LEGACY MOTOR CLUB announced an expanded relationship with Dollar Tree on April 26, 2026, adding a personal services deal with Jimmie Johnson that will put the seven-time NASCAR Cup Series champion in the company’s marketing mix. Johnson will serve as a brand ambassador for Dollar Tree, appearing in national campaigns, digital and social content, in-store promotions and select corporate events.
The move also gives Dollar Tree and Johnson a licensing agreement for a new line of co-branded products set to reach stores this fall. The products will carry Johnson’s name, image and likeness alongside LEGACY MOTOR CLUB branding, starting with automotive products, supplies and accessories before later widening to toys, health and personal care items and apparel.
Johnson, who owns LEGACY MOTOR CLUB and has 83 Cup Series victories, said he has always believed success comes from preparation, discipline and the people around him. He said Dollar Tree is building something special and that he is proud to be part of it, adding that the goal is to build a legacy together and create products and experiences that connect with people in a real way.
The deal extends an existing relationship between Dollar Tree and LEGACY MOTOR CLUB, tying a major NASCAR name to a retailer best known for value shopping. Dollar Tree is headquartered in Chesapeake, Virginia, and is described as one of North America’s largest and most loved value retailers.
Rick McNeely said the partnership is rooted in shared values and a belief in building something meaningful together. Brent Beebe said the company is excited to introduce the new product line, developed with Johnson, one of the most iconic names in NASCAR. The next benchmark comes this fall, when the first co-branded items are scheduled to land in Dollar Tree stores.