marketing Partner · 11 August 2025Mexico's leading telecommunications company providing nationwide coverage and mobile connectivity. Continues sponsorship with Andrés Pérez de Lara after his move to Niece Motorsports. Major sponsor on No. 44 entry along with Claro and Infinitum.
• Acceptance InsurancecoreGTM or Marketing PartnerAcceptance Insurance serves as anchor partner on No. 44 entry with primary sponsorship for select races, supporting Andrés Pérez de Lara in NASCAR Craftsman Truck Series. Part of Confie, the largest personal lines agency in the U.S. with over 50 years in business and 700+ agents at 288 locations.
• J.F. ElectriccoreGTM or Marketing PartnerFive-generation family-owned electrical contractor providing engineering, construction, and installation services. Co-owner with Fowler Family of J.F. Electric and Utilitra, serving as anchor partner on No. 45 entry with J.F. Electric and Utilitra sponsorship.
• DQS Solutions & StaffingcoreGTM or Marketing PartnerMichigan's fastest-growing company and #22 in nation on Inc. 5000 list. Team co-owner Josh Morris's company providing custom solutions for business challenges. Division McLaren Transport specializes in automotive logistics. Sponsors No. 45 entry with DQS Solutions & Staffing branding.
• ChevroletcoreGTM or Marketing PartnerVehicle manufacturer providing Chevrolet Silverado RST race trucks for NASCAR Craftsman Truck Series competition. Partnership provides technical support and parts for multiple NCTS teams that Niece Motorsports builds trucks for.
• UtilitracoreGTM or Marketing PartnerWoman-owned firm specializing in utility and technology solutions. Part of Fowler Family ownership group along with J.F. Electric, providing sponsorship on No. 45 entry. Offers specialized professionals solving unique client challenges.
• Precision Vehicle LogisticsminorGTM or Marketing PartnerCustomer-focused vehicle logistics group committed to service excellence in finished vehicle logistics. Provides customized transportation solutions for world's leading automakers, supporting Niece Motorsports as sponsor partner.
• Niece EquipmentminorGTM or Marketing PartnerLeading manufacturer of fuel/lube trucks based in Buda, Texas operating for over 40 years. Sponsors Tyler Reif's No. 42 entry with Niece Equipment and Foundation For Pops branding. Team founder Al Niece's home state business.
• Foundation For PopsminorGTM or Marketing PartnerCharitable organization formed by team co-owner Josh Morris serving veteran community through education, employment, and housing. Co-sponsor on Tyler Reif's No. 42 entry. Founded to build stronger futures through community support.
• SparcominorGTM or Marketing PartnerRacing equipment and gear manufacturer listed among partner sponsors with brand exposure across team assets.
• Mobil 1minorGTM or Marketing PartnerMotor oil and lubricants brand listed among partner sponsors providing product partnership for racing operations.
• Wreaths Across AmericaminorGTM or Marketing PartnerNonprofit organization honoring fallen veterans, listed among partner sponsors with veteran-focused mission alignment.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• GMS Racing (Legacy Motor Club): Originally a multi-truck NASCAR Craftsman Truck Series operation that has expanded into the NASCAR Cup Series. Comparable to Niece at the Truck Series level but now operates at a broader, higher-tier scale.

Direct peers

• Rackley WAR: NASCAR Craftsman Truck Series team with a sponsor-anchored business model and multi-truck presence. Comparable independent team structure competing in the same series as Niece.
• McAnally-Hilgemann Racing: NASCAR Craftsman Truck Series team fielding Chevrolet entries, anchored by sponsor partnerships and driver development. Direct comparable on chassis brand, series, and sponsorship-driven GTM.
• Hattori Racing Enterprises: NASCAR Craftsman Truck Series Toyota team with similar multi-truck sponsorship model. Comparable size and structure to Niece as an independent, sponsor-anchored Truck Series operation.
• On Point Motorsports: Independent NASCAR Craftsman Truck Series team running Toyota entries on a sponsor-funded model. Comparable on independent ownership, multi-truck operations, and sponsor concentration.
• Spire Motorsports: Independent NASCAR team competing in both the Cup Series and Craftsman Truck Series, providing overlap on Truck Series operations and sponsorship-driven GTM.
• Young's Motorsports: Family-owned NASCAR Craftsman Truck Series team with a multi-truck, sponsor-anchored operating model. Closely comparable to Niece on team scale, ownership structure, and series participation.
• ThorSport Racing: Long-standing NASCAR Craftsman Truck Series team based in Sandusky, OH fielding multiple Toyota entries. Highly comparable to Niece as a multi-truck, sponsor-driven Truck Series operation.
• TRICON Garage: NASCAR Craftsman Truck Series Toyota team running multiple trucks with Toyota manufacturer support. Comparable multi-truck, sponsor-centric business model in the same series.
• Halmar Friesen Racing: NASCAR Craftsman Truck Series team running Toyota entries with a strong sponsor-anchor model (Halmar International). Comparable to Niece in scale and primary-sponsorship structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/NieceMotorsport
• YouTubeyoutube.com/channel/UCjSlq4iNJQlSzBYwg6mqeCw
• Facebookfacebook.com/NieceMotorsports
• Instagraminstagram.com/niecemotorsports
• LinkedInlinkedin.com/company/niece-motorsports

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Niece Motorsports