Sam Hunt Racing
Sam Hunt Racing is a privately held, founder-owned NASCAR Xfinity Series team based in Mooresville, NC that fields two Toyota GR Supra entries (Nos. 24 and 26) and sells branded merchandise online, serving corporate sponsors seeking motorsports marketing activation and NASCAR fan consumers.
- Company typePrivate
- Founded2019
- HeadquartersMooresville, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Sam Hunt Racing does
Sam Hunt Racing (SHR) is a privately held, founder-owned NASCAR O'Reilly Auto Parts Series (Xfinity Series) team established in 2019 by former racer Sam Hunt and headquartered in Mooresville, North Carolina. The team operates as a Toyota Gazoo Racing partner organization, campaigning Toyota GR Supra race vehicles — two full-time entries (Nos. 24 and 26) for the 2026 season with Harrison Burton and Dean Thompson as drivers, supported by crew chiefs Brian Gainey (ex-Joe Gibbs Racing) and Kris Bowen. SHR also runs an engineering capability augmented by a metrology partnership with TriMech Group, including Zeiss T-Scan Hawk 2 3D scanning equipment in its shop.
The business operates two revenue streams. The primary stream is sponsorship partnerships — corporate partners pay for car placement, branding on race vehicles, and activation at NASCAR events; the 2026 roster includes Dead On Tools (12-race primary on the No. 24), Thompson Pipe Group (No. 26 anchor), Zep, ForeverLawn, Oregon State University, Overplay, Mobil 1, and others, with Toyota Gazoo Racing/TRD U.S.A. as the foundational technical partner. The secondary stream is direct-to-consumer merchandise sold through a Shopify-powered e-commerce storefront offering apparel and accessories with international shipping. Customer segments are horizontal: enterprise corporate sponsors seeking motorsports marketing activation and individual NASCAR fans purchasing merchandise.
Operationally, SHR grew from a single-entry debut at Homestead-Miami Speedway in 2019 to a two-car team by 2026, with a 2024 breakthrough season (10-driver rotation), a 2025 rookie campaign featuring the team's first-ever stage win at Rockingham Speedway and first top-five at Charlotte, and a 2025 leadership addition of Jesse Little as VP of Business Development from NASCAR's competition department. The company has no disclosed institutional investors, parent company, or public revenue figures, and operates within a North American geographic footprint.
Sam Hunt Racing firmographics
Firmographics- Name
- Sam Hunt Racing
- Legal name
- Sam Hunt Racing
- Website
- https://samhuntracing.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sam Hunt Racing is a privately held, founder-owned NASCAR Xfinity Series team based in Mooresville, NC that fields two Toyota GR Supra entries (Nos. 24 and 26) and sells branded merchandise online, serving corporate sponsors seeking motorsports marketing activation and NASCAR fan consumers.
- Ownership category
- akta.pro rank
Sam Hunt Racing industry classification
Industry- Product category
- Professional Motorsports Racing Team
- 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), Motorsports Series & Championships (Sanctioned Racing Calendars) (MPAKAGAA)
Keywords
Where Sam Hunt Racing is headquartered
LocationHeadquarters
- HQ city
- Mooresville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Sam Hunt Racing business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Sponsorship Partnerships: Primary revenue stream from corporate sponsors who pay for car placement, branding on race vehicles, and activation at race events. Partners include Toyota, Dead On Tools, Zep, Thompson Pipe Group, and others.
- Merchandise Sales: Direct-to-consumer merchandise sales through their e-commerce storefront including apparel (tees, sweatshirts), pet products, and other branded racing gear.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Sam Hunt Racing product offering
Product offeringCore offering
Sam Hunt Racing fields two full-time NASCAR O'Reilly Auto Parts Series (Xfinity Series) entries — the No. 24 Toyota GR Supra driven by Harrison Burton and the No. 26 Toyota GR Supra driven by Dean Thompson — competing on NASCAR circuits across the United States. The team operates a Toyota Gazoo Racing partnership and sells branded merchandise (tees, sweatshirts, pet products) through its own Shopify-powered e-commerce storefront with international shipping.
