Viking Motorsports

What Viking Motorsports does

Viking Motorsports is a privately held NASCAR O'Reilly Auto Parts Series (Xfinity Series) racing team founded in 2024 by Don Sackett, CEO of SciAps. The team is headquartered in Mooresville, North Carolina, and operates two full-time Chevrolet Camaro race cars (the No. 99 driven by Parker Retzlaff and the No. 96 driven by Anthony Alfredo) under an enhanced technical alliance with Richard Childress Racing, with ECR Engines supplying power units. The team's competitive hardware is NASCAR-spec: 358 cubic inch cast-iron V8 engines producing 690 hp, tube-frame chassis, rear-wheel drive, and a 3,450 lb race weight, operating across NASCAR's 33+ annual race weekends at major U.S. speedways.

Viking Motorsports generates revenue primarily through corporate sponsorships, with a long tail of primary-partner deals tied to specific races, season-long associate partnerships, and supplier relationships. The team sells branded merchandise through an online store and earns race purses and performance bonuses from the series. Its core customers are corporate sponsors seeking high-visibility brand exposure to NASCAR's broadcast audience (30M+ viewers per season on The CW) and digital audience (2.2M+ social impressions, 850k+ video views), with secondary revenue from NASCAR fans purchasing merchandise and engaging with the team's content. Sponsorship packages are quote-based and individually negotiated, bundling paint-scheme placement, VIP garage and pit-road experiences, and driver meet-and-greets.

Go-to-market is hybrid: event-driven engagement at NASCAR races for sponsor activation, and a sales-led motion via a partnership inquiry form and 'Book A Call' option on the team website. The organization employs more than a dozen full-time staff, was independently capitalized by owner Don Sackett without disclosed venture or private equity backing, and markets itself as an independent, non-affiliated team offering sponsors an alternative to large multi-car operations.

Name

Viking Motorsports

Legal name

Viking Motorsports

Website

https://vikingmotorsports.racing

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

Viking Motorsports is a privately held, two-car NASCAR O'Reilly Auto Parts Series team in Mooresville, NC, founded in 2024 by SciAps CEO Don Sackett. It fields two Chevrolet Camaros under a technical alliance with Richard Childress Racing and generates revenue primarily from corporate sponsorships, race purses, and merchandise sales.

Ownership category

akta.pro rank

Product category

Professional Motorsports Racing Services

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)

Keywords

• NASCAR racing team
• Motorsports sponsorship services
• Brand activation partnerships
• Professional stock car racing
• Race event marketing

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

Revenue model

1. Sponsorship Revenue: Primary revenue stream from corporate sponsors who pay for car placement, paint scheme branding, and race-day activations. Sponsors receive VIP experiences including garage access, pit road ceremonies, and driver meet-and-greets for their clients.
2. Racing Competition Winnings: Revenue from race purses and performance-based bonuses in the NASCAR O'Reilly Auto Parts Series. Teams earn prize money based on finishing positions across regular season and playoff races.
3. Merchandise Sales: Sale of team merchandise through the official online shop including hats, apparel, and branded items.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Viking Motorsports is a full-time NASCAR O'Reilly Auto Parts Series (Xfinity Series) racing team that fields two Chevrolet Camaro race cars (No. 99 driven by Parker Retzlaff and No. 96 driven by Anthony Alfredo) and sells corporate sponsorship packages including primary race sponsorships, associate partnerships, and official supplier arrangements. The team provides brand exposure through paint scheme visibility, broadcast presence, VIP race experiences with garage access and driver meet-and-greets, and digital marketing activation across its social media platforms reaching 2.2M+ impressions.

Product overview

Viking Motorsports is a NASCAR O'reilly Auto Parts Series racing organization operating as a two-car team (No. 99 and No. 96 Chevrolets). The company's core product is its competitive racing operation, which provides brand exposure for sponsors through vehicle sponsorships and race participation. Supporting this is The Forge, a digital hub for race schedules and team updates, and VIP Experiences offering fan engagement opportunities and digital marketing services for partners seeking NASCAR garage access and driver interactions.

Differentiator

Problem solved

Functional benefit

Products and services

• NASCAR Sponsorship Packages (Viking Motorsports Racing Team) Full-time NASCAR O'Reilly Auto Parts Series racing team competing with two Chevrolet Camaros (No. 99 driven by Parker Retzlaff and No. 96 driven by Anthony Alfredo), delivering competitive racing performances and corporate sponsorship packages including brand exposure on car paint schemes, official supplier partnerships, and primary race sponsorships across 33+ annual race events.
• The Forge (Digital Hub) Official digital racing hub providing race schedules, driver statistics, team updates, and the latest news from Viking Motorsports. Serves as the digital command center for fans and partners to track the team's competitive season.
• Team Merchandise Official branded merchandise for Viking Motorsports fans, including hats, apparel, and team swag sold through the online storefront at stores.inksoft.com/vikingmotorsportsmerchstore.

