Industrial and MRO supplies distributor Global Industrial Company extended and enhanced its partnership with Richard Childress Racing (RCR) for 2024.

In addition to returning as a multi-race primary partner for Austin Hill and the No. 21 Chevrolet car in the NASCAR Infinity Series, the Port Washington, NY-based company will make its debut in the NASCAR Cup Series as a primary partner for Kyle Busch and the No. 8 Camaro.

“We are excited to partner with Richard Childress Racing and Austin Hill for another season of NASCAR racing action,” Global Industrial Senior Vice President and Chief Merchandising Officer Alex Tomey said in a Jan. 11 news release. “It has been an incredible experience to be part of the RCR platform, which has allowed us to highlight the products and solutions we offer, and strengthen relationships with our associates, customers and vendor partners. Austin has been an exceptional ambassador for the Global Industrial brand, and we look forward to expanding our relationship as we team up with Kyle Busch for our first-ever NASCAR Cup Series race in 2024.”

Hill brought Global Industrial two primary Xfinity Series victories last season, with the second coming at their home track of Pocono Raceway with approximately 1,600 Global Industrial associate names on the hood and nearly 150 guests in attendance.

Global Industrial will continue to leverage the RCR partnership by creating VIP experiences for customers at the track, fostering business-to-business connections and immersing the racing program into their corporate initiatives. RCR will also assist Global Industrial with strategic content, and marketing and communications support.

“We are grateful for our partnership with Global Industrial to continue on a path of growth and to welcome them into the Cup Series,” said Torrey Galida, President of RCR. “Witnessing Austin win two races last season in their primary scheme and seeing the excitement of their associates and customers in victory lane was a great way to cap off year two of the program. Global Industrial has done an excellent job of utilizing Austin for employee events and as a spokesperson at their national trade show. 2024 should be even more exciting as Kyle joins the Global Industrial family.”

For much more insight on Global Industrial’s NASCAR partnership, check out Executive Editor Mike Hockett’s August 2023 Premium piece that provided an inside look at the company’s “engaged” sports marketing strategy, which has the RCR partnership as its centerpiece.

And for an in-depth look at Global Industrial’s market strategy, see Hockett’s October Premium piece recapping his fireside conversation with CEO Barry Litwin at MDM’s 2023 SHIFT Conference.