ThorSport Racing
ThorSport Racing is a privately held, Sandusky, Ohio–based NASCAR Craftsman Truck Series team founded in 1996, fielding the No. 99 truck for two-time champion Ben Rhodes and generating revenue through corporate sponsorship partnerships.
- Company typePrivate
- Founded1996
- HeadquartersSandusky, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What ThorSport Racing does
ThorSport Racing is a professional stock car racing team that competes in the NASCAR Craftsman Truck Series, a national-level touring series sanctioned by NASCAR. Founded in 1996 and headquartered in Sandusky, Ohio, the team fields a single primary entry — the No. 99 truck driven by two-time NASCAR Craftsman Truck Series champion Ben Rhodes — for the 2026 season. Its core offering is competitive racing participation, and the underlying operations cover vehicle preparation, crew staffing, race-day execution, and team logistics across the series' national schedule.
The team's revenue model is sponsorship-driven: corporate partners pay for branding rights on the truck, driver firesuit, and team assets in exchange for national exposure across NASCAR's broadcast footprint. The most recently disclosed commercial relationship is a primary sponsorship with TYM North America for the 2026 season, where TYM — an agricultural equipment manufacturer — is leveraging the partnership as part of its 75th Diamond Anniversary to build brand awareness in the U.S. market. Beyond this anchor deal, the source material does not disclose secondary sponsors, merchandise or licensing revenue, prize money economics, or manufacturer/parts alliances that would typically supplement a Truck Series team's income.
The firmographic profile shows 51–100 employees and a private, for-profit structure, consistent with a mid-sized single-truck operation. No technology platform, software products, digital channels, or consumer-facing applications are disclosed; the entity is a services-style competitive racing franchise whose outputs are race results and brand exposure delivered to sponsor customers.
ThorSport Racing firmographics
Firmographics- Name
- ThorSport Racing
- Website
- https://thorsport.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- ThorSport Racing is a privately held, Sandusky, Ohio–based NASCAR Craftsman Truck Series team founded in 1996, fielding the No. 99 truck for two-time champion Ben Rhodes and generating revenue through corporate sponsorship partnerships.
- Ownership category
- akta.pro rank
ThorSport Racing industry classification
Industry- Product category
- Professional Motorsports Racing
- 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 Teams & Entrants (Factory & Independent) (MPAKAGAB)
Keywords
Where ThorSport Racing is headquartered
LocationHeadquarters
- HQ city
- Sandusky
- HQ country
- United States
- HQ region
- North America
Markets served
ThorSport Racing business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain
ThorSport Racing product offering
Product offeringCore offering
ThorSport Racing is a professional NASCAR Craftsman Truck Series racing team that fields the No. 99 truck, campaigned by 2-time NASCAR Craftsman Truck Series champion Ben Rhodes. The team competes in the national stock car auto racing series, with primary sponsorship rights sold to corporate partners such as TYM North America for the 2026 season to deliver national brand awareness through motorsports.
Product overview
ThorSport Racing is a professional NASCAR Craftsman Truck Series racing team that fields the No. 99 truck for 2-time NASCAR Craftsman Truck Series champion Ben Rhodes. The primary offering is the racing team and its competitive racing services. For 2026, TYM North America has become a primary sponsor of ThorSport Racing and the No. 99 truck as part of a strategic partnership to expand national brand awareness through motorsports.
Differentiator
Problem solved
Functional benefit
Products and services
- ThorSport Racing NASCAR Craftsman Truck Series team (No. 99)
Companies that use ThorSport Racing
Customer profileIdeal customer profiles1 record
ThorSport Racing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
ThorSport Racing partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TYM North AmericacoreTYM North America has entered into a primary sponsorship partnership with ThorSport Racing for the 2026 NASCAR Craftsman Truck Series. TYM North America will sponsor 2-time NASCAR Craftsman Truck Series champion Ben Rhodes and the No. 99 truck. This partnership is part of TYM North America's 75th Diamond Anniversary celebration and represents a strategic move to expand national brand awareness for TYM in the agricultural equipment sector.