Quantifiable outcome

• 2.2M+ social media impressions per season
• +2 more outcomes

Named customers8 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

Feature1 record

Partnerships

21 partnerships are on record, tiered flagship, core and minor.

• FDNY FoundationflagshipGTM or Marketing Partner · 4 June 2026Primary partner for NASCAR O'Reilly Auto Parts Series race at Pocono Raceway on June 13, honoring the 25th anniversary of September 11th. The FDNY Foundation colors adorn the No. 99 Chevrolet driven by Parker Retzlaff. Partnership raises awareness for fire safety education and first responder training.
• Card GorillacoreGTM or Marketing Partner · 26 May 2026Official Trading Card Company of Viking Motorsports. Card Gorilla's logo featured on the C-post of Parker Retzlaff's No. 99 Chevrolet at each race for the remainder of the 2026 season. Card Gorilla is an online trading card destination offering NASCAR cards, racing cards, live breaks, and PSA grading services.
• Free Bird Southern Spring WatercoreGTM or Marketing Partner · 18 May 2026Official water supplier for Viking Motorsports, keeping crew hydrated throughout the season. Primary sponsor on Parker Retzlaff's No. 99 Chevrolet for two marquee events: Charlotte in May and Bristol in September.
• Dogs by AndyminorGTM or Marketing Partner · 18 May 2026Premier canine training company serving as primary partner for Anthony Alfredo's No. 96 Chevrolet at Charlotte Motor Speedway. Logo featured prominently on the hood of the race car.
• Paladin Executive Protection DogsminorGTM or Marketing Partner · 18 May 2026Elite executive protection dog company serving as primary partner for Anthony Alfredo's No. 96 Chevrolet at Charlotte Motor Speedway. Logo featured on quarter panels of the race car.
• Fast Stop MarketsminorGTM or Marketing Partner · 13 May 2026Convenience store chain owned by Highland Energy, serving as associate partner on No. 99 Chevrolet driven by Parker Retzlaff during Nashville race weekend. Collaborating with Michael Waltrip Brewing for in-store promotions across Tennessee locations.
• Michael Waltrip Brewing CompanyminorGTM or Marketing Partner · 13 May 2026Premium beer and lifestyle brand founded by two-time Daytona 500 champion Michael Waltrip, serving as associate partner on No. 96 Chevrolet for Nashville race weekend. Brand activation across participating Tennessee Fast Stop locations.
• SC Outcast ACminorGTM or Marketing Partner · 19 March 2026Premier angling club in the Sport Fishing Championship serving as primary sponsor for Darlington Raceway weekend. Partnership unites offshore competitive fishing fans with NASCAR enthusiasts, featuring SC Outcast colors on Parker Retzlaff's No. 99 Chevrolet.
• KYRÖ DistilleryminorGTM or Marketing Partner · 21 February 2026Finnish gin distillery whose partnership with Parker Retzlaff secured the team's highest finish: P2 at EchoPark Speedway. Represented on the No. 99 Chevrolet livery.
• VaViaminorGTM or Marketing Partner · 29 January 2026Roll-off dumpster rental company partnering with Viking Motorsports for 2026 season. First foray in motorsports sponsorship, serving as season-long associate and primary partner for multiple races on No. 96 Chevrolet driven by Anthony Alfredo. First primary at EchoPark Speedway on February 21.
• Dude WipescoreGTM or Marketing Partner · 9 January 2026Flushable wipes brand returning for seventh consecutive season with Anthony Alfredo. Primary partner on No. 96 Chevrolet for over 10 races in 2026. Partnership began in 2020 and has evolved into one of the most recognizable driver-sponsor combinations in NASCAR.
• FUNKAYcoreGTM or Marketing Partner · 9 January 2026Extreme odor eliminator brand returning for fifth year partnering with Parker Retzlaff. Featured on No. 99 Chevrolet for multiple races throughout 2026 season. Partnership began in 2022 supporting Retzlaff's rise through NASCAR ranks.
• Drug Enforcement Administration (DEA)flagshipGTM or Marketing Partner · 1 January 2026Federal agency partnership for 'Fentanyl Free America' campaign. First-of-its-kind NASCAR collaboration featuring No. 99 Chevrolet at Texas Motor Speedway with life-saving prevention messaging. Reached thousands of fans with awareness about dangers of synthetic opioids.
• Richard Childress RacingcoreTechnology or Integration · 17 November 2025Enhanced technical alliance providing Viking Motorsports access to RCR's support network, operational resources, engineering expertise, and collaborative processes. The partnership includes ECR Engines for power units, supporting the team's competitive development in the NASCAR O'Reilly Auto Parts Series.
• BuddyminorGTM or Marketing Partner · 19 August 2025B2B marketplace for metal recyclables, featured on No. 99 Chevrolet at Daytona International Speedway. First company in annual program spotlighting scrap metal industry innovators. Platform connects vetted buyers and sellers in the $348B global metal recycling industry.
• Recycled Materials Association (ReMA)minorGTM or Marketing Partner · 19 August 2025Association representing over 1,700 recycling companies in the U.S. and 40 countries, serving as associate partner on No. 99 team. Advocates for recycled materials industry and provides safety and compliance training.
• The CW NetworkcoreGTM or Marketing Partner · 18 July 2025Media partner broadcasting NASCAR Xfinity Series races. Partnership includes creative activations like the Savannah Bananas crossover event at Indianapolis Motor Speedway. The CW airs 15 hours of primetime weekly and over 400 hours of live sports annually.
• Savannah BananasminorGTM or Marketing Partner · 18 July 2025High-energy baseball entertainment company partnered with Viking Motorsports to bring 'Banana Ball' spirit to NASCAR. Special paint scheme on No. 99 Chevrolet at Indianapolis Motor Speedway celebrating Bananas' CW broadcast debut. Team has 9.8M+ TikTok followers.
• Pocono Mountains Visitors BureauminorGTM or Marketing Partner · 16 June 2025Destination marketing organization for northeastern Pennsylvania serving as primary sponsor of No. 99 Chevrolet driven by Matt DiBenedetto at Pocono Raceway. Includes exclusive behind-the-scenes content for Pocono Television Network and social media.
• SciApsminorOthers · 1 January 2025Portable analytical instruments company founded by Don Sackett, co-founder of Viking Motorsports. SciAps XRF and LIBS analyzers serve metals and mining, aerospace, battery, and scrap metal recycling industries.
• ECR EnginescoreTechnology or Integration · 1 January 2025Engine supplier providing power units to Viking Motorsports through the technical alliance with Richard Childress Racing. ECR Engines power many of NASCAR's top-performing teams.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Richard Childress Racing: Veteran NASCAR team and Viking's technical alliance partner. Fielding both Cup and Xfinity entries with ECR Engines, RCR provides the engineering backbone that Viking accesses, making it a structurally relevant comparable.
• Joe Gibbs Racing: Multi-team NASCAR operation with both Cup and Xfinity Series entries, serving as a benchmark for what top-tier Xfinity teams achieve. Overlaps with Viking in the Xfinity Series but operates at materially larger scale with Toyota factory support.
• Stewart-Haas Racing: Multi-team NASCAR operation with Xfinity Series entries, providing a reference point for the ceiling of a two-car team that successfully scales. While much larger, the operational blueprint is relevant for Viking's growth path.

