Zep makes NASCAR debut with Noah Gragson’s Ford Mustang Dark Horse at Quaker State 400

Zep Inc., a legacy cleaning solutions manufacturer known for its industrial-grade products, debuted as the primary sponsor on Noah Gragson’s No. 4 Ford Mustang Dark Horse during the Quaker State 400 at EchoPark Speedway. The sponsorship marks a strategic elevation in Zep’s marketing footprint as it becomes the Official Cleaning Supplier for Front Row Motorsports (FRM), a growing force in the NASCAR Cup Series. This partnership extends across multiple events, including Zep’s appearance on the No. 4 car for two Cup Series races and its presence across all FRM vehicles, including those in the NASCAR CRAFTSMAN Truck Series.

This event represents a pivotal brand activation for Zep, aligning it with one of the most visible racing formats in the United States, while also coinciding with the launch of the Cherry Bomb Auto+ Degreaser & Cleaner across over 2,500 Walmart stores.

How does Zep’s partnership with Front Row Motorsports reflect a broader NASCAR brand integration strategy?

Zep’s decision to enter the NASCAR arena through a multi-platform partnership with Front Row Motorsports is emblematic of a deeper strategic pivot toward high-visibility sports marketing. The cleaning products provider, with a history stretching back 85 years, is now leveraging the reach and fandom of motorsports to connect directly with consumers—specifically targeting auto enthusiasts, professional garages, and retail audiences that already trust its products.

Through its dual role as both the primary partner on the No. 4 Ford Mustang Dark Horse and as an associate partner across other vehicles in FRM’s lineup, Zep is ensuring its brand visibility extends beyond a single headline event. The June 28 race at Atlanta’s EchoPark Speedway is the first of two key Cup Series events featuring Zep in a primary capacity, timed deliberately with Zep’s Cherry Bomb Auto+ launch.

By affiliating with a NASCAR team and driver—especially in the season’s inaugural In-Season Tournament—Zep is achieving both retail alignment and emotional resonance. The event, with a $1 million prize and a bracket-style format involving 32 drivers, offered a spotlight moment not only for Gragson but for Zep’s blue-and-yellow livery to be showcased during prime-time TV coverage on TNT Sports and nationwide radio broadcasts.

What does Noah Gragson’s alignment with Zep and FRM signify for the driver’s evolving career trajectory?

Following his 2024 season, Noah Gragson transitioned to Front Row Motorsports with a full-time multi-year contract, carrying with him a core team from his previous organization. The timing of Zep’s arrival as a headline sponsor dovetails with Gragson’s efforts to reset and relaunch his Cup Series career on stronger footing.

Gragson has consistently performed well at Atlanta Motor Speedway, having recorded three top-five finishes and five top-10s in the Xfinity Series, with an average finish of 8.3. The new sponsorship from Zep, which includes full shop product integration, is more than a paint scheme—it signals a renewed push for performance and competitiveness under the FRM banner.

Zep’s support is both symbolic and operational. The company has provided an array of cleaning and maintenance products to the FRM shop, reflecting a hands-on contribution to the team’s performance and preparedness. For Gragson, who noted that yellow has always been his favorite color, the new Zep branding also offers a personal touch, creating stronger fan connection during live races and fan zone engagements.

Why is the Quaker State 400 a high-stakes venue for debuting a new Cup Series sponsorship brand?

The 2025 Quaker State 400 carries added significance this season, as it marks the kickoff of NASCAR’s first-ever In-Season Tournament. This bracket-style showdown offers a $1 million prize to the winning driver and elevates the stakes for every team participating. For Zep and Front Row Motorsports, this race offers maximum visibility and a dramatic setting to unveil their collaboration.

Televised on TNT Sports and simulcast on major radio networks including SiriusXM NASCAR Radio, the event was expected to draw substantial live and streaming viewership, particularly due to its novel format. Sponsoring Gragson at this event was therefore a strategic choice to tap into both diehard and casual fan bases during a moment of intensified interest.

Zep’s Cherry Bomb Auto+ Degreaser launch, timed alongside the race, leverages this elevated exposure. By linking product promotion with racing performance, Zep is able to forge an authentic narrative that resonates with consumers in garages and driveways across the country.

What impact does Zep’s sponsorship have on Front Row Motorsports’ competitive aspirations in 2025?

Front Row Motorsports, long regarded as a value-oriented but ambitious team in the NASCAR Cup Series, continues to expand its commercial partnerships and on-track potential. With past accolades including the 2021 Daytona 500 and 2022 CRAFTSMAN Truck Series championship, FRM has steadily scaled its resources, technical expertise, and competitive ambitions.

Zep’s involvement bolsters both FRM’s branding and operational capabilities. According to General Manager Jerry Freeze, Zep’s integration into the shop ecosystem and its energetic brand presence align with FRM’s goal of reaching a higher level of competition. Freeze pointed to Zep’s innovation and team-wide enthusiasm as evidence of the synergistic fit.

In addition to sponsoring the No. 4 car, Zep will appear as an associate partner on FRM’s Nos. 34 and 38 in both the Cup and Truck Series, maximizing exposure and helping to unify team branding. For a team seeking upward mobility in NASCAR’s competitive hierarchy, such a partnership supports FRM’s strategic trajectory.

How does the Cherry Bomb Auto+ Degreaser launch align with Zep’s racing platform and marketing strategy?

Zep’s national rollout of the Cherry Bomb Auto+ Degreaser & Cleaner is the commercial centerpiece of its NASCAR push. Designed for high-performance cleaning of cars, garages, grills, and tools, the product underscores Zep’s dual positioning as both a professional-grade and consumer-accessible solution.

With availability in over 2,500 Walmart locations and online at Zep.com, the Cherry Bomb product aims to capitalize on race weekend excitement to drive retail interest and e-commerce traction. The NASCAR partnership reinforces the performance-oriented message behind the cleaner, helping Zep speak to both household users and dedicated gearheads.

By integrating product placement with team performance and driver engagement, Zep is employing a hybrid B2C and B2B branding approach, maximizing its NASCAR investment beyond just on-track impressions.

What institutional and fan sentiment is emerging from Zep’s NASCAR entry through Front Row Motorsports?

Institutional observers within motorsports and sports marketing circles view Zep’s activation as a calculated move to modernize and extend its aging industrial identity. By aligning with the vibrant, performance-driven world of NASCAR—especially with a younger driver like Gragson—Zep is repositioning itself as both legacy-aware and forward-leaning.

Fan sentiment around Gragson’s new Zep-branded livery has been positive, with many calling out the bright yellow design as among the most visually distinct on the track. Gragson’s public appreciation for the brand and its practical contributions to the shop further humanize the partnership.

For Front Row Motorsports, the deal with Zep adds another layer of credibility to its ongoing transformation from an underdog to a more institutionally relevant NASCAR team.

What can be expected next from Zep and Front Row Motorsports after their Quaker State 400 collaboration?

Analysts and motorsports insiders expect that the Quaker State 400 debut is only the beginning of a deeper integration between Zep and Front Row Motorsports. With the Cherry Bomb Auto+ Degreaser rollout continuing into the second half of the year, additional activations—including digital campaigns, fan giveaways, and branded garage content—are likely.

Gragson’s performance in the In-Season Tournament will also determine whether Zep receives extended visibility in postseason or high-impact events. Should he advance deep into the bracket or notch a win, it would significantly amplify Zep’s brand story across racing and retail channels.

As NASCAR’s 2025 season evolves, both Zep and FRM will continue using this partnership to co-develop new engagement strategies, blending performance, retail distribution, and fan loyalty into a cohesive growth model.