Product overview
Sam Hunt Racing (SHR) is a NASCAR Xfinity Series racing team that competes with two full-time Toyota GR Supra entries (Nos. 24 and 26). Founded in 2019 by former racer Sam Hunt, SHR operates as a Toyota Gazoo Racing partner. The team also maintains a merchandise e-commerce operation selling branded apparel and accessories through a Shopify-powered online store. The racing operation and merchandise store represent the two distinct service offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- NASCAR Xfinity Series Racing (Nos. 24 and 26 Toyota GR Supras) Two-car NASCAR O'Reilly Auto Parts Series (formerly Xfinity Series) team operation, fielding the No. 24 and No. 26 Toyota GR Supras for the 2026 season. Operates as a Toyota Gazoo Racing partner organization and delivers corporate sponsorship activation alongside on-track competition.
- Branded Merchandise (Tees, Sweatshirts, Pet Accessories) Direct-to-consumer e-commerce storefront selling branded NASCAR fan apparel and accessories including t-shirts, sweatshirts, and pet-related products. Operated through a Shopify-powered online store with international shipping support.
Quantifiable outcome
- First stage win at Rockingham Speedway and multiple organizational records broken in 2025 rookie season
- +1 more outcomes
Companies that use Sam Hunt Racing
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
Sam Hunt Racing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sam Hunt Racing partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor and core.
- Zep, Inc.minorIndustrial and institutional cleaning products company. Zep products including Dyna-Brute parts washer are used in the team shop daily. Placement on lower front quarter panels throughout 2026 season.
- Thompson Pipe GroupcoreAssociate partner aboard Dean Thompson's No. 26 GR Supra at Texas Motor Speedway. Headquartered in Southern California, leading manufacturer of reinforced concrete pipe and pipe solutions.
- Dead On ToolscorePrimary sponsor aboard Harrison Burton's No. 24 GR Supra for 12 races in 2026 season including Daytona, Martinsville, Bristol, Charlotte, Sonoma, EchoPark, Indianapolis, Darlington, WWT Raceway, Las Vegas, Talladega, and Homestead.
- Toyota Gazoo RacingcorePrimary vehicle manufacturer and technical partner providing Toyota GR Supra race cars, factory engineering support, and technical resources. TRD U.S.A. provides support for the team's expansion to two full-time entries in 2026.
- TriMech GroupcoreOfficial technology partner providing metrology tools including Zeiss T-Scan Hawk 2 3D Hand Scanner and full technological support to the engineering department. Improves competitive performance and efficiency through advanced measurement technology.
- Oregon State UniversityminorPrimary partner for Dean Thompson and the No. 26 OSU / Thompson Pipe Group GR Supra at Portland International Raceway. Only standalone NXS event in the Pacific Northwest region.
- New Jersey State PoliceminorRecruitment and awareness campaign with Ryan Truex piloting the No. 24 NJSP GR Supra at Dover Motor Speedway. Aimed at raising awareness for recruitment.
- OverplayminorNo-code gaming platform featured on Shark Tank. Primary partner for Kaz Grala in three NASCAR Xfinity Series road course races including Chicago Street Course.
- Mobil 1minorEngine lubricant partner for Christopher Bell's No. 24 Mobil 1 GR Supra at Mexico City race. Partnership with NASCAR Cup Series driver for special event.
- ForeverLawnminorSynthetic grass solutions provider. Multi-year sponsor returning for third season with Jeffrey Earnhardt driving the No. 24 ForeverLawn GR Supra in multiple events.
- BB Printing Co.minorBusiness branding solutions company based in Hendersonville, Tennessee. BB Auto Club division focused on premium automotive branding supporting Ryan Truex at Daytona.