Emerging players

• Big Machine Racing: Newer NASCAR Xfinity Series entrant backed by entertainment industry money, comparable to Viking's founder-driven, non-VC financing model. Targets similar sponsor categories and tracks in the Xfinity ecosystem.
• Our Motorsports: Independent NASCAR Xfinity Series team where Viking's No. 96 crew chief Josh Graham and driver Anthony Alfredo previously worked together. Closely comparable in scale and stage of development.

Direct peers

• Kaulig Racing: Multi-car Xfinity Series team that has scaled from a single-car operation to a multi-car contender, mirroring Viking's growth trajectory. Competes across the same venues with similar sponsorship-centric GTM and Chevrolet technical alliances.
• RSS Racing: Independent NASCAR Xfinity Series team that Viking Motorsports originally partnered with in 2024 before becoming independent. Directly comparable in scale, operating model, and independent team positioning.
• AM Racing: Single-car NASCAR Xfinity Series team where Viking's new crew chief Danny Efland previously led operations to the 2025 postseason. Directly comparable in scale, crew composition, and competitive tier.
• JR Motorsports: Premier multi-car NASCAR Xfinity Series team owned by Dale Earnhardt Jr. Operates multiple full-time entries competing at the same tracks as Viking, with a similar sponsorship-driven model and direct overlap in primary marketing categories (consumer products, racing hardware).
• BJ McLeod Motorsports: Independent NASCAR Xfinity Series team from which Viking leases shop space in Mooresville, NC. Closely comparable in operational scale, independent ownership structure, and similar event-day execution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/vkngmotorsports
• Facebookfacebook.com/vkngmotorsports
• LinkedInlinkedin.com/company/vikingmotorsportsracing
• Instagraminstagram.com/vkngmotorsports

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Viking Motorsports