Lumber Company YellaWood To Sponsor Talladega Race

Talladega Superspeedway has signed a new deal with Alabama-based lumber company YellaWood, which will entitle the track's fall NASCAR Cup Series playoff race this year and next year. The Talladega pact is part of a wider new deal with NASCAR that also includes activation at Daytona, Kansas and Martinsville. In addition to entitling the YellaWood 500, the company will get assets across track, digital/social, radio and TV platforms, using the assets in part to celebrate its 50th anniversary this year.

Meanwhile, Bristol Motor Speedway announced that longtime spring race title sponsor Food City will change the name of this weekend’s event to the Supermarket Heroes 400 to salute the grocery store workers across the country who continued their jobs during the coronavirus pandemic.