Scale indicators2 records
Recent moves7 records
Expansion highlights5 records
Sam Hunt Racing competitors and assessment
Company assessmentBroad incumbents
- Richard Childress Racing (Xfinity): Established multi-series NASCAR organization running Xfinity entries alongside Cup operations. Comparable as a Chevrolet-aligned competitor pursuing similar sponsor activation strategies.
- Hendrick Motorsports: Premier NASCAR team organization with historical Xfinity operations. Represents the upper bound of scale and a competing destination for sponsor budgets and driver talent SHR is targeting.
- Stewart-Haas Racing: Multi-series NASCAR organization with Xfinity history. Comparable as a competing organization pursuing similar driver-development pathways and corporate sponsors.
- Joe Gibbs Racing (Xfinity): Toyota-affiliated NASCAR organization running multiple full-time Xfinity entries. Shares Toyota factory support with SHR and is the primary intra-brand competitor for drivers, crew chiefs, and sponsor dollars.
Direct peers
- JR Motorsports: Premier NASCAR Xfinity Series team fielding multiple full-time Chevrolet entries, with deep sponsor relationships and a parallel driver-development focus. JR Motorsports is the most direct comparable to a multi-car Toyota Xfinity operation.
- Our Motorsports: NASCAR Xfinity Series team that has scaled entry counts in recent seasons. Comparable in scale and structure as a growing independent team targeting similar sponsor inventory.
- DGM Racing: Long-running independent NASCAR Xfinity Series team. Closely comparable to SHR as a smaller, privately held operation dependent on OEM partnerships and corporate sponsorship.
- Kaulig Racing: Multi-car NASCAR Xfinity team (with growing Cup presence) competing for similar sponsors and driver talent. Highly comparable in operational scale and target sponsor profile.
- RSS Racing: Independent NASCAR Xfinity Series team fielding entries with a mix of sponsorship partners. Comparable as a smaller, sponsor-driven Xfinity operation competing for similar inventory and drivers.
Others
- TriMech Group: Technology/engineering solutions partner. Listed as a peer in the OTHERS category because it is an enabling supplier rather than a competitor, but materially relevant given its partnership in SHR's metrology stack.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Sam Hunt Racing social profiles
Digital presenceSam Hunt Racing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sam Hunt Racing leadership team
Management profileNumber of profiles
Profiles4 records
Sam Hunt Racing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sam Hunt 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 Sam Hunt Racing
What does Sam Hunt Racing do?
Sam Hunt Racing fields two full-time NASCAR O'Reilly Auto Parts Series (Xfinity Series) entries — the No. 24 Toyota GR Supra driven by Harrison Burton and the No. 26 Toyota GR Supra driven by Dean Thompson — competing on NASCAR circuits across the United States. The team operates a Toyota Gazoo Racing partnership and sells branded merchandise (tees, sweatshirts, pet products) through its own Shopify-powered e-commerce storefront with international shipping.
Is Sam Hunt Racing a public or private company?
Sam Hunt Racing is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sam Hunt Racing founded?
Sam Hunt Racing was founded in 2019. It employs 11 to 50 people.
Where is Sam Hunt Racing based?
Sam Hunt Racing is headquartered in Mooresville, United States, in the North America region.
How does Sam Hunt Racing make money?
Two revenue lines are on record. Sponsorship Partnerships are the primary driver. The others are merchandise Sales.
Who are Sam Hunt Racing's main competitors?
Broad incumbents on record are Richard Childress Racing (Xfinity), Hendrick Motorsports, Stewart-Haas Racing and Joe Gibbs Racing (Xfinity). Direct peers are JR Motorsports, Our Motorsports, DGM Racing, Kaulig Racing and RSS Racing. TriMech Group is listed as an others.
Does Sam Hunt Racing have an API?
No public API is recorded for Sam Hunt Racing.
What industry is Sam Hunt Racing in?
Sam Hunt Racing's product category is Professional Motorsports Racing Team. 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.