Kroger shifting sponsorship strategy

Major NASCAR sponsor Kroger is shifting its marketing focus this year with the JTG Daugherty Racing team to a "Delivery, Pickup, Ship" campaign to align with its three different e-commerce initiatives.

Kroger had been most recently focusing on its ClickList initiative, where customers select their grocery order online before picking it up in stores. However, Kroger has rebranded the ClickList program as part of a wider e-commerce initiative, and the Cincinnati-based company is changing up its NASCAR focus as a result.

The ClickList program has been rebranded to Kroger Pickup, while Kroger also has launched two other e-commerce services called Delivery and Ship.

The "Delivery, Pickup, Ship" theme will mainly appear on the car and firesuits/crew uniforms related to the team's No. 47 car driven by Ryan Preece. JTG said there will be a yet-to-be-revealed focus on the No. 37 car driven by Chris Buescher that will be announced later this month.

--- Sports Business Daily ---