Recent moves1 record
Expansion highlights2 records
ThorSport Racing competitors and assessment
Company assessmentBroad incumbents
- Hendrick Motorsports: Largest NASCAR Cup Series team; not a direct Truck Series competitor in scale but the benchmark independent NASCAR organization whose business model (multi-team, factory-aligned, sponsorship-driven) frames ThorSport's ceiling.
- Front Row Motorsports: NASCAR team competing in the Cup Series with affiliated truck operations; a comparable independently owned motorsports operation sharing sponsor targets and driver markets with ThorSport.
- Team Penske: Multi-series professional motorsports organization with NASCAR operations; relevant benchmark for industrial sponsor partnerships (e.g., OEM-tier deals) that ThorSport is pursuing at the Truck Series level.
- Spire Motorsports: Multi-series NASCAR team operating entries in both the Cup and Craftsman Truck Series; comparable as a competitor in the Truck Series while having a broader portfolio that competes for similar sponsor attention.
- Joe Gibbs Racing: Top-tier Toyota-aligned NASCAR team with operations across Cup, Xfinity, and historically the Truck Series; comparable as a factory-aligned motorsports operation competing for similar OEM and industrial sponsorship.
Direct peers
- AM Racing: Independent NASCAR Craftsman Truck Series team fielding regular entries; comparable size and business model to ThorSport, competing for the same sponsor budgets and contingency payouts.
- Niece Motorsports: Independent NASCAR Craftsman Truck Series team running multiple Chevrolet entries; directly comparable as a mid-sized Truck Series operation competing for sponsorship and championship contention.
- McAnally-Hilgemann Racing: NASCAR Craftsman Truck Series team running Toyota entries out of a multi-truck operation—same series, similar late-model scale, comparable sponsor-acquisition model centered on industrial and equipment brands.
- Kyle Busch Motorsports (KBM): Toyota-aligned multi-truck team in the NASCAR Craftsman Truck Series, fielding multiple entries across the same series ThorSport competes in and racing for the same manufacturer/customer pool of sponsors and drivers.
Emerging players
- Truck Series competitive independents (e.g., Young's Motorsports, Roper Racing): Smaller independent Truck Series teams competing in similar regional/divisional sponsorship markets; relevant as the competitive set ThorSport benchmarks against within the independent tier of the series.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
ThorSport Racing social profiles
Digital presenceThorSport Racing financial estimates
Financial estimateRevenue estimate
Valuation estimate
ThorSport Racing leadership team
Management profileNumber of profiles
ThorSport Racing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ThorSport 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 ThorSport Racing
What does ThorSport Racing do?
ThorSport Racing is a professional NASCAR Craftsman Truck Series racing team that fields the No. 99 truck, campaigned by 2-time NASCAR Craftsman Truck Series champion Ben Rhodes. The team competes in the national stock car auto racing series, with primary sponsorship rights sold to corporate partners such as TYM North America for the 2026 season to deliver national brand awareness through motorsports.
When was ThorSport Racing founded?
ThorSport Racing was founded in 1996. It employs 51 to 100 people.
Where is ThorSport Racing based?
ThorSport Racing is headquartered in Sandusky, United States, in the North America region.
Who are ThorSport Racing's main competitors?
Broad incumbents on record are Hendrick Motorsports, Front Row Motorsports, Team Penske, Spire Motorsports and Joe Gibbs Racing. Direct peers are AM Racing, Niece Motorsports, McAnally-Hilgemann Racing and Kyle Busch Motorsports (KBM). Truck Series competitive independents (e.g., Young's Motorsports, Roper Racing) is listed as an emerging player.
Does ThorSport Racing have an API?
No public API is recorded for ThorSport Racing.
What industry is ThorSport Racing in?
ThorSport Racing's product category is Professional Motorsports Racing. Its primary akta.pro industry code is MPAKABAB, Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.), with a secondary code of MPAKAGAB, Motorsports Teams & Entrants (Factory & Independent). Its SIC code is 7948.