In the sweltering heat of a Tennessee summer day in the 1980s, a young Darrell Waltrip raced at Nashville International Raceway with local businesses adorning the track’s signage. Little did the future Hall of Famer know that over four decades later, the restaurant chain that started just 10 miles from the speedway would return to sponsor NASCAR’s premier series in his home state.

The newly announced Cracker Barrel 400, set for June 1, 2025, at Nashville Superspeedway, represents more than just another corporate partnership—it’s a homecoming that bridges NASCAR’s rich history in Middle Tennessee with its promising future.

The Lebanon-based Cracker Barrel Old Country Store, which opened its first location in 1969, has inked a multi-year entitlement deal that replaces Ally Financial’s four-year stint as the race’s title sponsor. This announcement carries particular significance for Tennessee racing fans who’ve witnessed NASCAR’s complicated relationship with the region—from the glory days at Nashville’s Fairgrounds Speedway to the sport’s absence and triumphant return to the area in 2021 with the revival of events at Nashville Superspeedway.

As news of the deal spread across the racing community, fans and industry insiders were quick to note the serendipitous timing and location. The 1.33-mile concrete tri-oval intermediate speedway will now showcase the restaurant chain’s distinctive brown and yellow branding during a weekend that includes the NASCAR Craftsman Truck Series Rackley Roofing 200 and the NASCAR Xfinity Series Tennessee Lottery 250, creating a tripleheader that highlights racing’s return to prominence in the area.

Industry voices on NASCAR’s Nashville homecoming deal

The partnership announcement on April 10 arrives at a pivotal moment for both entities. Nashville Superspeedway, under Speedway Motorsports’ ownership, continues to establish itself as a premier destination on the NASCAR calendar, while Cracker Barrel embarks on what company CMO Sarah Moore described as “Over 55 years ago, we opened our doors in Lebanon, and this partnership with Nashville Superspeedway feels like a homecoming.” The synergy between these two Tennessee institutions signals NASCAR’s commitment to honoring its Southern roots while embracing the modern era of corporate sponsorship.

FOX Sports journalist Bob Pockrass broke the story with his trademark brevity, stating simply: “Cup race at Nashville has a sponsor… Cracker Barrel 400.” The understated announcement belied the significance of this development for the region’s racing fans. Pockrass, known for his comprehensive coverage of NASCAR’s business dealings, recognized that this wasn’t just another sponsorship changing hands, but rather a meaningful connection between two Tennessee institutions. The deal marks Cracker Barrel’s return to Cup Series race entitlement after previously sponsoring the Cracker Barrel 500 at Atlanta Motor Speedway from 1999-2001, demonstrating the company’s renewed interest in using NASCAR’s platform to connect with its core customer base across the Southeast.

When three-time Cup Series champion Darrell Waltrip quipped at the 1971 NASCAR awards banquet, “It just shows where drinking and smoking can get you,” he was referencing his career trajectory after earning just under $700,000 for the 1971 season. However, the 10-word statement has become one of NASCAR’s most memorable victory lane quotes, often cited as an example of Waltrip’s quick wit and candid personality. The news about sponsorships transformed the meaning of Waltrip’s statement.

Franklin, Tennessee, is where Mike Waltrip lives, yet this community-based company transition from the corporate Ally to Cracker Barrel represents a shift from a more corporate financial institution to a hometown company with deep community roots. Waltrip’s professional transition from short track racing to NASCAR prize-winner to TV commentator follows the development of Nashville racing from small weekend events to national acclaim, which strengthens his personal connection to this announcement.

The significance of this return didn’t escape NASCAR historians, with popular social media account Nascarman highlighting the “full circle moment as Cracker Barrel sponsored the Cup race at Nashville in May 1982.” This observation connects the dots across four decades of NASCAR history in Middle Tennessee. Back then, the Cup Series raced at Nashville International Raceway (later known as Nashville Fairgrounds Speedway), where Darrell Waltrip notched up 8 of his 84 career wins, making it his fourth most prolific track after Bristol (12), Martinsville (11), and North Wilkesboro (10).

Cracker Barrel’s involvement in those early Nashville races established a precedent that makes their return particularly meaningful for longtime fans who remember the sport’s deep connections to the region. Nashville Superspeedway general manager Matt Greci underscored this sentiment when he called the partnership “a landmark for Nashville Superspeedway and Middle Tennessee.”

On June 1st, 2025, the Cracker Barrel 400 will write the next page in the racing tale of Nashville. After Joey Logano’s remarkable fuel-saving victory in last year’s five-overtime marathon at the track, fans will be watching to see if the earlier calendar date brings different racing conditions and new storylines. Kevin Camper, executive vice president for Speedway Motorsports, summed up the significance perfectly: “Cracker Barrel and Speedway Motorsports both bring people together—whether over a meal or at the track.” The aligned relationship between Tennessee race fans and NASCAR means NASCAR racing returns to its southern spirit by coming back to its state of origin while celebrating the union between local dedication and national superiority.

Are you excited about the return of Cracker Barrel to the Cup Series grid? Let us know in the comments!