RFK Racing has formed a new partnership with olive oil startup Graza, expanding its involvement with brands within the grocery retail sector. The collaboration, made public Tuesday, features Graza as the primary sponsor on the No. 6 Ford car driven by Brad Keselowski for a single NASCAR Cup Series event this season at Circuit of the Americas. The specifics of the financial arrangement were not disclosed, but the limited primary paint scheme presence indicates a modest initial investment.
Details of Graza’s Sponsorship Role and Market Position
Aside from Keselowski’s car, Graza is also a full-season associate sponsor of the No. 60 Ford driven by Ryan Preece. While both Kroger and Graza have retail ties—Graza’s products are sold in Kroger stores—this partnership is separate from Kroger’s existing sponsorship with RFK Racing. Sponsorship deals of this magnitude in NASCAR’s premier series typically range from several hundred thousand dollars to nearly $1 million. For RFK, partnering with Graza adds another retail-focused brand to its sponsorship portfolio.
Brand Vision and Growth of Graza in the Grocery Market
The partnership is intended to enable
“opportunities to connect with fans with an energetic and authentic approach,”
according to representatives from the deal. It remains unclear if other marketing initiatives or product sampling efforts will be part of the collaboration. Founded in 2022, Graza has quickly risen to become the fifth-largest olive oil brand, known for its distinctive squeeze bottles and playful packaging found in prominent grocery chains. CNBC reported a year ago that Graza’s annual revenue is approximately $48 million.
