Jimmie Johnson Expands Legacy Motor Club with Guy Fieri Partnership

Jimmie Johnson announced on June 30, 2026 that Legacy Motor Club has brought celebrity chef Guy Fieri on board as a strategic owner, marking a fresh branding push for the two-car NASCAR team.

What happened?

Legacy Motor Club, the outfit Johnson co-owns after stepping into team ownership post-2022, revealed Fieri’s new role in a press release. The chef-turned-entrepreneur will help the organization expand its brand and fan engagement beyond the racetrack, working on content, licensed merchandise and lifestyle projects that blend food culture with NASCAR fandom.

Why it matters for Jimmie Johnson

Johnson, one of only three drivers with seven Cup Series championships, has long spoken about reshaping the ownership model toward marketing and fan experience. Adding Fieri gives Johnson a high-profile partner who can attract non-traditional audiences, a goal Johnson has emphasized since the team rebranded from Petty Enterprises to Legacy Motor Club.

Who else is involved?

The ownership roster now includes Richard Petty, who remains a team ambassador at age 89, music star Darius Rucker, Maury Gallagher and Knighthead Capital Management. The team fields Erik Jones and John Hunter Nemechek in the Cup Series, continuing the lineage that began with Lee Petty’s 1949 entry into NASCAR.

What comes next?

With Fieri’s “strategic owner” label, Legacy Motor Club plans to roll out new merchandise lines and digital content aimed at food lovers and racing fans alike. Johnson hinted that the partnership could lead to special events at race weekends, potentially drawing new crowds to the sport.

The move signals a broader trend in NASCAR where owners leverage celebrity ties to boost visibility. For Johnson, it’s a concrete step toward the “new way” of team ownership he promised after his driving career, blending competition with cross-industry collaboration.

Legacy Motor Club’s next race weekend will test the partnership’s impact on fan engagement, and Johnson’s role will be under close watch as the team seeks to translate off-track branding into on-track performance.