Chef Boyardee, under new ownership by Brynwood Partners’ Hometown Food Company, has announced a multi-faceted NASCAR Cup Series partnership with Hyak Motorsports and KHI Management, sponsoring Ricky Stenhouse Jr.’s No. 47 Chevrolet at the Daytona 500 while launching its largest-ever fan giveaway of over 100,000 meals. This move signals increased marketing investments aimed at brand revitalization through product innovation and targeted consumer engagement in the competitive packaged foods sector.
The resurgence of Chef Boyardee in the motorsports arena marks a strategic pivot for the iconic canned pasta brand, recently acquired by private equity firm Brynwood Partners through its Hometown Food Company portfolio. The partnership with Hyak Motorsports—formerly JTG Daugherty Racing—and KHI Management positions Chef Boyardee as a primary sponsor for the No. 47 Chevrolet Camaro ZL1, piloted by veteran driver Ricky Stenhouse Jr., at the upcoming Daytona 500. This collaboration leverages Stenhouse’s long-standing ambassadorship with the brand, spanning over a decade, to amplify visibility among NASCAR’s dedicated fanbase, which boasts millions of viewers and attendees annually.
Hyak Motorsports, rebranded in late 2024 under the leadership of Gordon Smith, Brad Daugherty, Mark Hughes, and Ernie Cope, emphasizes speed and performance with a technical alliance to Hendrick Motorsports. The team’s name, derived from a Native American term meaning “fast,” aligns with Chef Boyardee’s push for quick, convenient meal solutions in an era of rising grocery costs. KHI Management, founded by NASCAR champion Kevin Harvick, facilitated the deal, highlighting the agency’s role in bridging consumer brands with high-octane sports marketing opportunities. The sponsorship extends to activations at both Daytona and Talladega, with ambitions to secure a victory at the “Great American Race,” potentially boosting brand equity through association with triumph on one of racing’s most prestigious stages.
Central to the Daytona initiative is a record-breaking fan giveaway, distributing more than 100,000 meals directly to attendees throughout race week. This unprecedented scale underscores Chef Boyardee’s commitment to affordability and accessibility, positioning the brand as a go-to option for budget-conscious families amid persistent inflation in the food industry. The giveaway will be executed via the “Ravioli Roamer,” a custom-branded vehicle roaming the infield, midway, and campgrounds to deliver surprise meals during key moments like check-ins, post-race gatherings, and late-night snacks. This hands-on approach not only fosters direct consumer interaction but also generates organic buzz, potentially enhancing customer loyalty and driving retail sales uplift.
Beyond the giveaway, Chef Boyardee’s fan hub will feature interactive games, photo opportunities, and surprise appearances by Stenhouse for meet-and-greets and exclusive giveaways in designated zones. These elements combine to create an immersive experience that marries the thrill of NASCAR with the comfort of familiar Italian-inspired meals, targeting a demographic overlap between racing enthusiasts and everyday consumers seeking value-driven products.
Strategic Business Implications
This NASCAR foray represents a cornerstone of Hometown Food Company’s broader revitalization strategy for Chef Boyardee following its $200 million acquisition from Conagra Brands in June 2025. Brynwood Partners, managing over $2.3 billion in assets, specializes in turning around underinvested consumer brands through operational enhancements and aggressive marketing. The increased investment in Chef Boyardee includes planned brand refreshes, product innovations, and new launches set to roll out in 2026, all while preserving core flavors and formats that have made it a household staple since 1928.
In the packaged foods market, where competition from private labels and health-focused alternatives intensifies, such high-profile partnerships can yield measurable returns. Industry benchmarks suggest motorsports sponsorships can deliver up to 5x ROI through media exposure, with NASCAR events generating billions in annual economic impact. For Chef Boyardee, aligning with the Daytona 500—drawing over 100,000 fans and a global TV audience—could accelerate market share recovery in the $10 billion canned pasta and ravioli segment, where the brand holds a dominant position.
Key Partnership Milestones
Sponsorship Scope : Primary branding on the No. 47 car at Daytona 500 and Talladega, with potential for expanded races based on performance.
Fan Engagement Scale : Over 100,000 meal distributions, eclipsing previous brand activations.
Marketing Synergies : Integration with Hyak’s performance-driven ethos and KHI’s expertise in athlete-brand alignments.
Long-Term Vision : Part of a multi-year plan to innovate while honoring heritage, including updates to packaging and formulations to appeal to modern families.
This initiative not only reinvigorates Chef Boyardee’s market presence but also exemplifies how private equity-backed consumer goods companies are leveraging experiential marketing to combat commoditization and foster growth in a challenging economic landscape.
Disclaimer: This article is for informational purposes only and does not constitute financial advice, investment recommendations, or endorsements. All information is based on publicly available data and should not be relied upon for making financial decisions.